Service context
Phone and email clicks, as well as selected moves toward contact, can carry information about the offer area from which the user acted — such as detailing, mechanics, wrapping, tuning or rental.
CAR DESIGN / ANALYTICS
Analytics Car Design
Analytics for an auto centre
We built analytics from scratch for a website combining mechanical services, tuning, detailing, wrapping and vehicle rental. The key was not merely counting contacts, but preserving their context: which part of the offer a user came from, which form they used and at which stage the interaction ended.
Performance and visibility
00 / Starting situation
Car Design combines several different reasons to get in touch on one website: repairs, modifications, car care, wrapping and rentals. At interface level these actions may look similar — a phone click, a move to the contact page or a form — but commercially they mean different things. Analytics needed to separate those intentions instead of aggregating them into one bucket.
01 / SCOPE
We've built from scratch
We created the analytics setup for car-design.pl from scratch using Google Tag Manager, Google Analytics 4 and Microsoft Clarity. Measurement covered contact actions on service pages, browsing project work and form usage, including rental enquiries.
The scope also included Google Ads tags and CookieYes configuration for consent handling. We tailored the setup to a website combining the offer of an automotive center with vehicle rental.
02 / MAIN CHALLENGE
Preserving the context of multiple services
Car Design brings mechanical services, tuning, detailing, wrapping and rental under one brand. A contact action can therefore reflect very different needs: repairing a car, protecting it, modifying it or renting one. Analytics had to preserve the context of those actions and make them separately analyzable.
That required accounting for both the page on which a user initiated contact and the type of form being used. The subsequent stages also needed to be distinguished: moving toward contact, starting to interact with a form and confirming that an enquiry had been sent.
03 / Process
From interest to a confirmed enquiry
Portfolio
We measure entry into the portfolio and selection of a specific project. This separates browsing proof of work from a later contact signal.
Site search
A separate event covers use of the website search together with the query and information about results. This makes it possible to see what users are trying to find inside the site.
Form start
The first interaction with a supported form is recorded separately from visiting the page and from sending it. Opening a contact route is therefore not treated as a lead.
Form error
Validation errors, sending failures and spam signals are recognized as separate states. This helps identify where an attempted contact does not end in a confirmed submission.
Confirmed submission
The lead event is triggered only after the form mechanism confirms a successful send. An additional gate checks the form identifier and type and limits repeated transmission of the same event.
REBRANDY / ANALYTICS
You measure contact, but lose its context?
We design measurement around business questions and real user journeys so that contacts from different services, forms and stages do not end up as one aggregate number.
05 / EXPERTISE
We did not throw every signal into one bucket
On service pages, contact events were tagged with the relevant offer area. This means a phone click or a move toward contact from detailing can be analyzed in the context of that service. For rentals, we also separated the move to the rental enquiry form.
We split form measurement according to role: homepage contact, contact form, general enquiry and rental enquiry. For each one, we configured interaction start, error recognition and a successful submission signal. The lead acquisition event is triggered by confirmation from the form mechanism. We added validation of the form identifier and type as well as protection against passing the same event again.
We also included earlier user actions: entering the portfolio, selecting a specific project and using the site search. Key events were mapped in GA4 and Microsoft Clarity with shared naming, information about page type and — where the interaction location supports it — the service area.
06 / RESULT
Data should answer questions, not merely accumulate
Car Design received a measurement setup that accounts for different parts of the offer and four types of forms. The data makes it possible to separate contact actions on service pages and analyze the enquiry flow, including rental enquiries.
This created a basis for assessing where in the website users decide to make contact, which project work they select and where form difficulties appear. That analytics scope supports further work on how Car Design presents its broad offer and on the path toward a client conversation.
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See each service as a separate decision and outcome.
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Car Design
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We prepare topics, scripts and social media videos for Car Design. The difficult part was not filming cars itself, but planning the content so that eye-catching projects attract attention while the profile still shows mechanics, diagnostics, detailing and the centre's other services.
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Web and commerce
Scope of work
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S.09 / ContactEnquiry / similar challenge
What in this case resembles your situation?
Describe the similarity and the result you need. We will not assume that the same scope is the right answer.
- 1Conversation scopeCurrent step
- 2Context
- 3Budget and timing
- 4Contact
We respond with a concrete recommendation by the end of the next business day.
Step 1 / 4