[GTM review] changes to track GA4 "cta_click" event

[stephaniehobson]

Description

This issue tracks updating our GTM config to send the event cta_click to GA4.

Changes:

1. Added tag: GA4 Event - cta_click
2. Added variable AEV - data-cta-type

Steps for review:

1. Open GTM and change to the "ga4 cta_click" workspace
2. Click the preview button to open Tag Assistant
3. Add domain "https://www.allizom.org/en-US/" (you can preview this one on staging since there are no accompanying bedrock changes)
4. Find some CTAs and click them, inspect them in tag assistant to make sure the values are as expected.

These pages have some good ones:

• https://www.allizom.org/en-US/firefox/
• https://www.allizom.org/en-US/firefox/family/#resources

---

Success Criteria

• GTM changes are approved and published.

[alexgibson]

The changes here look good to me and the events fire when expected. I did notice that on some CTA buttons, we're now firing two events - is that expected?

For example, on the VPN landing page, clicking a subscription link fires both a begin_checkout and cta_click event. Should we be tracking those clicks twice?

[stephaniehobson]

Fun fact: we're actually firing 3 events for some clicks because GA4 records all outbound link clicks by default.

Without knowing how the data will be used it's hard for me to know what the right thing to do here is. If someone is going to be doing an analysis of ctas they will want the cta_click, if they're looking at conversions they will want begin_checkout. We can't mark cta_click as conversion here without making it a conversion everywhere. I am tempted to say that all 3 of the events provide different and important data?

The event model in GA4 is different in a couple ways that makes me think this is okay:

• there is no longer a concept of a non-interaction event, which implies events are not treated as interactions
• events are not used to determine user engagement (it's just a measure of time on site)

OTOH, I can configure GTM to not-track CTA events from elements with .ga-begin-checkout and .ga-product-download classes just when sending events to GA4, but I can't stop the outbound link click event from firing.

I would like to collect ALL THE DATA now and refine the configuration as we learn more about it, if that's okay with you :)

[alexgibson]

Approved and published r+