1. Why should I track this?
Adding a tracking code to your ticketing pages will enable the solution you have chosen to collect data about your visitors and their actions. Here are the main uses.
1.1 Page by page tracking of the sales funnel
This means monitoring the various steps of the sales funnel: choice of session (if session mode is enabled), ticket type, form completion, payment then confirmation.
1.2 Conversion tracking
This means alerting the tracking system to the fact that the goal of the ticketing has been reached, i.e. the user has made a purchase.
This allows to understand the proportion of users who make a purchase compared with the total number of visitors, taking into account criteria such as their acquisition channel. If you run communication campaigns, you can know which ones generate the most sales.
1.3 E-commerce tracking
Included in several service providers’ offer, this gives a market value to your conversions. The amount of the order is thus added to the statistics, allowing you to identify the acquisition channels that generate the most sales and those who generate the most value.
This adds a tracker to the visitor’s browser in order to identify him/her later on ad networks and display your ad to them.
2. Available tools
The following tools can be set-up directly from your management interface, from the page Configure > Referencing and exposure. The settings are simultaneously applied to the sales module and minisite
- Google Analytics: This is one of the most popular tools. It is mostly statistics-oriented and will therefore enable you to analyse the number of visits, give you information about your visitors (location, browser used, language, etc.) and the source of traffic. It also helps track conversions by allowing you to manually set objectives. Finally, if you use the Google ad network, it can be linked to your AdWords account to calculate the ROI of your ads.
- Google Tag Manager: This isn’t strictly speaking a tracking tool but it helps integrate a unique tracking code. That way, once the GTM code is integrated, you can add new tracking codes by editing GTM without having to make changes on Weezevent. It helps you integrate tracking codes that are supported by GTM but not Weezevent.
- Facebook Pixel: This tracking code is provided for several Facebook services, including retargeting of Facebook ads or conversion tracking (to calculate ROI of ads directly in Ads Manager)
The table below presents the services available with each tracking solution. Please feel free to visit their dedicated page to find out more.
|Google Analytics||Google Tag Manager||Facebook Pixel||Code de tracking personnalisé|
|Sales funnel analysis||Yes||Depends on settings||No||Yes|
|Conversion tracking||Yes||Depends on settings||Yes||Yes|
|E-commerce tracking||Yes||Depends on settings||Yes||Yes|
|Retargeting||No||Depends on settings||Yes||Yes|