Connect Google Analytics 4 to your ticket store and see how visitors find your store, which tickets they view and how much they buy.
Is this the right article? Yes, if your visitors buy through the link to your ticket store and you don't use Google Tag Manager. Do you work with Tag Manager? Then read Connect Google Tag Manager and don't activate this integration. Is your ticket store embedded in your website? Then read Tracking with an embedded ticket store.
Set it up
In Google Analytics, find your Measurement ID: Admin › Data streams › your web stream. The ID starts with
G-.Open your event in EventSquare and go to Settings › Integrations.
On Google Analytics, click Install (or Settings if you set it up before), enter your ID under Tracking ID and click Save.
The integration is now on. Use the switch on the card to turn it off or on again.
The integration applies per edition. If your event has several editions, set it up for each edition.
What you track
Google Analytics receives the page views and the steps of every sale: add_to_cart, remove_from_cart, begin_checkout and purchase, with the amount, the currency, the tickets and (with a purchase) the order reference as transaction_id. You'll find them in the Google Analytics ecommerce reports (Reports › Monetization).
The ticket store (eventsquare.store) and checkout (checkout.eventsquare.io) are on two domains. EventSquare links them for you: a visitor and the ad they clicked stay the same from the store to the purchase.
Recommended settings in Google Analytics
Purchases as a key event
Mark purchase as a key event: go to Admin › Data display › Events and click the star next to purchase (Mark as key event). This way you also see your ticket sales as conversions, for example in Google Ads.
purchase only appears in that list after the first purchase. A new key event can take up to 24 hours to show up in your reports.
Site search
The checkout address contains ?s=. By default, Google Analytics sees that as a search (site search) and then records a view_search_results at every step of the checkout. Turn that off: Admin › Data streams › your stream › Enhanced measurement (gear icon) › Site search › Show advanced settings, and enter your own search parameters without s (for example q,query,search). Or turn off site search.
Your own website in the same visit
Do you use the same Google Analytics property on your own website too, and link from there to your ticket store? Then add the domains: Admin › Data streams › your stream › Configure tag settings › Configure your domains. Add your own domain, eventsquare.store and checkout.eventsquare.io. A visit from your website to the ticket store then stays one visit, with the right source.
Test it
Open your ticket store and put a ticket in your cart.
In Google Analytics, look at Reports › Realtime:
add_to_cartappears within a minute.Complete an order to see
purchase, for example with a free ticket.
Test orders also reach Google Analytics. So test with a free ticket or a small real order, or leave your test orders out of your reports.
Frequently asked questions
I see every purchase twice.
Google Analytics then receives the purchase through two routes: through this integration and through a tag in your Google Tag Manager container or your own website. Use one of the two.
The checkout shows up as a new visit or as a referral from eventsquare.store.
In your ticket store, click through to the checkout and check whether the address contains _gl=. If you also use your own website, check the domains under "Your own website in the same visit".