博客型 ToB 电商网站 GA4 埋点设计方案

GA4 账户
└── 数据流（Web）
    ├── 增强型测量（默认开启）
    │   ├── 页面浏览
    │   ├── 滚动（90%）
    │   ├── 出站点击
    │   ├── 站内搜索
    │   ├── 视频参与度
    │   └── 文件下载
    └── 自定义事件（本文重点）

window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
  event: '<event_name>',       // 事件名，snake_case
  event_category: '<string>',  // 事件分类
  event_label: '<string>',     // 事件标签（可选）
  // 自定义维度/指标
  page_type: '<string>',
  content_id: '<string>',
  user_type: '<string>',
  // ...
});

// 触发时机：博客文章页面加载完成
dataLayer.push({
  event: 'blog_view',
  page_type: 'blog_post',
  content_id: '{{文章ID}}',
  content_title: '{{文章标题}}',
  content_category: '{{一级分类}}',
  content_tags: '{{标签列表}}',
  author_name: '{{作者}}',
  word_count: {{字数}},
  publish_date: '{{发布日期}}'
});

// 触发时机：滚动至 25% / 50% / 75% / 100%
dataLayer.push({
  event: 'content_scroll_depth',
  scroll_threshold: 75,  // number，单位 %
  content_id: '{{文章ID}}',
  time_on_page: {{已停留秒数}}
});

// 触发时机：点击文章内嵌的 CTA 按钮或链接
dataLayer.push({
  event: 'blog_cta_click',
  cta_text: '免费试用 30 天',
  cta_position: 'inline',         // inline / sidebar / bottom / popup
  cta_destination: '/trial',
  content_id: '{{文章ID}}'
});

dataLayer.push({
  event: 'related_content_click',
  source_content_id: '{{当前文章ID}}',
  target_content_id: '{{目标文章ID}}',
  click_position: 3               // 第几个推荐位
});

dataLayer.push({
  event: 'product_view',
  product_id: '{{产品ID}}',
  product_name: '{{产品名称}}',
  product_category: '{{产品线}}',
  pricing_tier: '{{版本}}',       // starter / professional / enterprise
  referrer_content_id: '{{来源文章ID}}'  // 从哪篇博客跳转
});

dataLayer.push({
  event: 'pricing_view',
  referrer_type: 'blog',           // blog / ad / direct / email
  referrer_content_id: '{{来源文章ID}}'
});

// 触发时机：鼠标在某价格卡片停留 > 3 秒
dataLayer.push({
  event: 'pricing_plan_hover',
  plan_name: 'Enterprise',
  hover_duration_ms: 4200
});

dataLayer.push({
  event: 'feature_tab_click',
  feature_name: '库存管理',
  product_id: '{{产品ID}}'
});

dataLayer.push({
  event: 'demo_request_start',
  form_id: 'demo-form-main',
  trigger_source: 'pricing_page'  // 从哪里触发
});

dataLayer.push({
  event: 'demo_request_submit',
  form_id: 'demo-form-main',
  company_name: '{{公司名}}',     // 非敏感字段
  company_size: '{{规模}}',
  industry: '{{行业}}',
  product_interest: '{{产品线}}',
  referrer_content_id: '{{归因文章ID}}'
});

dataLayer.push({
  event: 'trial_signup',
  signup_method: 'email',         // email / google / github
  plan_selected: 'starter',
  referrer_content_id: '{{归因文章ID}}'
});

dataLayer.push({
  event: 'contact_form_submit',
  inquiry_type: '采购咨询',       // 采购咨询 / 技术支持 / 合作 / 其他
  form_location: 'contact_page'
});

dataLayer.push({
  event: 'newsletter_subscribe',
  subscribe_source: 'blog_sidebar', // blog_sidebar / popup / footer
  content_id: '{{当前文章ID}}'
});

dataLayer.push({
  event: 'resource_download',
  resource_type: 'whitepaper',    // whitepaper / case_study / template / datasheet
  resource_name: '2026制造业数字化转型白皮书',
  resource_id: 'wp-2026-mfg',
  gated: true,                    // 是否需要填写表单
  referrer_content_id: '{{来源文章ID}}'
});

// 利用增强型测量或自定义补充搜索结果数
dataLayer.push({
  event: 'site_search',
  search_term: '{{关键词}}',
  search_results_count: 12,
  search_location: 'blog_header'  // blog_header / global_search
});

dataLayer.push({
  event: 'navigation_click',
  nav_item: '解决方案',
  nav_level: 1,                   // 1=一级菜单, 2=二级菜单
  current_page_type: 'blog_post'
});

Step 1: blog_view（任意博客）
Step 2: product_view（任意产品页）
Step 3: pricing_view（价格页）
Step 4: demo_request_start（开始填表）
Step 5: demo_request_submit（提交成功）

-- 找出每次 demo_request_submit 转化前最后浏览的博客文章
WITH conversion_sessions AS (
  SELECT
    user_pseudo_id,
    (SELECT value.string_value FROM UNNEST(event_params) WHERE key = 'ga_session_id') AS session_id,
    event_timestamp
  FROM `project.analytics_XXXXXXX.events_*`
  WHERE event_name = 'demo_request_submit'
),
last_blog_view AS (
  SELECT
    e.user_pseudo_id,
    (SELECT value.string_value FROM UNNEST(e.event_params) WHERE key = 'content_id') AS last_blog_id,
    (SELECT value.string_value FROM UNNEST(e.event_params) WHERE key = 'content_title') AS last_blog_title,
    ROW_NUMBER() OVER (PARTITION BY e.user_pseudo_id ORDER BY e.event_timestamp DESC) AS rn
  FROM `project.analytics_XXXXXXX.events_*` e
  JOIN conversion_sessions cs ON e.user_pseudo_id = cs.user_pseudo_id
  WHERE e.event_name = 'blog_view'
    AND e.event_timestamp < cs.event_timestamp
)
SELECT
  last_blog_id,
  last_blog_title,
  COUNT(*) AS assisted_conversions
FROM last_blog_view
WHERE rn = 1
GROUP BY 1, 2
ORDER BY 3 DESC
LIMIT 20;