The video is in the works. Until then, the guide will get you there.
Step-by-step guide
Where to find the Events report
In the side menu, click "Behavior".
A submenu opens. Choose "Events" there.
The Events report opens.
The four metrics at the top
At the very top you see four numbers. In two seconds they give you the big picture:
| Metric | What it means |
|---|---|
| Events | How many events were triggered in total. |
| Unique triggers | How many individual visitors are behind them. A visitor who clicks five times counts as one here. |
| Share of visits with an event | In what share of all visits at least one event happened. |
| Most common event | Which action came up the most. |
The gap between "Events" and "Unique triggers" already tells you something. If they are far apart, a few visitors are triggering a lot of events. If they sit close together, the whole thing is spread broadly.
Most common events
Below that, a bar chart shows the five most triggered events. That way you see at a glance which actions your visitors like to take and where the interest is biggest.
The "All events" table
This is where everything you marked is listed, in three columns:
| Column | What it means |
|---|---|
| Events | The name you gave the event during setup. |
| Count | How often the event was triggered. |
| Unique | How many different visitors triggered it. |
What you can set here:
- Sorting: click a column heading to sort ascending or descending.
- Opening the details: click a row and the detail panel opens on the right (more on that in a moment).
- Entries per page: at the bottom, you choose how many rows are shown (10, 25, 50, or All).
- Paging: with long lists, you page through at the bottom.
The detail view
Click an event in the table, and a panel unfolds on the right. You close it through the X at the top or with a click next to it.
In the panel you see:
- Key figures: events, unique triggers, and, if you send a value along, the average value.
- Trend: a small time curve. Is this event picking up over the days or flattening out?
- Properties: the extra details you passed along during setup, "Plan: Pro" on a click on a pricing plan, for example. If you stored no properties, this area simply stays away.
- Follow-up pages: where visitors went after the event. This is exactly where it gets interesting.
- Devices: which type of device this event was triggered on, split into desktop, tablet, and mobile.
So you learn not only how often something gets triggered but also in what context and what happens afterward.
Aha moments you will recognize
These are the patterns that show up again and again in the Events report:
- A button gets seen a lot but rarely clicked. Usually it comes down to the text. "Learn more" barely pulls, "Book a demo now" does considerably better. Change the text and watch the trend.
- Two plans, an uneven split. If 80% pick "Starter" and "Pro" hardly comes up, the price gap may be off, or the Pro plan is simply not selling itself well enough.
- After the event, people go everywhere except the checkout. A look at the follow-up pages tells you whether a click on "Choose plan" really leads to the checkout or whether visitors turn off along the way.
- An unremarkable event is running hot. Sometimes the most clicked action is not the one you bet on. Follow the numbers, not your gut.
What is in it for me?
Page views tell you who was where. The Events report tells you what visitors actually did. And that is exactly where the difference sits:
- Are your important elements getting used? The four numbers at the top and the top 5 reveal it in seconds. A button nobody presses might as well not be there.
- Is an action gaining or losing? The trend in the detail view shows whether an event picks up over the days or falls asleep. Perfect for checking after a change whether it did anything.
- What happens next? The follow-up pages show where things went after the click. That way you see whether an action really reaches the goal or runs into nothing.
Other reports count what happens on a page. The Events report shows you the individual moves your visitors make, click by click. And from that you read which element to tackle next.
Common questions
Why do I see nothing at all here?
Because no event is marked yet. Trustlytics counts page views by itself, events it does not. As soon as you have set data-trustlytics-event attribute on your website and the first visitor clicks, the report fills up.
What is the difference between "Count" and "Unique"?
"Count" counts every single trigger. "Unique" counts the visitors behind them. If one person clicks the same button five times, Count says 5 and Unique says 1. The comparison shows you whether many visitors do something once or few visitors do something constantly.
What does the average value in the metrics mean?
It only appears if you send a numeric value along with your event, an order amount for example. Without a value, the field stays empty. For plain click counting, you do not need it.
Why are my numbers lower than I expected?
Two common reasons. Bots get filtered out, they do not count. And a maximum of 200 events is counted per visit, a safeguard against accidental mass triggers. For normal websites, that is plenty with room to spare.
I renamed an event. What happens to the old data?
It stays under the old name. New clicks come in under the new name. In the table, you then see both next to each other.