What’s inside
A preview of the template
If GA4 can’t tell you which search led to a bridal appointment or a phone call, every marketing decision is a guess. This is the tracking plan we install for jewelry clients: the events, the parameters that make them useful and a test procedure for each one.
01
Ecommerce events
- view_item_list, view_item, add_to_cart, begin_checkout and purchase
- Item parameters for metal, stone, carat and price band
- Deduplication rules so purchases are never counted twice
02
Lead events
- Appointment bookings with appointment_type
- Phone clicks and tracked calls
- Form submissions with form_type and form location
- Custom design inquiries
03
Conversions and testing
- Which events to mark as key events and import into Google Ads
- A test step for every tag in GTM preview mode
- A naming convention your whole team can follow
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