UMN Search: Search Event Tracking Data in Google Analytics

If you've configured your search results with Google Analytics (explained in the Configure Unit Branding and Navigation for Search Results documentation), use these instructions to view and understand your tracking data.

Event naming convention

Events in search have a specific naming convention that can be seen by drilling down through the data.


Since Category is the top-level filter, it contains top-level data about the item clicked, including:

  • Front end being used
  • Item clicked on the results page

Here's a breakdown of the item types:




The drop-down to search the different campuses:

the campus selector on the search screen.


The Web (or Unit Name), People, Departments filters below the main search field

the web/people/department toggle on the search screen.


Keymatch link


Links in the maroon header: One Stop, MyU

the one stop/myu toggle on the search screen in the header field.


Links in the footer:

One Stop, MyU (on mobile), Privacy Statement

the footer as it appears on mobile with links to one stop and myu and the privacy statement


The Narrow Your Search links

the narrow your search area in the search results showing some suggestions to choose from to narrow a search.

Prospective_students, current_students, faculty_staff, community

( only)

The common links above the footer

the common links in the footer for prospective students, current students, faculty & staff, and community


Links within the People Search widget:

the people search widget as it appears on the search results page.


Links within the People results page

the full search results page


The label has more specific data about the item clicked. In many cases, the label is data pulled directly from the item clicked, like a person's name, or the search query.

There is specific logic for different categories:



Text in [brackets] is grabbed dynamically




"Select Changed" + [campus]


"web", "people", "departments"


[search query] + [keymatch text]


"myu", "one_stop"


"myu", "one_stop", "privacy_statement"


[result text] + [result #]

Prospective_students, current_students, faculty_staff, community

[link text]


[name] + [result #]


[name] + [result #]




The standard action is click, but the campus selector's action is select.

These don't offer any useful data, it's just required to send data to analytics.

Google Analytics

The following information will help guide you to the data in Google Analytics.

The screenshots in the example are taken from University Relations' analytics. Your analytics will, of course, look different.

Navigate to Events data

  1. Log in to Google Analytics
  2. Select the Property and View associated with the website with your search configuration
  3. Click Behavior in the left-hand navigation
  4. Click Events to expand that sub-category
  5. Select Top Events to view the report
    the navigation available in google analytics with Top Events highlighted in the Events category.


In the main part of the window, the summary of top events is displayed in a table (use the date selector in the very top right to view different time frames).

the top events report in google analytics

Filter the data

Above the summary data is a (very small) menu that allows you to toggle between the category, action, and label as the Primary Dimension.

This helps drill down into specific data within a category:

the filters in the analytics events table showing event category, event action, and event label.

Clicking a category filters the data to show only that category, or combination of categories (campus_tc + keymatch). You'll be shown the Event Action list, so make sure to click over to the Event Label filter to see them.

Search the data

To the right of the Primary Dimension menu is a search field:

the search box at the top of the results table.

This is useful for specific filtering of results, like seeing the number of times the "Narrow Your Search" links have been used when the Twin Cities campus search dropdown is active.

the table showing the filter applied so only the TC campus search data is applied.