Prerequisites

Before using this guide, ensure you have:

GTM integration already set up (see our GTM Integration guide)
Google Analytics 4 (GA4) property configured
Admin access to your GTM container

Available Tracking Events

Full Fabric sends detailed event data to your GTM Data Layer. All events automatically include hashed user identification data for proper attribution while maintaining privacy compliance:

user_id: SHA256 hashed user ID
email: SHA256 hashed email address
first_name and last_name: Sent in plain text only when "Send personal identifiable information" is enabled

Here are the current events and their data structure:

Application Started

Captures when a candidate begins an application:

{
  "event": "application_started",
  "application_id": "12345",
  "application_context": "MBA Program XYZ", 
  "timestamp": "2024-12-18T16:00:28Z"
}

Application Submitted

Captures successful application submissions with e-commerce data:

{
  "event": "application_submitted",
  "application_id": "12345",
  "application_context": "MBA Program XYZ",
  "timestamp": "2024-12-18T16:00:28Z",
  "ecommerce": {
    "transaction_id": "12345",
    "value": 150.00,
    "currency": "USD",
    "items": [{
      "item_id": "COURSE_001",
      "item_name": "MBA Program XYZ - Finance Track",
      "item_category": "Graduate Programs",
      "price": 150.00,
      "quantity": 1
    }]
  }
}

Profile Login

Tracks user authentication:

{
  "event": "profile_login",
  "timestamp": "2024-12-18T16:00:28Z"
}

Payment Transaction

Captures payment events:

{
  "event": "payment",
  "transaction_id": "TXN_67890",
  "transaction_amount": 250.00,
  "transaction_currency": "USD",
  "transaction_description": "Application Fee Payment",
  "payable_id": "12345",
  "payable_type": "Application",
  "timestamp": "2024-12-18T16:00:28Z"
}

Setting Up E-commerce Tracking

Step 1: Enable E-commerce in Full Fabric

Navigate to your application template settings
Go to the Details tab
Enable "Send e-commerce data to Google Tag Manager"
Save your changes

Important:

This feature is only available for institution-level application templates.

Step 2: Configure GTM and Google Analytics

The technical setup in Google Tag Manager and Google Analytics is beyond Full Fabric's support scope. Please refer to Google's documentation for:

Step 3: Set Up Enhanced Conversions

Enhanced Conversions uses hashed user data to improve attribution accuracy. Since Full Fabric automatically sends hashed user_id and email with all events, you can configure Enhanced Conversions directly in Google Ads.

Optional: Include Additional Personal Data To include first_name and last_name (sent in plain text):

In Full Fabric, go to General Settings → Integrations → Google Tag Manager
Enable "Send personal identifiable information"
Important: Update your privacy policy to disclose data sharing with Google
Configure Enhanced Conversions in your Google Ads account to use the additional data fields

URL-Based Tracking

You can also set up triggers based on URL patterns:

Page views: Any Full Fabric portal URL
Started applications: URL contains "applications" and "started"
Submitted applications: URL contains "applications" and "submitted"
Event landing visits: Specific event landing page URLs
Event submissions: Event landing URL + contains "submitted"
Form landing visits: Specific form landing page URLs
Form submissions: Form landing URL + contains "submitted"

Key Metrics to Monitor

Once tracking is implemented, focus on these metrics in Google Analytics:

Application Funnel

Applications started vs. submitted (conversion rate)
Drop-off points in the application process
Time spent on application forms

User Engagement

Profile registrations and login frequency
Page views and session duration
Return visitor behavior

Marketing Performance

Traffic sources leading to applications
Campaign attribution for submissions
Cost per application by channel

Revenue Tracking (E-commerce)

Total application fee revenue
Average order value per application
Payment completion rates

Data Structure Reference

E-commerce Object Fields

Field	Description
`transaction_id`	Unique application ID
`value`	Total price of selected program options
`currency`	Currency code (USD, EUR, etc.)
`items[].item_id`	External ID of each selected program/course
`items[].item_name`	Full name of program/course selection
`items[].item_category`	Program theme or category
`items[].price`	Individual price of each selection
`items[].quantity`	Always 1 (programs selected once)

Payment Object Fields

Field	Description
`transaction_id`	Unique payment transaction ID
`transaction_amount`	Payment amount
`transaction_currency`	Currency used
`transaction_description`	Payment description/purpose
`payable_id`	ID of associated application/invoice
`payable_type`	Type of payable object (Application, Invoice, etc.)

Troubleshooting E-commerce Tracking

E-commerce Data Not Appearing

Verify e-commerce tracking is enabled in application template
Check that GA4 e-commerce events are properly configured
Ensure Enhanced E-commerce is enabled in Google Analytics

Missing Transaction Data

Confirm GTM triggers are firing on application submission
Verify data layer variables are correctly mapped
Check that currency and value fields contain valid data

Attribution Issues

Ensure Enhanced Conversions is properly configured
Verify that PII sharing is enabled and privacy policy is updated
Check Google Ads and GA4 integration settings

Advanced Implementation Tips

Custom Dimensions

Consider setting up custom dimensions in GA4 for:

Application context/program type
User journey stage
Geographic data
Traffic source categories

Goal Configuration

Set up meaningful goals such as:

Application started (micro-conversion)
Application submitted (macro-conversion)
Profile registration
Payment completion

Audience Segmentation

Create audiences based on:

Application behavior (started vs. completed)
Program interest areas
Geographic location
Traffic sources

Getting Help

Full Fabric Support: For Container ID setup and integration questions

Email: support@fullfabric.com

Google Documentation: For GTM and GA4 configuration

Limitation: Full Fabric support cannot provide technical assistance with GTM or GA4 configuration, as these are external Google products.

GTM Data Layer Events & E-commerce Setup with Full Fabric