/53-tracking-setup

name: 53-tracking-setup
description: "Dung khi phai setup do luong TRUOC khi tieu bat ky dong nao — pixel va CAPI, GA4, UTM convention, event mapping, offline conversion, dong y du lieu, va checklist verify xanh. Kich hoat khi user nhac 'setup tracking', 'cai pixel', 'UTM', 'CAPI', 'do luong chuyen doi', 'so lieu khong khop'. Quy tac cung: khong chay ads khi tracking chua xanh. Khong dung cho — doc data da co ra insight thi dung skill 13-phan-tich-du-lieu; ra soat cau hinh ads thi dung skill 21-audit-ads-performance."
metadata:
  version: 1.1.0
  category: performance
license: MIT
triggers:
  - "setup tracking"
  - "pixel setup"
  - "cai pixel"
  - "UTM"
  - "conversion API"
  - "CAPI"
  - "GA4 setup"
  - "theo doi chuyen doi"
  - "tracking cho ads"
output: "File .md — checklist setup tracking theo platform, UTM template, event mapping, offline conversion, checklist verify truoc launch, bang xu ly su co"
related:
  - 52-account-structure
  - 54-media-plan
  - 21-audit-ads-performance
  - 11-thiet-lap-kenh
  - 13-phan-tich-du-lieu

Tracking Setup — Do Luong Truoc Khi Chay Ads

> Quy tac van hanh chung: `skills/vi/references/quy-tac-van-hanh.md` (dac biet quy tac 2, 3, 7).

> Ads khong co tracking = lai xe bit mat. QUY TAC CUNG: khong chay ads khi tracking chua verify xanh — chay la lang phi 100%. Setup dung tu dau; sua tracking giua campaign lam hong data lich su.

Thu thap thong tin

Hoi toi da 4 cau:

1. **Platform chay ads?** Meta / TikTok / Google / Zalo / YouTube — va objective: Lead (form/inbox) / Purchase / Traffic? 2. **Website / landing page dung gi?** WordPress / Ladipage / Webflow / Shopify / Custom — co quyen sua header hoac cai GTM khong? 3. **Co developer ho tro khong?** (quyet dinh cach cai CAPI: partner integration hay code) 4. **Chot don o dau?** Tren web (do duoc bang pixel) hay qua inbox/goi dien (can lead log + offline conversion)?

Nguyen tac

1. **Khong chay ads khi tracking chua xanh.** Moi dong tien chi truoc khi verify la tien mu. 2. **Setup dung tu dau.** Doi event/pixel giua campaign = data lich su khong so sanh duoc. 3. **1 cach cai duy nhat.** Cai ca GTM lan hard-code = duplicate event = data ao gap doi. 4. **UTM nhat quan.** Dat sai 1 lan la GA4 loc khong noi — dinh nghia convention truoc, ca team dung chung. 5. **Do den tan don, khong dung o lead.** 1000 lead ma 10 don thi phai biet loi o ads hay o sales — can offline conversion / lead log.

Quy trinh

Buoc 1 — Setup theo platform

**Meta Ads — Pixel + CAPI (bat buoc ca hai):**

• [ ] Tao Pixel trong Events Manager; cai len website qua GTM hoac header
• [ ] Setup Standard Events: PageView, ViewContent, Lead, Purchase
• [ ] Verify bang Meta Pixel Helper — trang thai Active
• [ ] Setup Conversions API (CAPI) — bat buoc sau iOS 14; uu tien partner integration (Ladipage, WordPress plugin, Shopify) neu khong co dev
• [ ] Bat dedup (event_id trung nhau giua pixel va CAPI)
• [ ] Test Events: bam thu form/nut → thay event trong Events Manager
• [ ] Event Match Quality (EMQ) >= 6.0 (gui them email/phone/ten qua CAPI de tang match)

**TikTok Ads:**

• [ ] Tao + cai TikTok Pixel; setup Events: ViewContent, SubmitForm, Purchase
• [ ] Setup Events API neu co the; verify bang TikTok Pixel Helper

**Google Ads:**

• [ ] Tao Conversion Action; cai Google Tag (gtag.js) hoac qua GTM
• [ ] Link GA4 voi Google Ads; import goal tu GA4
• [ ] Chi de ENABLED conversion dung cho bidding — tranh dem trung

**Zalo Ads:** cai Zalo Pixel, setup conversion, verify. **YouTube Ads:** dung chung conversion tracking cua Google Ads.

Buoc 2 — UTM convention

https://domain.com/lp?utm_source=[source]&utm_medium=[medium]&utm_campaign=[campaign]&utm_content=[ad_name]

| Parameter | Quy uoc | Vi du | |-----------|---------|-------| | utm_source | facebook / tiktok / google / zalo / email | facebook | | utm_medium | paid_social / paid_search / display / email / organic | paid_social | | utm_campaign | `[product]_[audience]_[MMYY]` | course-a_cold_0726 | | utm_content | `[creative-type]_[hook-type]_[version]` — khop ten ad | vid_pain_v1 |

Quy tac: viet thuong, khong dau, khong khoang trang. `utm_content` phai trung ten ad trong `52-account-structure` de doi chieu 2 chieu Ads Manager ↔ GA4.

Buoc 3 — Event mapping GA4

| Event GA4 | Trigger | Map voi platform event | |-----------|---------|------------------------| | page_view | Tat ca trang | PageView (Meta), ViewContent (TikTok) | | view_item | Xem trang san pham/offer | ViewContent (Meta) | | generate_lead | Submit form / click inbox | Lead (Meta), SubmitForm (TikTok), Conversion (Google) | | purchase | Thanh toan thanh cong | Purchase (Meta/TikTok/Google) |

Moi event chi fire 1 lan cho 1 hanh dong. Dat conversion chinh trong GA4 = event khop objective ads.

Buoc 4 — Offline conversion & Lead Log

Ap dung khi chot don qua inbox / goi dien / tai quay (pho bien o VN):

1. **Lead Log** — ghi moi lead ngay khi nhan, moi hang 1 lead: `ID | Ngay vao | Ten | SDT | Kenh nguon | Loai tuong tac (inbox/form/goi) | Trang thai (moi/qualified/chot/khong chot) | Ly do khong chot | Doanh thu neu chot | Sales phu trach`. Hoi moi khach "biet minh qua kenh nao?" ngay cau dau. 2. **Offline conversion import:** upload danh sach chot don (SDT/email + thoi gian) len Meta Offline Events / Google Ads offline conversion theo tuan — de thuat toan hoc tu don that, khong chi lead. 3. Doi chieu thang: so lead trong Lead Log vs so lead Ads Manager bao — lech nhieu (moc 20% la heuristic, tu dieu chinh theo du an) la dau hieu can dieu tra tracking hoac attribution. Upload danh sach chi khi co co so dong y (xem Buoc 4b).

Buoc 4b — Dong y thu thap du lieu (bat buoc neu co traffic ngoai VN)

**Nghia vu phap ly (VN):** du lieu ca nhan thu qua pixel, form, Lead Log tuan theo Luat BVDLCN 91/2025/QH15 + ND 356/2025/ND-CP (hieu luc 2026-01-01) — xem `skills/vi/references/phap-ly-marketing-vn.md` muc 2 (kiem tra van ban goc tai vbpl.vn / thuvienphapluat.vn). Khong tu dien giai dieu khoan o d