Шаблон - Tracking Plan (Event Schema)
Полная схема событий для analytics: GA4 + Meta Pixel + GTM. Один документ → все события, параметры, триггеры.
#template #analytics
Инструкция
- Заполните таблицу для каждого события
- Согласуйте с разработчиками (dataLayer push)
- Реализуйте в GTM
- Проверьте через Preview Mode + DebugView
Event Schema
| # | Event Name | Category | Trigger | Platform | Parameters | GA4 Tag | Meta Event | Notes |
|---|---|---|---|---|---|---|---|---|
| 1 | page_view | Navigation | Page Load | Web | page_title, page_location | GA4 Config | PageView | Auto via Enhanced Measurement |
| 2 | scroll | Engagement | 90% scroll | Web | percent_scrolled | Auto (EM) | - | Enhanced Measurement |
| 3 | click_cta | Engagement | Click on CTA button | Web | button_id, button_text, page_location | GA4 Event | - | Custom Event trigger |
| 4 | view_item | E-commerce | Product page loaded | Web | item_id, item_name, price, currency | GA4 Event | ViewContent | dataLayer push |
| 5 | add_to_cart | E-commerce | Add to cart click | Web | item_id, item_name, price, quantity, currency, value | GA4 Event | AddToCart | dataLayer push |
| 6 | begin_checkout | E-commerce | Checkout page loaded | Web | items[], value, currency, coupon | GA4 Event | InitiateCheckout | dataLayer push |
| 7 | purchase | E-commerce | Order confirmed | Web | transaction_id, value, currency, tax, shipping, items[], coupon | GA4 Event | Purchase | dataLayer push |
| 8 | sign_up | Account | Registration complete | Web + App | method (email/phone/social) | GA4 Event | CompleteRegistration | |
| 9 | login | Account | Login success | Web + App | method | GA4 Event | - | |
| 10 | generate_lead | Lead | Form submitted | Web | form_id, form_name, value | GA4 Event | Lead |
dataLayer Push Examples
view_item
dataLayer.push({ ecommerce: null });
dataLayer.push({
event: 'view_item',
ecommerce: {
currency: 'KZT',
value: 45990,
items: [{
item_id: 'SKU-001',
item_name: 'Samsung Galaxy A54',
item_brand: 'Samsung',
item_category: 'Электроника',
price: 45990,
quantity: 1
}]
}
});
purchase
dataLayer.push({ ecommerce: null });
dataLayer.push({
event: 'purchase',
ecommerce: {
transaction_id: 'ORD-2024-00567',
value: 125780,
currency: 'KZT',
tax: 15093.60,
shipping: 1500,
coupon: 'WINTER20',
items: [/* ... */]
}
});
GTM Tag Mapping
| Event | GTM Tag | Trigger | Variables Used |
|---|---|---|---|
| page_view | GA4 Config | All Pages | - |
| view_item | GA4 Event + Meta Pixel | CE: view_item | DL: ecommerce.* |
| purchase | GA4 Event + Meta Pixel + Google Ads Conversion | CE: purchase | DL: ecommerce.*, transaction_id |