A collaborative industry group formed to standardize how customer events and key performance indicators (KPIs) are tracked across automotive digital properties, specifically within Google Analytics 4 (GA4). Comprised of leading automotive marketing platforms, technology providers, and agencies, the ASC aims to eliminate inconsistent naming conventions and fragmented data by defining a universal measurement specification tailored to the automotive retail journey.
The ASC specification outlines a standardized event taxonomy, parameters, and implementation guidelines that reflect the nuances of automotive shopping behavior—such as vehicle detail page views, lead form submissions, inventory interactions, and service scheduling. This unified approach allows dealerships, OEMs, and vendors to collect consistent, reliable analytics data regardless of the website provider or analytics implementation.
The ASC is unique in that it applies a vertical-specific lens to GA4, filling the gap left by Google’s generalized event model. Founding members, including Overfuel, have committed to supporting the spec through their platforms and encouraging adoption across the industry.
By establishing a clear measurement standard, the ASC empowers automotive retailers to benchmark performance, optimize customer experiences, and make data-driven decisions with confidence. It sets an important precedent that other retail verticals would benefit from replicating—collaborating across competitors to define common analytics standards that serve the entire industry.
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