05
Module 5 of 10
Tracking & Analytics
5.1Why tracking first
Ad platforms optimise on the data you send. Wrong data = wrong optimisation. A missing Purchase event means Meta can't find buyers.
5.2The toolkit
Tags + Triggers + Variables
Fire GA4 purchase tag on thank-you page
Everything is an event
page_view, add_to_cart, purchase
Browser-side events
ViewContent, AddToCart, Purchase
Server-side events
Survives ad blockers & iOS limits
Samjho aise: Pixel + CAPI dono lagao, aur same event_id bhejo taaki Meta duplicate count na kare.
5.3Standard e-commerce events
Always send value and currency with Purchase so ROAS can be calculated. For bookings or forms not covered, create a custom event (e.g. SiteVisitBooked).
5.4UTM parameters
Add UTMs to every ad link so GA4 knows exactly which campaign brought the visit.
?utm_source=meta&utm_medium=paid_social&utm_campaign=diwali_sale&utm_content=reel_01
5.5Hotjar & Microsoft Clarity
- Heatmaps — where people click and how far they scroll.
- Session recordings — watch real users struggle with your form.
- Use them to answer 'traffic aa raha hai, conversion kyun nahi?'
Revision notes
- 1. Set up tracking before spending.
- 2. Pixel + CAPI with deduplication.
- 3. UTMs on every link; Clarity to see behaviour.
Quick quiz
Score: 0/3
Q1.CAPI sends events from…
Q2.In GTM, what decides WHEN a tag fires?
Q3.Purchase event must include…