Understand What Event Data is Sent to Google Analytics

After you've set up your Google Analytics integration, WhatConverts automatically sends lead data to Google Analytics as custom events. Each lead type (phone calls, web forms, chats, etc.) becomes a separate event with specific parameters that provide detailed attribution and conversion data. Understanding what data is sent helps you build accurate reports, set up goals, and analyze lead performance in Google Analytics.

How WhatConverts Events Appear in Google Analytics

When a lead is tracked in WhatConverts, it's sent to Google Analytics as a custom event with:

• Event Name: Identifies the lead type (e.g., phone_call, web_form, chat)
• Event Parameters: Provide details about the lead (e.g., lead value, source, tracking number)

These events appear in Google Analytics reports alongside your website's standard events, allowing you to analyze lead generation performance using GA's reporting tools.

Phone Call Events

Event Name: phone_call

Parameters:

• phone_name → The title of your WhatConverts phone number (e.g., Main Office Line)
• tracking_number → The phone number that was called (e.g., 555-123-4567)
• call_duration_seconds → Length of the call in seconds (e.g., 127)
• value → Sales value or quote value assigned to the lead
• status → Whether this is a unique or repeat lead from this visitor
• page_location → The URL where the call originated
• source → Marketing source (e.g., google, facebook)
• medium → Marketing medium (e.g., cpc, organic)
• lead_id → The unique WhatConverts lead ID

Phone call events include call duration, making it easy to filter out short calls (like wrong numbers) when analyzing performance.

Web Form Events

Event Name: web_form

Parameters:

• form_name → The title of the form that was submitted (e.g., Contact Us Form)
• value → Sales value or quote value assigned to the lead
• status → Whether this is a unique or repeat lead from this visitor
• page_location → The URL where the form was submitted
• source → Marketing source (e.g., google, bing)
• medium → Marketing medium (e.g., cpc, organic)
• lead_id → The unique WhatConverts lead ID

Web form events capture which form was submitted, helping you differentiate between contact forms, quote request forms, and other form types on your website.

Chat Events

Event Name: chat

Parameters:

• value → Sales value or quote value assigned to the lead
• status → Whether this is a unique or repeat lead from this visitor
• page_location → The URL where the chat conversation started
• source → Marketing source (e.g., google, direct)
• medium → Marketing medium (e.g., cpc, referral)
• lead_id → The unique WhatConverts lead ID

Chat events track live chat conversations that occur on your website, helping you see which pages and traffic sources generate chat inquiries.

Event Tracking

Event Name: event

Parameters:

• category → The event category you assigned (e.g., Button Click, Video Play)
• action → The event action you assigned (e.g., Download, Play)
• label → The event label you assigned (e.g., Product Brochure, Demo Video)
• value → Sales value or quote value assigned to the lead
• status → Whether this is a unique or repeat lead from this visitor
• page_location → The URL where the event occurred
• source → Marketing source (e.g., google, email)
• medium → Marketing medium (e.g., cpc, newsletter)
• lead_id → The unique WhatConverts lead ID

Custom events are based on the category, action, and label that you assign when setting up event tracking in WhatConverts.

To set up custom event tracking, go to "Profile Settings" and select "Tracking". Open "Events" in your WhatConverts account.

Email Events

Event Name: email

Parameters:

• value → Sales value or quote value assigned to the lead
• status → Whether this is a unique or repeat lead from this visitor
• page_location → The URL where the email was captured
• source → Marketing source (e.g., direct, email)
• medium → Marketing medium (e.g., none, newsletter)
• lead_id → The unique WhatConverts lead ID

Email events track inbound emails sent to addresses monitored by WhatConverts, helping you measure email-based lead generation.

Text Message Events

Event Name: text_message

Parameters:

• phone_name → The title of your WhatConverts phone number
• tracking_number → The phone number that received the text message
• value → Sales value or quote value assigned to the lead
• status → Whether this is a unique or repeat lead from this visitor
• page_location → The URL where the text message originated
• source → Marketing source (e.g., google, facebook)
• medium → Marketing medium (e.g., cpc, organic)
• lead_id → The unique WhatConverts lead ID

Text message events capture SMS inquiries sent to your tracked phone numbers, similar to phone call events but for text-based communication.

Transaction Events

Event Name: purchase

Parameters:

• transaction_id → The unique transaction identifier
• shipping → Shipping cost for the transaction
• tax → Tax amount for the transaction
• value → Total sales value of the transaction
• status → Whether this is a unique or repeat lead from this visitor
• page_location → The URL where the transaction occurred
• source → Marketing source (e.g., google, direct)
• medium → Marketing medium (e.g., cpc, organic)
• lead_id → The unique WhatConverts lead ID

Transaction events use Google Analytics' standard purchase event name, making them compatible with GA's e-commerce reporting features.

Other Lead Types

Event Name: other

Parameters:

• value → Sales value or quote value assigned to the lead
• status → Whether this is a unique or repeat lead from this visitor
• page_location → The URL where the lead originated
• source → Marketing source (e.g., referral, social)
• medium → Marketing medium (e.g., referral, social)
• lead_id → The unique WhatConverts lead ID

The "Other" lead type captures conversions that don't fit standard categories, giving you flexibility to track custom lead types specific to your business.

Google Analytics Client ID

In addition to the event parameters listed above, WhatConverts also passes the Google Analytics Client ID with every event.

The Client ID is a unique identifier that Google Analytics assigns to each website visitor. By including this ID, WhatConverts ensures that lead events are properly attributed to the correct user session and acquisition data in Google Analytics.

This means:

• Lead events appear in the same user journey as website sessions
• Attribution models in GA can connect leads to their original traffic sources
• You can analyze the complete path from first visit to conversion

Related Topics

• What is the Google Analytics Integration?
• Connect WhatConverts to Google Analytics
• View WhatConverts Events in Google Analytics
• Set Up Goals in Google Analytics for Phone Calls
• Set Up Goals in Google Analytics for Web Form Submissions