Analytics

Available Integrations

With our analytics integrations, Maxwell clients can track activity in the Borrower Hub. Our platform raises activity events which can be captured via through one of the following services:

1. Google Tag Manager (GTM)

2. Adobe Experience Platform Launch

In this document we describe the events that we track and provide basic instructions how to configure the analytics platforms that we integrate with.

Maxwell Events

Following is a list of the analytics events that Maxwell tracks. Each event describes the data associated with it.

Application Start

Fires whenever an anonymous application is created.

Event Dts

{
  event: 'maxwell-application-start',
  maxwellEvent: {
    action: 'start',
    category: 'application',
    label: undefined,
    value: undefined
  }
}

Account Signup

Fires whenever a borrower attempts to signup in Auth0.

Event Data

{
  event: 'maxwell-account-signup',
    maxwellEvent: {
      action: 'signup',
      category: 'account',
      label: undefined,
      value: undefined
    }
}

Account Login

Fires whenever a borrower attempts to login in Auth0.

Event Data

{
  event: 'maxwell-account-login',
  maxwellEvent: {
    action: 'login',
    category: 'account',
    label: undefined,
    value: undefined
  }
} 

Task Start

Fires whenever you click on a task for the first time. This event is always followed by a Task View event.

Event Data

{  
  event: 'maxwell-tasks-start',
  maxwellEvent: {
    action: 'start',
    category: 'tasks',
    label: TASK_KEY, // the blueprint task key as string
    value: undefined,
    applicationFileId: APP_ID, // the unique id of the application as string
    taskId: TASK_ID, // the unique task ID as number
    taskKey: TASK_KEY, // the blueprint task key as string
    taskTitle: TASK_TITLE // the task title as string
  }
}   

Task View

Fires whenever the borrower views a task. This event will also fire whenever the borrower starts an application.

Event Data

{  
  event: 'maxwell-tasks-view',
  maxwellEvent: {
    action: 'view',
    category: 'tasks',
    label: TASK_KEY, // the blueprint task key as string
    value: undefined,
    applicationFileId: APP_ID, // the unique id of the application as string
    taskId: TASK_ID, // the unique task ID as number
    taskKey: TASK_KEY, // the blueprint task key as string
    taskTitle: TASK_TITLE // the task title as string
  }
}   

Task Complete

Fires whenever a task is completed.

Event Data

{  
  event: 'maxwell-tasks-complete',
  maxwellEvent: {
    action: 'complete',
    category: 'tasks',
    label: TASK_KEY, // the blueprint task key as string
    value: undefined,
    applicationFileId: APP_ID, // the unique id of the application as string
    taskId: TASK_ID, // the unique task ID as number
    taskKey: TASK_KEY, // the blueprint task key as string
    taskTitle: TASK_TITLE // the task title as string
  }
}   

Field Change

Fires whenever an enumerable field changes. Works for fields that involve a discrete choice as opposed to a free-text entry. Specifically, it works for the Maxwell field types of BOOLEAN, CHECKBOX, CHOICE, CONSTANT, COUNTRY, DURATION, SELECT, and USSTATE.

Event Data

{  
  event: 'maxwell-answer-set',
  maxwellEvent: {
    action: 'set',
    category: 'answer',
    label: FIELD_KEY, // the blueprint field key as string
    value: NEW_VALUE, // if number, otherwise undefined
    applicationFileId: APP_ID, // the unique id of the application as string
    taskId: TASK_ID, // the unique task ID as number
    taskKey: TASK_KEY, // the blueprint task key as string
    taskTitle: TASK_TITLE // the task title as string
    answerKey: FIELD_KEY, // the blueprint field key as string
    answerValue: NEW_VALUE,
  }
}   

Pricing Option Selected

Fires when the user selects a pricing option in the Pricing Task.

Event Data

{  
  event: 'maxwell-pricing-set',
  maxwellEvent: {
    action: 'set',
    category: 'pricing',
    label: TASK_KEY, // the blueprint task key as string
    value: undefined,
    productName: PRODUCT_NAME, // as string
    apr: APR, // as number or undefined
    rate: RATE, // as number or undefined
    price: PRICE, // as number or undefined
    applicationFileId: APP_ID, // the unique id of the application as string
    taskId: TASK_ID, // the unique task ID as undefined
    taskKey: TASK_KEY, // the blueprint task key as string
    taskTitle: TASK_TITLE // the task title as string
  }
}   

Credit Scores Displayed

Fires when the borrower’s credit report is complete and the scores are displayed to the borrower.

Event Data

{  
  event: 'maxwell-credit-show',
  maxwellEvent: {
    action: 'show',
    category: 'credit',
    label: TASK_KEY, // the blueprint task key as string
    value: undefined,
    scores: [
      {
        transunion: TR_SCORE, // as number or undefined
        equifax: EQ_SCORE, // as number or undefined
        experian: EX_SCORE, // as number or undefined
      }
    ],    
    applicationFileId: APP_ID, // the unique id of the application as string
    taskId: TASK_ID, // the unique task ID as undefined
    taskKey: TASK_KEY, // the blueprint task key as string
    taskTitle: TASK_TITLE // the task title as string
  }
}   

Answer Push

Fires whenever a borrower adds an item to a field of type array - this is a field that contains a list of items of the same kind, e.g. employers, dependents, assets, real estate owned, etc.

Currently this event is supported only for the Employers Task when the borrower manually adds an employer.

Event Data

{  
  event: 'maxwell-answer-push',
  maxwellEvent: {
    action: 'push',
    category: 'answer',
    label: FIELD_LABEL, // the label of the changed field as string      
    value: undefined,
    applicationFileId: APP_ID, // the unique id of the application as string
    taskId: TASK_ID, // the unique task ID as undefined
    taskKey: TASK_KEY, // the blueprint task key as string
    taskTitle: TASK_TITLE // the task title as string
    answerKey: FIELD_KEY, // the blueprint field key as string
    answerValue: NEW_VALUE,
  }
}   

Google Tag Manager (GTM)

About Google Analytics (GA)

GA allows you to track a more limited set of the event data that we provide (even if funneled via GTM). To track all event data that we provide, you can use Google Tag Manager.

GA can track only the following subset event data from the event maxwellEvent field:

{
  action,
  category,
  label,
  value
  // all other data omitted
}

This is the same as calling the sendEvent method of the GA API: analytics.sendEvent('category', 'action', { label: 'event label', value: 1 })

1. Create a new account in Google Tag Manager. When you create it, a value will appear at the top left that starts with GTM-. This is the value you need to provide us after configuring everything in Google Tag Manager.

1. Create a new Google Analytics account. And configure a data stream. At the end of the data stream setup, a new modal will appear with "Web stream details". There, on the right side you will see the "MEASUREMENT ID". Copy that value as we will need it later.

You can also verify this value by going to the bottom of Google Analytics, to Admin. There a new screen will appear with a section called "Data collection and modification". By clicking on "Data streams" you will be able to see that same ID.

1. Now, it's time to configure the variables, triggers and tags in Google Tag Manager.

Please note that this setting is for new customers only, as Google Tag Manager has changed. Old clients will maintain the same configuration, as Google took care of updating them automatically.

1. Create the following variables:

Name	Google Analytics Measurement ID
Variable Type	Constant
Value	MEASUREMENT ID (G-XXXXXXXXXX)

Name	Maxwell Event Action
Type	Data Layer Variable
Data Layer Variable Name	maxwellEvent.action

Name	Maxwell Event Category
Type	Data Layer Variable
Data Layer Variable Name	maxwellEvent.category

Name	Maxwell Event Label
Type	Data Layer Variable
Data Layer Variable Name	maxwellEvent.label

Name	Maxwell Event Value
Type	Data Layer Variable
Data Layer Variable Name	maxwellEvent.value

1. Create the following Triggers:

Name	Maxwell Event
Type	Custom Event
Event Name	maxwell\-.+
Use regex matching	checked
This triggers fires on	All Custom Events

Name	History Change
Type	History Change
This triggers fires on	All History Changes

1. Create the following Tags:

Type	Google Analytics > Google Tag
Name	Maxwell - Google Analytics
Tag ID	{{Google Analytics Measurement ID}}
Triggering	Initialization - All Pages

Type	Google Analytics > Google Analytics: GA4 Event
Name	Maxwell - GA Event
Measurement ID	{{Google Analytics Measurement ID}}
Event Name	{{Event}}
Event Parameters	event_category {{Maxwelll Event Category}} event_action {{Maxwell Event Action}} event_label {{Maxwell Event Label}} value {{Maxwell Event Value}}
Triggering	Maxwell Event

If you are using legacy google analytics use these two tags instead

Name	Maxwell Page View - GA1
Type	Google Analytics: Universal Analytics (Legacy)
Track Type	PageView
Google Analytics Settings	{{Google Analytics Measurement ID}}
Triggering	All Pages, History Change

Name	Maxwell - GA Event
Type	Google Analytics: Universal Analytics (Legacy)
Track Type	Event
Category	{{Maxwell Event Category}}
Action	{{Maxwell Event Action}}
Label	{{Maxwell Event Label}}
Value	{{Maxwell Event Value}}
Non-Interaction Hit	False
Google Analytics Settings	{{Google Analytics Measurement ID}}
Triggering	Maxwell Event

Adobe Experience Platform Launch

Once you complete your Launch setup, you will need to send us your Launch Embed Code, which will look similar to this:

<script src="https://assets.adobedtm.com/launch-ENa21cfed3f06f4ddf9690de8077b39e81-development.min.js" async></script>