Use this map before a site starts judging store, affiliate, service, or template performance from mixed click data.
A route metric is only useful when the event name, destination class, and reader promise are separated. If every outbound or button click lands in one bucket, the report cannot tell whether the page needs better copy, a better offer, a cleaner destination, or more traffic.
| Route family | Use when the click means | Recommended event name | Required fields |
|---|---|---|---|
| Store / marketplace | The reader is leaving to inspect a product, catalog, or creator page. | click_store_route | store_name, source_page_family, click_target |
| Affiliate route | The destination carries an affiliate or sponsored commerce relationship. | click_affiliate_route | merchant, offer_class, click_target |
| Tool route | The reader opens a self-serve checker, calculator, or diagnostic utility. | click_tool_route | tool_id, click_position, source_page_family |
| Template route | The reader copies or opens a reusable worksheet. | click_template_route | template_id, reader_state, click_position |
| Service route | The click requests scope, contact, or a paid diagnostic discussion. | click_service_route | service_id, problem_class, click_target |
| Observed pattern | Interpretation | Next action |
|---|---|---|
| Impressions rise, service clicks stay flat | The page may answer the query but fail to frame a paid problem. | Add a lower-friction template route before asking for contact. |
| Template clicks rise, service clicks stay flat | Reader intent exists, but the paid scope may be unclear or too early. | Add a diagnostic example and one explicit "when to escalate" row. |
| Store clicks exist but affiliate clicks do not | Readers may trust the catalog route but not the commercial placement. | Separate neutral store links from sponsored/affiliate links in the report. |
| All route clicks are zero | Do not call it conversion failure until handler coverage is verified. | Run a static handler audit before changing copy, design, or offer order. |
<a href="/templates/cta-route-map/"
data-ga-event="click_template_route"
data-template-id="cta-route-map"
data-click-position="body"
data-source-page-family="cta-route-library">
Copy the CTA Route Map
</a>Use one readable event family and put the specifics in fields. Avoid mixing internal route labels with campaign UTMs; internal page-to-page decisions should stay in event properties.
If handler coverage is missing, fix measurement first. If coverage is clean and the route still does not move, the next step is a scoped diagnostic on promise, destination, and reader state.