{
  "name": "DEMOSS conversion measurement plan",
  "status": "privacy aware base implementation, external analytics disabled until explicit consent and analytics IDs are configured",
  "analyticsConsentRequirement": "External analytics dispatch only occurs when window.DEMOSS_ANALYTICS_CONSENT is true. The base implementation uses session attribution and optional debug mode for QA.",
  "primaryGoal": "Measure qualified project inquiries, direct email clicks, phone clicks, form starts, form submission attempts and assisted conversion from references, service pages, software pages and sector pages.",
  "events": [
    {
      "event": "demoss_page_view",
      "priority": "diagnostic",
      "purpose": "Record every public page view with source attribution when tracking is enabled.",
      "parameters": [
        "path",
        "title",
        "landing_page",
        "referrer",
        "utm_source",
        "utm_medium",
        "utm_campaign"
      ]
    },
    {
      "event": "demoss_inquiry_cta_click",
      "priority": "primary",
      "purpose": "Track clicks that move a visitor toward the structured project inquiry flow.",
      "parameters": [
        "path",
        "target_url",
        "link_text",
        "source_section",
        "utm_source",
        "utm_campaign"
      ]
    },
    {
      "event": "demoss_contact_cta_click",
      "priority": "primary",
      "purpose": "Track clicks toward general contact routes.",
      "parameters": [
        "path",
        "target_url",
        "link_text",
        "source_section",
        "utm_source",
        "utm_campaign"
      ]
    },
    {
      "event": "demoss_email_click",
      "priority": "primary",
      "purpose": "Track mailto interactions to admin@demoss.eu.",
      "parameters": [
        "path",
        "target_url",
        "link_text",
        "source_section",
        "utm_source",
        "utm_campaign"
      ]
    },
    {
      "event": "demoss_phone_click",
      "priority": "primary",
      "purpose": "Track telephone clicks, especially German and Spanish direct contact numbers.",
      "parameters": [
        "path",
        "target_url",
        "link_text",
        "source_section",
        "utm_source",
        "utm_campaign"
      ]
    },
    {
      "event": "demoss_form_start",
      "priority": "primary",
      "purpose": "Track the first interaction with contact and project inquiry forms.",
      "parameters": [
        "path",
        "form_id",
        "form_name",
        "utm_source",
        "utm_campaign"
      ]
    },
    {
      "event": "demoss_form_submit_attempt",
      "priority": "primary",
      "purpose": "Track validated form submission attempts before the mail client opens.",
      "parameters": [
        "path",
        "form_id",
        "form_name",
        "service",
        "software",
        "topic",
        "utm_source",
        "utm_campaign"
      ]
    },
    {
      "event": "demoss_mailto_prepared",
      "priority": "primary",
      "purpose": "Track successful preparation of a structured mailto request after form validation.",
      "parameters": [
        "path",
        "form_id",
        "service",
        "software",
        "topic",
        "mailto_prepared",
        "utm_source",
        "utm_campaign"
      ]
    },
    {
      "event": "demoss_reference_cta_click",
      "priority": "secondary",
      "purpose": "Track clicks toward references and anonymised project proof.",
      "parameters": [
        "path",
        "target_url",
        "link_text",
        "source_section",
        "utm_source",
        "utm_campaign"
      ]
    },
    {
      "event": "demoss_service_navigation_click",
      "priority": "secondary",
      "purpose": "Track navigation into service, software and industry pages.",
      "parameters": [
        "path",
        "target_url",
        "link_text",
        "source_section",
        "utm_source",
        "utm_campaign"
      ]
    },
    {
      "event": "demoss_engaged_view_30s",
      "priority": "diagnostic",
      "purpose": "Track pages where the visitor stayed at least 30 seconds.",
      "parameters": [
        "path",
        "title",
        "utm_source",
        "utm_campaign"
      ]
    },
    {
      "event": "demoss_scroll_depth",
      "priority": "diagnostic",
      "purpose": "Track 50 percent and 90 percent page depth to identify pages that are read versus abandoned.",
      "parameters": [
        "path",
        "depth",
        "utm_source",
        "utm_campaign"
      ]
    }
  ],
  "kpis": [
    {
      "metric": "Primary Anfrage rate",
      "definition": "demoss_inquiry_cta_click plus demoss_form_submit_attempt divided by qualified sessions.",
      "use": "Measure whether LinkedIn and SEO visitors move toward a real project inquiry."
    },
    {
      "metric": "Direct contact rate",
      "definition": "demoss_email_click plus demoss_phone_click divided by qualified sessions.",
      "use": "Measure high intent visitors who skip the form and contact directly."
    },
    {
      "metric": "Landing page assisted conversion",
      "definition": "Attribution of inquiry, email and phone events to first landing page and first traffic source.",
      "use": "Compare Home, Leistung pages, Software pages, Branchen pages and Referenzen as acquisition assets."
    },
    {
      "metric": "Form abandonment",
      "definition": "demoss_form_start minus demoss_form_submit_attempt for each form.",
      "use": "Detect whether the project inquiry form is too long or unclear."
    },
    {
      "metric": "Reference validation rate",
      "definition": "Clicks to Referenzen followed by Anfrage, email, phone or contact within the same session.",
      "use": "Measure whether proof pages help LinkedIn visitors trust DEMOSS."
    }
  ],
  "recommendedCampaignParameters": [
    "utm_source",
    "utm_medium",
    "utm_campaign",
    "utm_content",
    "utm_term"
  ],
  "recommendedLinkedInExamples": [
    "utm_source=linkedin&utm_medium=organic&utm_campaign=demoss_profile_visit",
    "utm_source=linkedin&utm_medium=paid&utm_campaign=tga_revit_de_ch",
    "utm_source=linkedin&utm_medium=message&utm_campaign=direct_outreach_validation"
  ]
}