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.
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:
- Click-to-Call (CTC)
- Standalone ChatGPT Engagement
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
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.