Setting up a JavaScript event in Metrica: step-by-step instructions

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JS events, which can be configured in the Yandex analytics system, help to comprehensively study the behavior of visitors to the portal and improve your site. Their configuration allows you to find out everything about what portal visitors do on a specific page: fill out forms, click buttons, open modal windows and use other interactive elements. In this article, we will discuss how a business can use such data and how to set up goals in Yandex Metrica.

Why do we need Javascript events?
Like most data from web analytics systems, JS events primarily help on page seo service optimize a web resource and solve a number of business problems:




Improving user experience. By analyzing what actions the user performs or, conversely, does not perform on the portal, you can understand how simple and clear the path to the conversion action is - filling out a form, subscribing, placing an order. You can clearly see which interface elements users like, which blocks they interact with more actively, and which they ignore. Based on this data, you can improve the design of the site, making it more convenient.
Optimizing the sales funnel. You can also set up a JS event to understand at what stage of interaction with the site the refusal occurs. Users may simply not understand how to fill out the required form or where to click to complete the registration. Working on these shortcomings will help increase conversion and improve the funnel.
Analysis of advertising strategy effectiveness. It is worth setting up a Javascript event in Metrica in parallel with the launch of advertising campaigns on different traffic sources. This way, you can figure out where the site got the bulk of leads from and whether they were targeted. And based on this, you can redistribute the marketing budget.
Step 1: Setting up an event in Metrica
You can control almost everything that a user does on the portal: the main thing is to decide on the purpose of collecting such data. Thus, clicking buttons and filling out forms will show whether leads reach conversion actions, scrolling will allow you to assess how involved visitors are in studying the content, and downloading files will help you understand whether your lead magnet is downloaded. For owners of online stores, this function is absolutely irreplaceable: you can track the process of customer contact with product cards and count how many visitors add products to the basket or read a detailed description.

To obtain this data, you need JS events and goals. They are configured in two stages: inside the service and directly on your site. You should start with Metrica:

Log in to your Yandex account and go to your personal Metrica account
Go to the menu item "Goals"
Click on the "Add Target" button and select "JavaScript Event"
For convenience, come up with a name for the new goal and select the Javascript event in Yandex Metrica that you want to track from those suggested by the system
The system must understand under what conditions the goal is considered achieved. To do this, you must select one of three tracking conditions:
1. Matches. This option should be selected when the service must monitor the execution of a single goal on the page (for example, filling out a form). It will be displayed in the report and will be considered completed if the system detects the full goal identifier in the site code.

2. Contains. This option should be preferred if the portal needs to monitor the execution of several goals. Then the system will consider the action completed when part of the identifier is found in the code.

3. Regular expression. It is used for segmentation by goal achievement conditions: for example, when tracking actions taken by leads from a specific source, when you know the exact URL of the traffic channel. They are more difficult to work with, and the functionality of Metrica allows for more fine-tuning of such a condition.

If you want to get detailed statistics, specify the amount that the user's goal completion brings you. This will allow the system to calculate and display ROMI and ROI metrics in the report, and you will be able to draw conclusions about the cost of a lead from a specific channel.

Step 2. Setting up a Javascript event on the site
The web analytics system receives information that the JS goal has been achieved and a certain action has been performed by the user in compliance with all the conditions set during setup directly from your site. There are several ways to set up an event within a web resource.