Answer: measure a product quiz as two connected funnels. The first runs from quiz start to a defensible recommendation. The second runs from that result to a product view, contact capture, cart, booking, qualified enquiry or purchase. A single completion rate hides which half needs work.
What is a product quiz event map?
A product quiz event map is a written contract between the quiz, storefront and analytics system. It names each meaningful interaction, the moment it fires and the parameters needed to interpret it. Google Analytics defines an event as a measurable interaction or occurrence. It recommends predefined events such as select_item, add_to_cart, begin_checkout, purchase, generate_lead and qualify_lead. Custom events should fill only the product-quiz gaps.
The reusable event matrix
| Stage | Event | Fire when | Minimum parameters |
|---|---|---|---|
| Entry | quiz_start | The first answer is submitted | quiz_id, quiz_version, placement |
| Progress | quiz_question | A question becomes active | question_id, step_number, path_id |
| Progress | quiz_answer | An answer is committed | question_id, answer_id, step_number |
| Match | quiz_result | A valid result is rendered | result_id, logic_version, products_count |
| Match | select_item | A recommended product or plan is selected | items, item_list_name, result_id |
| Contact | generate_lead | A contact or enquiry is submitted | result_id, capture_position, consent_state |
| Commerce | add_to_cart | A recommended item enters the cart | items, value, currency, result_id |
| Commerce | purchase | The order is completed | transaction_id, items, value, currency |
Do not put raw answers, email addresses or other personal data into analytics parameters. Use controlled IDs, and keep answer-level customer data in the system designed to hold it.
The eight rates worth publishing internally
- Start rate: quiz starts divided by eligible quiz impressions.
- Completion rate: valid results divided by quiz starts.
- Question survival: viewers of the next question divided by viewers of the current question.
- Recommendation click rate: result product or plan selections divided by valid results.
- Contact capture rate: captured contacts divided by the relevant exposure, usually results that displayed the form.
- Cart rate: add-to-cart events from recommendations divided by valid ecommerce results.
- Qualified next-step rate: suitable bookings, qualified enquiries or purchases divided by quiz starts.
- No-valid-result rate: sessions that reach an empty or fallback result divided by quiz starts.
Worked example with consistent denominators
Suppose a skincare finder records 1,000 starts, 720 valid results, 216 optional email submissions, 180 product selections and 72 add-to-cart events. Completion is 72%. Email capture is 30% of completed results, but 21.6% of starts. Recommendation click rate is 25% of completed results. Cart rate is 10% of completed results. Reporting only the 30% opt-in number would overstate how much of the entering audience was captured.
For a B2B plan matcher, replace cart with a named next step. A useful sequence might be result rendered, plan comparison opened, contact submitted, meeting booked, qualified and closed. Google's current recommended lead events include generate_lead, qualify_lead, working_lead and closed outcomes, which makes the offline continuation measurable when CRM data is connected correctly.
How to test the implementation
Run the same ordinary path, edge case and fallback path used in the Product Quiz Guide test protocol. Before opening analytics, write the exact event sequence expected for each path. Then use the analytics platform's real-time and debugging views to confirm event names, parameters, order and duplicate prevention. Google specifically directs implementers to Realtime and DebugView for verification.
Limitations
Analytics can show behavior, but it cannot prove that a recommendation was suitable. Purchases are influenced by price, availability, brand preference and promotion. Review a dated sample of answer sets against expected results, and track logic versions whenever rules or catalog data change. Cross-device and consent choices can also make downstream attribution incomplete.
Sources
- Google Analytics, About events
- Google Analytics, Recommended events
- Product Quiz Guide, Where to ask for email in a product quiz
Method: source-led event mapping against the site's ecommerce finder and B2B plan-matcher briefs. No traffic, conversion or attribution benchmark is claimed. Next review: November 2026, or sooner if Google changes recommended event names.
Compare the eight product recommendation quiz builders or read the full testing protocol.