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TRACKING PLAN
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Planning Document

Tracking Plan

Email tag taxonomy and GTM event map. Tags are the contract between the web build and the email program.

10 email tags 18 GTM events Container GTM-5WX3N5BD
Contract rule: GTM container GTM-5WX3N5BD is already installed sitewide. Web captures and tags; email flows consume tags. One tag per capture event; never reuse a tag for a different meaning; new tags require adding a row to this document first.

Email tag taxonomy (LeadConnector)

Tag Set by Meaning Flow it should trigger
equine-waitlist WS-1 notify-me form Wants equine availability alert Availability announcement on ship date; single follow-up. MUST exist before WS-1 launch
calculator-lead WS-2 dose card email Used calculator, wants dose card Dose card delivery + getting-started nurture
quiz-dha-epa WS-3 result capture Quiz matched to DHA+EPA Product-specific nurture, non-checkout recovery
quiz-dha WS-3 result capture Quiz matched to DHA Product-specific nurture
quiz-broc WS-3 result capture Quiz matched to DHA+Broccoli Sprout Product-specific nurture
game-lead WS-8 code delivery Earned game code Code delivery, one reminder before expiry
wholesale-inquiry WS-6 forms B2B interest (wholesale page, locator suggest routing, equine distributor CTA) Retailer sequence (line sheet, follow-up)
store-suggestion WS-6 locator Customer suggested a retailer Thank-you; reward code if store converts
affiliate-applicant / ambassador-applicant WS-4 application Applied to program Application received; decision follow-up
giveaway-submission WS-4 video module Submitted testimonial video Received confirmation; approval or decline outcome

GTM event map

Event name Fires when WS
preorder_purchase Pre-order checkout complete (distinct conversion label in Google Ads from standard purchase) WS-1
waitlist_signup Notify-me submitted WS-1
calc_complete Calculator result rendered WS-2
calc_addtocart Add to cart / subscribe from calculator result WS-2
quiz_start / quiz_complete First answer / result rendered (include recommended sku param) WS-3
quiz_addtocart Purchase CTA from quiz result WS-3
affiliate_apply / ambassador_apply Application submitted WS-4
giveaway_submit Video submitted WS-4
review_submit Review submitted (pre-moderation) WS-5
wholesale_request Line sheet request submitted WS-6
locator_search / locator_directions Locator used / directions clicked WS-6
store_suggest Suggest-a-store submitted WS-6
compare_cta Comparison page CTA clicked (param: quiz vs shop variant) WS-7
game_start / game_over Game session start / end (param: score) WS-8
game_code_unlock 400+ score code issued WS-8

QA steps tied to this plan

  1. 1
    Verify preorder_purchase reaches Google Ads as its own conversion action before spending against WS-1.
  2. 2
    After any URL migration (REDIRECT-MAP.csv), re-verify all purchase and event tags on the renamed URLs.
  3. 3
    Confirm every tag in the taxonomy exists in LeadConnector before its capturing form goes live; a form writing to a nonexistent tag fails silently.
  4. 4
    Monthly: reconcile captured-lead counts (GTM) vs tagged contacts (email platform) to catch silent breakage.