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Analytics Integrations

Overview

Marketplace analytics is implemented through Auto Genius telemetry and a small set of core integrations. The goal is to produce consistent, dealership-friendly reporting across your site, especially on inventory pages where most leads are generated.

This page documents the specific analytics integrations used on Marketplace sites and the event spec we follow.

Core analytics integrations

Google Tag Manager (GTM)

Google Tag Manager is the primary tag loader for Marketplace.

How it is used:

  • Auto Genius loads a GTM container on your site when GTM is configured.
  • Most additional tags (GA4, Ads conversion tags, vendor pixels) are deployed through GTM rather than being hardcoded into the site.

What you provide:

  • GTM container ID

What Auto Genius does:

  • Configures the container ID at the project level
  • Ensures GTM loads across key page types, including SRPs, VDPs, and lead forms

Google Analytics 4 (GA4)

GA4 is the primary web analytics destination for many Marketplace sites.

How it is used:

  • GA4 is typically loaded through GTM.
  • Marketplace emits standardized automotive events that can be mapped to GA4 events and conversions.

What you provide:

  • GA4 measurement ID (or GTM configuration that loads GA4)
  • Your conversion requirements (which lead types should count as conversions)

What Auto Genius does:

  • Ensures key Marketplace actions emit analytics events consistently
  • Supports ASC-aligned event data so conversion reporting is consistent across dealers and campaigns

RudderStack

RudderStack is the customer data platform (CDP) used for event routing when enabled.

How it is used:

  • Marketplace can forward events into RudderStack.
  • RudderStack then routes the same standardized events to downstream destinations such as GA4 and ad platforms.

Why this matters:

  • You get one consistent event stream that can power multiple tools.
  • It reduces duplicated instrumentation and inconsistent tagging.

What Auto Genius does:

  • Loads and configures RudderStack when it is part of your analytics setup
  • Forwards standardized automotive events through the telemetry pipeline

The event spec we use (ASC)

Marketplace follows the ASC (Automotive Standards Council) event spec to standardize shopper behavior and lead events across the automotive funnel.

ASC standardization is especially important for:

  • Inventory browsing and engagement (SRPs and VDPs)
  • Lead submission attribution
  • Consistent reporting across dealers, rooftops, and campaigns

You can review ASC at: https://automotivestandardscouncil.com/

What Marketplace tracks (high-value events)

Marketplace focuses on events that matter to dealership outcomes.

Common tracked categories include:

  • Inventory engagement: SRP views, filter usage, vehicle card interactions, VDP views
  • Lead intent actions: clicks on primary CTAs (call, text, finance, trade, service)
  • Lead submissions: completed form submissions for contact, trade, finance, and service

Auto Genius can map these into:

  • GA4 events and conversions
  • RudderStack events and downstream destinations

Where events come from

Marketplace events are emitted from the site runtime and routed through Auto Genius telemetry.

Key points:

  • Inventory pages use consistent event emission so SRP and VDP behavior is comparable across sites.
  • Lead forms emit conversion-grade events when a submission is completed.
  • Campaign attribution is supported through the standard analytics toolchain (GTM, GA4, and optional CDP routing).

What you should prepare

To set up analytics cleanly, plan to provide:

  • GTM container ID
  • GA4 setup details (if GA4 is required)
  • RudderStack destination requirements (if your implementation uses a CDP)
  • A short list of required conversions and how you want them reported (by lead type, by location, by campaign)

What to review after setup

After analytics is configured, review:

  • GTM loads across SRPs, VDPs, and forms
  • GA4 receives events and conversions reliably
  • RudderStack receives events and routes them to the intended destinations
  • Your ASC-aligned lead conversion reporting matches your measurement plan
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