Events

[jacksegal]

GA event names: https://support.google.com/analytics/answer/9267735?hl=en FB event names: https://developers.facebook.com/docs/meta-pixel/reference

Conversions:

• Donation
• Petition
• Email to Target (same as Petition?)
• Data Capture (same as Petition?)
• Tweet to Target (do you get redirected? Or does it just stay on the same page? What event are they using to open twitter box? Is it just click?)
• Events? (I've never used the module)

Data:

• Most of the data is available with pageJson - would need to pass whole object (including PageViews)
• Some clients also want to report on supporter inputs like "email opt in" (given that this isn't a standardised field name, this could be more complex - the custom event could pass the whole Form object and then it would be up to client implementation what they passed to GTM - wouldn't want to do everything for data protection)
• Sometimes clients want business values passed in (e.g. Appeal type) which can be manually entered via the Blueprint - in other projects I've used an additionalPageJson - we could have a standard object that developers could push() to that gets passed with pageJson - or we could just use pageJson (maybe bad idea to clutter native EN object)
• Is there anything else outside of pageJson and the Form?
• Is there any data that needs to be cleaned? I.e. EN provides in weird format, or you have to manipulate several properties to work out (would make sense to do the common ones here, rather than in GTM, in my opinion)
• We should try and always pass a unique external Id, particularly so we can use the FB conversion API: https://developers.facebook.com/docs/marketing-api/conversions-api/deduplicate-pixel-and-server-events/

Other events (not conversion):

• Share (Native = Facebook, Twitter, WhatsApp, LinkedIn; Custom = Email, Navigator)
• Page Interaction (form inputs)
• Errors (client & server)
• Referral (where people came from - see Bryan's issue for full list)
• Post conversion CTA (e.g. donate buttons)

Method:

• We would fire a synthetic event with all the data
• Conversion: If you are on the last page of petition/action then it's probably complete, unless the pageJson indicates it has a redirect then you would want to trigger on submission (enOnSubmit) of the last page versus on loading of it
• We would need a simple way to stop automatic conversion tracking and allow for people to manually fire conversion (if the above logic didn't work for their journey)
• Need to check whether the conversion has already been fired (so we don't get duplicate events on page refresh): https://polkadotdata.com/enhanced-ecommerce/blocking-duplicate-transactions-in-gtm/
• Jack is checking about FA scrolling templates
• What about the Quiz -> Email to Target that Jack built? Would that work? (probably would if it was built differently)

GTM Implementation:

• It would be good to have a standard GTM Implementation offered as part of this project, but that isn't mandatory to be used
• From my experience, the most popular Pixels are Facebook and Google Analytics (GA4), followed by Twitter and LinkedIn
• GTM + Facebook (sequencing): https://www.facebook.com/business/help/1021909254506499
• Include data in Page View
• Listen to the synthetic events and then push the appropriately named event to GTM (synthetic event would probably we something like conversion and we'd look at the pageJson to work out the actual event - Donate, Petition, etc.)
• Could send CompleteRegistration for signup and then also Lead if they opt in to email (Facebook named events)
• Don't create event in GA4 as well (this leads to duplication) - GTM will do it all: https://webapps.stackexchange.com/questions/152009/why-is-google-tag-manager-click-event-received-twice-in-google-analytics-4
• Use sequencing so that the config tags (incl. page views) always fire first, so that the objects exist when events fire
• Here is a good reference for FB Pixel: https://www.facebook.com/business/help/402791146561655?id=1205376682832142 (should we use "add to cart" when they choose an amount?)

Questions:

• Can you hook into the enOnSubmit in multiple places? (we don't want to override the client's own calls)
• Will we need to test each page type, to see how the submission works? (tweet at target is definitely different)
• Are there things like "one click" that are outside of this?
• Should we be considering server side tracking at all?

[bryancasler]

That GA4 recommended events link is gold!

[jacksegal]

@bryancasler - What are your thoughts about tracking on thank you page (even if inside of template) vs inside the enOnSubmit callback?

Some thoughts:

• Using thank you page in template (pageNumber / pageCount) doesn't always work because of redirects
• Using enOnSubmit callback doesn't always work because you can't guarantee the request will actually be a success - for example on a donation page, the enOnSubmit callback gets called even if you enter incorrect card details (which would fail). In addition, you don't have access to the pageJson attributes about the donation (these could be worked out manually, but that logic might differ from client to client)

Therefore is the more accurate way to do it a code block that gets added to the thank you page (wherever that is - same page or redirected page)? Feels the most manual way, although use of the component library would help.

We could also have two ways of doing it:

• pageNumber / pageCount for when there's no redirect
• manual code block for redirect

What do you think?