Web Analytics - Event (Hit) - Data Collected

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Informations collected by analytics applications are called event (driven-architecture) and are the basis for application analytics

An event defines an interaction collected for a particular user.

They may have another name such as hit for Google Analytics

An event is build from a tracker (called also tag (beacon, pixel)

This kind of event is mainly data generated by human activity but can also come directly from the application such as a page speed for instance.


The Event type in an Analytics event is the channel (where subscribers may subscribe)

The type is the name of the event and it should be short and descriptive.

The Object-Action convention is: Object + Action in the past tense.


  • Project created,
  • Message sent,
  • Team member invited
  • Ticket reservation expired
  • Cart abandoned after 2 hours

Data Structure Type

The type of event defines the data received for the event. They map directly to a data structure (ie a table in an RDBMS, or a data schema).


Tracking Google Analytics Snowplow Event Type
Page Views pageview / screenview Pageview
Item View item Item view
Custom Interaction event Custom structured/unstructured event
Transaction transaction Ecommerce transaction
Social interaction (A like button was clicked for instance) social Social
Exception exception Error tracking
User/App timing timing Page pings
Impression Ad impression


See Analytics - Data Model



  • idsite: the site identifier (ie property)
  • url: current URL
  • urlref: HTTP referrer (traffic source); can be blank
  • action: action name (defaults to pageview)
  • data: contains information on the UUID from cookie state


  • title: page title
  • screen: screen resolution information
  • date: client-side datetime in the browser

Client information:

  • browser User-Agent,
  • client IP address

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