Tracking Pixels

Adding Tracking Pixels allows you to track performance of your events, analyze traffic and other ecommerce metrics, and assist in running ads across Google, Facebook, Instagram, and more. 

Google Analytics & Google Tag Manager

Overview

Google Analytics (GA) is a great tool to help you analyze your website traffic. GA works to help answer some of the following questions:

  • How many people visit my website?
  • Where do my visitors live?
  • What websites send traffic to my website?
  • Which pages are most popular on my website?

Google Tag Manager (GTM) helps you track more specific performance through actions taking on the ticketing page. You could use GTM to understand what areas customers are clicking on or track ecommerce data. 

Your Google Analytics ID (Universal Analytics), GA4 ID, and Google Tag Manager ID can be added can be added per event, per org, or in platform settings to become the default on all events on the platform. 

Adding Your GA & GTM ID to an Event

  1. On your event, go to Event Settings and navigate to the Analytics & Tracking tab
  2. Add your GA ID (Universal Analytics), GA4 ID or GTM ID in the fields and hit Save at the bottom

Adding GA ID & GTM ID as Event Defaults in Organization Setting

If you're a user with access to edit an organization, by adding your GA ID and GTM ID in Organizations Settings, all events for your org will automatically include these IDs on your event pages. 

  1. Go to Organization Settings and navigate to the Event Defaults & Analytics Settings section
  2. Enter your Google Analytics ID, GA4 ID, or Google Tag Manager ID and Save at the bottom

Adding GA ID & GTM ID as Event Defaults in Platform Settings

If you're a Partner with access to Platform Settings, by adding your GA ID and GTM ID in Platform Settings, all events will automatically include these IDs. 

  1. Go to Platform Settings and navigate to the Analytics & Opt-In section
  2. Enter your Google Analytics ID, GA4 ID, or Google Tag Manager ID and Save at the bottom

Ecommerce Tracking for Google Analytics 4

If a Google Analytics 4 ID is added to the platform, ecommerce data is automatically tracked after a purchase and doesn't require any additional setup.

Ecommerce Tracking for Universal Analytics

Learn more about tracking ecommerce data in Google Analytics using our guide. 

Facebook Tracking Pixel

Overview

The Facebook Tracking Pixel is an analytics tool that allows you to measure the effectiveness of advertising campaigns by tracking purchases and user behavior on your ticketing pages. You can use the pixel to: 

  • Target your ads to specific audiences on Facebook and Instagram
  • Drive additional sales through analysis of performance and retargeting ads

Adding Your Facebook Tracking Pixel to an Event

  1. On your event, go to Event Settings and navigate to the Analytics & Tracking tab
  2. Enable Include Facebook Tracking Pixel
  3. Enter your Facebook Pixel ID and choose which events you'd like to track and Save your changes at the bottom of the page

Viewing Your Data on Facebook

Once the Facebook pixel is set up, it will ‘fire’ (track data) when someone takes an action on your page. Examples of actions include adding an item to their shopping cart or making a purchase. The pixel gathers these actions – which are called events – and sends them to your Facebook pixel page in Events Manager. From there, you'll be able to see the actions that your customers take and have options to reach those customers again through future Facebook ads.

Below is an example of an active Facebook pixel that is pulling in information.

Facebook also offers a free online training for advertising on Facebook called Facebook Blueprint. It is a great tool if you are interested in learning how to further utilize the pixel and the functionalities.

How to Create a Facebook Pixel

Step 1. Log In to your Facebook Business Manager Account

Step 2: Select Business Manager and Click Pixels

Step 3: Click Create a pixel

Step 4: Name your Facebook pixel

Step 5: After creating your pixel, you will want to save your Facebook Pixel ID

Then there will be three options for “Select a Setup Method.” Choose “Manually Install the Code Yourself.”

On the next page, under step 2,  there will be a block of code. Your Facebook pixel ID is located in the value “fbq(‘init’, ‘xxxxxxxxxxxxxxxx’). And can also be found in the value “src=”https://www.facebook.com/tr?id=xxxxxxxxxxxxxxxx”

Copy and save your Facebook pixel ID number.

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