What Are ASC Events?

ASC Events are standardized Google Analytics 4 (GA4) event definitions created by the Automotive Standards Council (ASC) — a group that includes Google, OEMs, website providers, and dealerships.

They were developed to unify analytics tracking across the automotive industry, ensuring every dealership and vendor measures data consistently.

Before ASC, every website vendor used different event names (like phone_click, form_submit, or lead_sent), which made cross-platform reporting difficult.

ASC Events solve this by:

• Creating a shared data language for automotive businesses.

• Making GA4 reporting easier and more consistent across vendors.

• Helping OEMs, agencies, and dealers compare performance apples-to-apples.

How ASC Events Work

Each ASC event follows a standardized naming convention:

asc_[event_action]

Common Examples

• asc_form_submission

• asc_phone_call

• asc_voice_engagement

• asc_vehicle_view

• asc_chat_start

• asc_directions_click

• asc_schedule_service

Standard Event Parameters

Each event includes shared parameters (also known as event properties) that provide additional context:

• event_owner – who sent the event (vendor name)

• department – Sales, Service, or Parts

• page_type – e.g., VDP, SRP, Homepage

• comm_type / comm_status / comm_outcome – for communication-based events

ASC Events and 800.com

What 800.com Does

800.com provides business phone numbers, call tracking, and analytics — allowing you to record, forward, and analyze inbound calls.

From a digital analytics standpoint, every time a customer calls a tracked number, 800.com can send that data to GA4 through integrations or custom event pushes.

Where ASC Events Come In

The ASC defines standard event names for communication activities — including phone calls, chats, and text messages.

When a call is tracked through 800.com, the corresponding ASC-compliant GA4 event is triggered, such as asc_voice_engagement or asc_voice_submission.

Example

gtag('event', 'asc_voice_engagement', {
  event_owner: '800.com',
  comm_type: 'voice',
  comm_status: 'connected',
  comm_outcome: 'answered',
  department: 'Sales',
  page_type: 'VDP'
});

In short:

800.com is the data source — ASC Events are the data language.

Supported ASC Events

800.com supports the following voice and communication ASC Events:

800.com ASC Event Parameters

Each event includes additional parameters to enrich your reporting in GA4.

800.com Parameters

Common ASC Events and Who Sends Them

ASC Data Availability & Requirements

ASC Data Fields

When the ASC integration is enabled, the following ASC data fields are extracted from the ASC datalayer and made available across the 800.com platform:

These fields are automatically populated based on ASC events and do not require manual entry.

Where ASC Data Appears

Custom Columns

If the ASC integration is enabled, all ASC fields listed above will appear as available Custom Columns. Users can add or remove these columns to tailor their views.

ASC fields will only be visible when the ASC integration is active.

Exports

ASC fields are included in data exports when ASC is enabled, allowing you to analyze inventory-level details outside of the platform.

APIs

ASC fields are available through applicable APIs, enabling programmatic access to ASC event data for reporting, analytics, or downstream systems.

Integrations

ASC data is surfaced in all applicable integrations where supported.
Additional integrations may be enabled over time and are tracked under separate tickets.

Note: Availability may vary by integration. Support for additional integrations is coming soon.

Visibility & Dependency Rules

• ASC fields only appear when the ASC integration is enabled

• Fields are automatically populated from the ASC datalayer

• No ASC data is shown if the integration is disabled

• Custom Columns, Exports, APIs, and Integrations respect ASC enablement status

How to Use ASC Events in GA4

Follow these steps to ensure accurate setup and reporting:

Enable GA4 integration in 800.com

Connect your 800.com account to Google Analytics 4 (via webhook, Google Tag Manager, or direct gtag push).

👉 For a step-by-step walkthrough, see How to Integrate 800.com with Your Google Analytics 4 (GA4).

Map call events to ASC event names in your GA4 property

The mapping of call events happens inside Google Analytics 4 — not in 800.com.

• asc_voice_engagement → call connected or in-progress

• asc_voice_submission → qualified lead or sale
  
  *For detailed guidance on which events 800.com supports and what parameters they include, refer to: 800.com Supported GA4 Events.
  
  * For detailed instructions on creating and mapping custom events in GA4, refer to Set Up Events in Google Analytics.

Include ASC parameters

Add parameters such as event_owner, department, and comm_status to enrich your event data.

Verify events in GA4

Open the Realtime report in GA4 to confirm that your ASC events are firing correctly.

Mark conversion events

Mark key actions (like asc_voice_submission) as Conversions in GA4 to measure performance effectively.

Create custom dimensions

Set up custom dimensions for your ASC parameters in GA4 to enable consistent, cross-vendor dashboards and reporting.

Why This Matters

Using ASC Events with 800.com ensures:

• Clean, standardized call data in GA4 aligned with OEM/ASC requirements.

• Consistent analytics across voice, chat, and form submissions.

• ASC-compliant reporting recognized by major dealership networks.

• Easier integration into multi-vendor dashboards and marketing platforms.

Need Help?

Need a hand setting up ASC events or your 800.com integration? Our support team is here to help — contact us anytime at support@800.com