Setting up custom parameters for GA4 Events [INSTRUCTIONS]

Overview

Google Analytics 4 events can shed light on meaningful actions shoppers take on your dealership website.

Fullpath automatically sends 6 types of events to your GA4 account through the code snippet on the Dealer website, from one pixel to another, using Google Tag Manager (we an also send events using a Secret API Key upon request).

These Fullpath events include:

1. Conversions
2. Conversions for Service (complimentary to general conversion event)
3. Conversions for Sales (complimentary to general conversion event)
4. Click-to-Call (CTC)
5. Chat Engagement
6. Chat Conversions (when applicable)

If a customer would like Fullpath to fire events into their GA4 account using a Secret API key instead of the gtag pixel (which is our default) the customer should provide the Implementation or CS Manager with their Measurement ID and Secret API Key.

Parameters for GA4 Events

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).

Creating Custom Parameters

In order to create and add these dimensions inside of your Google Analytics 4 account, please follow the instructions below (you need an Editor role to create custom dimensions).

You may also watch this short video here (start at 33 seconds). 

 

1. On the left icon navigation menu, click Admin cog (lower left hand corner) > Custom definitions
2. Click create custom dimensions
3. Enter a name for the custom dimension (see naming conventions in list below)
4. You can't use hyphens in the name, but you can use underscores and spaces instead
5. Select a scope for the custom dimension (we're asking you to add all scopes as 'events')
6. Enter a description for your custom dimension (see description conventions in list below)
7. Select /input name of event parameter (see event parameter conventions in list below)
8. Click Save (you will see a value of not set for newly added custom dimension in the first 48 hours)

Suggested Parameters to Add in Your GA4 Account

Adding the 9 parameters listed below to your Analytics events will enable your dealership to view a more complete picture of the actions and events which take place on the dealership website. Understanding exactly what events are taking place on which forms, across which page types, and for which vehicles will enable your team to make smarter marketing decisions around what is actually working to achieve your goals.

 

 

1.
dimension name: Event Owner
scope: event
event parameter: event_owner

description: who triggered the event

 

 

 

 

2.

dimension name: Form Name
scope: event
event parameter: form_name

description: name of form, if available

 

 

 

 

3.

dimension name: Page Type 
scope: event
event parameter: page_type

description: page type

 

 

 

4.

dimension name: Communication Type
scope: event
event perameter: comm_type

description: Type of communication

 

5.

dimension name: Phone Number Dialed
scope: event
event parameter: comm_phone_number

description: Phone number dialed

 

6.

dimension name: Year
scope: event
event parameter: item_year

description: Vehicle year

 

7.

dimension name: Make
scope: event
event parameter: item_make

description: Vehicle make

 

8.

dimension name: Model
scope: event
event parameter: item_model
description: Vehicle model

 

9.

dimension name: VIN
scope: event
event parameter: item_id
description: VIN

 

 

 

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.