Eventbrite Ticket Sales (Checkout) Process Tracking

Due to Covid, not only did a large portion of business processes shift to online solutions, but events and, of course, activities also began to be conducted through online platforms.

During this period, Eventbrite quickly adapted to the changing circumstances and met the evolving needs, allowing it to stand out from its competitors. Before we delve into our main focus, let’s briefly explain what Eventbrite is for those unfamiliar with its services.

Eventbrite

Eventbrite is an online platform for events and, more broadly, ticket sales. As a member, you can create events (you’ll need to navigate to the organization section to do so), or attend events created by others. From music festivals and marathons to conferences, networking events, charity drives, and games, you can track and participate in a wide range of events globally through the platform. According to data from 2019, a total of 4.7 million events were held across 180 different countries that year via the service.

While physical events have been on hold, the shift to digital platforms for event delivery—especially during the Covid period—has prompted the service to introduce features that meet these new demands.

You can easily view existing events through Eventbrite, and filter them by time, category, or event type to find events that suit your interests. For paid events, you can access your tickets through the Tickets section.

To create an event, you will need to click the Create Event link. After clicking this link, you’ll be directed to an event creation page where you’ll enter basic information such as the event title, type, category, tags, and location (on-site, online, or to be announced later).

Next, you’ll need to enter details related to the event (image, description).

The steps you follow are: Basic Info > Details > Online Event Page > Tickets > Publish.

With the Online Event Page, you can add extra content such as videos, live streams, and similar materials to your event page.

You can define ticket options through the Tickets page. If your event is paid, you must specify the price. If it’s free, simply enter the number of tickets or attendees. For donation options, both the quantity and price are optional.

Yes, we can roughly summarize the event creation process as described above. Let’s now focus on the main point: how can we track attendance for an event?

Eventbrite Tracking

After an event is created, several options appear under the Marketing section: Add to Facebook, Email invitation¹, Ads, Website integration¹, Tracking links, Pixel code, Affiliate program, and others. Attendance generated via tracking links is reported by Eventbrite. These links are identified by the aff parameter appended to the end of the event URL. For example: https://www.eventbrite.com/e/test-tickets-12921823041?aff=affiliate1.

The Pixel Code section includes options such as Twitter Ads, Facebook Pixel, Google Ads, Google Analytics (UA), Simple Image Pixel, and Adroll. The pixel definition can be set to work across the specified event or all events created.

You can also set up different pixel configurations using the Simple Image Pixel option. Additionally, you can connect your created event to many services such as Mailchimp, HubSpot, and others².

Marketing section’s Email invitation and Website integration fields will be inactive when you’re creating an event as a person. These fields will become active after the event is published (published).

With the Email invitation (e-mail invitations) option, you can create a classic link or campaign definition. This allows you to compare the success rates of your email campaigns.

Website Integration

We can generate an embed code to track your event through website integration.

To create the relevant code, you must first click the Generate code button. Then, a section where you can customize the widget (event schedule, countdown, text link) will appear. You can proceed to the section containing the tracking code by clicking the Show me button.

The Checkout process offers both modal and iframe options. By default, the modal option is provided.

<!-- Noscript content for added SEO -->
<noscript><a href="https://www.eventbrite.com/e/sadasd-tickets-129213746795" rel="noopener noreferrer" target="_blank"></noscript>
<!-- You can customize this button any way you like -->
<button id="eventbrite-widget-modal-trigger-129213746795" type="button">Buy Tickets</button>
<noscript></a>Buy Tickets on Eventbrite</noscript>

<script src="https://www.eventbrite.com/static/widgets/eb_widgets.js"></script>

<script type="text/javascript">
    var exampleCallback = function() {
        console.log('Order complete!');
    };

window.EBWidgets.createWidget({
        widgetType: 'checkout',
        eventId: '129213746795',
        modal: true,
        modalTriggerElementId: 'eventbrite-widget-modal-trigger-129213746795',
        onOrderComplete: exampleCallback
    });
</script>

To replace the modal sections within the generated widget with an iframe, we must specify the ID of the area where the iframe will be inserted within the code³.

window.EBWidgets.createWidget({
  widgetType: 'checkout',
  eventId: '129213746795',
  iframeContainerId: 'eventbrite-widget-container-129213746795', // this is the ID of the target area.
  iframeContainerHeight: 425,  // Optional. Defaults to 425px.
});

Google Tag Manager, Facebook Pixel, and other code management and tracking tools will be defined within the callback function.

var exampleCallback = function(e) {
  window.dataLayer.push({
    'event': 'eventbriteCheckout',
    'eventId': e.orderId
  });
  console.log('Order complete!');
};

After the relevant snippet is added, when a user completes an event registration (checkout), the added code will be triggered.

Footnotes

1. This field becomes active after the event is published. ↩ ↩²
2. Eventbrite App Marketplace. Eventbrite ↩
3. Embedding a Checkout Widget. Eventbrite ↩