# Tracking spec — Apex Praise Electric Written the way I would hand it to you on day one of a new account. Every event below is live on this site right now; open the console, run `window.dataLayer`, and you will see them fire. ## Stack | Layer | Tool | Why | |---|---|---| | Tag container | Google Tag Manager (`GTM-XXXXXXX` placeholder in `` + ``) | Nothing hardcoded. Tags change without a developer and without a deploy. | | Analytics | GA4, configured **inside GTM** | One GA4 config tag, events forwarded from the dataLayer. No `gtag.js` in the page source. | | Call tracking | CallRail, dynamic number insertion (swap script commented in ``) | A separate tracking number per source — Google Ads, LSA, GBP, organic, direct. Without DNI you cannot tell a paid call from an organic one, and calls are the majority of home-services conversions. | | Conversion page | `/thank-you.html` | A real pageview, not a JS-only event. Survives ad blockers better and gives a destination goal that Google Ads can import without Enhanced Conversions guesswork. | ## dataLayer events | Event | Fires when | Parameters | Imported to Google Ads as | |---|---|---|---| | `call_click` | Any `tel:` link is clicked, anywhere on the site | `placement` (`hero`, `header`, `sticky_bar`, `footer`, `service_hero`, `city_hero`, `emergency_block`, …), `link_url`, `page_path` | Secondary conversion. The real call conversion comes from CallRail. | | `text_click` | Any `sms:` link is clicked | same | Secondary | | `form_start` | First interaction with any booking form | `form_name`, `page_path` | Not a conversion — a funnel step. Tells you whether a bad CPL is a traffic problem or a form problem. | | `form_submit` | Booking form submitted | `form_name`, `service`, `slot`, `zip`, `page_path` | Secondary | | `booking_confirmed` | Immediately after a valid submit | `form_name`, `value` | **Primary conversion** | | `booking_confirmed_page` | `/thank-you.html` loads | `service`, `slot` | **Primary conversion** (destination) | | `calculator_complete` | Panel-upgrade calculator returns an estimate | `calculator`, `home_age`, `panel_amps`, `ev_charger`, `zip`, `estimate_low`, `estimate_high` | Secondary. High-intent audience seed for remarketing and PMax. | | `coupon_view` | Coupon strip scrolls into view (once per page) | `page_path` | Engagement only. Answers "do people actually reach the offer?" | `placement` on `call_click` is the parameter that pays for itself. It tells you whether the sticky mobile bar or the hero button is producing calls, which changes the layout decision, not just the report. ## Placement of the container - GTM head snippet is the first script in ``, before the stylesheet, so tags are not blocked by render. - `