# TRACKING & ANALYTICS All events are pushed to `window.dataLayer` by `cwc-page.js` / `cwc-header.js` via a single delegated listener on `[data-cwc-event]`, so adding a new tracked CTA needs no JS - just the two data attributes. ```html Call ``` ## 1. dataLayer event definitions | Event | Fires when | Parameters | |---|---|---| | `page_view` (GTM built-in) | page load | `page_type`, `service`, `page_variant` | | `cta_click` | any quote/CTA button | `cta_location`, `cta_text`, `page_variant` | | `phone_click` | any `tel:` link | `cta_location`, `cta_text` | | `email_click` | any `mailto:` link | `cta_location` | | `callback_open` | sticky-bar "Request a callback" | `cta_location` | | `form_start` | first keystroke in quote form | `form_id` | | `form_submit` | valid submit | `form_id`, `page_variant` | | `form_error` | invalid submit | `form_id`, `error_count` | | `faq_open` | FAQ accordion opened | `faq_question` | | `video_open` / `video_play` | process video requested | `video_title` | | `postcode_search` | local-team search submitted | `cta_location` | | `newsletter_submit` | footer mailing list | - | | `find_local_open` | local-team panel opened | - | | `nav_toggle` | mobile menu opened/closed | `nav_state` | | `scroll_depth` | 25/50/75/100 % reached | `percent_scrolled` | | `brochure_download` | add to any brochure link | `file_name` | | `trust_element_click` | a proof point in the trust strip below the hero is clicked | `trust_element` | | `calculator_interact` | first change to either "lost morning cost" input (once per page view) | `calculator` | | `calculator_cta_click` | "Get a gritting quote" under the calculator result | `calculator_value` | | `plan_compare_view` | plan feature-comparison grid scrolls into view (once) | `section` | | `sector_click` | a sector chip in the coverage section is activated | `sector` | | `scroll_cue_click` | the hero "scroll for more" affordance is clicked | `cta_location` | Baseline push (already in ``): ```js window.dataLayer = window.dataLayer || []; dataLayer.push({ page_type:'service_landing', service:'gritting', page_variant:'A' }); ``` Example manual push (e.g. a brochure link the CMS inserts): ```html Download the winter brochure ``` ## 2. GTM setup 1. Create a **Custom Event** trigger per event name above. 2. Create **Data Layer Variables**: `cta_location`, `cta_text`, `form_id`, `page_variant`, `faq_question`, `percent_scrolled`, `error_count`, `trust_element`, `calculator`, `calculator_value`, `section`, `sector`. 3. GA4 Event tags - one per conversion event, forwarding the variables as event parameters. Register `cta_location` and `page_variant` as **custom dimensions** in GA4 Admin so they're reportable. ## 3. Google Ads conversion (placeholders) ```html ``` Integration notes: prefer firing both through **GTM tags bound to the custom events** rather than hard-coding in the page, so the IDs live in one place and survive CMS edits. If call tracking numbers (Google forwarding numbers) are used, insert them via GTM number-swap and keep `tel:` markup identical. ## 4. Meta Pixel (placeholder) ```html ``` Map `form_submit` → `fbq('track','Lead')`, `phone_click` → `fbq('trackCustom','PhoneClick')`. **Consent:** the site already runs a cookie-consent tool. Gate the Ads and Meta tags behind consent (GTM Consent Mode v2, `ad_storage` / `analytics_storage`). Do not fire marketing pixels before consent - UK GDPR/PECR. ## 5. GA4 conversions to mark Primary: `form_submit`, `phone_click`, `callback_open`. Secondary (micro): `form_start`, `faq_open`, `video_play`, `brochure_download`, `postcode_search`, `scroll_depth` (75). Recommended GA4 explorations: conversion rate by `page_variant`, by `cta_location`, and by device; funnel `page_view → form_start → form_submit`. ## 6. Pass-2 engagement events - how to read them These are **engagement / diagnostic** events, not conversions. Do not mark them as GA4 key events; use them as segments on the real conversions (`form_submit`, `phone_click`). | Event | What it tells you | Suggested use | |---|---|---| | `trust_element_click` | which proof point buyers probe first (depots vs Met Office vs GPS vs ISO) | order the trust strip by demand | | `calculator_interact` | the visitor engaged with the cost estimator | compare `form_submit` rate of engagers vs non-engagers | | `calculator_cta_click` | the estimator drove an intent click; `calculator_value` is **the visitor's own figure**, never a CWC claim | qualify lead size, sanity-check the 4-hour assumption | | `plan_compare_view` | the comparison grid was actually seen | check whether the Fixed Season Price emphasis moves plan choice | | `sector_click` | which sectors self-identify | landing-page and PPC ad-group ideas | | `scroll_cue_click` | above-the-fold copy did not close the visitor | hero copy test signal | Implementation notes: * `calculator_interact` is de-duplicated per page view (a JS flag), so it can be used directly as an engaged-session rate. * `plan_compare_view` uses an `IntersectionObserver` at a 0.4 threshold and disconnects after the first fire - one event per page view maximum. * `trust_element_click` and `sector_click` fire on activation only (click or keyboard Enter/Space via native `