What Are the Default Google Analytics Event Fields Posted for a Phone Call?
in Enquire MAP, when a tracked number is called, and it is checked in the Google integration settings, Enquire MAP posts an event to Google Analytics every time a tracked phone number is called.
Creating a custom event will override the following values:
- Event Category: Phone
- Event Action:
- Event Label: from
Posting Custom Events to Google Analytics
Many people use Google Analytics for tracking AdWord conversions and for aggregate anonymous data reporting. To assist with this, Enquire MAP can be configured to post events to Google Analytics. While the platform can be used with pre-configured events, use of custom events offer more.
Using custom events grants further control over when Enquire MAP tells Google Analytics that a conversion has happened. Unlike the pre-configured events, the User now has more complete control over when and what to fire events for. Enquire is partial to throw an event when a lead passes the filters to be sent to sales, or when a lead is claimed by sales. The result is having “sent leads” or “claimed leads” as conversions in Analytics and Google Ads. For some companies, is a much higher signal of a quality lead than a regular conversion. Moreover, an event value can be entered, allowing for varied values in Analytics and better ROA calculations.
Once Google Services is integrated with Enquire MAP (specifically Google Analytics), our platform will automatically post events to Google Analytics whenever a tracked number is called or a form is submitted. If this feature is shut off or the event behavior is customized, it is suggested to turn off the auto-posting feature in Enquire MAP (Administration > Account Settings > Integrations > Google Integration)
Customizing the Event Behavior
Enquire MAP has a Post Event to Google Analytics workflow action object. This allows the User to fully customize the:
- Label
- Event
- Category
- Value
- Timing of the event posting to Google Analytics.
In the Autoresponders or Custom Workflows, dynamic fields should be used to populate the data in the Google Analytics event. For example, these can could put into the Sales Notification Workflow then wait for a deal value (custom field) to appear. Once deal value appears, post the value with the session that triggered the conversion.
- The dynamic field above is %CONTACT_HISTORY.CREATED_AT%.
- The dynamic field above is %CONTACT.RECENT_WON_DEAL_VALUE%.
In the above example, if the conversion occurred as a result of a Google Paid Ad Click, then the GCLID will be posted with the event, hence attributing the conversion to the specific Adwords campaign. For the custom event, as shown, the User has full control over the timing of when the event is posted, and they can set, using dynamic fields, the
- Event Name
- Event Category
- Event Action
- Event Label
- Event Value
If customizing the event posting, it is a good idea to turn off the default Event posting (Account Settings) to avoid duplicate event posting. Some potential ideas include:
- Post event to Google Analytics on chat
- Post event to Google Analytics when a lead is sent to sales
- Post event to Google Analytics when a lead is claimed by sales
- Post event to Google Analytics on email open
- Post event to Google Analytics on form submit
- Post event to Google Analytics on phone call
- Post event to Google Analytics on twitter follow
Please reach out to the dedicated Enquire Account Manager or Enquire MAP Support team for further assistance.