Online advertising is one of the best used tools to promote events today. Within the entertainment industry there is a thin line between paid advertising and organic marketing.
This guide will explain how an event organiser can measure what part of your online traffic to your ticket shops is paid for and what part is organic. Online advertising is easy to begin with but can be extremely hard to master. This tool that will enrich your life is called “Google Tag Manager”, or GTM in short.
Google Tag Manager is a free Tag Management solution developed by Google. Through this “online tool”, you can deploy and manage various marketing and analytics tags on a website - or in this case your ticketshop.
A Tag is a third party integration code which is used to collect measurement and marketing information from your ticket shop and send this information to 3rd party services. These services could be: Google Analytics, Google Adwords, Twitter, Facebook, and others.
An example of a Tag looks like this: When a potential visitor enters the ticketshop the first tag will be triggered. The Tag will register a “page view” for that consumer. When the consumer doesn’t finish the order, the “page view” is still saved.
This can be useful when you are about to start up a paid advertisement campaign. With the saved “pageviews” you are able to target your campaign more specifically, on Facebook or Google Adwords, by using the knowledge you have already gathered through these saved “pageviews”. This way you can find out what your consumers want to see.
Lets get started!
To make this as easy as possible we have made some pre-sets of tags to cover the most frequently used advertising and analytics platforms; Google Adwords, Facebook, and Google Analytics. Feel free to add other (custom) integrations to the ticketshop within your GTM account.
Creating a GTM Account
Go to tagmanager.google.com
Login with your Google credentials.
When you visit the site of Google Tag Manager for the first time you have to create a new account.
You will automatically be directed to the ‘Add a New Account’ page. Here, you fill in the name of your company and your container.
Also, if you are using more than one ticket shop and you want to track these shops separately, we advise you to create multiple containers. One for every ticket shop.
The Eventix ticket shop is a web based application, therefore you have to select web. Now you have successfully created your own container.
Activate the Debug mode in Google Tag Manager
1. Select the right account at the top of your screen e.g. “EventixGTM”.
2. Navigate to the workspace, here you can activate the preview mode of GTM.
You use the preview mode to see what information is sent to GTM and it’s connected tags. You can now inspect what action triggers the tag. For example, when a visitor enters the ticketshop. This action will trigger the “pageview” tag in Google Analytics.
Integrate Google Tag Manager with Eventix
1. Copy the GTM container ID from your workspace. You can find the container ID in the workspace at the top of the screen.
2. Open a new browser tab and login to the Eventix dashboard at https://dashboard.eventix.io
3. Open Menu > Manage > Events > Manage Event.
4. Click on the step “Shops”.
5. Create a ticket shop if you have not done that already. If you have, click the “More options” icon and “Google Tag Manager code” to edit an existing shop that you want to integrate with GTM.
6. Paste the GTM container ID into the ticketshop of your choice and click save.
The ticketshop is now connected to your GTM container. To start tracking, we need to setup the tracking within the Google Tag Manager workspace.
Setting up tracking in your Google Tag Manager workspace
1. Navigate back to your Google Tag Manager account.
2. Open the JSON setup file: http://custom.eventix.nl/documents/gtm.json (press right click on the page and save as).
Import Tracking Presets:
Use the JSON import file below to import the following;
Custom variables tracked in the Eventix Ticketshop.
Standard triggers for common shop events.
Preset integrations for the most common tags; Facebook, Google Analytics, Google Adwords.
3. Navigate to admin.
4. Select the right account and container.
5. To import the JSON file, click on import container.
6. Select “existing workspace”.
7. Overwrite the container to make sure all the basic settings are correct.
8. Click confirm to finish the import.
Connecting your pixels to the pre-set container
To make the Container work for you it has to be connected to your own tags, such as Google Analytics, Facebook Pixel, etc.
1. Go to the workspace.
2. Navigate to Variables within GTM.
3. Scroll to the bottom and select the right variables that you want to use.
4. When you have selected the variable you want to use, you have to change the tracking ID placeholders (XXXXXXX) into your own Tracking IDs.
5. If you want to use any of these integrations replace the placeholders with your own tracking ID’s.
EVENTIX TIP: Use the same Google Analytics code you use for the website in the ticket shop. When you use the same Google Analytics code you enable cross domain tracking.
We assume that you already have an account set up in either Facebook Ads manager, Google Adwords or Google Analytics. If you do not, there are extensive guides on how to setup any of these accounts:
Google Analytics: https://support.google.com/analytics/answer/1008015?hl=en
Google Adwords: https://support.google.com/adwords/answer/6366720?hl=en
Verify setup in Google Analytics:
Open one of your shops. Then in Google Analytics open Realtime Dashboard > Events. The list should look something like this:
Enabling Ecommerce tracking
To set-up Ecommerce tracking your installation of Google needs to be done correctly.
1. Go to https://analytics.google.com
2. Select the right website.
3. Navigate to Admin.
4. Select the right account, view and select in view E-commerce Settings.
5. Enable E-Commerce and turn it on.
When someone completed, and you have enabled ecommerce tracking in Analytics, you should be able to navigate to Audience > User Explorer.
A typical successful order looks like this:
You now have enabled Google Tag Manager to track your links. Giving you insights about what links generate a certain type of conversion.
Thanks for reading, if you have feedback or questions about these guides, please contact us at firstname.lastname@example.org