Event Tracking

Event tracking captures user interactions with specific elements on your website beyond standard pageviews. Through tools like Google Analytics, event tracking reveals how visitors actually engage with your content and conversion opportunities.

What to Track

For financial advisors, valuable events to track include

• CTA button clicks (consultation requests, contact buttons)
• Document downloads (guides, whitepapers, checklists)
• Video engagement (plays, completion rates)
• Form interactions (starts, completions, abandonment)
• External link clicks (social media icons, resource links)
• Calculator usage or tool interactions
• Phone number clicks on mobile
• Email address clicks
• Scroll depth on key pages

Why It Matters

Pageviews alone don't tell you whether content drives action. Event tracking reveals

• Which CTAs generate the most engagement
• Where visitors drop off in forms
• Which content formats (video vs text) perform better
• Whether visitors engage with your tools and calculators
• Actual conversion behavior versus just traffic

Implementation

Implement event tracking through Google Analytics 4's event-based model, tag management systems like Google Tag Manager, or your website platform's built-in tracking. Define what actions matter most for your business goals and track those consistently to inform optimization decisions.

Examples

• A financial planner discovering through event tracking that their retirement calculator has a 48% completion rate, prompting simplification to improve engagement
• An RIA tracking consultation button clicks across different pages and finding their blog content generates 3x more consultation requests than their homepage
• A wealth manager using form event tracking to identify that prospects drop off at the 'assets under management' field, prompting redesign