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Implemented CVPA Ticket Purchase Tracking in Analytics

I worked with CVPA to implement tracking of ticket purchases for events at the Center for the Arts and the Hylton Center.

To purchase tickets, users usually go from either the cfa.gmu.edu website or the hyltoncenter.org website, through either of the new CVPA calendar websites (cfa.calendar.gmu.edu or hylton.calendar.gmu.edu), and then on to tickets.com to complete their purchase.

In order to track ticket purchases, first we had to implement cross-domain tracking across all of those websites, so that we could track users as they moved through the process.

Because the URL doesn’t change on tickets.com when moving through the purchase process, we worked with tickets.com to add a ‘ticket purchase’ Google Tag Manager data layer event when the purchase is complete, which contains the details of the purchase.

Finally, we implemented some custom tags, triggers, and variables in the GTM container for tickets.com so that the ticket purchases and the details thereof would be sent to Google Analytics.

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