Acquisition and ecommerce Google Analytics tracking guide

If you use ads to drive traffic to your website and sell tickets using one of the Universe embeddable widgets, you can use Google Analytics to see which marketing channels are the best performing, and which channels could use some optimization. 

Google Analytics will tell you the number and total amount of transactions from each channel, such as emails, SEM, etc. But, because Universe’s widgets live in iframes, Google Analytics cannot tell where exactly your visitor came from.

Fortunately, with a slight modification to the GA code snippet on your website, you can now track which marketing channels are providing the highest-converting traffic. 

 Note: Before continuing, please ensure you’ve completed Steps 8 and 9 on the Integration with Google Analytics as Universe needs to know your GA property ID.

1. Locate where you’ve previously added your GA snippet or where you want to add the GA snippet
2. Add/modify the following bolded lines to the existing GA code or the one you copied from your GA Account:

If you are using the new gtag.js

<!-- Global site tag (gtag.js) - Google Analytics -->
<script async src="https://www.googletagmanager.com/gtag/js?id=<Your Analytics ID>"></script>
<script>
       window.dataLayer = window.dataLayer || [];
       function gtag(){dataLayer.push(arguments);}
       gtag('js', new Date());

       var referrer = document.referrer || null;

       gtag('config', '<Your Analytics ID>', {'page_referrer':referrer});
</script>

If you are using analytics.js

<script>

(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','https://www.google-analytics.com/analytics.js','ga');

       ga('create', '<Your Analytics ID>', 'auto');

       var a = document.referrer || null;

       ga('set', 'referrer', a);

       ga('send', 'pageview');

</script>

3. Save or publish your website. Moving forward, Google Analytics should be correctly reporting which marketing channels are providing you with the most ticket buyers.

For further questions on how to Google Analytics integration, feel free to contact us.