Tracking and Analytics

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Overview

Tracking and analytics let you measure how customers interact with your ticket shop and attribute conversions to your advertising campaigns. The platform supports two layers of tracking:

• Company-level Google Tag Manager — a single GTM container that fires across your entire shop, configured once in Marketing Settings.
• Event-level tracking pixels — platform-specific pixels (Meta, Spotify, TikTok, X) configured individually per event, so each event fires only its own tracking codes.

These two layers can work together. GTM provides broad, site-wide analytics while event-level pixels give you granular, per-event conversion data tied to specific ad campaigns.

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Setting Up Google Tag Manager

Google Tag Manager is configured at the company level and applies across your entire ticket shop.

1. Navigate to Marketing Settings
2. Enter your GTM container ID in the Google Tag Manager code field (format: GTM-XXXXXXX, up to 20 characters)
3. Save the settings

Once configured, the GTM container loads on every page of your shop. To remove it, clear the field and save.

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How GTM Interacts with Event-Level Tracking

If you also use event-level tracking pixels (described below), the GTM container ID is shown as a read-only field on each event’s tracking panel with a link back to Marketing Settings. This is because GTM is always a company-wide setting — it cannot be overridden per event.

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Enabling Event-Level Tracking Pixels

Event-level tracking pixels let you assign platform-specific pixel IDs to individual events. This means that when a customer views or purchases tickets for a particular event, only the tracking codes associated with that event fire — giving you precise attribution for each campaign. This feature requires the Event-level tracking pixels feature flag to be enabled for your account.

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Configuring Tracking Pixels for an Event

Once event-level tracking is enabled, you configure pixels from each event’s dashboard.

1. Open the event dashboard
2. Navigate to the Tracking pixels section

If no pixels have been configured yet, you will see No tracking pixels configured.

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Supported Platforms

Each platform description in the UI includes a direct link to the relevant ad platform where you can find your pixel ID.

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Adding a Tracking Pixel

For each platform you want to track:

1. Toggle the platform to enabled
2. Enter your Pixel ID (required when the platform is enabled)
3. Optionally configure the fallback event type and fallback event ID
4. Map specific checkout events to custom event IDs

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Fallback Event Settings

Each platform has a fallback event type that determines what kind of event is sent to the ad platform by default: The fallback event ID is an optional custom conversion ID that is sent when a checkout event does not have its own specific mapping. This lets you capture unmapped events under a single conversion in your ad platform.

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Mapping Checkout Events

The event mapping section lets you associate specific checkout actions with custom event IDs in each ad platform. This gives you granular control over which conversions are reported and how they appear in your ad platform’s reporting. The platform tracks 21 checkout events that you can map: For each event, you can enter a custom event ID that corresponds to a conversion event in your ad platform. The UI displays the hint: Configure your events first, then enter the event ID here.

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Cookie Consent and Privacy

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Shop Tracking

All shop-side tracking — both GTM and event-level pixels — respects the customer’s cookie consent settings. Tracking scripts only fire when the customer has accepted all cookies. If a customer has not yet given consent, tracking events are saved to the browser’s local storage. Once the customer accepts cookies, the stored events are sent to the relevant platforms so no conversion data is lost.

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Admin Tracking

The admin-side GTM container (configured via Admin Google Tag Manager code) does not require cookie consent and always fires. This is because admin users are staff members, not public customers.

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PII Protection

Email addresses and phone numbers are SHA-256 hashed before being sent to any tracking platform. No personally identifiable information is transmitted in plain text.

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Cross-Site Tracking for Embedded Events

If your events are embedded on external websites using an iframe, tracking still works. The platform uses cross-site messaging to relay tracking events from the embedded shop to the parent page. This is labelled Cross-site tracking pixels & tag manager in the UI. When enabled, the embedded shop sends tracking events via postMessage to the parent page, allowing the external site to capture conversion data without needing to add tracking codes to their own shop configuration. This is particularly useful when partners or promoters embed your events on their own websites and want to track conversions using their own analytics setup. For more details on embedding, see Iframe Embeds.

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Content Security Policy

If your shop uses a Content Security Policy, tracking script domains need to be explicitly allowed. Optional CSP URLs can be configured for each tracking platform’s script domain so that tracking requests are not blocked by the browser.

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Related

• Iframe Embeds
• Checkout
• Basket