Should you track sales on Humanitix or your website?
Humanitix offers an out-of-the-box analytics tool for your events. It tracks most common metrics such as page views and visits, which works great for most event hosts and requires no additional configuration. And by connecting your Humanitix events with common analytics platforms like Meta or Google Analytics, you can track conversions and ad performance with just a few clicks.
However, you may prefer to trigger and track conversions directly on your domain, especially if you have existing custom integration set up on your website (such as Google Tag Manager) to optimise your attribution or ad spend.
When should you track sales on Humanitix?
✅ You don't have a website
✅ You have a website, and you care about improving ad performance and reducing ad spend
✅ You don't have a preference for where to direct your ad traffic
If this is you, check out the following features:
(and stop reading the rest of this guide 😜)
When should you track sales on your website (the domain you own)?
✅ You have a website, and you have chosen to embed a Humanitix widget on your website
✅ You have a strong preference to direct your ad traffic to your website
✅ You have existing custom integrations set up on your website via, for example, Google Tag Manager (GTM)
How to track sales and conversions via your website?
To achieve this, you need to:
1️⃣ Set your website as the destination for your ad traffic
When setting up your ads, you will need to direct your audience from seeing the ad to landing on your website to complete their purchase.
2️⃣ Use an embedded widget on your website
Next you need to ensure the leads you have captured the attention of can complete their purchase without leaving your website. You can achieve this by embedding a Pop-up, Embedded checkout or Collections widget. > See how to embed a widget here.
IMPORTANT: When configuring your widget, toggle ON the Disable analytics integrations option. This will prevent default analytics integrations from being installed within the widget itself and avoid duplicate conversion tracking.
3️⃣ Install the 'Humanitix Echo' script
Lastly, your website needs to listen to analytics events broadcast from the Humanitix widget embedded on your website and respond by triggering the relevant analytics or conversion events on your domain.
Install 'Humanitix Echo' without Google Tag Manager
You can install the Humanitix Echo script directly on your website if you don’t have Google Tag Manager installed.
NOTE: You should choose this option only if you plan to track conversions using your Meta Pixel alone to optimise your Meta Advertising Spend, and you don't use any other tracking platforms.
The Humanitix Echo script will listen to analytics events broadcast by any Humanitix embedded checkout widget and check if a Meta Pixel is installed on your website. If so, it will automatically make a fbq(...) event call, along with relevant checkout information such as value and currency.
To install Humanitix Echo directly on your website without Google Tag Manager:
Navigate to the section of your website builder where you can control the
<head>code. You may need to contact your web developer for assistance if you're not using a website builder.In the code editor, paste and save the following code. Ensure that this applies to any page where a Humanitix Embedded Widget is installed (or include it on every page for consistency)
Once installed, open Meta Pixel Test Events and debug your landing page.
Run a test transaction through the Humanitix widget and verify that you can see the relevant events in the Meta Pixel Test Events tool.
<!-- Humanitix Echo --> <script src="https://static.humanitix.com/ticketing/echo.js" async></script>
Install 'Humanitix Echo' with Google Tag Manager (if you are using GA4 and/or Meta Pixel)
You can also install 'Humanitix Echo' using Google Tag Manager, which provides an easy way to deploy additional scripts and functionality to your website without updating your website’s code.
To install Humanitix Echo using Google Tag Manager:
Open your Google Tag Manager container from the Google Tag Manager website
Create a new Tag by navigating to Tags > New; Call your tag ‘Humanitix Echo’
Click on Tag Configuration and select Custom HTML from the list. In the code editor, paste in the below snippet.
Click on Triggering and select All Pages
Click save
<!-- Humanitix Echo --> <script src="https://static.humanitix.com/ticketing/echo.js" async></script>
After you publish your Google Tag Manager container, Humanitix Echo will listen to any analytics events being broadcast and automatically push a new, custom event to the Data Layer.
Configure Meta Pixel and GA4 for 'Humanitix Echo'
Meta Pixel for 'Humanitix Echo'
There is no need to configure Meta Pixel for Humanitix Echo.
Meta Pixel is automatically configured for Humanitix Echo. This means Humanitix Echo will automatically detect if a Meta Pixel is installed on the page. If so, it will automatically send event and conversion data to your Meta Pixel as the customer progresses through the checkout widget. Make sure to verify the integration using the Meta Pixel Test Events tool.
GA4 for 'Humanitix Echo'
However, when it comes to GA4 (Google Analytics 4), you will need to configure your GA4 container so that it can listen to events sent by Humanitix Echo and trigger a Google Analytics 4 event in response.
To achieve this:
Log into your Google Tag Manager account
Navigate to Triggers > New. Call your new trigger ‘Humanitix Echo Trigger’
Click Trigger configuration and select the Custom event option
In the Event Name field, enter exactly:
hx-echoand leave all other settings > click SaveNavigate to Variables > User-defined variables > New. Call your new variable ‘Humanitix Echo Event Name’
Click Variable configuration and select the Data layer variable option
In the Data layer variable name field, enter exactly:
hx_echo_eventand leave all other settings > click save.Navigate to Tags > New. Call your new tag ‘Humanitix Echo to GA4 Event’
Click Tag configuration and select the Google Analytics: GA4 Event option
Under the Configuration tag, select the existing GA4 Configuration tag you created when setting up GA4 in Google Tag Manager
In the Event name field, click the Building block icon and select the ‘Humanitix Echo Event Name’ variable you created
Click the More settings option. Under Ecommerce, check the box called ‘Send Ecommerce Data’. Leave the data source as ‘Data Layer’.
Finally, click Triggering and select the Humanitix Echo Trigger option > click Save.
To test the GA4 configuration for 'Humanitix Echo' is successful:
Click the Preview button in the top right-hand corner.
In the new window, enter your website URL containing the widget and click Connect. In a separate tab, open up the Debug View for your GA4 account.
Purchase a test ticket via the widget. You should see Ecommerce events appear in the Debug View, such as Begin Checkout and Add Shipping Info. This indicates your GA4 account is now listening to the conversion events from the Humanitix widget.
Connect to more conversion tracking providers
Whilst Humanitix doesn’t provide out-of-the-box support for every possible tracking pixel, Google Tag Manager enables you to unlock virtually any other tracking provider beyond Meta Pixel and GA4.
Some examples include:
Trigger custom analytic integrations with Humanitix Echo
During key checkout phases, Humanitix Echo will update the Google Tag Manager data layer with key ecommerce information as customers progress through the checkout. Humanitix Echo achieves this by pushing a new event to the Data Layer. These events are all called hx-echo.
Within the Data Layer, Humanitix passes two variables:
Variable | Definition | Reference |
| The underlying action the customer took (tracking event) | You can find the possible values for tracking events from the customer event tracking reference table here. |
| The e-commerce information about the customer's action | You can find the available ecommerce data from the variable reference table here. |
By creating custom variables and listening to Humanitix Echo events, you can set up your own customised analytics integrations with conversion events that matter to you.
To trigger your own custom integrations:
Create a Custom Event Trigger in GTM with
hx-echoas the event.In your tags, you can then consume the data layer variables
hx_echo_eventandecommerceto take the appropriate action.