Tracking Health · built on the ASC standard

A broken tag looks like a slow month. We tell you it's broken.

When a chat tool, a trade-in form or a Google Ads conversion quietly stops sending events, your reports don't break. They just get worse, and everyone blames the market. Dealer Insights checks every ASC event, GA4 key event and ad-platform conversion, and tells you what stopped, when it stopped and who needs to fix it.

Check My Tracking Free Ask “Is Anything Broken?”

Dealer Insights is a founding member of the Automotive Standards Council

Daily chart of asc_comm_submission chat conversations dropping after Aug 31, and button clicks by website tool before and after
A real store, name removed: the day a chat tool changed, chat conversations stopped reaching analytics.

Why this matters

Every number you judge a vendor by starts as an event on your website.

Lead conversions, chat submissions, click-to-calls, vehicle page views: each one is an ASC event your website sends to Google Analytics. When one stops, the vendor that drove the shopper looks worse, the Engagement Score drops, and the budget conversation goes the wrong way. Nobody gets an error message.

“Is anything broken?”Single store · Google Ads · as of Sep 29, 2026

Every conversion the ad account counts had stopped recording.

6 of 6conversion actions Google flagged “needs attention”
4+ monthssince one of them last recorded anything

The account kept spending. The reporting ran on missing data.

A chat tool stops firingWhat it looks like without tracking health

Chat lead conversions fall to zero. It reads as a quiet month.

asc_comm_submission events stop arriving in GA4
Weeksbefore anyone compares it to last year

Dealer Insights shows the event, the website tool that sent it, and the date it stopped.

Meta's lead event goes silentWhat our alerts watch for

Spend keeps running while Meta stops counting lead conversions.

14 daysof silence on a lead event that used to fire
$100+spent since, and an alert goes out

A drop in Meta lead conversions gets checked for a tracking failure before anyone calls it performance.

What Dealer Insights checks

Every event, every conversion, every feed that your reporting depends on.

ASC events firing

Form, chat, voice, video, click-to-call, CTA and page-view events: which are firing, which stopped, and which were never set up.

GA4 key events

Which of the 18 standard ASC submission events are marked as key events, and how often each one fires.

GA4 configuration

The custom dimensions ASC reporting needs, including page type, department and event owner.

Who sent each event

Conversions split by ASC event owner, so you know which website provider or tool to call when something stops.

Google Ads conversions

Conversion actions that stopped recording, the wrong category, primary vs. secondary settings, and duplicates.

Meta lead events

Pixel and lead-form events that went silent while the campaigns kept spending.

Call tracking

A rejected login, a stalled sync, a store or a tracking line that went quiet, and lines not mapped to a vendor. Works with call tracking systems like Car Wars.

Inventory feed & more

A feed that broke or went stale, a CRM export that went quiet, and website visits that fell off a cliff.

A real tracking health report

One store changed its chat tool. Here's everything that broke, and who fixes it.

Built from one franchise dealership's data, Aug 1 – Sep 27, 2026. We removed the store's name and the vendors' names. Click any report to see it full size.

Tracking health headline: chat conversations dropped 94% after a website chat tool change
ASC event checklist: each ASC event, the website tool that sends it, volume before and after, last seen date and status
“Are all of our ASC events still firing?”Every ASC event, the website tool that sends it, before and after, the last day it was seen, and a plain status.
Google Ads conversion actions by status: recording, trickling, inactive, and legacy tags last seen in 2022
“Is Google Ads still counting our conversions?”Every conversion action with its source and goal, including the chat goal that went inactive and two tags nobody has fired since 2022.
What to do and who fixes it: actions for the chat provider, website provider and Google Ads manager
“Who do I call?”The fix, in order, addressed to the chat provider, the website provider and whoever manages Google Ads.

How you hear about it

Three ways, so a broken tag doesn't hide for a quarter.

Every 12 hours: alerts

Meta lead events that went silent, call tracking that stopped syncing or a line that went quiet, and a paid vendor whose vehicle page views suddenly collapsed. In the app and by email.

Every month: the Health Report

Built for every store on the 3rd and emailed on the 4th. A GA4 configuration scorecard of which ASC events are firing, conversions by the tool that sent them, and a critical finding when a conversion event is missing or conversions collapse.

Any time: just ask

Ask Insights IQ “Is anything broken?” It checks ASC form, chat and voice conversions, CTA buttons, Google Ads conversion actions, the inventory feed, the CRM export, Search Console and your Google listing, and answers in one page.

Fix it, don't just flag it

Know who to call, or fix it yourself.

  • ✓Missing ASC key events, marked for you. Dealer Insights can mark the missing ASC key events in your GA4 property directly. No digging through GA4 admin screens.
  • ✓Google Ads conversion audit. A health score for your conversion setup: expected ASC conversions present, categories right, primary and secondary set correctly, no duplicates.
  • ✓The event owner names the responsible tool. You call the chat provider about the chat events, not your whole vendor list.
  • ✓Then it keeps going. Tracking health is only the start. The same data answers which vendors earn their money, where the phones fail, and what every model should get.
Check My Tracking Free

We speak ASC

asc_form_submission asc_form_submission_sales_appt asc_comm_submission asc_voice_submission asc_video_call_submission asc_click_to_call asc_cta_interaction asc_pageview asc_media_interaction asc_retail_process asc_special_offer asc_menu_interaction

Dealer Insights helped write the ASC standard as a founding member. Every Engagement Score and every lead conversion count in Dealer Insights is built on it.

FAQ

Questions about tracking health

What are ASC events?

The standard Google Analytics 4 events the Automotive Standards Council defined for dealership websites: asc_form_submission, asc_comm_submission, asc_voice_submission, asc_cta_interaction, asc_pageview and more. They let every website provider and vendor report shopper actions the same way.

How do I know if my ASC events stopped firing?

Your monthly Health Report shows which ASC events are firing and raises a critical finding when a conversion event goes missing. Between reports, ask Insights IQ “Is anything broken?” and it checks your form, chat, voice and button events, Google Ads conversion actions and inventory feed on the spot.

Which ASC events should be GA4 key events?

The 18 submission events for sales, sales appointments, service, service appointments, parts and other, across forms, chat and voice. Dealer Insights shows which are marked and how often each fires, and can mark the missing ones for you.

Can you tell which website tool sent an event?

Yes. We read the ASC event owner, so conversions are split by the website provider or tool that sent them. When one stops, you know exactly who to call.

Do you check Google Ads and Meta too?

Yes. Google Ads conversion actions that stopped recording or are set up wrong, and Meta lead events that went silent while the campaigns kept spending.

Find out what stopped firing.

The free audit checks your GA4 key events, ASC events and Google Ads conversions on your real accounts, and we walk you through every finding. You keep the report either way.

Get Your Free Audit See Insights IQ