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. These events include:

1. Conversions
2. Website forms
3. Click-to-Call (CTC)

 

Event Type: Conversions

Definition: This event is sent into GA4 when a Connect conversion takes place 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: Website Forms

Definition: This event is sent into GA4 when a Shopper on your dealership website engages with a form element (think, tabbing between fields, starting to type and input data in a field). This event is tracked separately from the above asc_form_submission which is only fired upon completion of the form. GA4 event: asc_form_engagement

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

 

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 cut the data in different ways (which vendor or form captured the lead submission 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.