Solly Plus, GA4 & Conversion Tracking for Renault Dealership

Renault Solly Plus Kremenchuk is an official Renault dealership offering new vehicle sales, financing, after-sales service, online vehicle inventory, and test drive bookings. Unlike a typical lead generation website, visitors complete various actions before contacting the dealership. Some request a brochure or download a price list, while others schedule a test drive, submit a purchase enquiry, or book a service appointment. The dealership needed an analytics infrastructure capable of measuring every stage of this decision-making process and distinguishing between early engagement and high-intent sales enquiries.

Buying a vehicle is a high-value purchase that rarely happens after a single website visit. Potential customers usually compare different models, review pricing, download brochures, and research financing options before contacting the dealership. Measuring only completed enquiry forms provides an incomplete picture of customer intent and limits the ability to optimise advertising campaigns. An additional challenge was that several lead forms were embedded using iframes, preventing standard Google Analytics implementations from accurately detecting successful submissions without custom event handling.

A complete Google Analytics 4 implementation was built using Google Tag Manager as the central measurement platform, with an event architecture designed specifically for automotive lead generation. Rather than treating every interaction equally, the implementation separated customer actions into soft leads and hard leads. Soft leads measured high-intent research behaviour such as brochure downloads and price list requests, while hard leads captured completed enquiry forms representing qualified sales opportunities. Because several enquiry forms were embedded inside iframes, a custom data layer integration was developed to pass successful form submissions into Google Tag Manager. This ensured that every conversion was accurately recorded despite the technical limitations of embedded third-party forms. Meta Pixel was also integrated to support remarketing and audience building across Meta advertising campaigns, while all GA4 events were validated using Google Analytics DebugView and Google Tag Manager Preview Mode before deployment.

Successfully implemented a complete Google Analytics 4 measurement infrastructure for an official Renault dealership website. Configured lead generation tracking for vehicle enquiries, service booking requests, test drive reservations, brochure downloads, price list downloads, and primary contact forms. Implemented hard lead and soft lead event architecture, integrated Meta Pixel, and built a custom data layer solution to accurately capture conversions submitted through embedded iframe forms.

• Google Analytics 4
• Google Tag Manager
• Meta Pixel
• Conversion tracking
• Custom data layer

The completed analytics implementation provided the dealership with complete visibility into both customer interest and qualified sales enquiries. Instead of relying solely on completed contact forms, the marketing team can now understand how visitors progress from researching vehicles to becoming sales leads. Measuring both soft and hard conversions provides richer optimisation signals for advertising platforms and gives the dealership greater insight into customer behaviour throughout the buying journey. With Google Analytics 4, Meta Pixel, custom data layer integration, and structured lead tracking working together, the dealership now has a scalable analytics framework that supports more accurate reporting, stronger campaign optimization, and better marketing decision-making.