Ticketing - Tracking & Analytics

Tracking is commonly used by event organizers to measure marketing performance, analyse visitor behaviour, and attribute ticket sales to marketing campaigns.

This article explains:

• how tracking works in the ticket shop

• how to configure tracking presets

• which tracking platforms are supported

• how tracking events are triggered during the ticket purchase flow

• differences between tracking architectures such as client-side and server-side tracking

What tracking is used for

When a visitor interacts with the ticket shop, events are generated and sent to analytics platforms.

Examples of tracked actions include: page view, product view, start checkout, and ticket purchase. These events allow marketing platforms to measure the ticket purchase funnel.

Example flow

1. A visitor opens the ticket shop

2. The visitor performs an action (view ticket, select ticket, start checkout)

3. A tracking event is triggered

4. The event is sent to an analytics platform

5. The platform records the event and attributes conversions to campaigns

How tracking works in the ticket shop

When a visitor interacts with the ticket shop, events are generated and sent to analytics platforms.

Examples of tracked actions include:

• page view

• product view

• start checkout

• ticket purchase

These events allow marketing platforms to measure the ticket purchase funnel.

Example flow

4

Simplified flow:

1. A visitor opens the ticket shop

2. The visitor performs an action (view ticket, select ticket, start checkout)

3. A tracking event is triggered

4. The event is sent to an analytics platform

5. The platform records the event and attributes conversions to campaigns

Client-side vs Server-side tracking

Client-side tracking

Server-side tracking happens on the backend of the ticketing platform. Instead of the browser sending the event, the platform backend sends event data directly to the analytics platform after an action occurs.

Examples: Meta Conversions API, server-side Google Tag Manager, backend event forwarding.

Characteristics:

• events sent from backend servers

• more reliable conversion tracking

• less affected by ad blockers

• more complex setup

Server-side tracking

Server-side tracking happens on the backend of the ticketing platform.

Instead of the browser sending the event, the platform backend sends event data directly to the analytics platform after an action occurs.

Examples:

• Meta Conversions API

• server-side Google Tag Manager

• backend event forwarding

Characteristics:

• events sent from backend servers

• more reliable conversion tracking

• less affected by ad blockers

• more complex setup

Tracking presets in the ticketing platform

The ticketing platform supports tracking through Google Tag Manager (GTM) using predefined tracking presets. These presets provide a preconfigured GTM container that already contains commonly used tracking tags.

Two preset containers are available:

These presets allow users to quickly implement tracking without building a full GTM setup manually.

Step-by-step setup of tracking presets

The setup process is documented in the Knowledge Center article.

Requirements

Before starting the setup, the following is required:

• a Google Tag Manager account

• a Google Analytics account

• a GTM container ID connected to the ticket shop

The GTM container ID must be configured in the ticketing platform so the tracking scripts load in the ticket shop.

Setup process

1. Log in to Google Tag Manager

Open Google Tag Manager and log in.

2. Download the preset container

Download the preset container file:

• basic-gtm-cm-com.json

• advanced-gtm-cm-com.json

3. Open the Admin section

Navigate to the Admin section in Google Tag Manager.

4. Select the account and workspace

Choose the account and workspace where the container should be imported.

5. Import the container

Select Import Container.

6. Upload the preset file

Upload the JSON container file.

7. Select workspace

Create a new workspace or select an existing workspace.

8. Choose overwrite option

Select Overwrite so the preset configuration is applied correctly.

9. Confirm the import

Confirm the import to apply the configuration.

After importing the container, the preset tags and triggers are available in the GTM container and can be configured with the correct tracking IDs.