# Conversion Points Audit

**Last Updated:** 2026-02-17

Single source-of-truth mapping every conversion point to its GA/GTM coverage. Used for GA4 setup improvements and funnel analysis.

## Tracking Stack

| Component | Value |
|-----------|-------|
| GTM Container | `GTM-5DWSFND` |
| GA4 Property ID | `275821028` |
| GA4 Measurement ID | `G-2JRTDQFVPZ` |
| CTA Tracking | Footer `addTrackingToElements()` → `trackEvent()` → `tracking.php` |
| GTM CTA Event | `buttonclick_demo_testen` (fired by GTM from generic click trigger – too broad) |
| Form Tracking | `GTMFormTracker` pushes `form_submit` to dataLayer |

## CTA Conversion Points

### Demo CTAs (Hero, Footer, Sections)

| Location | Source | data-event-type | data-event-name | GA Coverage |
|----------|--------|-----------------|-----------------|-------------|
| include_ctabuttons.php | Shared component | Yes | Kostenlos testen, Demo vereinbaren, Rückruf anfordern | Via addTrackingToElements; GTM captures (diluted) |
| Header navbar | v2/base/header.php ~L609 | Yes | Kostenlos testen, Demo vereinbaren | Via addTrackingToElements |
| Comparison pages | 50+ compare_*.php | Yes | Kostenlos testen, Demo vereinbaren, Rückruf anfordern, View Plans | Via include_ctabuttons |
| Partner page | static_partner.php | link_click | Partner registrieren | Different event type |

**CTA event names used:** `Kostenlos testen`, `Demo vereinbaren`, `Rückruf anfordern`, `Kostenlos testen (Comparison)`, `View Plans (Comparison)`, `Partner registrieren - Hero`, etc.

### Tools Pages CTAs

| Page | CTA Present | data-event-type | data-event-name | Notes |
|------|-------------|-----------------|-----------------|-------|
| tools_zuschlagsrechner.php | Yes | Yes | Yes | Demo/Demo vereinbaren, Kostenlos testen |
| tools_prozentrechner.php | Footer only | N/A | N/A | No in-page demo CTAs; footer has attributes |
| tools_mehrwertsteuer_rechner.php | Footer only | N/A | N/A | No in-page demo CTAs; footer has attributes |
| Other tools_*.php | Varies | Yes where present | Yes | In-page Ordio CTA sections have attributes |

**Note:** Tool cards on `/tools/` index and individual tool pages without in-page demo CTAs rely on footer CTAs (include_ctabuttons.php), which have data-event-type.

### ShiftOps CTA

| Location | CTA | data-event-type | Notes |
|----------|-----|-----------------|-------|
| shiftops.php, shiftops-report.php | "Erkenne versteckte Risiken..." | Varies | CTA card; verify attributes |

## Form Conversion Points

### Forms with GTMFormTracker

| Form | Endpoint / Type | form_id | form_name | conversion_type (planned) |
|------|-----------------|---------|-----------|---------------------------|
| Main demo form | include_form-hs.php | demo-form | Main Lead Capture Form | demo_request |
| SDR form | include_form-hs-sdr.php | demo-form | SDR Lead Capture Form | demo_request |
| Lead capture popup Step 1 | lead-capture.php | lead-capture-form-step1 | Lead Capture Popup - Step 1 | lead_capture_popup |
| Lead capture popup Step 2 | lead-capture.php | lead-capture-form-step2 | Lead Capture Popup - Step 2 | lead_capture_popup |
| Template download | submit-template.php | template-download-{id} | Template Download Form | template_download |
| Tools export (email modal) | collect-lead.php | calculator-export-{tool} | {Tool} Export Form | tools_export |
| Webinar (Product) | webinar-registration.php | webinar-registration-form | Webinar Registration Form | webinar_registration |
| Webinar (Payroll) | payroll-webinar-registration.php | webinar-registration-form | Payroll Webinar Registration Form | webinar_registration |
| Webinar (Trinkgeld) | webinar-registration.php | webinar-registration-form | Trinkgeld Webinar Registration Form | webinar_registration |
| Gated content | trackCustomHTMLForm | content-form | Gated Content Form | gated_content |
| Webinar (include) | trackCustomHTMLForm | content-form | Webinar Registration Form | webinar_registration |
| ShiftOps unlock | shiftops-hubspot.php | unlock-form | ShiftOps Report Unlock Form | shiftops_unlock |
| Add-on pricing | addon-request.php | addonForm | Add-on Pricing Request Form | addon_request |
| Event lead capture | event-lead-capture.php | e9d5fd47-... | Event Lead Capture | event_registration |
| Hero email | trackCustomHTMLForm | emailForm | Hero Email Form | email_capture |

### HubSpot Embedded Forms

| Form | Location | GTMFormTracker | Notes |
|------|----------|----------------|-------|
| SDR HubSpot embedded | include_form-hubspot-sdr.php | trackHubSpotEmbeddedForm | onFormSubmit callback |

### Forms Without GTMFormTracker (Verify)

- **include_form-hs.php** – Has trackCustomHTMLForm in submit handler (lines 149–156). Verified.
- **Einkommensteuer-Rechner** – Has collect-lead.php and GTMFormTracker.trackAPIForm (conversionType: tools_export). Verified.

## Template Downloads

| Flow | Tracking | Notes |
|------|----------|-------|
| templates_template.php | GTMFormTracker.trackAPIForm('submit-template.php') | Fires on form submit |
| gtag | template_download_click | Fires on customizer button click (data-customizer-action) |
| Standard template download | Same trackAPIForm | Both HubSpot form and direct download paths |

## Tools Gated Export Modals

Per `docs/guides/tools-pages/GATED_EXPORT_MODAL_AUDIT.md`:

| Tool | collect-lead | GTMFormTracker | Notes |
|------|--------------|---------------|-------|
| Einkommensteuer-Rechner | Yes | Yes | trackAPIForm on export modal submit |
| Urlaubsanspruch, Industrieminuten, Arbeitstage, Mehrwertsteuer, Midijob, Zuschlagsrechner, Zinseszinsrechner, Stundenlohnrechner, Minijob, Prozentrechner, Arbeitslosengeld, Kurzarbeitergeld, Krankengeld-Rechner, TVöD-SuE | Yes | Yes (via email-modal.js) | trackAPIForm('collect-lead.php'); **Krankengeld** zusätzlich `krankengeld-export-csv` / `krankengeld-export-pdf` auf Download |

## Webinars

| Page | Form | GTMFormTracker |
|------|------|----------------|
| product_webinar.php | webinar-registration-form | trackAPIForm('webinar-registration.php') |
| product_payroll_webinar.php | webinar-registration-form | trackAPIForm('payroll-webinar-registration.php') |
| webinar_trinkgeld.php | webinar-registration-form | trackAPIForm('webinar-registration.php') |

## Summary: Gaps and Actions

| Gap | Action | Status |
|-----|--------|--------|
| GTM `buttonclick_demo_testen` too broad | Narrow trigger to `cta_click` custom event (codebase ready; manual GTM config) | Pending |
| tools_zuschlagsrechner.php CTA lacks data-event-type | Add data-event-type, data-event-name | Done |
| Other tools pages may lack attributes | Audit all tools_*.php; add where missing | Done (audit complete) |
| form_submit has no conversion_type | Add conversion_type to all GTMFormTracker calls | In progress |
| Einkommensteuer-Rechner has no collect-lead | Add GTMFormTracker.trackAPIForm on export | Done |
| No explicit dataLayer push for CTA clicks | Add cta_click push in footer addTrackingToElements | Done (addTrackingToElements) |

## References

- [CTA_FUNNEL_ANALYSIS_2026-02.md](CTA_FUNNEL_ANALYSIS_2026-02.md) – Funnel analysis and GTM trigger issues
- [form-audit-report.md](../../forms/form-audit-report.md) – Form inventory
- [GATED_EXPORT_MODAL_AUDIT.md](../../guides/tools-pages/GATED_EXPORT_MODAL_AUDIT.md) – Tools export modals
- [v2/base/footer.php](../../../v2/base/footer.php) – addTrackingToElements, trackEvent
- [v2/js/gtm-form-tracking.js](../../../v2/js/gtm-form-tracking.js) – GTMFormTracker