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Analytics with Google Tag Manager

Overview​

The Onebox Ticket Distribution System leverages Google Tag Manager (GTM) to provide you with complete control over your analytics tracking. This approach gives event promoters the flexibility to capture, transform, and distribute data to any analytics platform of their choice.

How It Works​

Our ticketing platform automatically populates a data layer with standardized GA4 events that capture key user interactions across the ticket purchase journey. GTM then allows you to:

  • Access all user interaction data in real-time
  • Transform data before sending to analytics platforms
  • Route different events to different analytics solutions
  • Create custom metrics specific to your business needs

Standard Events​

Onebox implements a comprehensive set of Google Analytics 4 (GA4) standard events that track user interactions throughout the ticketing journey. These events are automatically populated in the data layer and can be accessed through GTM.

The main event categories include:

  • Page and List Interactions: Track how users browse and select events/sessions
  • Shopping Journey: Monitor the complete purchase funnel from cart to checkout
  • User Authentication: Capture login and signup events
  • Cart and Navigation: Track cart interactions and navigation patterns
  • Enhanced Experience: Monitor engagement with interactive features like 3D venue views

For a complete reference of all available events and their parameters, see our Events Overview documentation.

Implementation Notes​

Filter out onebox system events

Events with the vrs_ prefix should be omitted from your tracking configurations.
These events are used for Onebox's internal metrics and should not be included in your analytics setup since they may change without previous notice.

Custom Configurations​

With GTM, you have full flexibility to:

  1. Map any data layer parameter to your specific tracking needs
  2. Transform values to match your existing analytics structure
  3. Set up conditional triggers based on user behavior
  4. Integrate with any third-party analytics platform

Support​

For questions about GTM implementation or analytics strategy, contact your Onebox support representative.