Rustomjee Payment Plan Campaign — Architecture, Tracking & Content

Project attribution on the shared page

How a single /payment-plan/ page attributes each lead to the right project.

Recommended approach

A payment_plan_link_click event fires on any link to /payment-plan/ (carrying the source page's project_name), and on the page itself page_referrer pre-fills the visible, editable "Project of Interest" selector. On submit, generate_lead carries project_name + payment_plan_option to GA4 and the CRM. (Same click-event model as our existing events; no internal UTMs — they break GA4 source attribution.)

The attribution flow

Click any /payment-plan/ link

A payment_plan_link_click event fires (Click - Just Links), carrying the source page's project_name and source_page — sitewide, from the project carousel or anywhere.

Landing page form

page_referrer pre-fills the editable "Project of Interest" selector; a hidden field logs the source page. Optional "Payment Plan Option" adds plan preference.

GA4 + CRM

On submit, generate_lead fires with project_name + payment_plan_option. GA4/Looker break leads down by project; the CRM segments on the selector value.

Proposed event (added to the live tracking plan as "Proposed")

Event name

payment_plan_link_click

Trigger type

Click - Just Links

Condition

Click URL contains /payment-plan — fires sitewide on any link to the page (project carousel/banner or anywhere else).

Parameters

project_name ({{DLV - project_name}}, empty off project pages), source_page ({{Page Path}}), link_text ({{Click Text}}), click_element_location

Your questions, answered

How is the project source captured on the shared page?	A payment_plan_link_click event fires on any link to /payment-plan/ (carrying the source page's project_name), and page_referrer pre-fills a visible "Project of Interest" selector on the page that the buyer confirms or changes.
Will URLs / UTMs auto-capture the originating project?	Not via UTMs — they corrupt GA4 session source. The source project comes from page_referrer (the previous page), and the click is tracked by the payment_plan_link_click event — preserving true acquisition attribution.
Hidden vs. visible project field?	A visible pre-filled selector is preferred — it captures confirmed buyer intent (editable) and improves UX. An optional hidden field additionally logs the original source page, so reporting can distinguish where a buyer came from vs. the project they selected.
Can plan preference be captured?	Yes — an optional "Payment Plan Option" selector records which plan the buyer wants (indicative options until 2026 terms freeze), giving sales extra segmentation.
How is reporting differentiated per project?	A payment-plan generate_lead event carries the existing project_name custom dimension (plus payment_plan_option), so leads break down by project in GA4 / Looker, and the CRM segments on the selector value.
Same vs. project-specific creatives?	Tracking is creative-agnostic — attribution works either way. Creative is the design/website team's call.

Implementation sequence

Once the /payment-plan/ staging page is live, BombayDC shares the event spec — as with the Phase 1–3 rollout — and Mitasys implements it in the GTM container.

Open the Event Tracking Plan →

Project-page CTA requirements

Placement and creative are BombayDC's call. From our side, the CTA needs to:

Destination

The carousel/CTA links to /payment-plan/ — no query params needed. The originating project is captured by the payment_plan_link_click event and page_referrer, never an internal utm_* tag.

Tracking hook

The click fires payment_plan_link_click carrying project_name, consistent with the existing event taxonomy — so engagement and conversion are measurable per project.

Placement (advisory)

For visibility, a banner near the project's Financing/pricing section and a persistent entry point (e.g. sticky CTA on mobile) tend to convert best — but the final call is BombayDC's.

Content

Blog programme

20 outlines: 12 topic blogs (payment-plan search demand) + 8 project-cluster blogs (12 launch projects). Each follows the 18-heading structure and links to the landing page and relevant projects.

Topic blogs (organic + AI capture)

Blog	Primary keyword	India vol.
Payment Plans in Real Estate (pillar)	payment plan in real estate	200
Subvention Scheme in Real Estate	subvention scheme in real estate	900
Construction-Linked Payment Plan	construction linked payment plan	150
No EMI / Pre-EMI Till Possession	no emi till possession	480
Home Loan for Under-Construction Property	home loan for under construction property	150
Flexible & Flexi Payment Plans	flexible payment plan	110
Payment Plan for NRI Home Buyers	payment plan for nri home buyers	100
Pre-EMI Explained	what is pre emi	350
Booking Amount & Down Payment	booking amount	150
Tax Benefits on Under-Construction Property	tax benefit on under construction property	70
20:80 vs 10:90 Payment Plan	20:80 payment plan	50
Builder Subvention Scheme	builder subvention scheme	350

Project-cluster blogs (brand + intent)

Blog	Coverage
Rustomjee Privé, BKC Annexe	1 project
Bandra West — Crescent, Panorama, Parishram, Cliff Tower, Stella	5 projects
Rustomjee Crown, Prabhadevi	1 project
Rustomjee Ocean Vista, Versova	1 project
Rustomjee Ashiana, Juhu	1 project
Rustomjee Balmoral Golf Links, Chembur	1 project
Rustomjee 180 BayView, Matunga West	1 project
Rustomjee Vista Bay, Parel Extension	1 project

Open the Blogs Dashboard →

Note on plan terms

The 2026 payment-plan structure is not yet finalised. All content uses evergreen mechanics (low upfront, no/low EMI till possession, RERA protection, flexibility) and flags the indicative low-upfront options (90:10, 80:20) as provisional until Rustomjee confirms the 2026 terms.

Timeline

Pre-freeze (~5 June): tracking model + this document, landing-page prototype, blog outlines.

Build & review (early–mid June): finalise landing-page content, metadata & FAQs; queue priority blogs; specify form fields for the website team.

Launch (15 June): page live + carousel CTAs active (website team); Mitasys implements the GTM payment-plan event once BombayDC shares the spec on the live staging page.

In-campaign (15 Jun – mid Aug, 60 days): publish blogs in batches; monitor organic + AI visibility; QA lead attribution in GA4/CRM.

Organic results build over 3–6 months; the in-campaign focus is conversion support, attribution accuracy, and seeding durable post-campaign visibility.

Payment Plan Campaign: Tracking, Landing Page & Content

Landing-page prototype