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!

It’s also important to note that there are 2 ways you can use Eventbrite – either as a website-hosted event (where you embed your event into a landing page on your site), or an Eventbrite-hosted event (which you link to from your website or marketing). Generally the website-hosted event takes a bit more effort to set up but as you will have more control in how you display the event (plus other benefits around remarketing), we recommend this option.

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, click through to Manage Event → Tracking Pixels → Google Universal Analytics and paste the full tracking ID (UA-XXXXXXXX-XX) as per the below.

Note that 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!

Embed Your Eventbrite Widget Into Your Website (optional)

As mentioned, this is a slightly more complex but much better option from a user-experience point of view. An easier option is to have a link to your Eventbrite-hosted event from your website, but you are then limited in regards to styling and remarketing moving forward. The below covers how to add an Embedded Widget.

You can add the embed ticket purchase modal into your website by including the official JavaScript widget from Eventbrite. It is responsive and comes with a callback function that can be used to capture each ticket purchase as an event in Google Analytics. Within the callback function you can push a custom dataLayer and then capture it with Google Tag Manager. Remember that event in the dataLayer is 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.

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

In your website code, add the following. Note that where it says XXXXXXXX you will need to add your event code, which you can get from your event URL, and your GA. Replace everything that is highlighted as per the below screenshot.

Eventbrite JavaScript Embed Modal

<div id="eventbrite-widget-container-XXXXXXXXXXXX"></div>
 
<script src="https://www.eventbrite.com.au/static/widgets/eb_widgets.js"></script>
 
<script type="text/javascript">
    var exampleCallback = function() {
        console.log('Order complete!');
    };
 
    window.EBWidgets.createWidget({
        // Required
        widgetType: 'checkout',
        eventId: 'XXXXXXXX,
        iframeContainerId: 'eventbrite-widget-container-XXXXXXX',
 
        // Optional
        iframeContainerHeight: 425,  // Widget height in pixels. Defaults to a minimum of 425px if not provided
        onOrderComplete: exampleCallback  // Method called when an order has successfully completed
    });
</script>
<script>
   ga('create', 'UA-XXXXXXX-X', 'auto');
   ga('send', 'pageview')
  // Get the tracking clientId and set it to a variable
  var clientId;
  ga(function(tracker){
  clientId = tracker.get('clientId');
  });
  
  // Pass the clientId to the the googleAnalyticsClientId attribute
  EBWidgets.createWidget({
  widgetType: 'checkout',
  eventId: 'XXXXXXX',
  googleAnalyticsClientId: clientId,
  });
  </script>

Create Your Google Analytics Views

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)
Website only (unfiltered)exclude
Website only (filtered)excludeexclude
Eventbrite only (filtered)excludeexclude
Combined (filtered)exclude

View 1 – The Website Only (unfiltered) view

This should already exist and is just the standard view with the historical data (no IPs excluded, no filters). There is no need to do anything here.

View 2 – The Website Only (filtered) view

The Website only (filtered) view should hopefully already exist as well  – 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?”, and from there you can copy/paste your IP address 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 the Website Only (filtered) view (or whatever your primary view is named)
  • Click on “Filters” →  “+ Add Filter”.
  • Name the new filter “Exclude Eventbrite” and exclude all sessions with the hostname “\.eventbrite\.com”.

View 3 – Eventbrite Only view

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.

  • Go back to the Google Analytics Settings and click “Create View”. Name it “Eventbrite Only (filtered)”. Set the appropriate time zone and make sure “website” is selected.
  • Under the View Settings, click “Ecommerce Settings” and turn the two options on – “Enable Ecommerce” and “Enable Enhanced Ecommerce Reporting”, then click “Save”. Also check to make sure that under View Settings, you have the correct currency enabled as USD is usually the default.
  • In the same view settings, click “Filters” → “+ Add Filters” →  “Apply Existing Filters”.
  • Create a new filter which excludes traffic to the hostname that contains your domain name “e.g. livingonline.com.au”.

  • Assign optional filters to exclude your business office and staff IP addresses.

View 4 – Website and Eventbrite (filtered) view

This final view shows all traffic to your website AND your event hosted on Eventbrite. You will also need Ecommerce reporting enabled in this view to pull in your ticket sales.

  • In the Google Analytics Admin centre, create a new view and name it along the lines of “Combined (all filtered)”. Make sure to set the correct time zone and ensure “website” is selected, not “mobile app”.
  • Under the View settings for that view, click “Ecommerce Settings” and make sure that both Ecommerce and Enhanced Ecommerce Reporting are enabled. Also make sure that the currency is correctly set from within the View settings.
  • Under the View settings for this view, click “Filers” → “+ Add Filters” → “Apply Existing Filters”. Assign all filters that exclude the relevant IP addresses. DO NOT assign the filter that excludes Eventbrite or your website.

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 you want to do this you can create a 100% off discount code for your event to test it). If set up correctly, in the “Eventbrite Only” and “All Filtered” views under Google Analytics →  Realtime →  Events, you should be able to see the event action event_order_confirmation as per the below.

Create An “Event Registration” Goal in Google Analytics

From here, you will likely want to create a goal in Google Analytics. For both the “Eventbrite Only” and “All Filtered” views, do the following:

1. In the above views, go to the Admin Centre and select “Goals” → “+ New Goal”.

2. Under “Goal Setup” choose “Custom”, then under “Goal Description” give it a name e.g. “Event Registration” and select the type “Event”.3. Under “Goal Details”, fill in the following:

  • Category equals to All
  • Action equals to event_order_confirmation
  • Label <leave blank>
  • Value <leave blank>
  • Use the Event value as the Goal Value for the conversion YES (this means that if a ticket is $25, it will automatically pull in $25 as the purchase value in Google Analytics Ecommerce reporting).
  • Click “Save”.

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 tag and name it “Eventbrite Cross Domain Tracking – Custom HTML” and choose the tag type “Custom HTML”. Paste in the following script.

Eventbrite Cross-Domain Tracking – Custom HTML

<script>
(function(document, window) {
   
    //Uses the first GA tracker registered, which is fine for 99.9% of users.
      
    //won't work for browsers older than IE8
    if (!document.querySelector) return;
   
    var gaName = window.GoogleAnalyticsObject || "ga" ;
   
    // Safely instantiate our GA queue.
    window[gaName]=window[gaName]||function(){(window[gaName].q=window[gaName].q||[]).push(arguments)};window[gaName].l=+new Date;
   
    window[gaName](function() {
        // Defer to the back of the queue if no tracker is ready
        if (!ga.getAll().length) {
  
          window[gaName](bindUrls);
   
        } else bindUrls();
   
    });
   
    function bindUrls() {
   
      var urls = document.querySelectorAll("a");
      var eventbrite = /eventbrite\./
      var url, i;
   
      for (i = 0; i < urls.length; i++) {
   
        url = urls[i];
   
        if (eventbrite.test(url.hostname) === true) {
          //only fetches clientID if this page has Eventbrite links
          var clientId = getClientId();
          var parameter = "_eboga=" + clientId;
  
          // If we're in debug mode and can't find a client
          if (!clientId) {
       
            window.console && window.console.error("GTM Eventbrite Cross Domain: Unable to detect Client ID. Verify you are using Universal Analytics.");
            break;
            return;
          }
   
          url.search = url.search ? url.search + "&" + parameter : "?" + parameter;
   
        }
   
      }
   
    }
   
    function getClientId() {
      var trackers = window[gaName].getAll();
      return trackers[0].get("clientId");
    }
   
  })(document, window);
</script>

 

3. Next, choose a trigger for the tag. Click the + button in the top right to create a new trigger and call it “DOM Ready”. Then click the Trigger Configuration box and choose the trigger type “DOM Ready”. Make sure the trigger is set to fire on All DOM Ready events, then click save.

4. Navigate to “Variables” in Google Tag Manager, and under “User-Defined Variables” click “New” to create a new one.

Name your variable “GA clientId Variable” and select the type “Custom JavaScript”. Copy the below JavaScript into the field BUT you will need to replace the {{GA Main ID}} with whatever your Google Analytics ID variable is called (this is one of the first variables you have to create when you set up your first tag and contains your GA ID).

We recommend starting to type in {{ and then selecting the appropriate variable from the drop down options. Click “Save”.

GA clientID Variable – Custom JavaScript

function() {
  var clientId = null;
  
  ga('create', {{GA Main ID}}, 'auto');
  
  // get assigned GA client id
  ga(function(tracker) {
    clientId = tracker.get('clientId');
  });
  
  return clientId;
}

 

 

5. Publish the container and test that it works properly!

Test that it works on your Eventbrite-hosted event:

a) To do this, make sure there is a page on your website with a link to the event hosted on Eventbrite. Navigate to this page via a channel that will attribute a certain source/medium. A good idea could be to create a custom UTM to your event page e.g. https://www.yourdomain.com.au/where-wally-event/?&utm_source=LinkedIn_Ads then enter this into an address bar (make sure you’re using a computer or mobile that won’t have you appearing under an “IP Excluded” view). Once you arrive on your event page then click on the link to go through to the Eventbrite page. 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. In the URL, you should be able to see something like the below image. Register for the event.

b) In Google Analytics, check the “All Filtered” and “Eventbrite Only” views and click “Realtime” → “Traffic Sources”. It should show up as the source/medium you selected with your custom UTM before. In a few minutes (sometimes up to half an hour) you should be able to check to see what the conversion was attributed to by selecting “Acquisition” → “All Traffic” → “Source/Medium”.

c) You’ve achieved the impossible!

Test that it works properly on your website-hosted event (with the embedded Eventbrite form):

a) Open up the “All Filtered” view in Google Analytics (you won’t be able to see this in the “Eventbrite Only” view and using a custom UTM like the above scenario (in this case we used one that would tell us it came from YouTube Ads), click through to your website-hosted event page and register for the event on this page. Then check your GA “Realtime” > “Traffic Sources” to see if it’s correctly appearing.

b) Within a few minutes (sometimes up to half an hour or more) you should be able to see your successfully attributed event registration under Google Analytics > “Acquisition” > “Source/Medium”.

c) You’ve achieved the impossible twice!

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!