The five analytics events worth tracking on a landing page

Most pages track everything or nothing

A typical landing page either fires one page view and stops, or carries forty auto-captured events that nobody has ever opened. Both leave you guessing. Five analytics events, named properly and checked on launch day, tell you where visitors stop and why. Page views come free with any analytics tool, so treat those as given and spend your setup time on the five below.

1. Primary CTA click

Fire this on every button that points at your main action, and attach the section it sat in as a property. You might find the hero button takes most of the clicks while the repeat button in the footer takes almost none, which tells you where your strongest copy belongs. It also pulls two different problems apart: nobody clicking at all, and plenty of people clicking then bouncing off the next page.

2. Form start

Fire this when someone focuses the first field. The gap between form starts and form submits is the most actionable number on a landing page. Ten starts and two submits means the form is the problem: too many fields, a scary phone number requirement, no reassurance about what happens next. Two starts from 500 visitors means the problem sits above the form, in the offer or the headline.

3. Lead submitted

The conversion itself. Send the source, campaign, device and landing page variant along with it. A 4% rate that averages 9% from your newsletter and 0.6% from cold traffic is two separate stories wearing one number. Deduplicate on email so a double click does not inflate the count. This is also the event your ad platforms should receive back for optimisation.

4. Section viewed

Fire an event when a key section is 50% visible for a second or more. Do it for pricing, proof and the FAQ. Scroll depth percentages are vague, and section names are not. If only 18% of visitors ever see your testimonials, moving them up the page beats rewriting them. If 90% reach pricing and few click after it, your problem is the price or the framing around it.

5. Qualified outcome

Push the downstream result back into analytics: call booked, call attended, deal won. Without it you optimise for volume and quietly get worse. A page that doubles leads while halving the share worth talking to has made your week harder. Most CRMs can post this back with the original source attached, and it takes an afternoon to wire up. This is the only event that connects design decisions to revenue.

Name your analytics events once and test them on launch day

Pick a convention and stick to it: lowercase, underscores, verb last. cta_clicked, form_started, lead_submitted, section_viewed, outcome_qualified. Put the variable detail in properties rather than in the event name, or you end up with thirty near duplicates. Then walk through the page yourself in a private window, watch the events land in the live view, and submit one real test lead. Broken tracking that you find in month three costs you every decision made in months one and two.