Choosing the Right Analytics Events for a Website
A focused event plan shows whether important customer journeys work without collecting every possible click or personal detail.
Measure meaningful milestones
Track actions that show progress: a quote request submitted, a booking completed, or a checkout step reached. Use consistent event names and document what qualifies as success.
Collect only what you need
Avoid putting email addresses, message text, or other sensitive information into analytics events. Set retention and consent rules to match your obligations and the purpose of measurement.
Test the data before using it
Verify events in a test flow, confirm duplicates are not inflating results, and check that the dashboard answers a real question. Connect your tracking plan to website development.
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