Procedure: Google Analytics (GA) Event Tracking

Brief Description

Every interaction between users and your website are tracked in Google Analytics as an event. An event allows you to measure a specific interaction. For example, you can use an event to measure when someone views a page, clicks a link, or starts a video. EPA uses Google Analytics (GA) Event Tracking as part of the agency Web analytics code.

This procedure explains the types of events that are tracked automatically and the approval process for new GA Events. For more general information about GA, review the Web analytics section of the Web Guide.

• Rationale
• Definitions
• Required Steps
• Exemptions
• See Also
• Related Governance Documents
• Full Metadata about this Procedure

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Rationale

GA Events cannot be restricted to a particular GA account. This means that all Events triggered on webpages tracked by the agency GA account are reported in the agency GA account interface, regardless of their purpose. Therefore, it is extremely important to maintain a consistent and logical naming scheme for GA Events. The approval process in this procedure will help to identify duplicate or unnecessary Events and ensure a logical naming scheme for new Events.

Definitions

Google Analytics (GA) Events: In GA, Events measure user interactions with your website or app. GA Events can be implemented by manually coding each webpage element or by JavaScript designed to automatically implement Event tags whenever certain page elements are activated. The agency GA code, for example, automatically “tags” different types of links (downloadable files, external links, email links) for Event tracking.

Event Parameter: An event parameter is an additional piece of data about a user interaction on a website and/or app, offering valuable context and details about the interaction. Previously, you needed at least two event parameters per event. And you could have a maximum of four parameters per event. However, now, you can have anywhere from zero to 25 event parameters with every event. Those parameters can be different for each event.

Automatically collected events: Automatically collected events are triggered by basic interactions with your website. You don't need to write any additional code to collect these events.

Enhanced Measurement Events: lets you measure interactions with your content by enabling options (events) in the Google Analytics interface. No code changes are required. When you enable these options for a web data stream, your Google Analytics tag starts sending events right away.

Recommended Events: Events that need to be enabled manually but are available to each account.

Custom Events: Events that you define so you can collect information about an interaction.

Required Steps

For all GA Events, including those that predate this procedure, you must get approval from the Web Analytics Program by following the process detailed below. Before taking this step, however, it is important to check what functionality already exists and understand how EPA defines Events.

Step 1. Check if an Event already exists

Before you request approval to create a new Event, be sure to review the approved agency-wide Events that are automatically tracked across EPA websites. (In GA4, go to Reports > Engagement > Events.) Do not duplicate any functionality already implemented by these Events. For example, there should be no Events created to track PDF clicks on any EPA webpage since this is automatically tracked under the Download event.

Note: The Web Analytics Program will ask you to remove any Events that duplicate the functionality of the approved agency-wide Events.

If an Existing Event Category does meet your needs, be sure to use all existing Event Actions under that category that apply. For example, you should not create a new Event Action under the Download Category called Excel Click, since this is already covered by XLS Click.

Step 2. Carefully consider how to define your new Event

After you have confirmed that none of the approved agency-wide Events cover the interactions you wish to track, you will need to suggest an Event that is both broad in scope and sustainable. Consider the following:

• Will others be interested in tracking this type of Event?
• Is this type of Event unique to a particular program office or application?
• Will I want to expand on this Event in the future?

As an example, if you want to track elements that are unique to a particular application, you may want to include your organization name and the application name in the Event name (e.g. OMS_BetaApp). This will help other users understand that this new Event only applies to a specific office and application.

After reviewing all approved agency-wide Events and carefully considering a naming scheme that is both uniquely identifiable and sustainable, you are ready to submit your request for approval.

Step 3. Submit your request to the Web Analytics Program

Submit a proposed naming scheme for the Event you wish to implement, along with a description of all needed parameters to the Web Analytics Program.

Step 4. Wait for approval from the Web Analytics Program

Under normal circumstances, your request will be reviewed within two business days.

If there are any concerns with the suggested naming scheme, the program will work with you to adjust the naming scheme accordingly.

Step 5. Upon approval, implement your new Event

Only implement the approved GA Event. All subsequent Events will require separate approval.

Exemptions

There are no exemptions to this procedure.

See Also

• CIO 2180.0 Web Governance and Management Policy (PDF)
• CIO 2171.0 Information Access Policy (PDF)

Related Governance Documents

EPA

Related Policies

• None

Related Procedures

• Maintaining Agency Web Analytics Code on all Public HTML Pages
• Web Measurement and Customization Technology (Cookies) Procedure

Related Standards

• None

Related Guidance

• None

Non-EPA

• OMB Digital Strategy, Federal Chief Information Officer, “Digital Government: Building a 21st Century Platform to Better Serve the American People,” May 23, 2012.
• OMB Memorandum M-10-12, Peter Orszab, Director, “Guidance for Online Use of Measurement and Customization Technologies,” June 25, 2010.(9 pp, 103 K, About PDF)

Full Metadata about this Procedure

Name Google Analytics (GA) Event Tracking

Type Procedure
Required or Recommended Required
Effective date 04/09/14
Date approved 08/14/2024
Category Google Analytics
Web Council review by 08/14/2027 (or earlier if deemed necessary by the Web Council)
Governing Policy Web Governance and Management