Overview
Fullpath automatically sends several types of events to your Google Analytics 4 (GA4) account through the Fullpath code snippet on your dealership website, using Google Tag Manager. Fullpath can also send events using a Secret API Key upon request (learn how Fullpath sends data into GA4 with a Secret API Key).
These events show the meaningful actions shoppers take with Fullpath on your website, such as form engagements and submissions, chats, calls, and service bookings, so you can measure Fullpath performance directly in GA4.
Automotive Standards Council (ASC)
The Automotive Standards Council (ASC), led by Brian Pasch and several other industry leaders, created and maintains standards for the data, events, and event formats used inside Google Analytics.
Fullpath supports these standards and sends data to GA4 in the agreed-upon formats, using the protocols and conventions created by the council. This includes delivering events to every GA4 measurement ID listed in your website’s ASC data layer, as the ASC standard requires.
How Fullpath Determines Where to Send Events
Fullpath identifies the GA4 properties that receive events for your dealership website in one of three ways:
-
Secret API Key: When your dealership provides its GA4 measurement ID and Secret API Key, Fullpath sends events using that key.
-
ASC data layer: When your website has an ASC data layer (
window.asc_datalayer), Fullpath sends events to every GA4 measurement ID listed in it. The data layer is set up on your dealership website, typically through your website provider.
- GA4 tags on your website: When your website has no ASC data layer, Fullpath finds the GA4 tags on the page (measurement IDs starting with G-) and sends events to those.
window.asc_datalayer, press Enter, and expand the list of measurement IDs. If the ID is missing, contact your website provider.Events Fullpath Sends to GA4
| Event | GA4 Event Name | Comm Type |
|---|---|---|
| Form Engagement | asc_form_engagement | form |
| Conversions | asc_form_submission | form |
| Sales Conversions | asc_form_submission_sales | form |
| Service Conversions | asc_form_submission_service | form |
| XTime Service Appointments (Service Module) | asc_form_submission_service_appt | form |
| Click-to-Call | asc_click_to_call | N/A |
| Chat Engagement | asc_comm_engagement | chat |
| Chat Conversions | asc_comm_submission, asc_comm_submission_sales, asc_comm_submission_service | chat |
| XTime Service Appointments (Chat) | asc_comm_submission_service_appt | chat |
| CTA Interactions | asc_cta_interaction | N/A |
Event Definitions
Form Engagement: asc_form_engagement
Sent to GA4 when a shopper starts filling out an onsite Fullpath form by changing a field. This event fires exactly once per form, on the first field change, and doesn’t depend on whether the shopper submits the form.
Each form counts separately. For example, if a shopper opens two offers and types in each form, Fullpath sends two asc_form_engagement events. This includes forms in Website Engagement modules, such as the SMS module and the XTime scheduler lead form, and appointment forms served inside Chat.
Comm Type: form
Form Name parameter: the module name
Department parameter: “trade” for forms in the trade-in module; “unknown” for all other forms
Conversions: asc_form_submission
Sent to GA4 when an on-site conversion occurs within the Fullpath widget and Fullpath sends a lead to your dealership CRM. This event fires only when a form is successfully completed. It doesn’t fire if a shopper clicks a Submit button while required fields are incomplete.
Comm Type: form
Form Name parameter: Audience Activation, the Website Engagement module name, or FullpathGPT
Sales Conversions: asc_form_submission_sales
Sent to GA4 when a form is successfully completed in any Fullpath module that isn’t a Service module. It doesn’t fire if a shopper clicks a Submit button while required fields are incomplete. This event is sent in addition to the general asc_form_submission event.
Comm Type: form
Form Name parameter: Audience Activation, the Website Engagement module name, or FullpathGPT
Department parameter: “trade” for conversions in the trade-in module; “sales” for all other non-service conversions
Service Conversions: asc_form_submission_service
Sent to GA4 when a form is successfully completed in the Fullpath Website Engagement Service module, or when a Chat conversation presents the shopper with a Service form and the shopper completes it. It doesn’t fire if a shopper clicks a Submit button while required fields are incomplete. This event is sent in addition to the general asc_form_submission event.
Comm Type: form
Department parameter: always “service”
XTime Service Appointments (Service Module): asc_form_submission_service_appt
Sent to GA4 when a shopper successfully books a service appointment through the XTime integration in the Fullpath Website Engagement Service module.
Comm Type: form
Department parameter: always “service”
Click-to-Call: asc_click_to_call
Sent to GA4 when a shopper on your dealership website clicks the phone icon in the Fullpath mobile minibar, which starts a voice call.
Comm Type: N/A
Chat Engagement: asc_comm_engagement
Sent to GA4 when a shopper types in the chat interface and engages with either standard Fullpath Chat or FullpathGPT. This can be in response to an icebreaker or a conversation the shopper starts.
Comm Type: chat
Chat Conversions: asc_comm_submission, asc_comm_submission_sales, asc_comm_submission_service
Sent to GA4 when a shopper converts and provides contact details inside a chat with either standard Fullpath Chat or FullpathGPT.
Comm Type: chat
XTime Service Appointments (Chat): asc_comm_submission_service_appt
Sent to GA4 when a shopper books a service appointment within Fullpath Chat using the XTime integration. This event fires only when your account has the XTime integration enabled.
Comm Type: chat
CTA Interactions: asc_cta_interaction
Sent to GA4 when a shopper clicks a Fullpath Dynamic CTA or a CTA in the Website Engagement widget. This includes clicks on:
- The main footer CTA (to submit a form or move to the next step in a module)
- Widget homepage buttons that navigate to the various modules
- The minihome
- The Chat tab, for dealerships that use that setting
Comm Type: N/A
Events and Parameters
Events show the meaningful actions shoppers take on your dealership website, but on their own they tell only part of the story.
We highly recommend setting up parameters for each event you track. Parameters let you slice the data in different ways (which vendor or form captured a lead on your site?), compare performance (which conversions and pages perform best?), and see a deeper level of activity across your website (how is Fullpath traffic performing?).
Why GA4 and Fullpath Dashboard Numbers Can Differ
Google Analytics tracks activity from the frontend, in the shopper’s browser. It can miss events because of network issues, ad blockers, or shoppers leaving the page before an event is sent. Because frontend tracking depends on the browser to run and report each event, interruptions such as page reloads, slow connections, or script errors can result in lost data.
The numbers in your Fullpath Dashboard come from Fullpath’s backend databases, part of our CDP. When events occur, they’re sent directly to our servers and are mostly unaffected by the shopper’s environment, which makes Dashboard numbers more reliable than GA4’s.