GA4 Conversion Mapping
Use this event taxonomy for consistent funnel reporting across calculators, resource downloads, and decision CTA modules.
Core Events
| Event Name | When It Fires | Recommended Params |
|---|---|---|
| calculator_start | First input interaction in a calculator | page_type, calculator_type, slug |
| calculator_submit | User clicks calculate button | calculator_type, has_optional_costs, result_state |
| template_download | Resource file is downloaded | template_name, file_type, source_page |
| cta_click_ppc_toolkit | Clicks to PPC Toolkit from articles/comparisons | source_page, cta_module, position |
| calculator_complete | Successful calculator result state generated | calculator_type, result_state, roas_value, break_even_value |
| result_export_click | User exports calculator report | calculator_type, export_type |
| calculator_preset_selected | Preset chosen before calculation | calculator_type, preset |
Page to Event Mapping
- Homepage and `/roas/*` pages: `calculator_start`, `calculator_submit`.
- Result generation: `calculator_complete`.
- Report download actions: `result_export_click`.
- Preset usage analysis: `calculator_preset_selected`.
- `/resources` and template links: `template_download`.
- CTA modules on blog/comparison pages: `cta_click_ppc_toolkit`.
- Mark `calculator_complete`, `template_download`, and `cta_click_ppc_toolkit` as primary GA4 conversions.
Recommended Conversion Funnel
- Landing: page_view on calculator page.
- Engagement: `calculator_start`.
- Completion: `calculator_complete`.
- Next-step click: `cta_click_ppc_toolkit` or `template_download`.
Implementation Notes
- Use lower_snake_case event names and stable parameter keys.
- Pass `slug` for dynamic pages to enable channel-level reporting.
- Avoid duplicate firing from both click and submit handlers.
- Keep event payloads lightweight and non-PII.