Overview
Automotive Standards Council
The Automotive Standards Council (ASC), 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. Fullpath supports and sends data to GA4 in the agreed-upon formats using the council-created protocols and conventions.
Events
These Fullpath events include:
- Conversions / form submissions
- Conversions for Service / for submissions (complimentary to general conversion event)
- Conversions / form submissions for Sales (complimentary to general conversion event)
- Click-to-Call (CTC)
- Chat Engagement
- Chat Conversions (when applicable)
- Service appointment booking submissions (thru xTime, when applicable)
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
Comm Type: form
Parameters (Form Name): Audience Activation, or WE module name, or FullpathGPT
Event Type: Conversions
Definition: This event is sent into GA4 when an on-site conversion occurs which is not a Service Lead. 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 where the Fullpath module is NOT a service module.
Additional Details: Specifically, if the module upon which a conversion took place was trade-in, the event’s “department” parameter value will be “trade”; in all other non-service conversions it will always be “sales”. This conversion event is sent in addition to the more general conversion asc_form_submission.
GA4 event: asc_form_submission_sales
Comm Type: form
Parameter (Form Name): Audience Activation, or WE module name, or FullpathGPT
Event Type: Conversions
Definition: This event is sent into GA4 when an on-site conversion occurs (i.e. within the Fullpath Service module). 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 in the Fullpath Website Engagement Service module OR when a Chat conversation prompts a Shopper with a Service form. This conversion event is sent in addition to the more general conversion asc_form_submission.
Additional Details:
- conversational conversions will not be sent as Service - only forms which are served inside the Chat and clearly labeled as Service can be tagged and sent into GA4 as service conversions.
- The value of the “department” parameter will always be “service”
GA4 event: asc_form_submission_service
Comm Type: form
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
Comm Type: NA
Event Type: Chat Engagement
Definition: This event is sent into GA4 when an a shopper types in the chat interface and engages with either standard Fullpath Chat or Fullpath ChatGPT (this could be in response to an icebreaker or where a shopper initiates).
GA4 event: asc_comm_engagement
Comm Type: chat
Event Type: Chat Conversion
Definition: This event is sent into GA4 when an a shopper converts and provides contact details inside a Chat with either standard Fullpath Chat or Fullpath ChatGPT.
GA4 event: asc_comm_submission, asc_comm_submission_sales*, asc_comm_submission_service*
Comm Type: chat
*asc_comm_submission_sales and asc_comm_submission_service are complementary to asc_comm_submission and are identified according to the relevant department (as deduced from the chat conversation)
Event Type: Chat Conversions
Definition: This event is sent into GA4 when an on-site service booking occurs (i.e. within the Fullpath chat module using the XTime integration). This event is not fired unless the account has the XTime integration enabled.
GA4 event: asc_comm_submission_service_appt
Comm Type: Chat
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.
Important to note:
Google Analytics activity is tracked from the frontend, therefore it may miss some events due to factors like network issues, ad blockers, or users leaving the page before the event is sent. Since front-end tracking relies on the user's browser to execute and report the event, any interruptions (e.g., page reloads, slow connections, or script errors) can result in lost data.
The numbers displayed in the Fullpath customer Dashboard come from the Fullpath backend databases -- part of our CDP. The Dashboard numbers are in fact more reliable than GA's because when the events occur, they are sent directly to our servers, and are mostly unaffected by a user's environment.
Generally speaking, except in cases of extreme discrepancies, this would be the most likely explanation when number is GA are lower then those in the Fullpath dashboard.