You can track your ticket sales in Google Analytics, Google Ads, Meta (Facebook and Instagram), TikTok and other tools. What you need to set up depends on two questions. Answer them first, then you'll know which article you need.
Question 1: where do your visitors buy their tickets?
Through the link to your ticket store. Your visitors buy on your EventSquare ticket store (an address on
eventsquare.store), also when you link to it from your own website with a button.On your own website, with the embed code. You pasted the code from Settings › Integrations › Website integration on a page of your website. The ticket store and checkout then appear on that page.
Question 2: do you work with Google Tag Manager?
Do you or your marketing agency work with a Google Tag Manager container (an ID that starts with GTM-)? Then you manage your tags there, and you set up less in EventSquare.
What do you set up?
Your situation | In EventSquare | On your website or in Tag Manager | Read |
Link to the ticket store, without Tag Manager | Activate the integrations you use: Google Analytics, Meta Pixel, TikTok Pixel. | Nothing needed for ticket sales. | |
Link to the ticket store, with Tag Manager | Activate Google Tag Manager with your container ID. Do not also activate Google Analytics. Meta: see below. | In your container, create the tags for Google Analytics, Google Ads and other tools on EventSquare's events. | |
Embedded in your website (with or without Tag Manager) | Nothing for Google Analytics, Tag Manager and TikTok: those integrations don't work in an embedded store. Meta: activate the Meta Pixel integration with a Conversions API access token. | Your website receives the events from the ticket store. Forward them to your own tags (in Tag Manager or directly). | |
Your own tools or custom work (e.g. a CRM or your own data layer) | Depends on the approach. | Use EventSquare's events in your own code. |
Which steps does EventSquare track?
In every situation you get the same steps of a sale, with the names Google Analytics 4 uses:
Step | Event | Meta | TikTok |
Tickets added to the cart |
| AddToCart | AddToCart |
Tickets removed from the cart |
| — | — |
Checkout started |
| InitiateCheckout | InitiateCheckout |
Order completed |
| Purchase | Purchase |
With every step you get the amount, the currency and the tickets. With a purchase, also the order reference. Your buyers' personal data is never included (no names or email addresses).
The three most common mistakes
Counting twice. Letting the same tool track through two routes, for example the Google Analytics integration in EventSquare and a Google Analytics tag in your Tag Manager container. Choose one route per tool.
Setting up integrations for an embedded store. In an embedded ticket store, the integrations for Google Analytics, Tag Manager and TikTok don't work. Your own website tracks the sales there.
A purchase without an amount. A conversion in Google Ads or Meta without an amount only counts the number of sales, not the revenue. Pass on the amount and currency of the purchase (the articles below show how).
Does a marketing agency work for you? Send them the link to this article and tell them which situation in the table matches yours.