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How to set up a tracking pixel with Google Universal Analytics

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Updated by Erica H.

It's easy to track visitors coming to your event listing with Eventbrite’s tracking pixels tool for Google Universal Analytics. Before you add tracking pixels, make sure none of your live events use Eventbrite’s classic “Google Analytics” tool and to eblink{upgrade from classic to Universal Google Analytics=>http://analytics.blogspot.com/2013/10/an-easy-way-to-upgrade-to-universal_23.html target=_blank}. Copy your event page URL from Eventbrite and paste the URL into a new property in your Google Universal Analytics account and copy the created Tracking ID. Then head over to your event's Manage page and select “Tracking Pixels” to paste the Tracking ID and enable tracking for your event.

TIP: New to Google Analytics? Check out their eblink{Training & Certification=>http://www.google.com/analytics/learn/setupchecklist.html target=_blank} article to help you get started.

PRO TIP: If you still need help, check out this eblink{article on how to best get Google Universal Analytics support=>https://developers.google.com/analytics/help/ target=_blank}, visit the eblink{Google Analytics Community forum=>https://www.en.advertisercommunity.com/t5/Google-Analytics/ct-p/Google_Analytics target=_blank}, or eblink{contact Google Analytics support=>https://support.google.com/analytics#topic=3544906&contact=1} at ebtel{1-650-253-0000=>tel:1-650-253-0000}.

NOTE: If you have other live events in your Eventbrite account using the old Google Analytics integration, you must wait until those events complete before adding the Tracking ID to “All Events.” Adding “All Events” will apply to any existing live events in that Eventbrite account, and if you have both the old Google Analytics integration and the new tracking pixels tool running on the same event, your data will be corrupted.

1. Verify that none of your live events are using Eventbrite’s classic “Google Analytics” tool.

Gif showing how to remove Eventbrite’s old Google Analytics tool from a copied event.
Gif showing how to remove Eventbrite’s old Google Analytics tool from a copied event.

Eventbrite’s new tracking pixels tool will replace Eventbrite’s existing Google Analytics integration. If you’re currently using our classic Google Analytics integration for a live event, we highly recommend you let that event complete before setting up a tracking pixel. Running both Eventbrite’s old Google Analytics integration and the new Tracking Pixels tool on a single event will corrupt your data. Also, your reporting with Google Universal Analytics will likely have to change, so switching in the middle of your event could distort your data.

NOTE: If you eblink{copied an event=>https://www.eventbrite.com/support/articleredirect?anum=3268} with the outdated Google Analytics enabled, you can remove it under “Google Analytics” on the Manage page. Remove the Tracking ID, uncheck the box next to “Track Eventbrite orders with Google Ecommerce Tracking”, then save to remove Google Analytics.

2. If you haven’t yet, upgrade from classic to Universal Google Analytics.

Google won’t be eblink{offering classic Google Analytics=>https://support.google.com/analytics/answer/4457764?hl=en target=_blank} in the near future. If you’re currently using classic Google Analytics, you need to eblink{update to Google Universal Analytics=>http://analytics.blogspot.com/2013/10/an-easy-way-to-upgrade-to-universal_23.html target=_blank} within your Google Universal Analytics account before you can set up tracking pixels with Eventbrite.

PRO TIP: Universal Analytics allows you to eblink{set up cross-domain tracking between your own domain and Eventbrite=>https://www.eventbrite.com/support/articleredirect?anum=27019 target=_blank} and has many eblink{other benefits=>https://support.google.com/analytics/answer/2790010?hl=en target=_blank}.

NOTE: When you upgrade to Universal Analytics, you’ll likely see a change in how your data is reported. In that case, it’s best to eblink{set up new custom reports within Google Analytics=>https://support.google.com/analytics/answer/1151300?hl=en target=_blank}. Unfortunately, Eventbrite can’t do this for you. If you still have questions, take a look at the eblink{Google Analytics Community forum=>https://www.en.advertisercommunity.com/t5/Google-Analytics/ct-p/Google_Analytics target=_blank}. Alternatively, eblink{contact Google Analytics support=>https://support.google.com/analytics/#topic=3544906&contact=1 target=_blank}.

3. Go to your Manage page on Eventbrite.

Screenshot showing the Manage page of an event
Screenshot showing the Manage page of an event

After eblink{logging in to Eventbrite=>https://www.eventbrite.com/login target=_blank} and eblink{creating an event=>https://www.eventbrite.com/support/articleredirect?anum=5035 target=_blank} find your event on the Manage Events page, then select Manage.

4. Copy your event page URL.

Gif showing the process of copying an event URL on the Manage page
Gif showing the process of copying an event URL on the Manage page

Your event URL is located near the middle of the Event Dashboard, below your sales data.​ Just select the copy icon on the right to copy the link.

5. Click the gear wheel to go to Admin in your Google Analytics Dashboard.

Screenshot of a Google Analytics account with the Admin button hignlighted
Screenshot of a Google Analytics account with the Admin button hignlighted

After eblink{signing up=>https://www.google.com/analytics/sign_up.html target=_blank} or eblink{logging in to your Google Universal Analytics account=>http://www.google.com/analytics target=_blank}, click the gear wheel at the bottom of the sidebar to go your Admin page.

6. Select "Create new property" (under Property) or transfer your property.

Gif showing the process of creating a new property within Google Analytics
Gif showing the process of creating a new property within Google Analytics

If you don’t have an existing property set up for Eventbrite, use the drop-down menu under "Property" to select "Create new property." You'll reveal a new section called "New Property." If you already have existing classic Google Analytics, you can eblink{transfer your properties=>http://analytics.blogspot.com/2013/10/an-easy-way-to-upgrade-to-universal_23.html target=_blank} using a tool Google developed. Once you’ve transferred your properties, feel free to skip to Step 9 of this article!

TIP: Even though you have to provide the URL for a specific Eventbrite event listing here, you’ll still be able to track all your other events through this single property, if you choose to track “All Events” with your Pixel in Step 12.”

NOTE: Because of the ability to customize Google Analytics, your implementation of Google Analytics could be very unique. Take a look at the Google eblink{Universal Analytics Upgrade Center=>https://developers.google.com/analytics/devguides/collection/upgrade/ target=_blank} for the best source of information on how to update your specific Google Analytics account.

7. Create a new property with your event page URL.

Screenshot of the New Property menu within Google Analytics with the section Website URL highlighted
Screenshot of the New Property menu within Google Analytics with the section Website URL highlighted

If you’re setting up a new property, Google Analytics requires you to enter the following: • Website Name: Enter a custom name for the property. The name of your event is good to use for easy tracking. • Website URL: Paste the event page URL that you copied from Eventbrite.

TIP: Choose an "Industry & Category" that best represents your event. This will help Google Analytics build tailored reports, customized communication, and better education material for you.

PRO TIP: Make sure the "Reporting Time Zone" matches the time zone and country for your event listing before getting your Tracking ID.

NOTE: Paste in all of the event listing URL except for the "http://."

8. Select "Get Tracking ID."

Screenshot of the Get Tracking ID button in Google Analytics
Screenshot of the Get Tracking ID button in Google Analytics

If you’re setting up a new property, choose "Get Tracking ID" to generate the tracking ID for your event listing.

9. Copy your tracking ID.

Screenshot of the Tracking Code menu in Google Analytics with a Tracking ID highlighted
Screenshot of the Tracking Code menu in Google Analytics with a Tracking ID highlighted

If you’re setting up a new Tracking ID and selected “Get Tracking ID”, you’re taken to a page showing the "Tracking ID," which you'll need to copy and paste into Eventbrite. You just need the Tracking ID that starts with "UA-." If you’ve transferred your property and didn’t set up a new one, you can eblink{find your Tracking ID=>https://support.google.com/analytics/answer/1032385?hl=en target=_blank} in your Google Analytics Account under Admin > Tracking Info > Tracking Code.

NOTE: Google Analytics also provides an HTML tracking code that you can copy and paste into the code for specific web pages (like your personal website) to track pageviews. However, this tracking code isn't compatible with the Eventbrite site.

10. Go to "Tracking Pixels" (under Analyze) on your Manage page in Eventbrite.

Screenshot of the link to the Tracking Pixels page on the Manage page
Screenshot of the link to the Tracking Pixels page on the Manage page

Back on your event's Manage page in Eventbrite, scroll to the middle of the options menu until you see the Analyze section.

11. Select the “Google Universal Analytics” tracking pixel button.

Screenshot highlighting the Google Universal Analytics button in the Tracking Pixels menu on the manage page.
Screenshot highlighting the Google Universal Analytics button in the Tracking Pixels menu on the manage page.

In the Tracking Pixels menu, click on “Google Universa…” A new window will open.

12. Apply the tracking pixel to “This Event” or “All Events”.

Screenshot of the "Add Pixel" pop-up window
Screenshot of the "Add Pixel" pop-up window

If you add the Tracking ID to “This Event,” it’ll only be added to that individual event and won’t be copied to a new event if the event is eblink{copied=>https://www.eventbrite.com/support/articleredirect?anum=3268}. If you add the Tracking ID to “All Events”, it’ll apply to every event in the Eventbrite account, and when the event is copied, the Tracking ID will also be copied.

TIP: You can't add a tracking pixel to a single event within your overall event schedule only. If you're adding a tracking pixel to an eblink{event with multiple dates and times=>https://www.eventbrite.com/support/articleredirect?anum=3467} and select to add it to "This Event," it'll apply to all instances.

NOTE: Remember, if you have other live events in your Eventbrite account using the classic Google Analytics integration, you must wait until those events complete before adding the Tracking ID to “All Events”. Adding “All Events” applies to any existing live events in that Eventbrite account, and if you have both the classic Google Analytics integration and the new tracking pixel tool running on the same event, your data will be corrupted.

13. Paste your Google Universal Analytics Tracking ID.

Alt Text: Screenshot of the pop-up window, where you need to add your Google Universal Analytics Tracking ID
Alt Text: Screenshot of the pop-up window, where you need to add your Google Universal Analytics Tracking ID

Paste your "Tracking ID" from Google Analytics into the text box. You'll want to make sure to enter the full number (including the "UA-").

14. Save your changes.

Your changes aren’t saved automatically, so make sure to choose "Save" to integrate your event with Google Analytics. You can track engagement data for your event back in your Google Analytics account.

15. Verify that your tracking pixel is firing.

Screenshot oft the Google Analytics start page
Screenshot oft the Google Analytics start page

To verify that the tracking pixel is firing, make an order for the event you added the tracking pixel to. eblink{Login to your Universal Google Analytics account=>https://www.google.com/analytics/ target=_blank} and check to see that there are eblink{events=>https://support.google.com/analytics/answer/1033068?hl=en target=_blank} recorded in the eblink{“Events”=>https://support.google.com/analytics/answer/1033068?hl=en#See target=_blank} section of Google Analytics. Ecommerce data can take up to 24 hours to show in Google Analytics.

TIP: If you don’t see events recorded in your Universal Analytics account, double check that you entered the correct eblink{Tracking ID=>https://support.google.com/analytics/answer/1032385?hl=en target=_blank}. Also make sure that you are only firing the Universal Analytics Tracking ID and that you you’ve removed any classic Google Analytics tracking in your Eventbrite account.

PRO TIP: Once you're set up, Google Analytics will start tracking data for your event. Now it's time to eblink{drive traffic to your event page=>https://www.eventbrite.com/support/articleredirect?anum=3746} with eblink{promotional codes=>https://www.eventbrite.com/support/articleredirect?anum=3295}, eblink{email invitations=>https://www.eventbrite.com/support/articleredirect?anum=4814}, and more.

NOTE: When you look at data in Google Analytics for your Eventbrite events, always use Google’s eblink{events=>https://support.google.com/analytics/answer/1033068?hl=en target=_blank} instead of eblink{pageviews=>https://support.google.com/analytics/answer/6086080?hl=en}. Events will always provide the most reliable and consistent data, while pageview data will fluctuate and have inaccuracies due to purchase flow changes and other nuances.

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