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Adobe Data in the Google dataLayer

Overview of the oADD site data, used by Adobe Analytics, available in the Google dataLayer

Updated over 6 months ago

Overview

To improve integration with Google Tag Manager (GTM), we’ve updated the oADD website's to push Adobe Analytics events and event data into the GTM data layer - dataLayer. This enables easier reuse of Adobe data in GTM configurations.

There are three new events created that will fire in the Google Data layer and populate with the events and parameters found in the Adobe Data layer.

adobe_pageview

Standard Adobe page view

{
  "event": "adobe_pageview",
  "adobe_page_view_data": [ ... ]
}

adobe_event

Captures non-pageview actions such as clicks. Sub-types are categorized by the event parameter within adobe_event_data.

{
  "event": "adobe_event",
  "adobe_event_data": {
    "event": "click_action",
    ...
  }
}

previous_adobe_event

Passes click event data from the previous page to account for any loss of interaction tracking caused by page reloads. This also serves as a record of the last click before the current page load.

This event can be useful when you want to capture the click data from the previous page alongside the resulting pageview data post-click.

{
  "event": "previous_adobe_event",
  "adobe_event_data": {
    "event": "click_action",
    ...
  }
}

Non-Inventory Pages

Pageview

For standard pages such as the homepage, service page, or About Us:

{
    "event": "adobe_pageview",
    "adobe_page_view_data": [
        {
            "pageData": {
                "pageTitle": "Cars & SUVs for Sale in QA | Audi QA",
                "pageURL": "https://www.audiqa.com/en/",
                "previousPageURL": "https://www.audiqa.com/en/service/",
                "pageRef": "https://www.audiqa.com/en/service/",
                "pagePath": "/en/",
                "pageHash": "n/a",
                "pageURLParams": "not available",
                "pageTimeElapsed": "1 seconds",
                "pageSubtitle": "Cars & SUVs for Sale in QA",
                "pageSiteSection": "home",
                "pageType": "home",
                "pageInfo": "not available"
            },
            "siteData": {
                "siteDomain": "audiqa.com",
                "siteDeviceFormat": "desktop"
            },
            "userData": {
                "userECID": "68286650037096815983727398892035132762",
                "userAgent": "Mozilla/5.0 (Macintosh...",
                "userTrackingAllowed": "false",
                "userVisitNumber": "108",
                "userDaysSinceLV": "0",
                "userLastVisitDate": "5|22|2025"
            },
            "dealerData": {
                "dealerID": "USAA25A70",
                "dealerName": "Audi QA",
                "dealerTier": "tier3"
            },
            "pageInfo": {
                "contentPath": "/content/dam/oadd/us/25a70/en/index",
                "language": "en",
                "market": "US",
                "pageID": "",
                "pageName": "Cars & SUVs for Sale in QA |  Audi QA ",
                "sysEnv": "production",
                "breadCrumbs": [],
                "destinationURL": "https://www.audiqa.com/en/",
                "referringURL": "https://www.audiqa.com/en/service/"
            }
        },
        {
            "event": "page_view",
            "event_action": "page_load",
            "event_url": "https://www.audiqa.com/en/",
            "event_data": "none"
        }
    ]
}

Click Event

All non-inventory or form clicks will use the click action “event” value

  • Key Fields:

    • Use event_label for the click text

    • Use event_url for the current URL the event occurs on

    • Use event_target for the destination URL

Sample event and parameters

{
  "event": "adobe_event",
  "adobe_event_data": {
    "event": "click_action",
    "event_action": "standard equipment",
    "event_type": "link",
    "event_label": "standard equipment",
    "event_featureApp": "75fe650c-6b0c-4fde-b84e-d142e23b6cf1-1",
    "event_appBaseURL": "https://fa-vdp-feature-and-specs.cdn.prod.collab.apps.one.audi/v1.9.3",
    "event_position": "none",
    "event_url": "https://www.audiQA.com/en/inventory/vehicle/?isdealer&market=us&vehicleId=VVNBMjVBNzAzNDM2NDQ3MDY=",
    "event_target": "#",
    "event_data": "none"
  }
}

Form Events (Non-Inventory)

General contact form engagement and submission events, without a vehicle of interest, such as those found on the Contact Us page.

For Vehicle leads, see the the Inventory Form Event section.

The eventType values to track the form funnel are:

  • digital_leads_form_load

  • digital_leads_form_input

  • digital_leads_form_submission

All non-inventory forms will have the "formName: Generic Lead"

Form Loaded

The click action that loaded the form

{
  "event": "adobe_event",
  "adobe_event_data": {
    "event": "click_action",
    "event_action": "contact us",
    "event_type": "link",
    "event_label": "contact us",
    "event_featureApp": "9ff0dcbc-2c3f-4416-a6af-e4d2d77101ad-1",
    "event_appBaseURL": "https://fa-partner-business-card.cdn.prod.arcade.apps.one.audi/v3.3.1",
    "event_position": "none",
    "event_url": "https://www.audiQA.com/en/contact-us/#contact_general",
    "event_target": "#contact_general",
    "event_data": "none"
  }
}

The form load event

{
  "adobe_form_data": {
    "type": "digital_leads_form_load",
    "form": {
      "formName": "Generic Lead",
      "formType": "lead",
      "leadId": "",
      "formData": {
        "visitorZipCode": "",
        "modelOfInterest": {
          "modelFamily": "",
          "modelLine": []
        },
        "preferredDealer": "",
        "preferredContactMethod": "",
        "preferredBookingDate": "",
        "preferredBookingTime": "",
        "preferredPurchaseTime": "",
        "topicOfInterest": "",
        "tradeIn": {
          "vehicleMake": "",
          "vehicleModel": "",
          "vehicleYear": "",
          "vehicleMileage": ""
        }
      }
    },
    "featureApp": {
      "baseUrl": "https://app-store.one.audi/details/a3deb048-3326-4dc5-848e-14efbaf14b5d",
      "id": "a3deb048-3326-4dc5-848e-14efbaf14b5d",
      "name": "fa-digital-leads"
    }
  }
}

Form Submit Success

Successful response for form submission

{
  "event": "adobe_event",
  "adobe_event_data": {
    "event": "click_action",
    "event_action": "digital_leads_form_submit_success",
    "event_type": "button",
    "event_label": "not available",
    "event_featureApp": "a3deb048-3326-4dc5-848e-14efbaf14b5d-1",
    "event_appBaseURL": "https://fa-digital-leads.cdn.prod.collab.apps.one.audi/v1.4.2",
    "event_position": "none",
    "event_url": "https://www.audiQA.com/en/contact-us/#contact_general",
    "event_target": "not available",
    "event_data": "none"
  },
  "adobe_form_data": {
    "type": "digital_leads_form_submit_success",
    "form": {
      "formName": "Generic Lead",
      "formType": "lead",
      "leadId": "d981efc4-2f69-4a7d-8f4e-127f0a5357ac",
      "formData": {
        "visitorZipCode": "",
        "modelOfInterest": {
          "modelFamily": "",
          "modelLine": []
        },
        "preferredDealer": "",
        "preferredContactMethod": "text",
        "preferredBookingDate": "",
        "preferredBookingTime": "",
        "preferredPurchaseTime": "",
        "topicOfInterest": "general",
        "tradeIn": {
          "vehicleMake": "",
          "vehicleModel": "",
          "vehicleYear": "",
          "vehicleMileage": ""
        },
        "preferredContactTime": "morning"
      }
    },
    "promotion": {},
    "featureApp": {
      "baseUrl": "https://app-store.one.audi/details/a3deb048-3326-4dc5-848e-14efbaf14b5d",
      "id": "a3deb048-3326-4dc5-848e-14efbaf14b5d",
      "name": "fa-digital-leads"
    }
  }
}

Inventory Pages (VLP/VDP)

VLP Pageviews

On Vehicle Listing Pages (VLP), in addition to the general page view data, inventory page views will also contain data relevant to the inventory itself:

  • listingData: returns the amount of displayed vehicles when landing on the VLP

  • vtpData: includes data:

    • filters when landing on page - "type": filter_initial_state

    • the dealers included in a VLP listing - "type": inventory_dealer_set

    • the total amount of results returned - "type": results_returned

  • vehicleData: array of information for all vehicles on the page

Standard data in VLP page view

{
  ...
  "adobe_page_view_data": [
    {
      ...
      "siteData": {...},
      "userData": {...},
      "dealerData": {...},
      "pageInfo": {...},
      ...
    },
    {
      "event": "page_view",
      "event_action": "page_load",
      "event_url": "https://www.audiQA.com/en/inventory/new/",
      "event_data": "none"
    }
  ],
  ...
}

Listing Data

{
  ...
  "adobe_page_view_data": [
    {
      ...
      "listingsData": {
        "displayCount": "12"
      },
      ...
    },
    ...
  ],
  ...
}

VTP Data – filter_initial_state

{
  ...
  "adobe_page_view_data": [
    {
      ...
      "vtpData": [
        {
          "vtp": {
            "type": "filter_initial_state",
            "payload": {
              "vehicleType": "new",
              "bodyType": [],
              "modelFamily": [],
              "gearBox": [],
              "drivetrain": [],
              "fuelType": [],
              "wheelSize": [],
              "exteriorColor": [],
              "interiorColor": [],
              "trimLine": [],
              "power": null,
              "price": null,
              "mileage": null,
              "modelYear": null,
              "usedInventoryType": null,
              "availableInMonths": "0",
              "partnerDealers": ["25A70"],
              "nonAudi": "",
              "otherMakes": [],
              "nonAudiModels": []
            }
          }
        },
        ...
      ],
      ...
    },
    ...
  ],
  ...
}

VTP Data – inventory_dealer_set

{
  ...
  "adobe_page_view_data": [
    {
      ...
      "vtpData": [
        ...,
        {
          "vtp": {
            "type": "inventory_dealer_set",
            "payload": {
              "isTier3page": true,
              "marketType": "USA",
              "listOfDealers": [
                {
                  "dealerName": "Audi QA",
                  "dealerId": "25A70",
                  "isMainDealer": true
                }
              ],
              ...
            }
          }
        },
        ...
      ],
      ...
    },
    ...
  ],
  ...
}

VTP Data – results_returned

{
  ...
  "adobe_page_view_data": [
    {
      ...
      "vtpData": [
        ...,
        {
          "vtp": {
            "type": "results_returned",
            "payload": {
              "totalCount": "223"
            }
          }
        }
      ],
      ...
    },
    ...
  ],
  ...
}

VTP Data - vehicleData

{
  ...
  "adobe_page_view_data": [
    {
      ...
      "vehicleData": [
        {
          "modelName": "Audi Q4 e-tron",
          "bodyType": "SUV",
          "price": "63,955.00",
          "dealerName": "AudiQA",
          "modelYear": "2024",
          "modelCode": "F4BAU3",
          "make": "Audi",
          "saleType": "available-now",
          "status": null,
          "vin": "0000000000000000",
          "exteriorColor": "Navarra Blue metallic",
          "upholsteryColor": "Black with Rock Gray stitching",
          "stockNumber": "0000000000",
          "trim": "55 e-tron quattro Premium Plus 250,00 kW",
          "gear": "Automatic",
          "drivetrain": "quattro®",
          "inventoryType": "new",
          "dealerCode": "00000",
          "orderType": null
        },
        ...
      ]
    },
    ...
  ],
  ...
}

VDP Pageviews

Vehicle Display Pages (VDP's) similarly include all standard page view data, as well a vehicleData object which returns the information specific to the vehicle the user is viewing

Full VDP page view event

{
  "event": "adobe_pageview",
  "adobe_page_view_data": [
    {
      "pageData": {...},
      "siteData": {...},
      "userData": {...},
      "dealerData": {...},
      "pageInfo": {...},
      "vehicleData": {
        "modelName": "Audi Q4 e-tron",
        "bodyType": "SUV",
        "price": "63,955.00",
        "dealerName": "Audi QA",
        "modelYear": "2024",
        "modelCode": "F4BAU3",
        "make": "Audi",
        "saleType": "available-now",
        "status": null,
        "vin": "000000000000000",
        "exteriorColor": "Navarra Blue metallic",
        "upholsteryColor": "Black with Rock Gray stitching",
        "stockNumber": "343644706",
        "trim": "55 e-tron quattro Premium Plus 250,00 kW",
        "gear": "Automatic",
        "drivetrain": "quattro®",
        "inventoryType": "new",
        "dealerCode": "000000",
        "orderType": null
      }
    },
    {
      "event": "page_view",
      "event_action": "page_load",
      "event_url": "https://www.audiQA.com/en/inventory/vehicle/?isdealer&market=us&vehicleId=VVNBMjVBNzAzNDM2NDQ3MDY=",
      "event_data": "none"
    }
  ]
}

Inventory Form Events

All forms that populate on Inventory pages (VLP or VDP) will use the "formName": VTP Lead.

The same formTypes exist for tracking the VTP (Vehicle Transaction Platform) lead funnel as they do for Generic Leads:

  • digital_leads_form_load

  • digital_leads_form_input

  • digital_leads_form_submission

Every form event that includes a vehicle of interest (inventory) data in a vehicleData object

{
  "event": "adobe_event",
  "adobe_event_data": {...},
  "adobe_form_data": {...},
    "vehicle": {
      "__typename": "WormwoodVehicle",
      "audiCode": "AKS16UU9",
      "bodyType": "SUV",
      "dealerName": "Audi QA",
      "dealerId": "00000",
      "driveType": "quattro®",
      "exteriorColor": "Navarra Blue metallic",
      "fuelType": "Electric",
      "gearType": "Automatic",
      "interiorColor": "Black, Black, Black with Rock Gray stitching, Steel Gray",
      "saleOrderType": null,
      "seatInfo": "Black with Rock Gray stitching",
      "modelPrice": "63,955.00",
      "modelPriceRetail": "57,559.00",
      "modelYear": "2024",
      "modelName": "Audi Q4 e-tron",
      "modelCode": "F4BAU3",
      "vin": "000000000000000",
      "trimline": "Premium Plus",
      "trimName": "55 e-tron quattro Premium Plus 250,00 kW",
      "stockNumber": "343644706",
      "isAvailableNow": true,
      "vehicleOrderStatus": null,
      "typedPrices": [...],
      "vehicleInventoryType": "available-now",
      "technicalSpecifications": {
        "__typename": "WormwoodVehicleTechData",
        "transmissionType": null,
        "engineType": "Rear permanently excited synchronous motor and front asynchronous motor"
      },
      "modelMake": "Audi",
      "vehicleMedia": {
        "__typename": "VehicleMediaRender",
        "mediaImages": [...]
      }
    }
  }
}

Form Load

{
  "event": "adobe_event",
  "adobe_event_data": {
    "event": "click_action",
    "event_action": "digital_leads_form_load",
    "event_type": "link",
    "event_label": "not available",
    "event_featureApp": "fec3625d-9c6e-40c2-b4ed-0ef127ecb709-1",
    "event_appBaseURL": "https://fa-vdp-pricing-bar.cdn.prod.collab.apps.one.audi/v3.3.27",
    "event_position": "none",
    "event_url": "https://www.audiQA.com/en/inventory/",
    "event_target": "#contact_contact-dealer",
    "event_data": "none"
  },
  "adobe_form_data": {
    "type": "digital_leads_form_load",
    "form": {
      "formName": "VTP Lead",
      "formType": "lead",
      "leadId": "",
      "formData": {
        "visitorZipCode": "",
        "modelOfInterest": {
          "modelFamily": "Audi Q4 e-tron"
        },
        "preferredDealer": "00000",
        "preferredContactMethod": "",
        "preferredBookingDate": "",
        "preferredBookingTime": "",
        "preferredPurchaseTime": "",
        "topicOfInterest": "",
        "tradeIn": {
          "vehicleMake": "",
          "vehicleModel": "",
          "vehicleYear": "",
          "vehicleMileage": ""
        }
      }
    },
    "vehicle": {...}
  }
}

Form Submission

{
  "event": "adobe_event",
  "adobe_form_data": {
    "type": "digital_leads_form_submit_success",
    "form": {
      "formName": "VTP Lead",
      "formType": "lead",
      "leadId": "7d14a46e-827b-41aa-87e3-d760be5014a3",
      "formData": "{...}"
    },
    "promotion": {},
    "vehicle": "{...}",
    "featureApp": "{...}"
  }
}

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