Google Tag Manager is a great tool that allows you to quickly and easily deploy custom tracking pixels or analytics tags to your event pages through a user-friendly interface, often without the assistance of a web developer or deploying custom code.
Native analytics in Humanitix
You can track page views, sales channels and brief demographic data within Humanitix via the reports > analytics page on the left-hand menu while managing your event.
>> Learn more about your event's analytics
How to add your Google Tag Manager (GTM) to your Humanitix events
To track sales and page views on your event page through Google Tag Manager, you’ll need your GTM Container ID found in your Tag Manager dashboard e.g. "GTM-1234HTX"
Navigate to account > advanced > integrations after logging into Humanitix.
Select default tracking IDs.
Insert your container ID into the Google Tag Manager field and click save.
Click apply to all to apply to all existing events. This container will be applied to all new events created under this account.
Applying a GTM Container as a default tracking ID will only apply to events that you have created or 'own'
This will not be applied to any events you have been shared access to.
You can apply a GTM container do an event directly via the advanced > integrations page while managing an event, otherwise, provide the container to the event creator.
When should you integrate with Google Tag Manager?
Google Tag Manager should be used when you need to deploy a non-supported integration, such as a LinkedIn, HubSpot or TikTok Pixel (to name a few), or want to customise your analytics events before they are sent.
Google Tag Manager is an advanced tool that will require some prior knowledge. If you’re new to Google Tag Manager, check out Google’s getting started guide here.
How does Humanitix interact with your Google Tag Manager container?
When a buyer proceeds through the checkout process, Humanitix will fire a series of “events” to the Data Layer, along with relevant information about the action the user has just done.
Within Google Tag Manager, you can use “triggers” to respond to these events and fire the relevant integrations, known as “tags”. Checkout the reference table below to see what events are fired, and what information is available during each event.
If you’re only needing to deploy a single tag when a user first arrives on your event pages, you can simply set the trigger option of your tag to “All pages”.
What tracking events does Humanitix pass to Google Tag Manager?
The events that Humanitix pushes to the data layer are formatted for compatibility with Google Analytics and the GA4 Ecommerce reporting suite. As such, these events correspond to the Google Analytics 4 Recommended Events.
To respond to these events, set up a Custom Event Trigger in your Google Tag Manager container, with the value for ‘event name’ corresponding to one of the events:
Data Layer Event | Scenario |
| Triggered when a customer has selected a quantity of tickets and clicks the 'Enter Details' button. |
| Triggered when a customer has completed their buyer details and any additional Checkout Questions and has clicked the "Save & Checkout", "Select Seats" or "Register" button. |
| Triggered when a customer has selected and tokenised a payment method at the last phase of checkout. This does not necessarily indicate that the customer has made a successful purchase. |
| Triggered when a customer has successfully completed their order. If the order required payment, this event indicates the payment was successful and the order is now complete. |
What data layers does Humanitix pass to Google Tag Manager?
Use this table to understand what data is available in the data layer when events are pushed by Humanitix. You can access and store the value of these properties using Google Tag Manager Variables, and reference these variables within your triggers or tags.
Variable | Type | Applicable Events | Description |
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| Available in all events | A GA4 Ecommerce compliant object containing data about the current event |
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| Available in all events | The ISO 4217 3 letter currency code of the pending order |
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| Available in all events | The monetary earnings the event will generate or has generated by the event |
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| The discount code that has been applied by the user |
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| The method of payment that has been tokenised by the user |
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| The order id associated with the successful purchase |
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| The total monetary tax amount charged for the order |
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| Available in all events | An array of item objects, representing ticket types contained within the order |
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| Available in all events | The Humanitix ID of the ticket type |
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| Available in all events | The name of the ticket type |
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| Available in all events | The name of the host profile associated with the event this ticket belongs to |
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| The discount code that has been applied to this ticket |
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| The monetary, per-ticket discount amount that has been applied to this ticket |
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| Available in all events | The name of the event this ticket belongs to |
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| Available in all events | The date of the event this ticket belongs to |
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| Available in all events | The name of the ticket group this ticket has been assigned to |