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AnalyticsFebruary 1, 20266 min read
Which Analytics Events Your Business Actually Needs
Fifty GTM events, zero decisions. Tracking plan, funnels, UTM — setup from $199 in 3–10 days.
Without a tracking plan, analytics becomes noise: inconsistent event names, broken funnels, marketing and sales arguing over numbers.
Minimum set for lead gen
- page_view with page_type and locale
- cta_click — which button and where
- form_start / form_submit / form_error
- lead_success with source and campaign
- scroll_depth or time_on_page for key URLs
E-commerce and SaaS — add
- add_to_cart, checkout_start, purchase
- signup_start, signup_complete, activation_event
- plan_select, subscription_start
- feature_used for product decisions
UTM and data quality
Consistent utm_source/medium/campaign rules. No ad links without UTM. Regular checks for duplicates and self-referrals.
What setup delivers
- Tracking plan and event schema document
- GTM/GA4 (or alternative) + test cases
- 2–3 decision dashboards, not one mega chart
- Playbook for new pages
3–10 days, from $199. No redesign required — implement on current site.
If you can't name three decisions you'll make from data this month — too many or wrong events.
"Analytics works when Monday shows which channel drove leads — not when the chart looks pretty."