What Information Gets Passed to an Analytics Event?

Need to know what information gets passed to an Google Analytics Event for a phone call, text message, or form submission? You're in the right place. Below are lists of the information that gets passed for interactions.

 Interactions with session data

  • Google Analytics Client ID - This uniquely identifies a Google Analytics user.
  • Event category - “Phone”, “Web Form”, “Chat”, or “Text Message”.
  • Event Label - “From {anonymized caller number/form phone or email/chat phone or email} - {count of calls/forms/text}".
    • For example, From 907-XXX-9157 Call-02.
  • Event Action - “Incoming call via {tracking number name}”, “Incoming web form”, “New chat”, or “Incoming text message via {tracking number name}".
  • Queue time - When the event occurred.
  • Geo ID - Corresponds to Caller ID/Person location State.
  • Document Location - This is the page the lead was on when they completed the action. (called/submitted a form/started a chat), including any URL Parameters.
  • Document Host - The main website URL configured in the Google Analytics integration.
  • GCLID - If the visitor's first touch has a gclid.

 Interactions without session data

  • Google Analytics Client ID - This uniquely identifies a Google Analytics user.
  • Event category - “Phone”, “Web Form”, “Chat”, or “Text Message”.
  • Event Label - “From {anonymized caller number/form phone or email/chat phone or email} - {count of calls/forms/text}".
    • For example, From 907-XXX-9157 Call-02.
  • Event Action - “Incoming call via {tracking number name}”, “Incoming web form”, “New chat”, or “Incoming text message via {tracking number name}".
  • Queue time - When the event occurred.
  • Geo ID - Corresponds to Caller ID/Person location State.
  • Document Host - The main website URL configured in the Google Analytics integration.
  • Source - The visitor's first touch source (reformatted if needed to align to Google Analytics expected source values).
    • For example, CallRail Source “Google Ads” becomes “source = google” and “medium = “ppc” since that is the format Google Analytics expects.
  • Medium - The visitor’s first touch medium.
  • Campaign - The visitor's first touch campaign.
  • GCLID - If the visitor's first touch has a gclid.
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