What is event count in Google Analytics?

Event count in Google Analytics 4 tracks how often specific actions, like downloading files, adding payment info, interacting with features, or clicking videos, occur on your ecommerce site or app.

For example, you can view how many website visitors click on an ad in one month. Here, the parameter “ad_click” defines the automatically collected event. 

Event counts can be broadly categorized under 4 main types:

  1. Enhanced measurement events: These include interactions with your site’s content, such as scrolls, file downloads, etc.
  2. Automatically collected events: Consists of automatically collected metrics such as ad or video clicks, impressions, purchases, etc.
  3. Custom events: Displays custom events of your choice, like video engagement or coupons applied.
  4. Recommended events: Contains events recommended for use cases like customers adding payment info, refunds, or returning a product.

Why you should use event count in Google Analytics 

  1. Detailed insights: Custom events provide more details on specific customer actions, such as product views, wishlist additions, and abandoned carts. This helps you understand how visitors interact with your ecommerce platform or app, allowing you to make improvements to their shopping experience.
  2. Issue detection: Identifying where customers face challenges, like checkout drop-offs, helps you address these pain points promptly. This can improve conversion rates and enhance the shopping experience.
  3. Improved decision-making: Analyzing event counts for popular products leads to data-driven decisions. For example, if a product gets many clicks but not enough sales, consider refining its presentation, pricing, or promotion to better align with customer expectations.
  4. Subscriber base growth: Monitoring sign-up form interactions helps you identify opportunities for improvement, increase subscriber numbers, and expand your audience.

With a marketing automation platform like Klaviyo, you can create custom sign-up forms, add them to Google Analytics, and use event count to obtain metrics like: 

  • How many visitors viewed your form
  • How many completed the sign-up process
  • How many closed the form

Use this information to expand your SMS or email list and set up personalized flows for those who’ve signed up. Compose and automate welcome emails with Klaviyo AI to connect with your new subscribers early on.

Sign up for Klaviyo and make the most out of event counts.

Additional resources