GTM (Google Tag Manager)¶

A detailed guide for integrating Google Tag Manager (GTM) with FIXR widgets to track eCommerce events.

Prerequisites¶

To enable GTM integration with FIXR widgets, you must either:

Add the data-enable-gtm attribute to your FIXR widget script tag, or
Enable GTM plugin in your ticketshop settings

By default, events will fire to window.dataLayer. If you have a custom data layer, you can specify its name by adding data-enable-gtm="myDataLayerName".

Overview¶

The FIXR widgets can send eCommerce events to your data layer, enabling you to track user interactions such as ticket views, cart actions, and purchases through Google Tag Manager (GTM). This guide provides instructions for setting up triggers, variables, and tags to capture these structed payloads for tracking.

Event Name	Description	Typical Use Case
`view_item`	Fired when a user views ticket details for an event.	Track ticket impressions.
`add_to_cart`	Fired when a user adds tickets to their cart.	Track cart additions.
`remove_from_cart`	Fired when a user removes tickets from their cart.	Track cart removals.
`begin_checkout`	Fired when a user starts the checkout process.	Track checkout initiation.
`purchase`	Fired when a user completes a purchase.	Track successful purchases.

Event Details and Payloads¶

Each event includes a structured payload wrapped in an ecommerce object in the data layer. Below are the details for each event, including the payload structure and the types of data included.

`view_item`¶

Description: Triggered when a user views ticket details for an event.

Payload:

{
  event: "view_item",
  ecommerce: {
    currency: string, // Currency code (e.g., "GBP")
    value: number, // Total value of the tickets
    items: Array<{
      item_id: string, // Ticket ID
      item_name: string, // Ticket name
      item_brand: string, // Event organiser's name (salesAccount.name)
      affiliation: string // Always "FIXR"
    }>
  }
}

Example:

{
  event: "view_item",
  ecommerce: {
    currency: "GBP",
    value: 50.00,
    items: [
      {
        item_id: "67890",
        item_name: "General Admission",
        item_brand: "Festival Co",
        affiliation: "FIXR"
      }
    ]
  }
}

`add_to_cart`¶

Description: Triggered when a user adds tickets to their cart.

Payload:

{
  event: "add_to_cart",
  ecommerce: {
    currency: string, // Currency code
    value: number, // Total value (price * quantity)
    items: Array<{
      item_id: string, // Ticket ID
      item_name: string, // Ticket name
      item_brand: string, // Event organiser's name
      affiliation: string, // Always "FIXR"
      quantity: number, // Number of tickets added
      price: number, // Price per ticket
      item_category: string // Event name and ID (e.g., "Summer Music Festival (12345)")
    }>
  }
}

Example:

{
  event: "add_to_cart",
  ecommerce: {
    currency: "GBP",
    value: 100.00,
    items: [
      {
        item_id: "67890",
        item_name: "General Admission",
        item_brand: "Festival Co",
        affiliation: "FIXR",
        quantity: 2,
        price: 50.00,
        item_category: "Summer Music Festival (12345)"
      }
    ]
  }
}

`remove_from_cart`¶

Description: Triggered when a user removes tickets from their cart.
Payload: Identical structure to add_to_cart.

Example:

{
  event: "remove_from_cart",
  ecommerce: {
    currency: "GBP",
    value: 50.00,
    items: [
      {
        item_id: "67890",
        item_name: "General Admission",
        item_brand: "Festival Co",
        affiliation: "FIXR",
        quantity: 1,
        price: 50.00,
        item_category: "Summer Music Festival (12345)"
      }
    ]
  }
}

`begin_checkout`¶

Description: Triggered when a user starts the checkout process by reserving tickets.

Payload:

{
  event: "begin_checkout",
  ecommerce: {
    currency: string, // Currency code
    value: number, // Total reservation value
    items: Array<{
      item_id: string, // Ticket ID
      item_name: string, // Ticket name
      item_brand: string, // Event organiser's name
      affiliation: string, // Always "FIXR"
      quantity: number, // Number of tickets
      price: number, // Price per ticket
      item_category: string, // Event name and ID
      coupon?: string // Promo code, if applied
    }>
  }
}

Example:

{
  event: "begin_checkout",
  ecommerce: {
    currency: "GBP",
    value: 90.00,
    items: [
      {
        item_id: "67890",
        item_name: "General Admission",
        item_brand: "Festival Co",
        affiliation: "FIXR",
        quantity: 2,
        price: 45.00,
        item_category: "Summer Music Festival (12345)",
        coupon: "SUMMER10"
      }
    ]
  }
}

`purchase`¶

Description: Triggered when a user completes a purchase.

Payload:

{
  event: "purchase",
  ecommerce: {
    transaction_id: string, // Unique transaction identifier (reservation.idempotencyKey)
    currency: string, // Currency code
    value: number, // Total purchase value (excludes ticket protection price)
    sha256_customer_email: string // Hash of customer email
    items: Array<{
      item_id: string, // Ticket ID
      item_name: string, // Ticket name
      item_brand: string, // Event organiser's name
      affiliation: string, // Always "FIXR"
      quantity: number, // Number of tickets
      price: number, // Price per ticket
      item_category: string, // Event name and ID
      coupon?: string // Promo code, if applied
    }>
  }
}

Example:

{
  event: "purchase",
  ecommerce: {
    transaction_id: "abc123",
    currency: "GBP",
    value: 90.00,
    sha256_customer_email: "3ec12cb8d976128dab5c4e95afa766b2006a6df2ae1ba98ece9b912603b5da6a",
    items: [
      {
        item_id: "67890",
        item_name: "General Admission",
        item_brand: "Festival Co",
        affiliation: "FIXR",
        quantity: 2,
        price: 45.00,
        item_category: "Summer Music Festival (12345)",
        coupon: "SUMMER10"
      }
    ]
  }
}

Data Layer Variables¶

Common Variables¶

All ecommerce events include these base properties in the data layer:

event: The event name (e.g., "view_item", "purchase", type: string)
ecommerce.currency: The transaction currency (e.g., "GBP", type: string)
ecommerce.value: The total value of the items (type: number)
ecommerce.items: An array of product items (type: Array<object>)

UTM and Campaign Tracking¶

All events automatically include UTM parameters and Google Click ID (GCLID) when available. These parameters help track the effectiveness of marketing campaigns and traffic sources:

utm_campaign: Identifies specific marketing campaigns
utm_content: Differentiates similar content or links within a campaign
utm_medium: Identifies marketing mediums (e.g., email, cpc, social)
utm_source: Identifies traffic sources (e.g., google, newsletter)
utm_term: Tracks search terms used in paid campaigns
gclid: Google Click ID for tracking Google Ads performance

These parameters are automatically captured from the URL parameters when users arrive at your site and are included in all subsequent events.

Item Properties¶

Each item in the items array includes:

item_id: Unique identifier for the ticket (type: string)
item_name: Name of the ticket (type: string)
item_brand: Name of the event organiser (type: string)
affiliation: Always "FIXR" (type: string)

Additional properties for add_to_cart, remove_from_cart, begin_checkout, and purchase events:

quantity: Number of tickets (type: number)
price: Price per ticket (type: number)
item_category: Event name and ID (e.g., "Summer Music Festival (12345)", type: string)
coupon: Applied promo code, if any (type: string, optional)

Specific to purchase:

transaction_id: Unique transaction identifier (type: string)
sha256_customer_email: SHA-256 hash of the customer's email address (type: string).

Setting Up GTM¶

Follow these steps to configure GTM to capture FIXR widget events. The FIXR integrations will pass the above events into the GTM dataLayer but GTM needs to be instructed what to do with these events. How you set this up is up to your digital marketing team, but we provide a default set of GTM tags and triggers to forward events to GA4 and also to install the Meta Pixel.

To use the default tags, perform the following steps:

Install GTM onto your site as per the Google documentation.
Import the FIXR default tags. You can find the import in your GTM settings page
The default tags include configuration for Meta and GA4, you may already have some of these tags if you are using an existing GTM container. Double check you need them before applying.
The reference tags need variables for the GA4 Measurement ID and Meta Pixel ID to be created in your GTM container to work correctly, you can create these under variables in GTM.
Publish your GTM workspace changes.

Testing Your Implementation¶

Enable GTM's Preview and Debug mode.
Navigate to your website with the FIXR widget.
Interact with the widget (e.g., view events, add tickets to cart, complete a purchase).
Verify that events are firing correctly in the GTM preview panel.
Check that data is being received in your analytics platform (e.g., GA4 DebugView).

Troubleshooting¶

Common issues and solutions:

Events Not Firing
Make sure you have either:
- Added the data-enable-gtm attribute to your FIXR widget script tag, or
- Enabled the GTM plugin in your TicketShop settings
Verify that GTM is properly installed on your site (check for the GTM snippet in the page source).
Missing or Incorrect Data
Verify that Data Layer Variable names in GTM match the data layer structure exactly.
Check trigger conditions to ensure they are firing for the correct events.
Use the browser's developer console to inspect the data layer (dataLayer.push events).

GTM (Google Tag Manager)¶

Prerequisites¶

Overview¶

Event Details and Payloads¶

view_item¶

add_to_cart¶

remove_from_cart¶

begin_checkout¶

purchase¶

Data Layer Variables¶

Common Variables¶

UTM and Campaign Tracking¶

Item Properties¶

Setting Up GTM¶

Testing Your Implementation¶

Troubleshooting¶

`view_item`¶

`add_to_cart`¶

`remove_from_cart`¶

`begin_checkout`¶

`purchase`¶