Google Analytics & GTM

The Molin AI widget automatically sends interaction data to your website’s Google Analytics through Google Tag Manager (GTM) integration, allowing you to track how users engage with the AI assistant on your site.

What is the dataLayer integration?

The dataLayer integration automatically pushes events to the browser’s window.dataLayer object when users interact with the Molin AI widget. All events are sent automatically, so no configuration is required on your part.

Custom events

`molin_chat_open`

Fired when the user opens the chat window.

{
  "event": "molin_chat_open",
  "widget_id": "abc123"
}

Parameter	Type	Description
`widget_id`	`string`	The unique ID of the Molin widget

`molin_chat_close`

Fired when the user closes the chat window.

{
  "event": "molin_chat_close",
  "widget_id": "abc123"
}

Parameter	Type	Description
`widget_id`	`string`	The unique ID of the Molin widget

`molin_message_sent`

Fired when the user sends a message in the chat.

{
  "event": "molin_message_sent",
  "widget_id": "abc123"
}

Parameter	Type	Description
`widget_id`	`string`	The unique ID of the Molin widget

`molin_link_click`

Fired when the user clicks a link inside a Molin AI widget conversation.

{
  "event": "molin_link_click",
  "widget_id": "abc123",
  "url": "https://yourstore.com/product/123"
}

Parameter	Type	Description
`widget_id`	`string`	The unique ID of the Molin widget
`url`	`string`	The URL of the clicked link

`molin_lead_collected`

Fired when the AI successfully collects a lead (the visitor’s name and contact details) in the chat. This is the strongest conversion signal the widget emits. Unlike engagement events such as molin_chat_open or molin_message_sent, it fires only when a real lead was captured, so it is the recommended event for conversion tracking and ad campaign optimization.

{
  "event": "molin_lead_collected",
  "widget_id": "abc123"
}

Parameter	Type	Description
`widget_id`	`string`	The unique ID of the Molin widget

To optimize ad campaigns on Molin leads: create a GTM trigger for the molin_lead_collected dataLayer event, forward it to GA4 as a custom event, then mark it as a key event in GA4 and import it as a conversion in Google Ads.

`molin_order_lookup`

Fired when the AI finds a customer’s order and shows its details in the chat (order status, tracking, items). A useful signal for measuring support automation.

{
  "event": "molin_order_lookup",
  "widget_id": "abc123"
}

Parameter	Type	Description
`widget_id`	`string`	The unique ID of the Molin widget

`molin_live_chat_requested`

Fired when the AI successfully starts a live chat request, escalating the visitor to a human support agent. It does not fire when agents are unavailable or the request fails.

{
  "event": "molin_live_chat_requested",
  "widget_id": "abc123"
}

Parameter	Type	Description
`widget_id`	`string`	The unique ID of the Molin widget

`molin_product_review_shown`

Fired when the AI shows customer product reviews in the chat.

{
  "event": "molin_product_review_shown",
  "widget_id": "abc123"
}

Parameter	Type	Description
`widget_id`	`string`	The unique ID of the Molin widget

GA4 e-commerce events

The widget also pushes standard GA4 e-commerce events so that AI-driven product recommendations appear natively in your Google Analytics e-commerce reports.

`view_item_list`

Fired when the AI recommends products in the chat. Each product is included as an item.

{
  event: 'view_item_list',
  ecommerce: {
    item_list_id: 'molin_ai_chat',
    item_list_name: 'Molin AI chat',
    items: [
      {
        item_name: 'Adidas Ultraboost 5',
        index: 0,
        item_list_id: 'molin_ai_chat',
        item_list_name: 'Molin AI chat',
        price: 189.99,
        google_business_vertical: 'retail'
      },
      {
        item_name: 'Adidas Gazelle Bold',
        index: 1,
        item_list_id: 'molin_ai_chat',
        item_list_name: 'Molin AI chat',
        price: 119.99,
        google_business_vertical: 'retail'
      }
    ]
  }
}

`select_item`

Fired when the user clicks on a product card link. Identifies which product was selected from the recommendation list.

{
  event: 'select_item',
  ecommerce: {
    item_list_id: 'molin_ai_chat',
    item_list_name: 'Molin AI chat',
    items: [
      {
        item_name: 'Adidas Ultraboost 5',
        index: 0,
        item_list_id: 'molin_ai_chat',
        item_list_name: 'Molin AI chat',
        price: 189.99,
        google_business_vertical: 'retail'
      }
    ]
  }
}

`view_item`

Fired alongside select_item when the user clicks a product card link. This event is used by GA4 to track product detail views.

{
  event: 'view_item',
  ecommerce: {
    items: [
      {
        item_name: 'Adidas Ultraboost 5',
        index: 0,
        item_list_id: 'molin_ai_chat',
        item_list_name: 'Molin AI chat',
        price: 189.99,
        google_business_vertical: 'retail'
      }
    ]
  }
}

E-commerce item fields

Field	Type	Description
`item_name`	`string`	Product name from the product catalog
`index`	`number`	Position of the product in the recommendation list
`item_list_id`	`string`	Always `molin_ai_chat`
`item_list_name`	`string`	Always `Molin AI chat`
`price`	`number`	Product price parsed from the catalog
`google_business_vertical`	`string`	Always `retail`

The price field may be 0 in some cases. We are still upgrading our internal price parsing logic to cover all catalog formats reliably.

Technical note

Before each e-commerce event, the widget pushes { ecommerce: null } to clear the previous e-commerce object, following Google’s recommended practice.

​What is the dataLayer integration?

​Custom events

​molin_chat_open

​molin_chat_close

​molin_message_sent

​molin_link_click

​molin_lead_collected

​molin_order_lookup

​molin_live_chat_requested

​molin_product_review_shown

​GA4 e-commerce events

​view_item_list

​select_item

​view_item

​E-commerce item fields

​Technical note

What is the dataLayer integration?

Custom events

`molin_chat_open`

`molin_chat_close`

`molin_message_sent`

`molin_link_click`

`molin_lead_collected`

`molin_order_lookup`

`molin_live_chat_requested`

`molin_product_review_shown`

GA4 e-commerce events

`view_item_list`

`select_item`

`view_item`

E-commerce item fields

Technical note