The Article Event - How does it work?

2023-02-13 09:10:01 UTC

The article event in 3 parts:

  1. Event activation
  2. Data collection
  3. Event ending

1. Event activation

To retrieve article event data, please use the following guide: Article Report

The article event will trigger when a user does one of the following things:

  • Open/load a new article
  • Zoom, pans or scrolls to a new article
  • Otherwise lands on a new article

The illustration on the bottom left shows how a page is divided into individual articles, each of which will trigger their own individual article event. Therefore, if a user zooms in on the big article none of the other articles on the page will be triggered unless the user zoom or pan to one of the small articles.   

When an article is spread across multiple pages, as seen on bottom right (pdf view), the article event will be triggered at each page switch if the users continue their reading on the next page. All article data is then aggregated in Google Analytics for easy interpretation and analysis.

The article in focus is chosen based on the center between your fingers when zooming, and the same is true for double tapping. When panning to a new article while zoomed, a new article event will trigger, and the previous will end.

After activation, a lot of data will be collected within several categories (see next section).

                Visio1.png                         Visio2.png

2. Data collection

The article data is collected via the 8 article variables: duration, article title, author, category, source, access method and character counter. Every time an event is triggered, each variable collects useful information about the user behavior, which is then made available in Google Analytics for further analysis.

Each variable in the new article event can only report back one value e.g. duration “124” seconds or e.g. access method “pinch”.

The article event will gather information about the following:


  • Reports active time spent on the article
  • Starts after 2 seconds to avoid unwanted duration triggering
  • Stops if user is inactive for more than 120 seconds
  • If a user shows activity again, the timer resumes where it left off
  • Timer stops automatically after 30 minutes which is the upper limit
  • If a user leaves and returns to the same article the timer resets back to 0

Article title, Author and category

  • From the XML file, the Article title and Category is extracted together with the Author.
  • Reports the author of the specific article via the article byline
  • Reports “NA” if the information is not available in the XML file


  • What brought the user to the article/the source of the traffic
  • The user can originate from one of the following sources:
    • PDF, frontpage (modules), bookmark, article list, article view, deeplink, archive search (mobile only) or other

Access method

  • This reports how the user accessed the article
  • When zooming/panning/tapping it reports one of the following values:
    • Apps: doubletap, pinch (zoom), pan
    • Web: doubletap, scrollwheel, pan, key, pinch
  • If not zooming it reports “click”

Character counter

  • Counts the amount of characters without spaces in the article
  • Reports “NA” if no characters are present in the article

3. Event ending

The article event will end when a user does one of the following things:

  • Proceeds to a new article or leaves the article
  • Changes page or changes to photo gallery
  • Closes app or browser
  • Zoom out, scroll away or pan away from article
  • After 30 minutes of event activation (upper limit)


If you would like more information or guidance,
feel free to contact our Business Consulting department.

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