Breadcrumbs

Event Settings – E-Commerce

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Overview

The E-Commerce section is used to configure tracking and analytics for your event shop.

Its purpose is to:

  • Track buyer behaviour

  • Measure conversions

  • Connect marketing tools (Google, Meta, TikTok, etc.)

  • Collect performance data from the checkout flow

This section is not about payments.
It is about marketing analytics and tracking scripts.

What You See in This Section

  1. Tracking Method

You can choose between:

  • Third party

This means you use external tracking platforms like:

  • Google Analytics

  • Google Ads

  • Meta (Facebook) Pixel

  • TikTok Pixel

  • Other external tools

The platform sends event data to those tools via tracking scripts.

  • First party

This typically means tracking data is managed more directly (less dependent on third-party cookies).
Often used for:

  • Privacy-compliant setups

  • Server-side tracking

  • More controlled data environments

If unsure, most users select Third party because they use Google Tag Manager.

  1. Google Tag Manager ID

Field: Google Tag Manager ID

This is where you enter your GTM container ID.

Example format:
GTM-XXXXXXX

This connects your event shop to your Google Tag Manager account.

Once connected:

  • You can fire tracking events

  • Track purchases

  • Measure cart abandonment

  • Track conversion funnels

  • Trigger remarketing campaigns

If this field is empty:
No external tracking scripts will be injected.

Tracking Presets

You see options:

  • Download basic

  • Download advanced

  • Learn more about tracking

These presets provide ready-made tracking configurations.

Basic preset

Used for:

  • Google Analytics

  • Google Ads

This tracks:

  • Page views

  • Purchase events

  • Revenue

  • Basic conversion metrics

Advanced preset

Used for:

  • TikTok

  • Snapchat

  • Facebook Pixel

  • More detailed event tracking

This tracks:

  • Add to cart

  • Checkout started

  • Purchase completed

  • Possibly enhanced e-commerce events

These presets save setup time.

What This Section Actually Controls

When configured correctly, it enables:

  • Marketing performance measurement

  • Attribution tracking (which campaign sold tickets)

  • Retargeting audiences

  • Conversion optimisation

  • Revenue tracking per channel

Without this:
You cannot properly measure:

  • Ad ROI

  • Campaign performance

  • Funnel drop-off

  • Marketing effectiveness

Important Considerations

If tracking is configured incorrectly:

  • Purchases may not be tracked

  • Revenue may not show in Google Analytics

  • Ads may optimise poorly

  • Remarketing audiences may fail

Always verify:

  • GTM ID is correct

  • Tracking method matches your setup

  • Consent settings allow tracking (important with GDPR)

Relation to Consents

Tracking must comply with:

  • Visitor consents

  • Privacy laws (GDPR)

  • Cookie policies

If tracking depends on consent:
Make sure consent management is correctly configured in the Consents section.

When To Use This

You should configure this section if:

  • You run paid ads

  • You want conversion tracking

  • You analyse sales funnels

  • You use Google Analytics

  • You use Meta Pixel

  • You optimise marketing campaigns

If you do not run marketing campaigns, this section may remain unused.

Summary For The Agent

E-Commerce in Event Settings:

  • Configures marketing tracking

  • Connects Google Tag Manager

  • Enables conversion analytics

  • Supports marketing optimisation

  • Does NOT control payment methods

  • Does NOT control ticket pricing

It is purely for behavioural tracking and analytics.