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Funnel Tracking via dataLayer and Google Tag Manager

This guide describes the information tracked through the dataLayer for Google Tag Manager at each stage of the vehicle reservation funnel.

FUNNEL TRACKING INFORMATION

1) Product Impressions

Identifies which vehicles and additional services are displayed to users and in what context, providing visibility into product exposure throughout the funnel.

Vehicles (when search results are displayed):

  • Vehicle model name

  • Vehicle category

  • Model ID and category ID

  • Rental price

  • Pick-up location

  • Position in the results list

  • Selected currency

Additional Services (when optional services are displayed):

  • Service name

  • Service ID

  • Price

  • Type (Additionals, Insurances, Others)

  • Position in the list

  • Variant (EXTRA)

2) Product clicks:

Tracks user interaction with a specific vehicle, allowing analysis of intent, preference, and the effectiveness of result presentation.

  • Triggered when a user clicks on a specific vehicle

  • Captures the same vehicle data as impressions

  • Includes actionField with list: 'PayBtn' to identify the action

3) Shopping Cart Management

Monitors how users build their bookings by tracking when additional services are added or removed during the process.

When adding or removing additional services:

  • Service name

  • Service ID

  • Price

  • Category (pick-up location)

  • Variant (service type)

  • Quantity

  • Action performed (add / remove)

4) Checkout process

Enables analysis of user progression through checkout steps and helps identify potential friction or drop-off points.

The checkout process consists of three steps:

  • Step 1: Additional services list

  • Step 2: Reservation submission

  • Step 3: Payment method

For each step, the following data is captured:

  • Step number

  • Selected option

  • Full product list (vehicle + services)

  • Detailed pricing information for each item

5) Checkout options

Captures specific decisions made by users during checkout, supporting preference and behavior analysis.

  • Step number

  • Specific option selected by the user

6) Purchase completed

Centralizes full transaction data, enabling revenue tracking, commercial performance analysis, and funnel effectiveness measurement.

Booking Information:

  • Reservation ID

  • Customer ID and global ID

  • Affiliation (“Online Store”)

  • Vehicle model and category

  • Pick-up and return dates

  • Total revenue

  • Promotion code (if applicable)

  • Calculated taxes

  • Currency

  • Shipping costs (always 0)

Included Products:

  • Main vehicle

  • Additional services

  • Insurances

  • Pick-up and return locations

  • One-way delivery services

7) Conversions

Supports accurate identification and attribution of conversion events, including interactions outside the direct purchase flow.

  • Contact path (WhatsApp, email, etc.)

  • Conversion event ID

  • Callback for redirection

ADDITIONAL TRACKED INFORMATION

Cross-cutting data that enhances funnel analysis and ensures consistent measurement.

  • Currency: user-selected currency

  • Categorization: Rents, Additionals, Insurances, Deliveries

  • Location: branch and delivery location data

  • Timing: pick-up and return dates