Our online marketing partner Afdeling Online has created a container that you can import directly into Google Tag Manager. This allows you to set a number of important tags in one step. As soon as Google Tag Manager is linked to your ticket shop via the Stager backstage, data can be tracked. Check off the steps here to ensure that all tracking is properly set up and linked to the correct systems.
Make sure you have a GTM account and it is integrated with Stager.
The container is prepared with different presets. Don't worry if you don’t use everything in the container: if a preset is not used, the triggers will not be fired and nothing will happen.
What's in the container:
Measure conversions with Facebook Business
Measure conversions with Google Ads
Settings for Google Analytics 4
Import the conversion container
To import the conversion container, follow the steps below:
Open the JSON file via this link and save it (version February 2024).
The presets of Facebook, Google Analytics and Google Ads are included in the JSON file.
Open your Google Tag Manager account.
Go to 'management' in the Google Tag Manager account.
Now you can import the container using the JSON file. Click on ‘Import container’.
Select the JSON file you just downloaded.
Select ‘existing’.
Then choose 'merge' and then 'Override Conflicting Variables, Triggers and Tags, and Variables'. This way you can be sure all settings are correct.
Click confirm.
You have now imported the preset container.
Add Facebook Pixel ID
Now we can adjust a number of variables, so that the data of your ticket sales is also linked to your Facebook Business Manager.
Go to your workspace in Google Tag Manager.
Go to 'variables' in the left hand row.
Open the "Ticketshop - Facebook Pixel ID" variable.
Edit the variable, remove XXXXXXXXXXXX and enter your own Facebook Pixel ID at 'value'.
Finished! You can now measure your ticket sales via Facebook using Google Tag Manager.
Google Ads Conversion ID & Label
Now we are going to adjust the Google Ads variables so that you receive the data in your Google Ads account.
Go to your workspace.
Go to 'variables' in the left hand row.
Open the "Ticketshop - Google Ads Conversion ID" variable.
Edit the variable, remove XXXXXXX and enter your own Google Ads Conversion ID at 'value'.
Click 'save'.
Now repeat steps 1 to 5 for the variable 'Ticketshop - Google Ads Conversion Label'.
Add Google Analytics 4 tracking code
Now we will start adjusting the Google Analytics 4 variable, so that the data also enters Google Analytics 4:
Make sure you are logged in to Google Analytics 4.
Navigate to ‘Admin’ at the bottom left.
Click ‘Data Streams’ in the right column.
Click on your domain.
Copy the measurement ID at the top of the page (See image for example).
Go to your workspace in Google Tag Manager.
Go to 'variables' in the left hand row.
Open the variable 'Ticketshop - GA4'.
Replace 'G-XXXXXXXXXX' with the measurement ID you copied in Google Analytics 4 and click 'Save'. Check out the example below:
Set up Conversion Linker for cross-domain tracking
Once you've imported the container and set everything up, you can move on to setting up cross-domain tracking. Cross-domain allows you to continue to recognize the source of the traffic when switching between domains, for example when a ticket buyer clicks from your website to the ticket shop. This is done through the Conversion Linker. The Conversion Linker ensures that the conversion is linked to the correct domain. The cross domain tracking presets are already set when you import the container. To set up cross-domain tracking, you only need to fill in the variables. You can read more about this in the article about cross-domain tracking.
Publishing the container
Now that you've got everything set up, you can publish the container. If you don’t publish, nothing is measured. And with every change you make, you must republish the container again, otherwise you will continue to use the old settings. At the top right of the page you can see the status of the container.
What have we set up?
With this container we added the Facebook Pixel and Google Ads Conversion ID, Google Analytics UA and Google Analytics 4 to your Google Tag Manager account. This allows you to distinguish several steps in the ticketing process. The things we can distinguish are:
How many and which tickets you have sold for which event.
Which online channel sold the tickets.
The turnover per event.
If the visitor has seen the tickets.
If the visitor has placed the tickets in their shopping cart.
If the visitor bought the tickets.
Please also read the articles Set up Google Analytics and Cross-domain tracking for your ticket shop to make sure that everything is set up correctly!