1. A non-transitory computer-readable medium storing computer-executable instructions that, when executed by a processor, cause a computing device to perform steps comprising: providing a graphical overlay over a web page, the web page having a script configured to collect a first set of analytic data when the web page is visited; configuring the graphical overlay to include at least a first field, a second field, and an option to activate a selection tool; receiving a command to activate the selection tool; receiving a first input into the first field in response to a selection, using the selection tool, of an object within the web page under the graphical overlay, the first input identifying a user selected object being displayed in the web page below the graphical overlay; receiving a second input into the second field, the second input indicating a type of event to detect; using the second input to generate code configured to detect the type of event indicated by the second input; changing the code to detect the type of event indicated by the second input with respect to the user selected object identified by the first input; updating the script to include the changed code such that the script is configured to collect a second set of analytic data, wherein at least a portion of the second set of analytic data is different from at least a portion of the first set of analytic data; and storing the updated script in association with the web page such that the updated script is executed to collect the second set of analytic data in response to the web page being accessed after the script is updated.