With the e-commerce feature in Universal Analytics you measure conversions and the success rate for preset goals, including the number of sold tickets. You can clearly view revenue from ticket sales, the average order value per visitor, and how many transactions have taken place.
Activating e-commerce
Start by enabling e-commerce for UA (Universal Analytics). With GA4 e-commerce is switched on by default. You do that like this:
In your Google Analytics account, go to the 'Admin' tab in Google Analytics and in the view settings, click on 'E-commerce Settings'.
Check both 'Enable E-commerce' and 'Enable Enhanced E-commerce Reporting' and click Save.
Setting goals and funnels
Before you can start measuring, you must first set the goals you link a funnel view to. A goal is what you want your visitor to achieve, in this case buying a ticket. The funnel view shows exactly where the visitors drop off during the target process.
To set up a goal and funnel, take the following steps:
Click on 'Admin'.
Under the third menu ‘View’, click ‘Goals’.
Then click on '+ New Goal'.
Then choose 'Custom' and 'Continue' at Template.
At step 2, 'goal details', you give the goal description a name, for example 'Buy tickets' and choose how you want to measure it. For example, 'Destination'.
Then go to step 3. Enter the end of the URL here and choose the option: 'Starts with'. In this case it is /web/orders/completed.
You can also set a target value. This allocates a fiscal amount to a conversion. Read more about that here.
And then you create the funnel. You turn this option on. Then you can create different steps. In these steps you do the following:
Step 1: Name: Click Tickets, URL: /web/tickets
Step 2: Name: Login, URL: /web/tickets/login
Step 3: Name: Payment Options, URL: /web/tickets/order
Step 4: Name: Thank you page, URL: /web/orders/completed