Improved Google Analytics Data layer for calculated season ticket sales

Prerequisite

Please note that our Enhanced E-commerce Tracking is only supported if you are using Universal Analytics tracking and Google Tag Manager. If you have not yet activated the Enhanced E-commerce Tracking, please get in touch with our service team to ensure a proper setup.

NEW V2.6 You are a strong user of the Google Analytics enhanced e-commerce tracking and you want to gain a deeper understanding of your visitors behavior especially on the calculated season tickets sales. Our Enhanced E-commerce feature has been further extended and is here to provide you with all those details.

Following the deliveries of Cart and user info tracking on Enhanced E-commerce in Whymper V3 and Google Analytics improved data layer for products and checkout in Bishorn V1, we have continued our journey to enrich the e-commerce tracking data for our online sales platform in Bishorn V2. This time, we focus on understanding your season ticket holders journey.

Product families supported

Applies for all internal sales channels that enables the pos-param "Enable enhanced e-commerce tracking", applies for all product families (includes Season ticket, Hospitality)

The SecuTix data layer is not pushing data on the self-exchange online pages.

1.Contact number and order type available to all data pushes existing already

event:"ee-productClick"
   ecommerce:Object
      click:Object
         user:Object                
            contactNumber:"3010"                 // add the contactNumber after user logged in, this can be empty due to guest
            hashedEmail:".."                        // only push when activate webTracking.userInfoTrackingType          actionField:Object
            list:"Plan your visit"
         products:Array[1]
            0:Object
               id:"101061827659"
               name:"West Hall - Guided visit"
               brand:"Visit pass"
               variant: "SALE"                   // add the orderType from the action productClick (exclude datalayers which already done)
               position:0

2.Push date time of dated product from addToCart datalayer to all

For dated product (match, performance, timeslot) a new field "date" in addTocart and later processes like checkout and confirmation is added

event:"ee-checkout"
   ecommerce:Object
      checkout:Object
        user:Object 
          contactNumber:"3010" 
        actionField:Object
        products:Array[3]
          0:Object
            name:"Museum Ticket"
            date:"15/04/2021 - 15:30"              //date time of timeslot, performance, match
            category:"Adult"
            price:"14.00"
            quantity:2
            id:"101049282449-101049310928-306159078-101049317318"
            brand:"Visit pass"
            variant:"SALE"

3a.Push data for Subscription journey

A new datalayer addSubscription is now available when purchasing a season ticket.

Data are pushed to the data layer first once a visitor enters the Season ticket first page (product description page) and second after the vistor clicks on "Subscribe now".

event:"ee-addSubscription"
   ecommerce:Object
      add:Object
        user:Object                
          contactNumber:"3010"  
        products:Array[1]
          0:Object
            id:"466508722"
            name:"Open Season Ticket"             
            brand:"Season tickets"
            quantity:2
            variant:"SALE"

3b. A new datalayer validateSubscription and cancelSubscription are available

validateSubscription is fired when user confirms the Subscription (click on VALIDATE SUBSCRIPTION)
The data are pushed again if the user modify seats of some performances and VALIDATE again

event:"ee-validateSubscription"
   ecommerce:Object
     currencyCode:"EUR"
      validate:Object
        user:Object                
          contactNumber:"3010"  
        products:Array[1]
          0:Object
            id:"466508722"
            name:"Open Season Ticket"             
            brand:"Season tickets"
            quantity:2
            variant:"SALE"
              performance:Array[3]                     
                0:Object
                  id:"466498532"                   
                  name:"Swan Lake"                   
                  date:"15/04/2021 - 15:30"             
                  category:"Cat 1 / Subscriber - Adult"
                  price:"14.00"
                  quantity:1
                  brand:"Event"
                  variant:"SALE"
               1:Object
                  id:"466498533"                        
                  name:"La Travia"                   
                  date:"16/04/2021 - 15:30"              
                  category:"Cat 1 / Subscriber - Adult"
                  price:"14.00"
                  quantity:1
                  brand:"Event"
                  variant:"SALE"
               2:Object
                  id:"466498535"                        
                  name:"Romeo&Juliet"                   
                  date:"17/04/2021 - 15:30"              
                  category:"Cat 1 / Subscriber - Adult"
                  price:"14.00"
                  quantity:1
                  brand:"Event"
                  variant:"SALE"

3c. A new datalayer cancelSubscription is fired when the visitor cancel the Subscription (same structure and data as validateSubscription except the event cancel is pushed)

event:"ee-cancelSubscription"
   ecommerce:Object
     currencyCode:"EUR"
      cancel:Object
        user:Object                
          contactNumber:"3010"
        products:Array[1]
          0:Object
            id:"466508722"
            name:"Open Season Ticket"             
            brand:"Season tickets"
            quantity:2
            variant:"SALE"
              performance:Array[3]                     
                0:Object
                  id:"466498532"                   
                  name:"Swan Lake"                   
                  date:"15/04/2021 - 15:30"             
                  category:"Cat 1 / Subscriber - Adult"
                  price:"14.00"
                  quantity:1
                  brand:"Event"
                  variant:"SALE"
               1:Object
                 [...]

4.Subscrition's child performances data are now pushed in addToCart, removeFromCart, Checkout, Confirmation datalayers

event:"addToCart"
   [...]
            name:"Open Season Ticket"             
            brand:"Season tickets"
            quantity:2
            variant:"SALE"
              performance:Array[3]                     
                0:Object
                  id:"466498532"                   
                  name:"Swan Lake"                   
                  date:"15/04/2021 - 15:30"             
                  category:"Cat 1 / Subscriber - Adult"
                  price:"14.00"
                  quantity:1
                  brand:"Event"
                  variant:"SALE"
               1:Object
                  id:"466498533"                        
                  name:"La Travia"                   
                  date:"16/04/2021 - 15:30"              
                  category:"Cat 1 / Subscriber - Adult"
                  price:"14.00"
                  quantity:1
                  brand:"Event"
                  variant:"SALE"
               2:Object
                  id:"466498535"                        
                  name:"Romeo&Juliet"                   
                  date:"17/04/2021 - 15:30"              
                  category:"Cat 1 / Subscriber - Adult"
                  price:"14.00"
                  quantity:1
                  brand:"Event"
                  variant:"SALE"

Getting started

To activate the enhanced e-commerce tracking go to the corresponding sales channel > point of sales > in the Google anaytics sections make sure to check the Enable enhanced e-commerce option.

You may need to do some setup on your Google Analytics account to make the best out of the Enhancer E-commerce Tracking. In order to best help you on this process, our service team offer you a service to provide an end-to-end activation solution.