Embed the widget

Events for GA4 & Tag Manager

The chat can report what visitors do inside it to the analytics you already run — Google Tag Manager, a direct GA4 tag, or anything else listening for browser events. Turn it on per agent under Customize → Analytics events; it is off until you do.

How the events arrive

The widget runs inside your page, not in an iframe, so it hands events straight to whatever your site already loads. Three destinations, each independent — a broken one cannot stop the others, and none of them can break the chat:

window.dataLayer — Google Tag Manager. This is the one most sites want: build the GA4 event, the conversion and the funnel in GTM without touching code.
window.gtag — a direct GA4 tag with no tag manager in between.
A DOM event on window, always, with the same name. Use it for Plausible, Matomo, or your own listener: window.addEventListener('blengi_chat_started', e => console.log(e.detail)).

The events

Each name is prefixed with the value you set (default blengi_) so one GTM trigger can select all of them.

Event	Fires when
`chat_opened`	The chat panel opens, however it was opened.
`chat_started`	The visitor's first message of a conversation — the moment a passer-by became a conversation.
`message_sent`	Every visitor message, including the first. Use it for conversation depth.
`cta_clicked`	A call-to-action button in the chat is clicked.
`product_clicked`	A product card's link is followed.
`lead_form_opened`	The lead form appears, from any of its triggers.
`lead_form_submitted`	The lead was accepted by the server — not merely that Send was pressed.
`human_takeover_requested`	The visitor asked for a person. Fires on the request, whether or not anyone picks up: what a funnel wants to show is how often the AI ran out of road.

Parameters

Every event carries agent_id, agent_name, page_url and page_path — the page read at the moment the event fires, so a single-page app that navigates under the widget still reports the right one. On top of that:

chat_started, message_sent, human_takeover_requested — conversation_id.
message_sent — message_length, a character count. Never the message.
cta_clicked — cta_label, cta_type, cta_url.
product_clicked — product_title, product_url.
lead_form_submitted — fields_submitted, a count of the fields filled in.

What is never sent

No personal data leaves the page

No message text, no lead-form answers, no name, email or phone number — only that an event happened and what type it was. This is not a setting you can loosen. Google's own terms forbid personal data in GA4, and a customer who pastes our snippet must not be the one who breaks that rule.

Consent

Consent is deliberately not our decision. We push into the page's own tag layer, and your existing cookie banner — Google Consent Mode, or whatever your site runs — decides whether anything is sent onward, exactly as it does for every other tag on the page. Holding a second, competing consent state inside the chat would be one you could neither see nor audit, and it would disagree with your banner sooner or later.

Setting it up in Tag Manager

Switch on Customize → Analytics events for the agent, and note the prefix.
In GTM, create a Custom Event trigger. To catch everything at once, set the event name to blengi_.* and tick use regex matching.
Add a GA4 Event tag on that trigger, with the event name set to {{Event}}.
For each parameter you want in GA4, add a Data Layer Variable (agent_name, cta_type, and so on) and map it in the tag's event-parameter list.
Preview, open the chat on your site, and confirm the events appear. Then mark the ones that matter — usually lead_form_submitted — as conversions in GA4.

A quick check without GTM: open the browser console on your site and run window.addEventListener('blengi_chat_opened', e => console.log(e.detail)), then open the chat.