What happens when you have so much data, so much so that it is overwhelming to look at, and you want to find abnormalities? That is was Intelligence Events is for. To track specific abnormalities in events, go to customization > custom alerts > manage custom alerts > + new alerts. After you have created this new alert, you can set the parameters and how it is measured.
One of the best "events" to track is a spike in traffic. This can help you determine how successful a new marketing campaign is. Likewise, a drop in traffic is good to measure because this can indicate technical issues with the website or problems with AdWords. Bounce rate is another to take into consideration. If visitors are coming to your page and they leave immediately, this is not good. If they leave immediately, odds are that they got there by accident. While this is okay if it only happens a couple times, if it happens a lot, you may need to rethink why your content is coming up in specific searches, as it could hurt your search engine optimization standings. Finally, another great parameter to track is your email capture rate. It is great to compare this data against marketing campaigns or offers that were running at that time. There is a lot to track, so it would be good to start with a healthy amount of parameters, and then go from there! It's all about trial and error, and what the management team is looking from you! Sometimes tracking more than one parameter can help enforce data in another specific parameter.
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