TL;DR:
Event tracking records specific actions a visitor takes (a click, a signup, a purchase) as named events, rather than only counting page loads. Each event can carry properties and a value, so analytics can report on outcomes and revenue, not just traffic. Event-based tools meter these events; pageview-based tools count page loads and treat events as extras.
Event tracking is how analytics measures what people do, not just where they go. A pageview says a page loaded; an event says something happened on it, a button clicked, a form submitted, a purchase made. It is the difference between counting footsteps and counting outcomes.
Event vs pageview
| Pageview | Event | |
|---|---|---|
| Records | A page loaded | An action happened |
| Example | /pricing viewed | signup completed |
| Carries a value? | No | Yes (e.g. purchase amount) |
| Used for | Traffic | Conversions and revenue |
How event tracking works
You tell the analytics tool which actions to record (by tagging an element, defining a rule, or calling its API) and give each a name. When the action happens, the tool logs a named event, optionally with properties (which plan, which button) and a value (the amount paid). Reports then break those events down by page, source and time, the same way pageviews are, and valued events can total revenue.
Whether events share your plan's meter matters: some tools meter events (each counts toward quota), others meter pageviews and treat events as free extras. Read the meter before you tag heavily.
Open Analytics tracks events three ways and ties valued events back to their source, cookieless.
See how it worksFrequently asked questions
- What is the difference between an event and a pageview?
- A pageview records that a page loaded; an event records that a specific action happened (a click, signup or purchase) and can carry a value. Pageviews measure traffic; events measure outcomes and revenue. Event tracking is how you move from 'how many visitors' to 'what did they do'.
- How do I start tracking events?
- Tag the action one of three ways: a data attribute on the element (no code), a no-code rule in your dashboard, or a one-line JavaScript call for events that fire from your own logic. See our step-by-step guide on how to track custom events.
- Do events count toward my plan?
- It depends on the tool's meter. Event-metered tools (Open Analytics, Umami, DataFast) count each event toward quota; pageview-metered tools (Plausible, Fathom) count page loads and treat events as extras that may share the allowance. Check the meter before tagging heavily.