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Mark departmental ASC events as conversions, not roll-ups.
Use the sales, service and parts form, chat/SMS and call events. Skip asc_click_to_call and roll-ups like asc_voice_submission.
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A comprehensive guide on optimizing GA4 account set-up.
Read our one-minute summary, or ask your AI what this guide means for your dealership.
This checklist provides auto dealers with a step-by-step guide to configure Google Analytics 4 (GA4) for accurate event tracking. By following this configuration, dealers ensure that all essential Automotive Standards Council (ASC) events are firing correctly, allowing for optimized ad campaigns and improved insights into consumer behavior on dealership websites.
Use the sales, service and parts form, chat/SMS and call events. Skip asc_click_to_call and roll-ups like asc_voice_submission.
Your website company should send at least 10. Call tracking, digital retailing, chat/SMS, coupon pop-up and service scheduler vendors each add their own.
Send your Measurement ID with the checklist's ticket text, call if there's no reply, and consider changing partners if a vendor won't support ASC.
Map the recommended ASC parameters, starting with event_owner to audit forms by vendor. Turn on Google signals and raise retention from two to 14 months.
Steps 1 to 3: list every store in a Google Sheet and record each GA4 Measurement ID.
Steps 4 and 5: log each vendor's ASC status and confirm who created each GA4 account.
Step 6: your website company should send at least 10 ASC events into GA4.
Step 7: ticket text to send any vendor that isn't sending ASC events.
Step 8: the ASC events each vendor type should send, and sharing the secret key.
Steps 9 and 10: the minimum form, chat/SMS and call events to mark as conversions.
Steps 11 and 12: don't use click-to-call or roll-up events as conversions.
Step 13: define the 30+ recommended ASC parameters, starting with event_owner.
Step 14: turn on Google signals and raise event data retention to 14 months.
The team, the method, and where the data came from.
Google Analytics 4 (GA4) offers a powerful way for auto dealers to track and analyze consumer behavior on their websites. However, proper configuration is essential to ensure that the right data is being captured, especially for key actions such as service scheduling, chat and call tracking. This GA4 Configuration Checklist is designed specifically for auto dealers, guiding them through the process of setting up their GA4 accounts to capture Automotive Standards Council (ASC) events.
The checklist emphasizes the importance of event tracking, including voice submissions, form submissions, and chat events, all crucial for optimizing dealership operations. The document also covers the proper setup of custom dimensions, vendor collaboration for event tracking, and conversion configuration for various departments like sales, service, and parts. By ensuring that over 20 ASC events are firing in GA4, dealers can fully leverage Google Analytics to optimize their marketing campaigns, improve ad targeting, and boost ROI. The checklist also provides tips on ensuring data retention, creating custom dimensions, and integrating vendors into the GA4 account for seamless event tracking.
Pick your seat to see what this guide means for your job.
Quick answers about the guide and who it's for.
It's a 14-step checklist that shows dealers how to set up Google Analytics 4 so Automotive Standards Council (ASC) events from the website and every vendor arrive and count as the right conversions. The six-page guide includes annotated screenshots and runs from a store tracking sheet to data retention settings.
ASC events are website events defined by the Automotive Standards Council (ASC) event specification, such as sales, service and parts form, chat/SMS and call events. Your website company and vendors send them into GA4. When they fire correctly, dealers get better ad campaigns and clearer insight into shopper behavior.
More than 20. The GA4 Configuration Checklist says 20+ ASC events should fire for the full benefit of the spec, with at least 10 from your website company. Call tracking, digital retailing, chat/SMS, coupon pop-up and service scheduler vendors each add their own.
The departmental sales, service and parts form, chat/SMS and call events. Don't use asc_click_to_call or roll-up events like asc_voice_submission as conversions. The GA4 Configuration Checklist covers this in steps 9 to 12.
Open a support ticket. Send the vendor your Measurement ID with the checklist's ticket text, call if there's no reply, and consider changing partners if the vendor won't support ASC. Log each vendor's ASC status in your tracking sheet.
Set up the 30+ recommended ASC parameters as custom definitions, starting with event_owner so you can audit forms by vendor. Then turn on Google signals and raise event data retention from the two-month default to 14 months.
Yes. It's a free six-page PDF from Pasch Group, about a 6-minute read, written for dealership marketing and digital managers. Download it on this page. It includes a linked Google Sheet for tracking each store and vendor.
GA4 Configuration Checklist for Auto Dealers. Free, and yours in under a minute.
GA4 Configuration Checklist for Auto Dealers · 6 pages
This case study explores how dealers using TradePending's (now Protomiq) Trade and Payments tools saw significant increases in form conversions. By analyzing CTA Completion Rates (CCR) with GA4 and CRM data, it uncovers insights into tool performance, lead quality and website optimization.
In collaboration with ProtomiqThe 2027 Automotive CRM Research Report examines how AI, CDPs, cloud data warehouses and evolving CRM platforms are reshaping who controls dealership data and customer communications, and the new standards dealers should demand as CRMs expand into service, F&I, lifecycle marketing, compliance and AI-agent governance.
Based on interviews with dealership leaders using AI in sales and service, this report shows how the strongest stores split work between AI and people, manage the handoff, bring staff along and measure what AI actually adds.
In collaboration with Impel