Tracking conversion in single page web apps

Last week I asked for help on using Google Analytics to track conversion in single page web apps:

Tweet, tweet:

The challenge is to track user behaviour in a Javascript frontend that doesn’t have “pages”. My question: What’s better? Should I use events or model the wizard steps as page views?

Here’s what I found in a brief Google search:

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Via this Search Engine Land article:

Are Virtual Pageviews Right For You?
Pros:

  • Supports goal configuration ”“ cannot configure a goal with an event ( refuted by https://support.google.com/analytics/answer/1383265?hl=en https://www.blastam.com/blog/index.php/2011/03/how-to-use-events-goals-google-analytics/ )
  • Doesn’t artificially inflate bounce rate

Cons:

  • Artificially inflates pageviews for the site
  • Limited information available ”“ events are much more robust or correlating conversions and user behavior

Source

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The cross-reference above, points to this article on benefits of using events:

Top 4 Benefits of Using Events in Goals

  1. Track visitors who don’t convert with traditional transactional or lead generation goals
  2. More easily track Influencers/Advocates on your site
  3. Measure “interactions” that can lead to better understanding of site engagement
  4. My absolute favorite”¦Measure “interactions” in the early stages of the buying cycle that demonstrate the quality of the visits that increase the top of the funnel and ultimately lead to increased revenue producing goals.

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This background article is useful, especially the section on Virtual Page Views.

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And another reference:

“I’m a big fan of virtual pageviews for form tracking simply because GA still doesn’t allow the use of events in a multi-step funnel.”

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Conclusion:
This means I’ll use virtual page views to track sequential, wizard steps so that I can track the funnel. And events to track individual goals.

Tips? Usage examples?
Any further hints and experience are appreciated.

Google Analytics

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