"Request Information" Form (Quick-Guide)

This guide provides an overview of how the "Request Information" (RFI) forms operate and how data passes to the LEAD_API.

Why It Matters

The RFI form is the biggest source of inquiries for UAGC, directly contributing to:

• Lead generation
• Enrollments
• Revenue

Key Owners

• Anthony: Front-end implementation
• Omar: Tracking and SEO

Change Request Checklist

To modify a Request Information form:

1. Log an Asana "RF Change" task
2. Describe the specific tweak needed:
   • Label changes
   • Field additions/removals
   • Validation rules
   • Tracking modifications

Implementation Process

The standard workflow for RFI form changes:

1. Anthony creates a prototype of the form changes
2. Brian performs QA on the implementation
3. Omar verifies the data layer is capturing correct information
4. Brandy schedules the publish date
5. Post-launch: Verify leads and GA events in dashboard

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RFI Form Optimization Project

Step 1: Naming Convention

Objective: Ensure that the naming convention [Primary Category]_[Subcategory]_[Form Name]_[Form ID] is fully defined and agreed upon by all stakeholders.

Site Categories & Subcategories

Primary Category	URL	Subcategories
Online Degrees	/online-degrees	Bachelors, Masters, Doctoral, Associates
Admissions	/admissions	New Students, Returning Students, Military Students, Academic Catalog, Office of the Registrar
Tuition & Financial Aid	/tuition-financial-aid	Scholarships, Grants, Military, Corporate Partnerships, Academic Partnerships
Student Experience	/student-experience	Student Resources, Graduation, Dean's List, Student Success Stories
Partnerships	/partnerships	Corporate, Academic
Military	/military	Active-duty, Military Spouses, Tuition, Veterans, Military Alliance
Blog	/blog	-
Paid	/success	College, Degree-types, Online-degree, Programs

Form Types & IDs

Form Name	Type	Form ID
Sticky_rfi_form	2 step form	001
Mid_page_rfi_form	2 step form	002
Modal_pop_up_form	1 step form	003
Paid_rfi_form	2 step form	004
Blog_rfi_form	2 step form	005

Naming Convention Examples

Sticky-RFI-Top Form (Bachelor's Degree in Business):

• Output: online-degrees_Bachelors_sticky_rfi_001

Mid-Page-RFI Form (Master's Degree in Psychology):

• Output: OnlineDegrees_Masters_mid_page_rfi_002

Modal Popup Form (Doctoral Degree in Education):

• Output: OnlineDegrees_Doctoral_Modal-rfi_003

Paid Form (Associate's Degree in Healthcare):

• Output: success_degree-programs-v7_PaidLeadForm_004

Blog Form (Student Experience Article):

• Output: StudentExperience_Articles_BlogLeadForm_005

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Step 2: Update Form Naming in Drupal

Objective: Ensure that all forms are named according to the new convention within Drupal CMS.

Action Items:

1. Rename Forms: Update the name of each form to follow the [Primary Category]_[Subcategory]_[Form Name]_[Form ID] format
2. Verify Changes: Double-check that each form's name has been updated correctly and consistently across the site

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Step 3: Lead Flow System (LFS) Values

Objective: Streamline the LFS by removing or deprecating legacy fields and ensuring that only relevant, actively used data is captured and processed.

Contact Information

Field	Example Value
First Name	John
Last Name	Wick
Phone	2125550123
Email	john.wick@continental.com

Interest Information

Field	Example Value
State	New York
Degree Level	Bachelor's
Area of Interest	Criminal Justice
Select Your Degree	BA in Criminal Justice
Are you currently a licensed RN?	No
Are you a member of the military?	Yes
Unique Lead ID	uagc-website-1723154296748
Vendor	uagc-homegrown
LFS Status	1
TCPA Checkbox	Yes, I agree to the contact methods outlined below

Marketing Information (Optimized)

Field	Example Value
Primary_category	Success
Subcategory	degree-types
Form Name	PaidLeadForm
Form ID	004
Form Destination	/request-information/thank-you
Submission ID (SID)	6439516
UAGC Analytics ID	GA4-userid
clientid	2847D21A-696E-4880-B229-2256306A83F5
originpage	(full URL with UTM parameters)
last_page	/page
refererurl	www.ashford.edu
revisionid	ASH.112916
sourceid	19AULIDCP
Utm_source	linkedin
Utm_medium	paid_social
Utm_campaign	(campaign name)
Utm_content	li_prospecting_SC_UG_2023
device_type	mobile
userEngagementDuration	3m 23s
Experiment ID1	30151390290
Experience Variation	ExpA_30145600789
leadid_tcpa_disclosure	true

Rationale: Legacy fields like Subsource1, Subsource2, WebInitiatingUrl, callcenterURL, and Something Else Choice have been removed to streamline the system.

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Step 4: GA4 Event Tracking

Objective: Ensure that each parameter is correctly capturing and passing the intended data.

Event: request_information_submit

Form Variables:

• form_name: {{DLV - Form Name}}
• form_id: {{DLV - Form ID}}
• form_type: {{DLV - Form type}}
• form_state: {{DLV - Form State}}
• form_degree_of_interest: {{DLV - Form Degree of Interest}}
• form_degree: {{DLV - Form Degree}}
• form_destination: {{DLV - Form Destination}}

Cookies:

• source: {{Cookie - utm_source}}
• affiliate_id: {{Cookie - affiliateid}}
• medium: {{Cookie - utm_medium}}
• campaign: {{Cookie - utm_campaign}}
• visitor_uuid: {{Cookie - visitorUUID - Clientid}}
• Page_count: {{Cookie - Page Count}}

Other:

• exp_variant_string: {{DLV - Optimizely exp_variant_string}}
• Custom_event_name: {{Event}}
• User_data: {{UPD - user provided data}}

Event: request_information_step_1

Same form variables and cookies as above, without Page_count and User_data.

Event: request_information_start

Form Variables:

• form_name, form_id, form_type, form_destination

Other:

• page_location: {{Page URL}}

Event: request_information_abandon

Other:

• Error reason: {{DLV - Error Reason}}

Event: rfi_error

Full form variables plus Error Reason: {{DLV - Error Reason}}

Testing and Validation

1. Use DebugView: Use GA4 DebugView to test the event after making adjustments
2. Test Across Scenarios: Test on different forms (Sticky-RFI-Top, Paid Form) to ensure consistency
3. Monitor Initial Data: After deployment, monitor the first few days of data

Reporting Setup

1. Custom Reports: Create reports utilizing Form_name, Form_id, and other key parameters
2. Funnel Visualization: Track user journey from form start to submission
3. Conversion Tracking: Set up Request_information_submit as a conversion in GA4

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Step 5: Implement Custom Dimensions

Objective: Use custom dimensions to enhance reporting and segmentation in GA4.

Action Items:

1. Set Up Custom Dimensions: Map to respective event parameters (primary category, subcategory, form name, form ID)
2. Validate Custom Dimensions: Ensure GA4 is correctly capturing these dimensions

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Step 6: Monitor and Analyze Initial Data

Objective: Ensure that the new naming convention is correctly implemented.

Action Items:

1. Monitor Data: Continuously monitor form submission data in GA4 for the first week
2. Check for Discrepancies: Look for anomalies or errors (missing/incorrect values)
3. Adjust as Needed: If issues are found, adjust event tracking or naming convention

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Step 7: Optimize Forms Based on Insights

Objective: Use GA4 data to optimize forms for better performance.

Action Items:

1. Analyze User Behavior: Use GA4 to analyze interactions, drop-off rates, conversion rates
2. Conduct A/A Testing: Validate that tracking setup is airtight
3. Transition to A/B Testing: Identify which form structure and field order drive best results
4. Implement Changes: Based on A/B testing results

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Step 8: Document the Process

Objective: Ensure all steps, decisions, and changes are documented.

Action Items:

1. Create Documentation: Document naming convention, GA4 setup, form optimization strategies
2. Share with Team: Distribute to all relevant team members

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Step 9: Regular Review and Maintenance

Objective: Maintain accuracy and effectiveness over time.

Action Items:

1. Update Naming Convention: As new forms are added or modified
2. Continuous Optimization: Based on user feedback and data insights

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Form Structure & Field Specifications

User-Facing Fields

Contact Information Section

Field Key	Type	Label	Required	Validation/Notes
firstname	textfield	First Name	✓	Max 50 chars, pattern: ^[a-zA-Z]*$
lastname	textfield	Last Name	✓	Max 50 chars, pattern: ^[a-zA-Z]*$
phone1	tel	Phone	✓	Max 30 chars, placeholder: "123 123 1234"
emailaddress	email	Email	✓	Max 100 chars, email regex pattern

Interest Information Section

Field Key	Type	Label	Required	Options/Notes
state	select	State	✓	Sourced from taxonomy_term_state
degree_level	select	Degree Level	—	Initially hidden, from taxonomy_term_degree_level
college_of_interest	select	Area of Interest	✓	See Area of Interest Values
clientdegreeid	select	Select Your Degree	✓	See Degree Program Values
registerednurse	radios	Are you currently a licensed RN?	—	Yes/No options
are_you_a_member_of_the_military_	radios	Are you a member of the military?	—	Yes/No (default: No)

Agreement & Submission

Field Key	Type	Label	Required	Notes
tcpa_checkbox	checkbox	"I agree to the contact methods..."	✓	TCPA compliance
actions	webform_actions	Submit button	—	Label: "Request Information"

Field Value Mappings

Area of Interest Values

When a user selects an area of interest, these values are sent to the Lead API:

Display Name	API Value (college_of_interest)
Business	0
Criminal Justice	1
Education	2
Health Care	3
Information Technology	4
Liberal Arts	5
Social & Behavioral Science	6

Degree Program Values

Each degree program has a specific ID (clientdegreeid) sent to the Lead API:

Business Programs

Program Name	ID
AA in Business	1294
AA in Organizational Management	1297
BA in Accounting	1298
BA in Business Administration	1302
BA in Business Leadership	1305
BA in Finance	1321
BA in Human Resources Management	1332
BA in Marketing	1850
BA in Operations Management and Analysis	1340
BA in Organizational Management	1341
BA in Project Management	1343
MA in Organizational Management	1371
MS in Finance	1853
Master of Accountancy	1688
Master of Business Administration MBA	1373
Master of Human Resource Management	1841
* Undecided (Business)	1830

Criminal Justice Programs

Program Name	ID
BA in Homeland Security and Emergency Management	1331
BA in Social and Criminal Justice	1349
Master of Science in Criminal Justice	1694
* Undecided (Criminal Justice)	1832

Education Programs

Program Name	ID
AA in Early Childhood Education	1295
BA in Child Development	1306
BA in Early Childhood Development with Differentiated Instruction	1849
BA in Early Childhood Education	1312
BA in Early Childhood Education Administration	1313
BA in Education Studies	1315
BA in Instructional Design	1333
MA in Early Childhood Education Leadership	1846
MA in Education	1355
MA in Special Education	1817
MS in Instructional Design & Technology	1845
Post Baccalaureate Teaching Certificate	1921
* Undecided (Education)	1833

Health Care Programs

Program Name	ID
BA in Health Care Administration	1325
BS in Health Information Management	1681
BS in Nursing (RN to BSN)	1818
MA in Health Care Administration	1370
MS in Health Informatics & Analytics	1854
Master of Public Health (MPH)	1847
* Undecided (Health Care)	1834

Information Technology Programs

Program Name	ID
BA in Business Information Systems	1304
BS in Computer Software Technology	1856
BS in Cyber & Data Security Technology	1857
BS in Information Technology	1848
MS in Technology Management	1893
Master of Information Systems Management (MISM)	1840
* Undecided (Information Technology)	1835

Liberal Arts Programs

Program Name	ID
AA in Military Studies	1296
BA in Liberal Arts	1337
* Undecided (Liberal Arts)	1836

Social & Behavioral Science Programs

Program Name	ID
BA in Applied Behavioral Science	1300
BA in Health and Human Services	1323
BA in Psychology	1344
BA in Sociology	1351
MA in Human Services	1890
MA in Psychology	1689
* Undecided (Social & Behavioral Science)	1838

Hidden Fields & System Tracking

The RFI form includes numerous hidden fields for tracking and system functionality:

Lead Tracking Fields

Field Name	Purpose
unique_lead_id	Lead-tracking UUID
vendor	Source tag (default: uagc-homegrown)

URL Tracking

Field Name	Purpose
weblandingurl	Landing page URL
callcenterurl	Call center URL

Form & System Identifiers

Field Name	Purpose
clientdocumentid	Form ID from Drupal
sourceid	Marketing source code (default: ADE219)
rfi_form_name, rfi_form_type, rfi_form_id	Internal form identifiers

Analytics & Testing

Field Name	Purpose
referrer, originpage, clientid	Analytics/attribution data
device_type	Device type tracking
uagc_analytics_google_id	Google Analytics client ID
experiment_id1...4, experience_variation1...4	Multi-experiment tracking slots

Compliance & Legal

Field Name	Purpose
lid_lead_id	LeadID token for TrustedForm/Jornaya
leadid_tcpa_disclosure	TCPA disclosure shown flag (default: true)

Partnership & Portal

Field Name	Purpose
partner_id, partner_name	Internal partnership tags
programid	Salesforce Program ID

Data Flow

1. User submits form
2. Form data is validated client-side
3. Data is sent to LEAD_API with all field mappings
4. API processes the information using the program IDs and area codes
5. Lead is created in CRM with proper categorization
6. Thank you message is displayed to user
7. GA event is triggered with tracking data

Technical Notes

• Validation: Client-side validation uses specific patterns (e.g., names must be alphabetic only)
• Dynamic Fields: Some fields like degree_level start hidden and are revealed by JavaScript
• Undecided Options: Programs marked with "*" are "Undecided" categories for each area of interest
• State Restrictions: Dynamic validation messages show program/state restrictions as needed
• TCPA Compliance: Required checkbox with full disclosure paragraph

Deep-Dive Documentation

For detailed technical specifications and API documentation, refer to the RFI Technical Documentation in the "Dev Reference" folder.

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Data Sources: Field mappings and specifications pulled from RFI form analysis and Lead API integration documentation.