Google Analytics

How to setup and use google analytics to track key events across your selling experience.

Overview

The following guide will outline the steps required to set up google analytics for use with Different Breed.

1. Create A Tracking Pixel Within Different Breed

You can find the location to define tracking pixels on Different Breed by accesing the following from your event: Marketing > Tracking Pixels. Once loaded, click Create Pixel, select Google Analytics or Google Adwords as the provider and follow the next steps.

2. Create a Google Analytics 4 property.

Eventbrite is unable to assist with setting up your Google Analytics property. If you need help with this step, follow these steps from Google’s Help Center.

3. Copy your measurement ID.

For websites, a Measurement ID can be used to send data to your Google Analytics 4 property through an associated web data stream (similar to a Tracking ID in Universal Analytics properties). Find your Measurement ID in Admin > Data Streams.

Once found, past the value into the "Measurement ID" field.

NOTE: If you’re still using Universal Google Analytics, you will need to upgrade to Google Analytics v4 to enable tracking on Different Breed.

4. Create your measurement protocol secret

To create a new secret, navigate in the Google Analytics UI to: Admin > Data Streams > choose your stream > Measurement Protocol > Create

Once created copy the secret value and paste it into the "Measurement Secret" field.

5. Select Events To Track

On the Different Breed Tracking Pixel form you are presented with a number of events and page views you can track. While the majority of these are standard events and do not require additional set up, a few will require custom events to be created to get the most of our your reports.

Standard Events

Event Name	GA4 Event	Description
Page View	page_view	Tracks a customer landing on a desired page during the selling experience.
Add To Cart	add_to_cart	Tracks when a customer adds a ticket or an add-on to the cart.
Remove From Cart	remove_from_cart	Tracks when a customer removes a ticket or add-on from the cart.
Begin Checkout	begin_checkout	Tracks when the customer begins to checkout with their cart.
Complete Purchase	purchase	Tracks when a customer completes checkout successfully.

Custom Events

To create a new custom event, navigate in the Google Analytics UI to: Admin > Data Streams > choose your stream > Measurement Protocol > Create

Event Name	GA4 Event	Matching Condition	Description
Promo Code Redeemed	promo_code_entered	Parameter event_name equals promo_code_entered	Tracks when a customer enters a promo code.
Campaign	campaign	Parameter event_name equals campaign	Tracks a traditional UTM style campaign.
Manual Order Claimed	manual_order_claimed	Parameter event_name equals manual_order_claimed	Tracks when a manual order has been claimed by a customer.

6. Save Your Pixel

Once you have selected your desired events, simply save the pixel and the tracking events will begin to fire.

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Test Your Tracking Pixel

To test your tracking pixel, Simply view the Real Time Reporting view within your Google Analytics UI. Once you have the rea time reporting view loaded, navigate your event page and trigger the enabled events to see them appear in the UI.

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Breakdown Of Events We Send

User Data

All the events we send will contain the following user data.

Payload Sent

type GA4UserData = {
  user_agent: string;
  client_ip: string;
  client_id: string;
  gclid: string;
  engagement_time_msec: number;
};

Field	Type	Description
user_agent	string	The User-Agent string of the user's browser, which provides information about the browser type, version, and operating system.
client_ip	string	The IP address of the client making the request, used to identify the geographic location of the user.
client_id	string (uuid)	A unique identifier for the client, typically generated by the client to uniquely identify a user or device across sessions.
gclid	string	The Google Click Identifier, a parameter used by Google Ads to track ad clicks and conversions.

For the purpose of having the active users logged, we set engagement_time_msec to 1 in every tracking event we send.

Event Structure

All the events we send to Google Analytics contain the following structure and properties:

Field	Type	Description
client_id	string (uuid)	A unique identifier for the client, typically generated by the client to uniquely identify a user or device across sessions.
events	Array	An array of tracking events to be processed.
page_title	string	The title of the page sending the event.
page_location	string	The url of the page sending the event.
db_event_id	string	The id of the event you are selling for on Different Breed.

Page View

Tracks a customer landing on a desired page during the selling experience. The following pages are supported:

• Event Listing

• Checkout

• Order Confirmation

For each page view you enable we will send the following data structure to Google Analytics:

Payload Sent

export type GA4PageViewPayload = {
  client_id: string;
  events: {
    name: 'page_view';
    params: GA4UserData & {
      page_location: string;
      page_title: string;
      db_event_id: string;
    };
  }[];
};

Field	Type	Description
page_location	string	The url of the page sending the event.
page_title	string	The title of the page sending the event.
db_event_id	string (uuid)	The id of the event you are selling for on Different Breed.

Promo Code Entered

Tracks when a customer enters a promo code.

Payload Sent

export type GA4PromoCodeEnteredPayload = {
  client_id: string;
  events: {
    name: 'promo_code_entered';
    params: GA4UserData & {
      promotion_id: string;
      promotion_name: string;
      page_location: string;
      page_title: string;
      db_event_id: string;
    };
  }[];
};

Field	Type	Description
promotion_id	string	The promotional code applied.
promotion_name	string	The promotional code applied.

Campaign

Tracks a traditional utm style campaign. To track this effectively your URL parameters should be formatted in the following way:

?utm_source=hubspot&utm_medium=email&utm_campaign=spring_sale&utm_id=campID&utm_term=term1%2C+term2&utm_content=content_xyz

Google have a useful tool to help with this: https://ga-dev-tools.google/ga4/campaign-url-builder/

This will enable us to send the following data structure to Google Analytics:

Payload Sent

export type CampaignData = {
  campaign_id: string;
  campaign: string | null;
  source: string | null;
  medium: string | null;
  term: string | null;
  content: string | null;
};

export type GA4CampaignPayload = {
  client_id: string;
  events: {
    name: 'campaign';
    params: GA4UserData &
      CampaignData & {
        page_location: string;
        page_title: string;
        db_event_id: string;
      };
  }[];
};

Field	Type	Description
campaign_id	string	The provided campaign id from the url.
campaign	string	The provided campaign from the url.
source	string	The provided source from the url.
medium	string	The provided medium from the url.
term	string	The provided term from the url.
content	string	The provided content from the url.

Manual Order Claimed

Tracks when a manual order has been claimed by a customer.

Payload Sent

export type GA4ManualOrderClaimedPayload = {
  client_id: string;
  events: {
    name: 'manual_order_claimed';
    params: GA4UserData & {
      manual_order_id: string;
      manual_order_reference: string;
      page_location: string;
      page_title: string;
      db_event_id: string;
    };
  }[];
};

Field	Type	Description
manual_order_id	string(uuid)	ID of the manual order claimed.
manual_order_reference	string	The claim code used.

Add To Cart

Tracks when a customer adds a ticket or an add-on to the cart.

Payload Sent

export type GA4AddToCartPayload = {
  client_id: string;
  events: {
    name: 'add_to_cart';
    params: GA4UserData & {
      value: number;
      currency: GenericModels.CurrencyCodes.CurrencyCode['code'];
      items: {
        item_id: string;
        item_brand: string;
        item_name: string;
        item_variant: string;
        item_category: string;
        item_list_name: string;
        coupon?: string;
        discount?: number;
        index: number;
        price: number;
        quantity: number;
      }[];
      page_location: string;
      page_title: string;
      db_event_id: string;
    };
  }[];
};

Field	Type	Description
value	number	The total value of items added.
currency	string	The ISO currency code used.
items	array	List of items added to the cart.
items[0].item_id	string(uuid)	The ticket or add-on id.
items[0].item_brand	string	Tickets or Add-ons
items[0].item_name	string	Ticket or Add-on name.
items[0].item_variant	string	Addon variant name.
items[0].item_category	string	ticket or addon
items[0].item_list_name	string	Tickets or Add-ons
items[0].coupon	string	Promo code used.
items[0].discount	number	The amount discounted from the original price.
items[0].index	number	Item index.
items[0].price	number	Price of the item added with discounts applied.
items[0].quantity	number	Number added, This will always be 1.

Remove From Cart

Tracks when a customer removes a ticket or add-on from the cart.

Payload Sent

export type GA4RemoveFromCartPayload = {
  client_id: string;
  events: {
    name: 'remove_from_cart';
    params: GA4UserData & {
      value: number;
      currency: GenericModels.CurrencyCodes.CurrencyCode['code'];
      items: {
        item_id: string;
        item_brand: string;
        item_name: string;
        item_variant: string;
        item_category: string;
        item_list_name: string;
        coupon?: string;
        discount?: number;
        index: number;
        price: number;
        quantity: number;
      }[];
      page_location: string;
      page_title: string;
      db_event_id: string;
    };
  }[];
};

Field	Type	Description
value	number	The total value of items added.
currency	string	The ISO currency code used.
items	array	List of items added to the cart.
items[0].item_id	string(uuid)	The ticket or add-on id.
items[0].item_brand	string	Tickets or Add-ons
items[0].item_name	string	Ticket or Add-on name.
items[0].item_variant	string	Addon variant name.
items[0].item_category	string	ticket or addon
items[0].item_list_name	string	Tickets or Add-ons
items[0].coupon	string	Promo code used.
items[0].discount	number	The amount discounted from the original price.
items[0].index	number	Item index.
items[0].price	number	Price of the item removed with discounts applied.
items[0].quantity	number	Number removed, This will always be 1.

Begin Checkout

Tracks when the customer begins to checkout with their cart.

Payload Sent

export type GA4BeginCheckoutPayload = {
  client_id: string;
  events: {
    name: 'begin_checkout';
    params: GA4UserData & {
      value: number;
      currency: GenericModels.CurrencyCodes.CurrencyCode['code'];
      transaction_id: string;
      items: {
        item_id: string;
        item_brand: string;
        item_name: string;
        item_variant: string;
        item_category: string;
        item_list_name: string;
        coupon?: string;
        discount?: number;
        index: number;
        price: number;
        quantity: number;
      }[];
      page_location: string;
      page_title: string;
      db_event_id: string;
    };
  }[];
};

Field	Type	Description
value	number	The total value of items added.
currency	string	The ISO currency code used.
transaction_id	string(uuid)	The cart id.
items	array	List of items added to the cart.
items[0].item_id	string(uuid)	The ticket or add-on id.
items[0].item_brand	string	Tickets or Add-ons
items[0].item_name	string	Ticket or Add-on name.
items[0].item_variant	string	Addon variant name.
items[0].item_category	string	ticket or addon
items[0].item_list_name	string	Tickets or Add-ons
items[0].coupon	string	Promo code used.
items[0].discount	number	The amount discounted from the original price.
items[0].index	number	Item index.
items[0].price	number	Price of the item with discounts applied.
items[0].quantity	number	Number added, This will always be 1.

Complete Purchase

Tracks when a customer completes checkout successfully.

Payload Sent

export type GA4CompletePurchasePayload = {
  client_id: string;
  events: {
    name: 'purchase';
    params: GA4UserData & {
      value: number;
      currency: GenericModels.CurrencyCodes.CurrencyCode['code'];
      transaction_id: string;
      items: {
        item_id: string;
        item_brand: string;
        item_name: string;
        item_variant: string;
        item_category: string;
        item_list_name: string;
        coupon?: string;
        discount?: number;
        index: number;
        price: number;
        quantity: number;
      }[];
      page_location: string;
      page_title: string;
      db_event_id: string;
    };
  }[];
};

Field	Type	Description
value	number	The total value of items added.
currency	string	The ISO currency code used.
transaction_id	string(uuid)	The cart id.
items	array	List of items added to the cart.
items[0].item_id	string(uuid)	The ticket or add-on id.
items[0].item_brand	string	Tickets or Add-ons
items[0].item_name	string	Ticket or Add-on name.
items[0].item_variant	string	Addon variant name.
items[0].item_category	string	ticket or addon
items[0].item_list_name	string	Tickets or Add-ons
items[0].coupon	string	Promo code used.
items[0].discount	number	The amount discounted from the original price.
items[0].index	number	Item index.
items[0].price	number	Price of the item with discounts applied.
items[0].quantity	number	Number added, This will always be 1.