The Events report is a pre-made detail report that shows how many times each event is triggered and how many users trigger each event on your website or app. By analyzing the events users trigger on your website or app, you can make improvements to the user experience and increase conversions.
View the report
- Sign in to Google Analytics.
- From the left menu, select Reports
.
- On the left, click Engagement > Events.
How long it takes for an event to appear in the report
Data about an event appears in the report up to 24 hours from when the event was triggered on your website or app. To verify that Google Analytics has collected an event in the last 30 minutes, see the Event count by Event name card in the Realtime report.
What events are shown in the report
The Events report includes events that have been triggered and collected by Analytics within the specified date range. It includes the following types of events. Click the following links to learn more about each type of event shown in the report:
If you want to learn more about events in general, see About events.
Mark events as key events
A key event is an event that measures an action that's particularly important to the success of your business. When someone triggers the event by performing the action, the key event is recorded in Google Analytics and surfaced in your Google Analytics reports.
Any event you collect can become a key event. To measure a key event, create or identify an event that measures the action and then mark the event as a key event. After you mark the event as a key event, you can see how many users perform the action and evaluate marketing performance across all channels that lead users to perform the action.
The following flow shows how to mark an event as a key event. In short, if an event is important to your business's success, you can mark the event as a key event in Analytics.
Event → Key Event
If you identify an event that's important to the success of your business, you can mark the event as a key event in the Events report. To mark an event as a key event in the Events report:
- In the table in the second half of the Events report, find the important event.
- Click
to the right of the event row.
- Select Mark as key event.
to the right of the event row.Dimensions in the report
The report includes the following dimensions. If you are an Editor or Administrator, you can add or remove dimensions in the report.
| Dimension | What it is | How it's populated |
|---|---|---|
| Event name | The name of an event. For example, if someone triggers a purchase event, the text 'purchase' populates the dimension. | This metric is populated automatically. |
Metrics in the report
The report includes the following metrics. If you are an Editor or Administrator, you can add or remove metrics in the report.
| Metric | What it is | How it's populated |
|---|---|---|
| Event count | The number of times users triggered an event. | This metric is populated automatically. |
| Event count per active user | The average number of events triggered per user. | This metric is populated automatically. |
| Event value |
The sum of all 'value' parameters supplied with an event. You can use this context-sensitive metric to capture data that's important to you (e.g., revenue, time, distance). Event value differs from purchase revenue in that event value combines realized and unrealized values. Realized values come from purchase events, and unrealized values come from other events (e.g., a gem_referral event with an event value of 5.). Event value isn't currency converted. Note: The "Event value" metric is not provided by default. In order to see this metric, an Administrator or Editor must customize the report to include the metric. Learn more |
Populate this metric by including the 'value' parameter with an event. |
| Total revenue |
The total revenue from purchases, in-app purchases, subscriptions, and ad revenue. Total revenue = purchases + in-app purchases + subscriptions + ad revenue Note: Only events about purchases, in-app purchases, subscriptions, and ad revenue can have total revenue. If you want to see the value assigned to other events, see the "Event value" metric instead. |
This metric is the sum of the purchase, in_app_purchase, app_store_subscription_renew, and app_store_subscription_convert events, as well as ad revenue, which is populated via the Google AdMob integration, Google Ad Manager integration, or by sending the ad_impression event from a third-party integration. |
| Total users |
The number of unique users (or user IDs) who triggered at least one event. |
This metric is populated automatically. |