In addition to understanding user behavior, you can also use this information when creating Google and Meta ad campaigns.
🚀 Upgrade to Access This Feature! This one’s only available on the Platinum Plan. Don’t miss out—contact your account manager to unlock it today! See what’s included ›
🎭 Noteworthy: Universal Analytics was retired on July 1, 2023. Our integration with Google Analytics only support GA4.
👟Walkthrough
To get started, visit the Integrations Hub from the left-hand dashboard under Marketing.
On the Integrations Hub page you will see the option to add a Google Analytics ID and a Facebook Pixel ID as shown below.
🎭 Noteworthy: These are sample IDs and should be replaced with the customer’s own ID. The values below show the format that these IDs take.)
Once you populate the values and clicks save that’s it! Data should begin flowing from their On The Stage patron pages to the destinations.
⭐Google Analytics
In Google Analytics customers will begin to see information in the format Customer Name - Production - Page Name in their Engagement reports, similar to the example below:
In the Monetization Reports you will begin to see data about tickets and merchandise purchased on the On The Stage patron site. These will be in the format Production - Date - Performance Time.
🎭 Noteworthy: These figures will not 100% match the data shown in either Stripe or the OTS Dashboard since Google Analytics is unaware of any sales made at the box office, unaware of refunds, etc. This data should be used to aid in making marketing decisions and not as financial reports.
Advanced Google Analytics users will be able to build funnels and attribute sales on the OTS patron site to understand which sources of traffic are the most impactful to sales.
See Google’s extensive help documentation for detailed instructions on how to create funnels and take full advantage of the data you are now receiving. A full list of all events sent from OTS to Google Analytics can be found in the PDF attached here.
⭐Facebook (Meta) Pixel
The Meta Pixel allows you to measure the effectiveness of your advertising by measuring the actions people take on your website.
As a Platinum customer, you can install your Meta pixel on your On The Stage patron site.
Once you’ve created your Meta pixel following the instructions here, you will be given a piece of code that looks like this:
<!-- Meta Pixel Code -->
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', '251787545838193');
fbq('track', 'PageView');
</script>
<noscript><img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr?id=251787545838193&ev=PageView&noscript=1"
/></noscript>
<!-- End Meta Pixel Code -->
Select the number highlighted above in the fbq ‘init’ line and copy that into the Facebook Pixels field in the integrations hub. That’s it!
Advanced users may want to track specific events on the patron site and can do so using Facebook’s event set up tool for web. Documentation can be found on Facebook’s website.
🎓Recap
📧 Mailchimp
Connect your own account via API key.
Patron data + behavior tags (e.g. attendance, donations) sync automatically.
💌 Constant Contact
Requires your own account.
Transaction data syncs every 5 minutes.
Segmentation/tags sync nightly.
Patrons added regardless of opt-in status:
Subscribed – opted in
No Permission Set – didn’t opt in
Unsubscribed – opted out
🚀Best Practices
Connect Early: Link your Mailchimp or Constant Contact account before launching your production to ensure clean data capture from the start.
Use Tags Wisely: Leverage behavior-based tags (e.g., attended, donated) to create segmented, targeted campaigns.
Monitor Sync Timing:
Transaction data syncs every 5 minutes
Segmentation data syncs daily at midnight
Allow for processing time before expecting new patrons to appear.
Respect Statuses:
Don’t email patrons labeled “No Permission Set” or “Unsubscribed” unless you have explicit permission.
Use “Subscribed” status as your core marketing list.
Clean Your Lists: Periodically review and update your contact lists within Mailchimp or Constant Contact to maintain good sender reputation.
Test Before Sending: Send test emails to ensure tags and audience segments are working as expected before launching a full campaign.
Use Analytics: Connect Facebook Pixel and Google Analytics to gain insights on campaign performance and audience behavior.