Define behavior independently of the interface
“Clicked the green button” describes an interface detail that may change. “Submitted a valid demo request” describes a business behavior. Separate intent events from successful completion and from later qualification.
Also define the unit: user, session, account or transaction. Some business questions need operational records that website analytics alone cannot provide.
Create the measurement plan
- Write the behavior definition and success conditions.
- Identify where the event should fire and how duplicates are prevented.
- Choose properties needed for a specific analysis.
- Assign a business owner and technical owner.
- Test the event across relevant devices, routes and consent states.
Do not send arbitrary personal or sensitive information because a property field is available. Collect what is needed and follow applicable requirements and current platform guidance.
Event record
| Field | Example question |
|---|---|
| Name | Can the team recognize the behavior consistently? |
| Trigger | What valid action causes the event? |
| Properties | Which distinctions support the analysis? |
| Exclusions | Which tests, errors or duplicates should not count? |
| Owner | Who approves definition and implementation changes? |
Worked example: intent versus completion
Illustrative example: a booking button click shows interest, while a confirmed qualified meeting in the scheduling system shows a different outcome. Treating the click as a completed meeting can inflate acquisition reporting. Keep the click as a diagnostic event and connect the business outcome through an appropriate record or integration.
The taxonomy should make that distinction visible to the people reading the dashboard, not only to the developer implementing the event.
Version the definitions
A redesign can change when an event fires or what its properties mean. Record the date and definition change. Otherwise a sudden improvement may be a measurement revision rather than a customer behavior change.
Should every event become a key conversion signal?
No. Many events support diagnosis. Choose optimization signals according to the business outcome and tool configuration.
Should event names include campaign details?
Usually keep the behavior stable and put useful context into appropriately defined properties. Avoid a separate behavior name for every campaign variation.
Put this into practice
Document the five events used for your most important decisions. Verify that their definitions, triggers and properties match what the business believes the reports mean.
Primary-source reading for platform details: Google Analytics: events.
Related foundation: CAC vs ROAS: which metric should guide your marketing budget?. How these guides are prepared.
Ayoub Mouhachtt
Growth & performance marketing. Explore the portfolio and working background.
Related portfolio work: Etsy & Shopify. The worked examples in this guide are illustrative and are separate from the portfolio’s project evidence.