Eventbride advanced tracking guide

Events can be a great way to leverage your current business objectives and drive your marketing goals. In fact, in the ever-growing competitive landscape, many companies are seeing events as a critical part of their marketing and sales arsenal. It allows them to break through the noise, get in front of their exact target market and provide value while showcasing their capabilities.

While there are many online event organising platforms out there, one of the more popular ones is Eventbrite. It is a fantastic, easy-to-use way to set up, manage and promote free and paid events. However, one large problem is the limitations around tracking the performance of events through Eventbrite.

But are you finding that all of your Eventbrite bookings are coming through as “direct traffic”, leaving you completely in the dark as to how your event promotion is actually performing? You’re not alone!

After scouring forums for hours and desperately trying to find guides online to assist with effective tracking on this platform, we eventually decided to invest time into determining the exact method to correctly set up e-commerce and cross domain tracking for Eventbrite, which led to the creation of this guide.

As a business owner or marketing manager, have you ever wondered:

  • What online channels are most efficient in driving ticket sales for your event?
  • What exact campaigns and ads are your target market resonating with that are encouraging them to sign up?
  • What your event ROI is, at a glance?

With this guide, it’s now easier than ever! No more guessing is needed; you can now know exactly how your event promotion efforts are paying off, and what your channel-specific and overall ROI is. Knowledge is power, and with this, you can now make smarter decisions around your event marketing budget allocation to ensure your next event is the most successful one yet.

What is Eventbrite?

No matter where you are in the world, if you’re a seasoned event host you’re probably familiar with Eventbrite.

For those unfamiliar with this name, Eventbrite is a U.S.-based ticketing and event management website. The platform can effectively manage and promote simple events right through to large scale and complex events. Eventbrite comes equipped with a vast array of customisable tools to simplify the entire process for event organisers as well as the attendees.

What’s the big draw card you may ask? Well how about the fact it’s entirely free… almost anyway. Eventbrite doesn’t charge a monthly service fee or registration costs. In fact, users who are hosting free events are totally exempt from charges. Eventbrite does however charge a small ticketing fee on paid events so as the event organiser you can decide if this is a fee your attendees will pay, or one that you’ll absorb for them. This fee maxes out at $19.95 per ticket.

Why should I be tracking my events?

Event tracking is important because it helps you optimise every stage of your marketing funnel for conversions. Your end goal is to get as many people to your event as possible and without the live data to analyse where your attendees came from, it’s impossible to drive your objectives. It also gives you a clear indication whether your paid/organic efforts to promote the event are working. From there you can make strategic adjustments where necessary.

In essence, having access to information such as order confirmations, dollar values, conversion rate and abandonment rate within Google Analytics all ensures you have the best means possible to run and launch successful events.

Choosing The Right Package For Your Events

Yes, we said at the beginning of this guide Eventbrite is free to use for free events, however if your events are paid you’ll be paying a small fee. The fee you choose to pay like most services will dictate what you have access to.

Each Eventbrite account is assigned a pricing/feature package. The chosen package determines the fee paid to Eventbrite and what analytics features will be available to you. These are the available pricing models to choose from:

  1. Essentials
  2. Professional
  3. Premium

By default, Eventbrite supports various ways to track ticket sales. One way is to include Google Analytics on the event page as we’ll get to shortly.

If you use the Professional pricing model, more tracking options become available to you. On the manage event page you can navigate to Invite & Promote → Tracking Links to create a new tracking link. The same page shows you how many visits and tickets sells each tracking link generated.

In the case of most business’ however we’d suggest just choosing the Essentials package and from there with the proper tracking implementation you should be able to extrapolate sufficient information to really optimise your events!

Now without further ado, let’s get into the technical stuff…

How to add Google Analytics to Eventbrite events

1. The first step is to log into Eventbrite and set up your event as per usual. You can choose the essential package event which will give you all the features necessary, or alternatively select a pre-existing event.

2. Next, open Google Analytics and select the account affiliated with your website. If you’re new to Google Analytics you might want to check out our helpful guide to beginner digital marketing courses.

3. Copy the property tracking ID of your website which looks like UA-XXXXXXXX-X. You can find the ID in the admin section of your Google Analytics account.

4. Now go back to Eventbrite, select “Manage” and add the GA tracking code as per the images below.

On the manage event page you need to select: Analyze → Tracking Pixel and paste the full tracking ID (UA-XXXXXXXX-XX).

If you add the tracking ID to “This Event”, it will only be added to that individual event. Keep in mind that it won’t be copied to a new event if the event is duplicated.

If you add the tracking ID to “All Events”, it will apply to every event in the Eventbrite account, and if the event is duplicated, the tracking ID will also be copied (recommended).

Google Analytics is now added to your event!

5. Head back to Google Analytics (GA). Now we want to create several “views” for the existing property to better analyse the traffic on your website and Eventbrite. “Views” allow the user to customise the data that’s presented to you within GA. Analytics will automatically create one unfiltered view.

GA ViewYour websiteEventbrite websiteYour IPE-Commerce
(GA setting)
Unfiltered
Website only (filtered)excludeexclude
Eventbrite only (filtered)excludeexclude
Combined (filtered)exclude

5.1 The Website only (filtered) view should already exist – this should be all website data EXCLUDING the IP addresses of your office and other locations where you or others frequently access your website (the aim being to record only genuine website traffic as much as possible, instead of viewing sessions which might be largely yourself and your team). If you don’t know your IP address you can simply Google “what’s my ip?”, from there you can copy/paste this number and save it within the Google Analytics filter.

You then must exclude all sessions from the Eventbrite website so this view is purely traffic to your website.

  • Go to the GA admin section and select your primary website view.
  • Click on “Filters”.
  • Click on “+ Add Filter”.
  • Name the new filter “Exclude Eventbrite” and exclude all sessions with the hostname “\.eventbrite\.com”.

5.2 Now we want to create the Eventbrite only (filtered) view which, as the name suggests, only shows Eventbrite sessions. We want to exclude our own website and enable e-commerce settings for this view.

  • Click on “Create View” and name it “Eventbrite only (filtered)”.
  • Enable e-commerce settings for this view (if applicable).
  • Click on filters, and select “+ Add Filters” or “Apply Existing Filters”. Use a filter to remove your website from this view to only see figures from Eventbrite.
  • Assign optional filters to exclude your business office and staff IP addresses.

Create a new view for Eventbrite events only

Enable e-commerce tracking

Create a new filter that only includes Eventbrite data

 

5.3 Now we want to create another new view that shows sessions from your website and Eventbrite.

  • Create a new view and name it Combined (all filtered).
  • Enable e-commerce settings for this view (as above).
  • Optional: Click on filters and once again exclude your business office and staff IP addresses. Do not assign the filter that excludes Eventbrite or your website!

6. Congratulations! E-commerce tracking with Google Analytics is now correctly enabled for your Eventbrite event.

You can test it by visiting the event page and purchasing a ticket (optional). If set up correctly, you should be able to see data in the Realtime view of your Google Analytics account as Eventbrite automatically fires events to GA when tickets are purchased. Make sure to select the correct view in Google Analytics, for example the default, Unfiltered all website traffic view.

Upon your first test you should see something like this in Google Analytics real time report

Enabling cross domain tracking between your website and the Eventbrite event page

1. Log into Google Tag Manager (GTM). If you’re still growing your skills in GTM, we suggest checking out our beginner’s introduction to Google Tag Manager.

2. Next you want to create a new variable “GA client id” with the type “Custom JavaScript”. Paste the following code and replace {{GA Main ID}} with the variable that holds the Google Analytics ID for your website.

This variable will always return the Google Analytics client id, which is unique for each user.

function() {
  var clientId = null;
  var gaName = window.GoogleAnalyticsObject || 'ga';

  // get GA client id
  if (ga.getAll().length > 0) {
  	var trackers = window[gaName].getAll();
    clientId = trackers[0].get('clientId');
  }

  return clientId;
}

3. Next, create a new tag “Eventbrite cross-domain tracking” with the type “Custom HTML”. Paste the following code which uses the variable we just created. Choose the trigger “DOM Ready”.

<script>
  
  // get all eventbrite links
  var eb_links = document.querySelectorAll('a[href*="//www.eventbrite.com"]');
 
  // loop through all links
  Array.prototype.forEach.call(eb_links, function(link) {
     
    if (link.href.indexOf('?') >= 1) {
        link.href += '&_eboga=' + {{GA client id}};
    } else {
        link.href += '?_eboga=' + {{GA client id}};
    }
  });
</script>

When the website loads, it will fire the “Eventbrite cross-domain tracking” tag after Google Analytics has been instantiated. The script will append the GA client id to all Eventbrite links with the “_eboga” parameter, which is unique to Eventbrite.

To verify that the cross-domain tracking is correctly working, do the following:

  • Google your website and visit it – this generates a session with an organic source.
  • Navigate to the page that has the Eventbrite link.
  • The realtime view in Analytics for your website will show the traffic source as organic (make sure you are in a GA view where no IP addresses or domains are excluded).
  • Click on the link to go to the Eventbrite booking page.
  • The realtime view in Analytics for Eventbrite shows the traffic source as organic. If the sessions show up as referral or direct, the cross domain tracking is not set up correctly.

If your website is popular and you have many active sessions, you can use a less popular search engine (Yahoo, Bing) to do the testing – this will help you to understand what your session is.

Adding Eventbrite widgets to your website and tracking purchases

Yes, it’s true you can sell tickets to users without them having to leave your website. Amazing, right?

All you need to do is add the “embed ticket purchase modal” into your website by including the official JavaScript widget from Eventbrite.

It’s responsive and comes with a callback function that you can use to capture each ticket purchase as an event in Google Analytics. Within the callback function, you can also push a custom dataLayer and then capture it with Google Tag Manager.

Remember that the event in the dataLayer is then the event name for GTM and Analytics, and not the Eventbrite event name. The callback function has access to the order ID, but not the number of tickets sold or the total purchase price.

Make sure to include the client ID when you load the widget to enable cross domain tracking. The JavaScript automatically appends the client ID to the URL in the iframe. From there, the rest of the Eventbrite tracking pixel framework takes that client ID and uses it to fulfill the cross-domain requirements.

Checkout Modal

<!-- Noscript content for added SEO -->
<noscript><a href="https://www.eventbrite.com.au/e/example-event-01122334455" rel="noopener noreferrer" target="_blank"></noscript> <!-- You can customize this button any way you like -->
<button id="eventbrite-widget-modal-trigger-01122334455" type="button">Buy Tickets</button>
<noscript></a>Buy Tickets on Eventbrite</noscript>
 
<script src="https://www.eventbrite.com.au/static/widgets/eb_widgets.js"></script>
 
<script type="text/javascript">
 
  // callback for completed orders
  function onOrderComplete() {
 
    dataLayer.push({
      'event':      'eventbrite ticket sold',
      'eventName':  'Example Event'
    });
  };
 
  // get Google Analytics client id
  function getGAClientID() {
    var clientID = '';
     
    if (typeof ga === 'function') {
      ga(function(tracker) {
        clientID = tracker.get('clientId');
      });  
    }
    
    return clientID;
  }
 
  window.EBWidgets.createWidget({
    widgetType:               'checkout',
    eventId:                  '01122334455',
    modal:                    true,
    modalTriggerElementId:    'example-event-01122334455',
    googleAnalyticsClientId:  getGAClientID(), // client id for cross domain tracking
    onOrderComplete:          onOrderComplete
  });
</script>

Embedded Widget

<div class="eventbrite-event" id="example-event-01122334455"></div>
 
<script src="https://www.eventbrite.com.au/static/widgets/eb_widgets.js"></script>
<script type="text/javascript">
  
  // callback for completed orders
  function onOrderComplete() {
 
    dataLayer.push({
      'event':      'eventbrite ticket sold',
      'eventName':  'Example Event'
    });
  };
 
  // get Google Analytics client id
  function getGAClientID() {
    var clientID = '';
     
    if (typeof ga === 'function') {
      ga(function(tracker) {
        clientID = tracker.get('clientId');
      });  
    }
    
    return clientID;
  }
 
  window.EBWidgets.createWidget({
    widgetType:               'checkout',
    eventId:                  '01122334455',
    iframeContainerId:        'example-event-01122334455',
 
    // Optional
    iframeContainerHeight:    425,  // Widget height in pixels. Defaults to a minimum of 425px if not provided
    googleAnalyticsClientId:  getGAClientID(), // client id for cross domain tracking
    onOrderComplete:          onOrderComplete  // Method called when an order has successfully completed
  });
</script>

Quick tutorial on how to track purchases trough the Eventbrite widget:

  1. Create and assign a callback function when you load the widget.
  2. Inside the callback function you want to push a dataLayer with information about the event (e.g. name).
  3. In Google Tag Manager (GTM), create a new tag that sends an event to Google Analytics. You can use GTM variables to populate the event (e.g. page URL, event/ticket name)
  4. Create a new trigger that fires the tag on the event “eventbrite ticket sold” (or whatever you named the event in the dataLayer)
  5. Optional but recommended: In Google Analytics you can create a new goal that matches the event details entered in step 3. This allows you to be able to create a custom report where you can easily view important information about ticket purchases from the widget.

Let’s wrap it up…

There you have it – your comprehensive one-stop guide to implementing e-commerce and cross domain tracking for Eventbrite. As you can see from above Eventbrite tracking and analytics can be a complex beast but hopefully following these steps carefully provides a good understanding of adding events to your Analytics, enabling cross-domain tracking between your website and Eventbrite, how to add sales widgets to your site as well as the variety of package options at your disposal.

With your data flowing smoothly now between Eventbrite, your website and Google Analytics, you can identify and understand what your event success looks like. It’s time to deep dive in and use the data to understand your audience’s needs – which will inform the campaign messaging, layout and agenda for your current and future events, and result in more qualified leads!

Take Your Event Success To The Next Level

Now you have your event tracking humming along sweetly, it’s time to use that information to nurture engaged attendees and translate your success on a broader scale into successful campaigns and conversions. The team at Living Online are among the best in their field when it comes to helping businesses grow. From building your database with whitepaper promotions or retargeting prospects on LinkedIn, through to multi-channel integrated marketing campaigns – all it takes to get started on your journey to success is a coffee chat with a Living Online consultant.

Talk with us today!