Simple Event Tracking with Google Analytics

Trevor Orsztynowicz

We use Google Analytics to do some event tracking. Specifically, we’re using the new analytics.js library which is in private beta. It’s pretty clean and the API for it is really nice.

Custom event tracking in Analytics.js involves tracking 3 mandatory and two optional values attached to some element. Mostly for this exercise I wanted to do click tracking of some navigational elements.

A custom event sent to GA involves a simple call

ga('send', 'event', 'category', action', 'label', 'value');

It also accepts an object as the second argument.

ga('send', {
  'hitType': 'event',          // required
  'eventCategory': 'button',   // required
  'eventAction': 'click',      // required
  'eventValue: 'value'

It would be nice to attach some custom information to each one of these navigation clicks. That means we either need to tag all these elements with IDs then write some custom functions each, or a function generator. Or we can use the HTML data attribute to create event tag information. Something along the lines of this

<a data-label="navbar" data-value="signup" href="">signup</a>

In fact, we can make all of the event data part of the element itself

<a data-category="button" data-action="click" data-label="navbar" data-value="signup">...</a>

Then we can use some javascript to generate event handlers for these element clicks.

$('a[data-category]').each(function(idx, ele) {
  var e, data;
  e = $(ele);
  data =;

  if (data.cateogry === 'button') {
    e.on('click', clickTracker(data))

Now someone who knows HTML can go and start tracking events without having to write much code