Summary
While the Fullpath CDXP Dashboard provides robust reporting, we understand that our customers also want to be able to see goals and events relevant to the CDXP marketing activities inside Google Analytics as well. That's why we provide two ways to increase visibility of our marketing activities inside your Google Analytics. For information on Google Analytics 4, scroll to the bottom of this article.
1. We encourage you to give Fullpath read access to your analytics so we can pull into our Dashboard historical data to help establish benchmarks, and also so that we can display certain relevant data from Google Analytics right inside your CDXP Dashboard.
2. We encourage you to set up goals so you can see our CDXP marketing activity inside your Google Analytics.
Below is are instructions for setting up goals and viewing events inside your Google Analytics so you can track relevant engagement with content on your site, as well as measure relevant actions that align with your business and digital marketing strategy.
Events
What are events?
Events are user interactions with content such as downloads, link clicks, form submissions, and video plays which you may want to track and analyze on your website.
Events can be found in Google Analytics under the Behavior section > Events > Top Events
Fullpath automatically sends events into Google Analytics. No need to turn anything on, activate or otherwise adjust a setting with this. The types of events we send are 1) conversions 2) click-to-call 3) Website Forms.
- The Conversion data we send comes from shoppers on your site who convert via a Connect module. The event details inside Google Analytics consist of the module name so you can easily track module performance.
- The click-to-call data we send comes from shoppers who click on the phone icon inside the Connect widget. The click-to-call details consist of the phone number (s) at the Dealership which was input during account setup and onboarding.
- The Website forms are NOT RELATED TO CONNECT OR THE FULLPATH PLATFORM. We have no impact on or connection to this data. We are simply showing you what we are "listening" to on site. --> Included in this is an event called 'input tracking' - which is a type of website form we are tracking.
Events consist of 3 main data points; event category, action and label. Fullpath sends our data in the following format:
- Event category = Fullpath
- Action = Conversions OR click-to-call OR Website Forms
- Label = Module Name (please note, your list of labels may differ from the image below as it depends on what modules are active on your account)
GOALS
What are goals?
Goals allow you to track specific user interactions on your site. These user interactions can be anything including form submissions, product purchases, collection of leads, and more. Google Analytics goals are used to measure actions on your site that directly affect the success of your business.
Goals can be found in the Conversions section of Google Analytics.
There are 4 types of Goals you can track inside Google Analytics.
- Destination: You can choose this goal type if you want to treat a page-view or screen view as a conversion.
- Duration: You can measure user engagement by treating time spent on a page as a conversion.
- Pages/Screens per session: This is another way to measure user engagement. You can measure the number of page views per session as a conversion.
- Event: You can treat user interaction like button click, video play, form submission, ebook download as a conversion.
Where can I see the goals I have set up/ set up new goals?
In order to see your goals in Google Analytics, or set up new goals, click on ADMIN > Goals (found in the VIEW column)
In this view you will see the list of goals.
At the bottom left you can see that there is a limit of 20 goals per view.
TIP: To get around this restriction, you either need to re-use and edit a current goal or create a new view.
How to define a goal
Click "New Goal" in the upper left hand corner.
If you are re-purposing an existing goal, click on the goal, and then Edit next to "Goal setup". For a new goal, you’ll be prompted to enter a description and the details of your goal. In order to create a goal based on event data that Fullpath sends to Google Analytics, you need to choose CUSTOM.
In the Goal Description page, you need to give the goal a name. Make sure it is a name that clearly tells the user what the purpose of the goal is. Select EVENT as the type.
In the 3rd step, you need to determine which event we want to determine as our goal.
Category: Input the category as Fullpath
Action: If left empty, every event under the category of Fullpath will be determined as a Goal met. If you want more granular specificity with regard to the action type (individual modules for example), then change the selector to "Regular Expression" and type "conversion|click-to-call". The 'pipe' ( | - Found above the Enter/Return button) acts as an "Or" function.
Label: Leave Blank
Value: Leave Blank
Above the Save button is an option to "Verify this Goal". Clicking on this button will tell you how many users have achieved this goal in the past 7 days so you have a better understanding of the type of goals you are about to setup and track.
Once you click save, you will return to the Goals page. Make sure the new goal has recording turned On.
The Goal is now live. However, the data collection will only occur from this moment forward. Please note, the data will not retroactively display goals completed before the goal was set up.
Transitioning to Google Analytics 4
Fullpath is part of the GA4 automotive council which is led by Brian Pasch and which includes leading website providers and vendors. This council is working to outline best practices and shared learnings we can use across the industry to standardize measurement between vendors and best communicate performance to and within Dealerships.
We expect these best practices to be published by the end of the year (2022) and will communicate changes to our customers as well as make sure all accounts are updated, automatically. Until then, in order to avoid inconsistent reporting, Fullpath is not pushing the new GA4 implementation automatically.
For customers who have questions about this or require custom work ahead of the general rollout, please reach out to your Customer Success Manager or support@fullpath.com . More updates will be posted here, on our website, and communicated to our customers via email as well.