GA4 Events and Conventions for the Fullpath CDXP

Overview

Google Analytics 4 (GA4) is Google’s latest web analytics measurement tool that will replace Universal Analytics on July 1, 2023.

 

Google Analytics 4 provides advanced tracking and reporting features using the machine learning model. As a result, website owners can analyze their site performance across different platforms more accurately.

 

Automotive Standards Council

The Automotive Standards Council, led by Brian Pasch and several other industry leaders, created and set standards for the data, events, and the format of those events inside Google Analytics; it is recommended that all industry vendors and dealerships leverage these shared standards and conventions when switching to or setting up GA4. Fullpath is not only on the council, but is already supporting and sending data to GA4 in the agreed-upon formats using the council-created protocols and conventions.

Events

Events let you measure user interactions on your website or app; for example, you can measure when someone loads a page, clicks a link, submits a form, and converts onsite. Google Analytics uses data from events to create reports with information about your business.

Fullpath automatically sends 3 types of  events to your GA4 account through the code snippet on the Dealer website, from one pixel to another, using Google Tag Manager. These Fullpath events include:

1. Conversions
2. Click-to-Call (CTC)
3. Standalone ChatGPT Engagement

 

Heard about a secret API key? Learn more here about why we don't need to use it.

Event Type: Conversions

Definition: This event is sent into GA4 when an on-site conversion occurs (i.e. within the Fullpath widget) and Fullpath sends a lead into the Dealership CRM. This event is not fired when a shopper clicks on a CTA button labeled “submit” for example, if the required fields are incomplete. This event only fires on a successful completion of a form.
GA4 event: asc_form_submission

Event Type: Click-to-Call

Definition: This event is sent into GA4 when a Shopper on your dealership website clicks on the phone icon inside the Fullpath mobile minibar, which triggers a voice call to be initiated.
GA4 event: asc_click_to_call

 

Event Type: ChatGPT Engagement

Definition: This event is sent into GA4 when an a shopper types in the chat interface and engages with standalone FullpathGPT (this could be in response to an icebreaker or where a shopper initiates).
GA4 event: asc_comm_engagement

Note: we do not send engagement events into GA4 for the Chat module embedded within the Full Website Engagement (WE) solution because that chat is one of many interactions we offer with WE. To pull that one engagement out specifically and not do so for every other engagement type may cause inconsistencies within the GA4 reporting. 

Events and Parameters

Events can shed light on meaningful actions shoppers take on your dealership website. However, the basic events only provide a small portion of the story. It is highly recommended to set up parameters for each event so that you can understand more of the story. Adding parameters for each event you are tracking in analytics allows you to cut the data in different ways (which vendor or form captured the lead submission on your site?), compare performance (which conversions and pages are performing best?), and generally view a deeper level of activity across your Dealership website (how is Fullpath traffic performing on your website).

Learn more about setting up event parameters and which Fullpath recommends you implement in order to get the most out of your Google Analytics 4 and the Fullpath CDXP.