--- type: plan title: "Tracking, CTAs, forms and conversion" status: draft updated: 2026-09-02 --- # Tracking, CTAs, forms and conversion What this plan covers: everything that turns a visitor into a measurable lead — the tags that must survive the migration, the paired call-to-action structure, the GTM event model, the Gravity Forms rebuild, the Typeform embed of the Business Legal Health Assessment (name to be confirmed), cookie consent, performance measurement, and the launch checks that prove data is flowing before the project closes. It is the build reference for proposal week 5 ("Structured data, forms, CTAs, tracking, filtering, performance") and the tracking half of week 6 (launch checklist). Contract basis: the accepted proposal (sent 2026-07-30, accepted 2026-08-13), sections "Calls to Action", "Tracking Preservation", "Contact Page and Washington-First Local Setup", "Performance", and "Launch". The full deliverable list is in `.logs/planning/scope.md`; the decision register and open questions are in `.logs/planning/build-plan.md`; the audit evidence is in `notes/site-audit-2026-07.md`. This plan does not restate server or WordPress standards — read `/srv/projects/standards/README.md` (then `wordpress.md`, `frontend.md`) before touching `wp-content/`. Division of labour (proposal, "How This Splits With AISV"): we build forms, CTAs, and conversion mechanics and preserve the tags; AI Smart Ventures (AISV) owns marketing measurement and reporting, paid, email, and CRM (Pipedrive). Coordinate with AISV directly on anything in this plan that touches Pipedrive, the newsletter, or Hotjar; the client does not relay between vendors. Naming: "the assessment" below means the Business Legal Health Assessment (name to be confirmed). Three names are in circulation (site: "Legal Health Check"; AISV deck and the Typeform iframe title: "Business Health Assessment" / "BHA"; brand story: "Business Legal Health Assessment"). One name everywhere is an AISV-with-client decision; the CTA labels, event parameters, and page title in this plan take that name once it is chosen. Google Ads is out of scope (Rian, 2026-08-24): no Ads tags, conversion imports, or account linking in this build. --- ## Tag inventory (live site, measured 2026-09-02) Measured from the live HTML of the home, contact, and Legal Health Check pages on 2026-09-02. Identifiers that the 2026-09-02 ground-truth inspection also records (GTM, Google tag, GA4, Hotjar, RB2B, Meta pixel, Usercentrics via Termageddon, Typeform widget) are confirmed; anything marked "(page capture; re-verify at the tag audit)" comes from the page capture only and is not in that record. Identifiers below are public in the page source; none is a secret. The RB2B snippet contains an account key — it is not reproduced here and must not be pasted into any project file or chat; carry it over by exporting the GTM container or copying the snippet from the live site into the new container directly. | Tool | Identifier | Where it loads on the live site | Owner / access status (2026-08-27) | Notes | |---|---|---|---|---| | Google Tag Manager | container `GTM-TGTVD37` | Hard-coded `gtm.js` snippet at the top of `` on every page (no `

` tags in total and 19 stylesheets; the proposal's July count was 33 external scripts and 18 stylesheets (it counted external `<script src>` only), with 57 Search & Filter Pro asset references on a page that has no filter. After — same three page types on staging before launch, and again on production after launch (the CDN and host differ, so production is the number that goes to the client). Build measures (all in scope): - Conditional loading: Gravity Forms assets only on pages that contain a form (Gravity Forms enqueues on demand when forms are embedded via block or shortcode; do not add a global `gform_enqueue_scripts` call and do not style the form from the global theme stylesheet the way the live site does). Search & Filter Pro assets only on the blog index and archives — dequeue elsewhere in the child theme, or through the plugin's own option if the installed version offers one. Typeform `embed.js` only on the assessment page. Hotjar and RB2B load through GTM after consent, not in the head. - Image optimisation across migrated media (WebP/AVIF derivatives, correctly sized images, `srcset`), with the hero/LCP image on each template loaded eagerly and everything below the fold lazy-loaded via native `loading="lazy"`. Do not bring Rocket Lazy Load across; Kadence and core handle it. - Keep Beaver Builder, UABB, and PowerPack off the new site entirely; most of the live script/stylesheet weight is theirs. - Report format to the client: a short table, before vs after, per page and device, plus one paragraph on what changed. No grades, no promises of ranking effect. ## Launch verification Run on the production domain after DNS cut-over (Cloudflare — see `.logs/planning/build-plan.md` for the launch sequence). Tick only when observed, not when configured. - [ ] GTM container version published; production pages load `GTM-TGTVD37` exactly once and no residual hard-coded GA/Hotjar/RB2B snippets remain in the page source. - [ ] GA4 DebugView: `page_view` once per page on home, a practice-area page, a blog post, the contact page, the assessment page; hostname is the production domain. - [ ] Each of the seven events fires with the parameters listed in Events; the key-event flags are set in GA4 admin. - [ ] `booking_click` opens the booking destination in a new tab and the event is recorded (or, if the booking link was dropped, the direct CTA lands on the contact form). - [ ] Contact form: test submission accepted; confirmation shown; notification received at the confirmed recipient with source fields in the body; entry visible in Gravity Forms; lead appears in Pipedrive with source fields populated. Delete the test entry/lead afterwards and tell AISV. - [ ] Newsletter form: test subscription reaches the confirmed platform; test contact removed. - [ ] Assessment: Typeform loads on the assessment page with the UTM hidden fields populated (check the iframe URL in devtools after arriving with a `?utm_source=test` URL on a different page first); test completion produces `assessment_start` and `assessment_complete`, a Typeform response, and (once routing exists) a Pipedrive record. - [ ] Hotjar shows a recording from the production domain; RB2B dashboard shows the visit; Meta Events Manager shows the pixel (if retained). - [ ] Consent: banner displays where required; refused consent blocks the tags; granted consent releases them; Consent Mode signals visible in Tag Assistant. - [ ] Spam protection active on both forms; a submission with the honeypot filled is rejected. - [ ] Attorney-client privilege disclaimer present on the contact form, wording unchanged. - [ ] Every CTA button on every template carries its `cta-*` classes (spot-check header, hero, a section band, a post end, footer, contact, assessment). - [ ] Before/after Core Web Vitals recorded on the three production URLs and reported to the client. - [ ] No Twitter or Facebook links or icons anywhere (client decision 2026-08-27); LinkedIn and YouTube remain. - [ ] Redirects, sitemap, and structured-data checks are in their own plans (`.logs/planning/site-architecture.md`, `.logs/planning/schema-entity-plan.md`) and run the same day. - [ ] Daily re-check of GA4 real-time, Hotjar, and RB2B for seven days; client and AISV confirm in writing that they see data before the project is closed. ## Open questions Numbered here; the master register with all project questions is in `.logs/planning/build-plan.md`. Answers go to `.logs/handoff.md` and, if durable, to `.memory/`. | # | Question | Who confirms | Blocks | |---|---|---|---| | 1 | GTM access. Container `GTM-TGTVD37` not yet shared; the client's 2026-08-27 error concerns the Google tag, whose users are managed in the GA4 property admin (stream "Equinox Website"); the container is shared separately from tagmanager.google.com. Both needed for rian@plusroi.com, adi@plusroi.com, plusroi@gmail.com. | Alicia Wimmer, guided by Rian | The entire Preservation checklist; the container audit cannot start without it. | | 2 | Newsletter platform. Which service receives "In Balance" subscribers (Constant Contact is suggested by the signup-widget script and consent paragraph in the live HTML, 2026-09-02), and how the live Gravity Forms push to it. | Alicia Wimmer / AISV | Newsletter form destination. | | 3 | Pipedrive routing. How contact and assessment leads reach Pipedrive as of 2026-09-02, who owns the connection, and which mechanism we re-attach. | AISV with Alicia Wimmer | Forms > Pipedrive routing; the acceptance test. | | 4 | Booking link. Does the Outlook `bookwithme` link stay behind "Book a Consultation"? Not yet raised with the client. **We recommend replacing it with an on-site consultation form + thank-you destination** (Adi, 2026-09-03; rationale in Direct CTA destination above and `notes/site-audit-2026-07.md` 4.1): an outbound link yields a click, never a confirmed booking. Raise at the mockup review call. | Alicia Wimmer / Michelle Bomberger | Direct CTA destination; whether `booking_click` or `form_submit_contact` is the direct conversion. If the form wins, it is the sold contact form with light qualification and a source field — no new scope. | | 5 | Typeform ownership. Who owns the account, is the plan active, do responses route to Pipedrive, and are the download/summary legacy pages part of its flow. | Rian with AISV | Assessment embed continuity; legacy page disposition. | | 6 | Hotjar state. Is site 3664447 recording; what "reconnect Hotjar" in AISV's deck refers to; is the repair in scope. | AISV reports; Rian decides scope | Whether Hotjar is "preserved" or "fixed" at launch. | | 7 | Meta pixel. Listed as live by ground truth and the proposal, but no `fbq()` init is visible in the captured page source; what is its id, is it loaded from the GTM container, and does AISV want it kept after Facebook links are removed. | AISV (from the container export) | Tag list on the new site; consent classification. | | 8 | Licences. Gravity Forms, Search & Filter Pro, and Termageddon — active, held by whom, transferable to the new install. | Rian, week one, with Alicia Wimmer | Forms, blog filtering, consent. | | 9 | Notification recipient for the contact form (and whether a phone field is wanted). | Alicia Wimmer | Form notifications. | | 10 | Entity name in the consent line ("Equinox Business Law Group PLLC" is the working assumption). | Alicia Wimmer; decided in `.logs/planning/schema-entity-plan.md` | Consent text on both forms. | | 11 | The assessment's single name, for CTA labels, event parameter `assessment_name`, nav, and page title. | AISV with the client | Final CTA labels; until then, brand-story wording as placeholder. |