Guidelines

Element "ownership" is defined by the vendors ability to make complete edits to a given elements on a site.

page_location is required for all web-related events. Omitting it from server-to-server payloads (Measurement Protocol & Data Manager API) will not trigger an API error, but it will break session reporting and cause URLs to appear as (not set) in Google Analytics 4. While this parameter is natively collected via the browser's gtag.js script with zero configuration, you must manually capture and pass the full URL (location.href, including the https:// protocol) when sending data via the Measurement Protocol or Data Manager API. For simplicity, the payload should reflect the specific page where the user originally initiated the action, rather than their live location. For example, if a user clicks a tracking phone number on the page for VIN 123 but has navigated to VIN 456 by the time the call ends, the server-side event should still send the URL for VIN 123 to accurately credit the conversion to the asset that drove the initial engagement.

All events include a full list of parameters, even if some parameter values are blank or null. The only exception is events sent through the measurement protocol. Due to limitations in the measurement protocol, blank parameters may be reused for more useful custom non-ASC parameters.

If a parameter is marked as "mapped" you must use one of the mapped values, if the value you want to use does not exist, please request it get added to the next version.

asc_voice Events should only be sent when a session is matched. Calls places outside the website, with no connections back to the website, should not be passed. This is to avoid inflating users/sessions and making false events on the website.

All events should fire from a customer interaction with the exception of asc_pageview, asc_special_offer, and asc_system_process. Do not fire asc_form_engagment, or asc_comm_engagment when the user views a form or chat, only if they engage.

To be ASC Certified, Vendors must deliver events to all measurement Is listed in this array. ( They may deliver ASC events to other ID's outside the list as well)

Vendors should send no more than 25 custom parameters per event to non-360 GA4 Properties.

If the parameter limit is reached, vendors should omit parameters which are already NULL or Blank. If the count is still over 25 use the priority order below. The list is ordered from lowest priority to highest priority, meaning parameters at the top should be removed first, and parameters at the bottom should be preserved whenever possible.

Note this is not a 100% hard rule. ordering could change based on a given tool or event, where the parameter is critical to understanding the event. ( Example Element Configuration Event on a EV battery option selector )

Parameter priority order (lowest priority first): item_charge_duration_level3, item_charge_duration_level2, item_charge_duration_level1, item_battery_life_percent, item_range, item_color, item_payment — keep if finance CTAs are tracked in a DR tool, item_drivetrain