Boost event ticket sales and signups: Using Google Tag Manager with Oveit to improve conversions

Want to drive more ticket sales and signups for your event? By integrating Google Tag Manager (GTM) with Oveit, you can track every step of the registration journey—giving you clear insights into what’s working and where you can improve. Understand your attendees better, fix drop-off points, and optimize your sales process to boost conversions. Ready to take your event success to the next level? Keep reading to see how easy it is to get started!

First off – let’s set it up in your Oveit account (available in the Pro and Hub plans):

How to Activate GTM Integration for Tracking Event Ticket Sales #

To start using Google Tag Manager (GTM) with Oveit to track and optimize your event ticket sales, activating the integration is quick and easy. Simply navigate to the Apps section in your Oveit account, then select Oveit CRO. From there, enter your Google Tag Manager ID, and Oveit will automatically connect with your GTM account.

Once activated, you can begin tracking key user actions across the registration process, helping you gather valuable insights to improve ticket sales and conversions.

Get Deeper Insights into Event Ticket Sales with GTM Integration #

If you want to better understand your event ticket sales, Oveit’s Google Tag Manager (GTM) integration can help. By connecting Oveit to your GTM account, you can track every step of the registration process. This data helps you see how users interact with your ticket sales, from viewing tickets to completing a purchase.

Using the GA4 eCommerce Measurement, Oveit tracks the process in four key stages, each captured with data layers. These data layers show what happens during registration, starting from the form embedded on your website.

Here’s how it works:

• view_item_list (On the Ticket Page)
  This event tracks when users view your available tickets. It helps you see how many people are looking at different ticket types.
• add_to_cart (Selected Tickets)
  When users add tickets to their cart, this event fires. It lets you track which tickets are being selected and how many are being added.
• begin_checkout (Before Payment)
  This event triggers when users start the checkout process before they’re redirected to the payment page. It helps you see how many users are ready to pay.
• purchase (After Payment)
  Once a user completes the purchase, this event tracks the transaction. You can see what tickets were bought, the total amount paid, and any fees.

With these data layers, you can follow the entire ticket buying process. This helps you spot where users drop off, understand which tickets are selling best, and improve the overall sales process to increase conversions.

The Extended Version: How Data Flows from Oveit to GTM and How you Can Use it to Boost Event Sales #

This part of the tutorial will explain how the data is being sent to Google Tag Manager (GTM) from Oveit using the dataLayer object, and how event organizers can use this data to improve conversion rates. The tutorial will also provide a step-by-step breakdown of code snippets used by Oveit and their roles in tracking user behavior during the event registration process.

What is Google Tag Manager (GTM)? #

Google Tag Manager is a tool that allows website owners to manage and deploy marketing and analytics tags (scripts) on their website without modifying the codebase directly. It works by using a dataLayer object to pass information about user interactions, such as product views, clicks, and purchases.

How Oveit Sends Data to GTM #

Oveit is an event registration and payments tool that uses GTM to send important event-related data that helps track user behavior throughout the event registration and purchase process. This data can then be analyzed by event organizers using Google Analytics or other analytics tools to understand user actions and optimize for higher conversions.

The code snippets represent different stages of the user journey in Oveit’s event registration flow, such as viewing tickets, adding them to the cart, beginning the checkout process, and completing a purchase.

Breakdown of the Code Snippets #

1. Viewing Event Tickets (/buy-tickets page) #

Explanation:

• Event Trigger: view_item_list is fired when the user lands on the /buy-tickets page.
• Purpose: This sends information about the event tickets the user is viewing.
• How it Helps:
  • Event organizers can track how many visitors have seen the purchase or registration options.
  • They can optimize ticket options and pricing to increase engagement.
  • Analyzing the most viewed tickets helps in understanding user preferences.

 

2. Adding Tickets to Cart (Triggered on “Continue” button)

Explanation:

• Event Trigger: add_to_cart is fired when the user clicks the “Continue” button after selecting tickets.
• Purpose: This sends data about the selected tickets added to the cart.
• How it Helps:
  • Tracks the ticket categories that users are most likely to purchase.
  • Tracks the effectiveness of discount codes (like DISCOUNT20).
  • Event organizers can use this data to adjust pricing strategies or offer more discounts.

 

3. Starting Checkout (/redirect-to-payment page)

Explanation:

• Event Trigger: begin_checkout is fired when the user starts the checkout process (by clicking “Pay”).
• Purpose: This sends the user’s email and cart details to GTM for tracking.
• How it Helps:
  • Helps track the number of users who start the checkout process.
  • Event organizers can monitor cart abandonment rates and take steps to reduce it, such as sending follow-up emails to users who do not complete their purchase.
  • The data can be used for retargeting users who didn’t complete the purchase.

 

4. Completing the Purchase (/assign-tickets or /order/confirmation page)

Explanation:

• Event Trigger: purchase is fired when the user completes their purchase and is either on the ticket assignment page or order confirmation page.
• Purpose: This sends the final order details to GTM for tracking, including the transaction ID, tax, and total value.
• How it Helps:
  • Event organizers can track completed transactions and the total revenue generated.
  • Transaction data allows them to calculate conversion rates (percentage of users who purchase tickets after viewing or adding them to the cart).
  • This information can be used to improve marketing campaigns, pricing strategies, and even the event experience by identifying trends in the type of tickets sold.

Benefits of Using Google Tag Manager for Event Organizers #

By sending data to GTM, event organizers can:

1. Analyze User Behavior:
   • Track the steps users take when registering for events (from viewing tickets to completing a purchase).
   • Understand which tickets are most popular and why some users drop off before completing registration.
2. Optimize Conversions:
   • Identify the points where users abandon the process (e.g., adding tickets to the cart but not checking out) and take corrective measures like retargeting or improving the checkout process.
3. Monitor Performance of Discounts:
   • Track the effectiveness of discount codes and promotional strategies.
4. Measure ROI:
   • Use the purchase and revenue data to measure the success of marketing campaigns and identify areas of improvement.
5. Custom Reporting:
   • The detailed event tracking allows for highly customized reports, which can guide decisions about future events, pricing, and marketing strategies.