Locator Event Tracking in Google Universal Analytics

Overview

IMPORTANT: This method of enabling Destini’s event tracking requires Google Analytics, and that your website DOES NOT use just Google Tag Manager.  If your website uses only GTM for sending traffic data to Google Analytics, then you will want to follow these instructions instead.

This event tracking method only requires Google Analytics be present on your website - no script importing or GTM configuration is required.  Clients with advanced use of GTM may wish to further extend their event tracking functionality by adding custom scripting in that listens for Destini’s tracking events - but that is completely optional. 

The events we track and will be reported in your Google Analytics are:

 

Getting Started

IMPORTANT: Destini’s event tracking requires Google Analytics.  If your website has never used Google Analytics, learn more here: https://developers.google.com/analytics/devguides/platform

If you use Google Analytics but are unfamiliar with Events, we recommend you learn more here: https://support.google.com/analytics/answer/1033068?hl=en

 

Activating Destini’s updated event tracking requires just two steps:

  1. Have the latest Google Universal Analytics snippet on your website
  2. Request Destini to activate event tracking

 

The Latest Google Analytics Snippet

While our updated method of event tracking does not directly require Google Tag Manager, it does, however, require your website to have the latest Google Analytics snippet that uses gtag.js instead of analytics.js.

The older Google Analytics snippet will look like this in your website’s source:

<script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','//www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-########-#', 'auto');
ga('send', 'pageview');
</script>

The up-to-date and correct Google Universal Analytics tracking snippet should look like this:

<script async src="https://www.googletagmanager.com/gtag/js?id=UA-########-#"></script>

<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'UA-########-#');
</script>

Note that your Google Analytics UA code is put in-place of UA-#######-# in both places above.  If your website does not have the latest snippet, the above snippet can be copied and pasted in, with the correct UA code inserted.

 

Contact Destini to Activate Event Tracking 

Once the correct snippet is on your website, contact Destini and request activation of event tracking.  Please allow up to 2 business days to complete the request.

 

Further Reading

 

The Events

LOCATOR LOADED

Event Category: DESTINI_LOAD
Event Action: response

What is Tracked
When a Destini locator is loaded and presented on the user’s screen - event fires on-load and before any action taken by the user.

This event is returned every time a successful initial locator load operation concludes.

Event Label Format
Client ID _
Tracking Label _
Date/Time/Session ID _
Which Panel

Example Event Label
awesomeclient_SITE_20191205172735a3520f_panel1

 


SEARCH LOCATION

gtm-code-DESTINI_SRCHLCTN.png

Event Category: DESTINI_SRCHLCTN
Event Action: submit

What is Tracked
This event is returned every time a successful geolocation attempt is resolved from any panel. If a geolocated result does not contain a postal code or state, these values will be represented as NULL. Examples include:

  • Search for “90210” will result in the following individually tracked data: 34.09577|-118.41512|90210|CA|USA.
  • Search for “Milan, Italy” will result in the following individually tracked data: 45.46796|9.18178|NULL|Lombardie|ITA.
  • Also note that state abbreviations and full state names are possible depending upon the original format of the end user query (EG: “California” and “CA”). This is a feature of the returned Esri data, and is outside Destini control.

Event Label Format
Client ID _
Tracking Label _
Date/Time/Session ID _
Latitude |
Longitude |
Postal Code |
State |
Country

Example Event Label
awesomeclient__SITE_20191205172735a3520f_40.71455|-74.00714|10007|NY|USA

 


PRODUCT SELECTED

gtm-code-p1_copy.png

(back to top)

Event Category: DESTINI_PRDCTSEL
Event Action: submit

What is Tracked
This event is returned every time a selection of products is submitted by the end user to return brick and mortar or online retailer results. The individually tracked data will be either a pipe-delimited UPC list of the selected products, or the value ALL which indicates the end user did not select a specific product to search. Since Clients can include several thousand products within their locator, the ALL variable is implemented to avoid exceeding the capabilities of the postMessage framework. Examples include:

  • Selecting 5 products will result in individually tracked data similar to: 31200028761|31200027801|3120002022|3120020007|3120020000.
  • Not selecting any products will result in the following individually tracked data: ALL.

Event Label Format
Client ID _
Tracking Label _
Date/Time/Session ID _
ALL or Products Selected

Example Event Label
awesomeclient_SITE_20191205172437fcfb8f_3120000159|3120029450|3120000413

 


STORE RESULTS RETURNED

gtm-code-p2-DESTINI_STORELST.png

Event Category: DESTINI_STORELST
Event Action: response

What is Tracked
This event is returned every time a request is made for brick and mortar store results within a defined radius of a point of origin, whether or not results are found. Note that the linear distance is a computed straight line connecting the point of origin to the geolocated center of the retailer location, and does not represent driving or walking distances. If no results are returned, the number of displayed results and the distance values will return as zero. Examples include:

  • Searching “90210” and returning 25 locations will result in individually tracked data similar to: 34.09577|-118.41512|25|1.7|7.6.
  • Searching “90210” and returning no locations will result in the following individually tracked data: 34.09577|-118.41512|0|0|0.

Event Label Format
Client ID _
Tracking Label _
Date/Time/Session ID _
Latitude |
Longitude |
Number of Results |
Closest Location |
Farthest Location

Example Event Label
awesomeclient_SITE_20191205172735a3520f_34.05266|-118.26625|25|1.9|10.1

 


STORE LOCATION DETAILS CLICKED

gtm-code-p3-DESTINI_STORELOC.png

Event Category: DESTINI_STORELOC
Event Action: click

What is Tracked
This event is returned every time an end user selects an individual store to view store details, the product list, and controls to enable a directions request. Note that the linear distance is a computed straight line connecting the point of origin to the geolocated center of the retailer location, and does not represent driving or walking distances.

Event Label Format
Client ID _
Tracking Label _
Date/Time/Session ID _
Retail Location Name |
Street Address |
City |
Postal Code |
Latitude |
Longitude |
Distance from User

Example Event Label
awesomeclient_SITE_20191205172735a3520f_Nature Mart|1500 Gardena Ave|Glendale|CA|91204|34.12681001|-118.259786|US|5.1

 


STORE LOCATION DIRECTIONS CLICKED

gtm-code-p3-DESTINI_STOREDIR.png

Event Category: DESTINI_STOREDIR
Event Action: click

What is Tracked
This event is returned every time an end user requests driving directions. Since directions can be resolved either internally or by passing the latitude/longitude pair to an external mapping service, each resolver response is coded as LOC (local) or EXT (external).

Examples include:

  • Selecting driving directions from “91423” to “Pico Glatt Kosher Market” with a local resolver will result in individually tracked data similar to: LOC|Pico Glatt Kosher Market|9427 W Pico Blvd|Los Angeles|CA|90035|34.05529752|-118.3945173|US|10.62.
  • Selecting driving directions from “91423” to “Pico Glatt Kosher Market” with an external resolver will result in individually tracked data similar to: EXT|Pico Glatt Kosher Market|9427 W Pico Blvd|Los Angeles|CA|90035|34.05529752|-118.3945173|US|0.

Event Label Format
Client ID _
Tracking Label _
Date/Time/Session ID _
Local or External Mapping Service |
Retail Location Name |
Street Address |
City |
Postal Code |
Latitude |
Longitude |
Distance from User

Example Event Label
awesomeclient_SITE_20191205172437fcfb8f_EXT|Ralphs Fresh Fare|10309 W Olympic Blvd|Los Angeles|CA|90064|34.0523|-118.4177|US|0

 


STORES LIST NEXT / PREVIOUS PAGINATION

gtm-code-p2-DESTINI_STOREPAG.png

Event Category: DESTINI_STOREPAG
Event Action: click

What is Tracked
This event is returned every time an end user paginates through the list of store results, if pagination is present. The direction of pagination will be either NEXT or PREV. Examples include:

  • Selecting “Next Page” when viewing a list of 1-5 stores in a paginated result list of 25 total stores showing 5 per page will result in the following individually tracked data: NEXT|6|10|25.
  • Selecting “Previous Page” when viewing a list of 6-10 stores in a paginated result list of 25 total stores showing 5 per page will result in the following individually tracked data: PREV|1|5|25.

Event Label Format
Client ID _
Tracking Label _
Date/Time/Session ID _
NEXT or PREV |
start number on the page |
end number on the page |
total number of results

Example Event Label
awesomeclient_SITE_20191205224241199e24_PREV|0|5|25

 


STORE LOCATIONS PRINTED

gtm-code-p2-DESTINI_PRINTLST.png

Event Category: DESTINI_PRINTLST
Event Action: click

What is Tracked
This event is returned every time an end user makes a print request for returned brick and mortar store results within a defined radius of a point of origin. Note that the linear distance is a computed straight line connecting the point of origin to the geolocated center of the retailer location, and does not represent driving or walking distances. If no results are returned, the number of displayed results and the distance values will return as zero. Examples include:

  • Printing a result of 25 locations returned for “90210” will result in individually tracked data similar to: 34.09577|-118.41512|25|1.7|7.6.

Event Label Format
Client ID _
Tracking Label _
Date/Time/Session ID _
Latitude |
Longitude |
Number of Stores |
Closest Store |
Farthest Store

Example Event Label
awesomeclient_SITE_20191205172735a3520f_34.05266|-118.26625|25|1.9|10.1

 


INDIVIDUAL STORE LOCATION DIRECTIONS PRINTED

gtm-code-p3-DESTINI_PRINTSTR.png

Event Category: DESTINI_PRINTSTR
Event Action: click

What is Tracked
This event is returned every time an end user makes a print request for individual store details. Note that the linear distance is a computed straight line connecting the point of origin to the geolocated center of the retailer location, and does not represent driving or walking distances. Examples include:

  • Printing “Pico Glatt Kosher Market” will result in individually tracked data similar to: Pico Glatt Kosher Market|9427 W Pico Blvd|Los Angeles|CA|90035|34.05529752|-118.3945173|US|3.

Event Label Format
Client ID _
Tracking Label _
Date/Time/Session ID _
Retail Location Name |
Street Address |
City |
Postal Code |
Latitude |
Longitude |
Country |
Distance from User

Example Event Label
awesomeclient_SITE_20191205172735a3520f_Nature Mart|1500 Gardena Ave|Glendale|CA|91204|34.12681001|-118.259786|US|5.1

 


STORE LOCATIONS E-MAILED

gtm-code-p2-DESTINI_EMAILLST.png

Event Category: DESTINI_EMAILLST
Event Action: click

What is Tracked
This event is returned every time an end user generates an email request for returned brick and mortar store results within a defined radius of a point of origin. Note that the linear distance is a computed straight line connecting the point of origin to the geolocated center of the retailer location, and does not represent driving or walking distances. If no results are returned, the number of displayed results and the distance values will return as zero. Examples include:

  • Generating an email for a result of 25 locations returned for “90210” will result in individually tracked data similar to: 34.09577|-118.41512|25|1.7|7.6.

Event Label Format
Client ID _
Tracking Label _
Date/Time/Session ID _
Latitude |
Longitude |
Number of Stores |
Closest Store |
Farthest Store

Example Event Label
awesomeclient_SITE_20191205172735a3520f_34.05266|-118.26625|25|1.9|10.1

 


INDIVIDUAL STORE LOCATION DIRECTIONS E-MAILED

gtm-code-p3-DESTINI_EMAILSTR.png

Event Category: DESTINI_EMAILSTR
Event Action: click

What is Tracked
This event is returned every time an end user generates an email request for returned driving directions individual store details. Examples include:

  • Generating an email for “Pico Glatt Kosher Market” will result in individually tracked data similar to: Pico Glatt Kosher Market|9427 W Pico Blvd|Los Angeles|CA|90035|34.05529752|-118.3945173|US|10.7.

Event Label Format
Client ID _
Tracking Label _
Date/Time/Session ID _
Retail Location Name |
Street Address |
City |
Postal Code |
Latitude |
Longitude |
Country |
Distance from User

Example Event Label
awesomeclient_SITE_20191205172735a3520f_Nature Mart|1500 Gardena Ave|Glendale|CA|91204|34.12681001|-118.259786|US|5.1

 


BUY ONLINE | RETAILER SELECTED

gtm-code-buyonline-retailer-DESTINI_ECOMMLST.png

Event Category: DESTINI_ECOMMLST
Event Action: click

What is Tracked
This event is returned every time an end user clicks on an online retailer to view the details and available products. 

  • Selecting “Walmart” from the EComm modal will result in individually tracked data similar to: Walmart|3120000413|3120002589.

Event Label Format
Client ID _
Tracking Label _
Date/Time/Session ID _
Online Retailer Selected |
Available Product | Available Product | ...

Example Event Label
awesomeclient_SITE_20191205172735a3520f_Walmart|3120000413|3120002589

 


BUY ONLINE | BUY LINK CLICKED

gtm-code-buyonline-products-DESTINI_ECOMMCLK.png

Event Category: DESTINI_ECOMMCLK
Event Action: click

What is Tracked
This event is returned every time an end user clicks on an individual product link that takes them to the appropriate EComm store. If the price is not available, this value will be represented as NULL. In addition, client configured to send all product inquiries to a generalized product page will return NULL for the UPC value. Examples include:

  • Selecting and individual product under “Walmart” from the EComm modal will result in individually tracked data similar to: 31200020222|Walmart|$12.99.
  • Selecting “Walmart” for clients who have a general store but no product-level EComm data in the Locator will result in the following individually tracked data: NULL|Walmart|NULL.

Event Label Format
Client ID _
Tracking Label _
Date/Time/Session ID _
Product GTIN |
Online Retailer |
Online Price Found (or NULL)

Example Event Label
awesomeclient_SITE_20191203181948a75146_3120029450|Jet|$3.73

 

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