If you want to implement tracking to your ticket shop, and you prefer not to use server-side tracking, then you can use a ready-made container created by Afdeling Online.
If you track your users and send that data to third-party platforms like Google Analytics through the user’s browser, then you are using client-side tracking. This differs from server-side tracking as server-side tracking sends data to marketing and analytics platforms through your own server.
Client-side tracking uses cookies or other tracking tools like pixels and scripts, collected through a user’s browser, and is typically easier to set up than server-side tracking.
However, client-side tracking has its limitations. It’s easily blocked by ad-blocker add-ons, browser restrictions and privacy settings. This leads to lots of missing data. Because of this reason, we recommend server-side tracking over client-side tracking for more future-proof data collection.
Import Afdeling Online’s pre-made container
Our online marketing partner Afdeling Online has created a pre-made container for Stager users.Most settings have already been set for you, meaning you only need to import the container into your Google Tag Manager, link it to your ticket shop via the Stager backstage, add the ID’s of your socials to your container and quickly start collecting data.
The container contains the main tags and triggers you’ll need for showing conversions in Meta, Google Analytics, Google Ads and TikTok. Don’t worry if you aren’t planning on using one of these channels. If a channel is not being used, the triggers will not be fired, and nothing will happen.
Note: Make sure that you have a GTM account and it is integrated with Stager. Haven’t gotten around to setting that up yet? Start first by following the steps in this article, then come back here once you’ve done that!
Follow the steps below to import the container into Google Tag Manager.
Download the JSON file via this link or the button above.
Open your Google Tag Manager account.
Go to the Admin tab in your 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 Workspace’
Choose the ‘Merge’ option, and ‘Overwrite conflicting variables, triggers and tags, and variables'. This way you can be sure all settings are correct.
Click ‘Add to workspace’ to confirm.
You’ve now imported the container successfully, congrats! But we are not finished yet. Next you’ll need to adjust the settings and link your Meta for Business, Google Analytics, Google ads and TikTok accounts.
Add your Meta Pixel ID
To link your container with your Meta for Business account, follow the below steps:
Go to your workspace in Google Tag Manager
Navigate to the ‘Variables’ page with the left-hand menu
Open the ‘Ticketshop - Facebook Pixel ID’ variable.
Edit the ‘Value’ under Variable Configuration. Remove XXXXXXXXXXXX and enter your Meta Pixel ID.
Click ‘Save’.
Don’t have a Meta Pixel yet? Or don’t know where to find your Meta Pixel ID? Visit this article here to read more.
Good to know: For various reasons, tracking is limited with a Meta Pixel ID without server-side tracking. However, you can still use this connection to build custom audiences and retarget in your campaigns.
Add your Google Ads Conversion ID and Label
Now we need to do the same for Google Ads to see tracked conversions in your Google Ads account.
Go to your workspace in Google Tag Manager
Navigate to the ‘Variables’ page with the left-hand menu
Open the ‘Ticketshop - Google Ads Conversion ID’ variable
Edit the ‘Value’ under Variable Configuration. Remove XXXXXXXXXXXX and enter your Google Ads Conversion ID.
Click ‘Save’
Repeat steps 1 to 5 for the variable ‘Ticketshop - Google Ads Conversion Label’.
Don’t have a Google Ads set up yet? Or don’t know where to find your Google Ads Conversion ID? Visit this article here to read more.
Add your Google Analytics tracking code
Now we will connect Google Analytics with Google Tag Manager, so data collected from your ticket shop is sent to Google Analytics.
Log in to Google Analytics
Navigate to the Admin page in the bottom left-hand corner.
Under the Data collection and modification settings, click on ‘Data streams’
Click on your domain.
Copy the measurement ID in the Stream details section.
Open your workspace in Google Tag Manager.
Navigate to the ‘Variables’ page with the left-hand menu
Open the ‘Ticketshop - GA4’ variable
Edit the ‘Value’ under Variable Configuration. Remove G-XXXXXXXXXX and enter the measurement ID you copied from Google Analytics.
Click ‘Save’
Don’t have Google Analytics set up yet? Visit this article here to get started.
Add your TikTok Pixel ID
If you are advertising on TikTok, then follow similar steps to connect GTM with TikTok Ads Manager.
Go to your workspace in Google Tag Manager
Navigate to the ‘Variables’ page with the left-hand menu
Open the TikTok Pixel ID’ variable
Edit the ‘Value’ under Variable Configuration. Remove XXXXXXXXXXXX and enter your TikTok Pixel ID.
Click ‘Save’
Don’t have a TikTok Pixel set up yet? Or don’t know where to find your TikTok Pixel ID? Visit this article here to read more.
Publish your container
Now everything is set up, you can publish the container. If you don’t publish, nothing is measured. Anytime you edit your container, you must republish the container again. At the top right-hand corner of the overview page, you can see the status of the container.
What can you measure now?
With this container, you now send data to your marketing and analytics platforms, including:
If a user views your ticket shop page
If a user views, adds something to, or removes something from your shopping cart
If a user purchases a ticket, for which event, and how much they spent on tickets
Live activity on your website, such as how many active users are on your website
The referral source of a visitor, meaning where the visitor is coming from
Using this information can give you a lot of insights, such as your cart abandonment rate, which online marketing initiatives are providing the best return on investment, and much more. It also allows you to set up custom audiences, and retarget people who’ve already visited your website, click on ads, or add a ticket to their cart.
There’s many possibilities, and we advise you to dive into this with online marketing resources. Books, YouTube videos, blogs: there’s a lot out there to help you!