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Analytics

Your Onebox web sales channel tells your analytics tools what buyers do: which events they browse, what they add to the cart, when they check out and what they buy. You decide where that data goes by loading your own Google Tag Manager (GTM) container on the channel.

How it works​

  1. As the buyer moves through the channel, Onebox pushes GA4-style events (view_item, add_to_cart, purchase…) to the page's dataLayer.
  2. The channel loads the GTM container you configured for it.
  3. Your container decides which tags fire on which events and where the data is sent.

Purchases can also be reported server-side to Meta and Google Analytics 4, so they are not lost to ad blockers. See Server-side tracking.

What an event looks like​

Every event has its name in event and all its data in the ecommerce object, following the GA4 ecommerce format:

{
  event: 'add_to_cart',
  event_id: '6c1f0d8e-3b7a-4f5e-9a42-0d9c1e5b7a21',
  ecommerce: {
    platform: 'onebox',
    ob_section: 'tickets',
    ob_channel_id: 1752,
    ob_channel_name: 'My ticketing site',
    currency: 'EUR',
    value: 45,
    items: [
      { item_id: '58212391', item_name: 'Saturday 20:00', item_category: 'The Great Concert', price: 45, quantity: 1 },
    ],
  },
}
Read parameters from ecommerce

Event parameters are only inside ecommerce. In GTM, read them with Data Layer Variables such as ecommerce.value or ecommerce.ob_channel_id; a variable named value returns nothing.

Ignore vrs_ events​

The channel's data layer is shared with Onebox's own measurement. You will see events whose name starts with vrs_, and keys starting with vrs in every event. They are for Onebox's internal use and can change without notice: do not build triggers or reports on them. Trigger your tags only on the events listed in the event reference.

Scope​

  • This reference covers the web sales channel.
  • When the channel is embedded in another site inside an iframe, its events stay in the iframe's data layer: the parent page does not receive them.
  • The Widget SDK does not push to the data layer. Use its own listenable events instead.

Next steps​