Google Analytics allows you to track and analyze user behavior and website traffic, including metrics such as unique views, traffic sources, and bounce rate. It enables you to easily set up data collection, monitoring, visualization, and reporting to make better marketing and event building decisions.
Adding Google Analytics to your Brazen event helps identify trends and patterns in how visitors move through the registration process. It creates a high-level overview to understand the conversions that take place from landing page to registration completion.
Because these metrics are not tied directly to specific candidates, they afford a higher level of user privacy than tracking pixels. Combining Google Analytics with Brazen tracking links provides a larger picture of the success of your marketing campaigns.
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Google will be sunsetting Universal Analytics (UA) on July 1, 2023. Brazen supports both Google Analytics 4 (GA4) and UA. If you use UA and wish to migrate to GA4, please refer to Google's migration documentation: https://developers.google.com/analytics/devguides/migration/ua/analyticsjs-to-gtagjs |
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Enable Google Analytics
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When creating an Account for Brazen events in your Google Analytics account, you must toggle on Create A Universal Analytics Property under Show Advanced Options. This can only be done during the account creation process. |
- Retrieve your Universal Analytics (UA) Code for your Google Analytics Brazen Account.
- Open the Brazen Control Center and go to your Event Home.
- Click Settings, then Google Analytics.
- Click Enable Google Analytics, then paste in your UA Code.
Don't forget to Save! Your Brazen event will now appear in your Google Analytics dashboard.
Google Analytics Limitations
Google Analytics is a powerful tool that can collect invaluable insights into user behavior and website traffic; however, it is limited by individual user privacy settings. Encrypted web browsers, privacy extensions, and firewalls can block Google Analytics' tracking tags from gathering data from that user. A small percentage of missing user data should be expected.
There are a couple of ways to potentially combat missing data from individual privacy settings:
- Add a field to the registration form to allow candidates/attendees to identify how they heard about the event.
- Send all candidates an outreach email after the event has ended to re-engage candidates/attendees. Use this opportunity to ask for feedback, collect missing data to track how they learned about the event, and provide a great user experience.
Additional Resources
For further data gathering, consider adding tracking links. Combining Google Analytics with tracking links provides a holistic view to measure, review, and optimize your marketing and advertising efforts.
You can also add tracking pixels to your third-party marketing tools such as Facebook, Google Tag Manager, or DoubleClick.