Your PassPass sales pages automatically send their data to your Google Analytics 4 account: visitors, cart additions, purchases, and amounts. You measure what your ads and posts bring in, directly in the tools you already use.
Available for all organizers, without any specific activation.
Before you start
You need a Google Analytics 4 account and its measurement ID. It always starts with G- and looks like G-XXXXXXXXXX.
Where to find it: in Google Analytics, Admin → Data Streams → click on your web stream. The ID is displayed at the top right.
Don't have an account yet? Create one at analytics.google.com. It's free.
Where to paste your ID
Two possible levels depending on your needs.
For all your events (recommended)
Organizer Profile → Settings → Tracking & Pixels
Your ID applies to all your events, including those you will create later. You configure it once and don't have to revisit it.
For a specific event
Your event → Advanced Settings → Tracking & Pixels
Useful when an event needs to feed a separate account, for example, a co-produced festival where the partner tracks their own numbers.
An event that sets its own Google Analytics ID replaces the organization's ID only for Google Analytics. If you also had a Meta Pixel at the organization level, it continues to apply normally.
Click Save. It's active immediately.
Where it applies
Your event page on passpass.be → yes
Your organizer page on passpass.be → yes
Ticketing widget integrated into your site → no
Event list widget integrated into your site → no
When ticketing is integrated into your own site via the widget, the sale takes place on your site, not on passpass.be. The ID entered here does not apply. Your widgets send their data directly to the measurement tool already installed on your site, providing you with more reliable measurement.
What you receive in Google Analytics
Once connected, your Google Analytics account receives the entire purchase journey:
view_item : a visitor opened your event page
view_item_list : your organizer page was displayed
select_item : a visitor clicked on an event from your organizer page
add_to_cart : a ticket was added to the cart
begin_checkout : the purchase journey started
select_promotion : a promo code was applied
payment_started : the visitor proceeds to payment
purchase : the sale is confirmed, with the amount and ticket details
order_expired : the cart expired without purchase
generate_lead : someone contacted you from the page
Each event also carries the name and ID of the concerned event, allowing you to compare your events with each other.
Three settings to make in Google Analytics
Without these settings, your data arrives but remains difficult to exploit. Allow five minutes.
1. Exclude Stripe from traffic sources
The payment takes place on Stripe, then the buyer returns to the confirmation page. Without this setting, Google Analytics thinks it's a new visitor coming from Stripe and attributes the sale to Stripe instead of your ad or newsletter.
Result: your campaigns show zero conversion while they generate sales.
Admin → Data Streams → your stream → Configure tag settings → List of unwanted referrals
Add:
stripe.comcheckout.stripe.com
2. Mark purchase as a key event
Admin → Events → enable Mark as key event on the purchase line
This allows Google Analytics (and Google Ads if you use it) to treat your sales as conversions.
3. Declare custom dimensions
To be able to filter your reports by event, declare this information once.
Admin → Custom Definitions → Create a custom dimension (Event scope)
Create one per line, copying the name exactly:
pp_event_name : filter and compare by event
pp_event_id : technical ID of the event
pp_language : compare your languages
pp_organization_name : useful if you manage multiple organizations
Verify it works
Open your event page on passpass.be in a new tab
Accept cookies in the banner
In Google Analytics, go to Reports → Real-time
You should appear as an active user in less than a minute, and the
view_itemevent should display in the list
Standard reports take 24 to 48 hours. Don't worry if Monetization or Acquisition are still empty on the first day. The Real-time report confirms the connection is working.
This is normal. Google Analytics only counts visitors who accepted cookies in the consent banner. PassPass's internal statistics measure everyone anonymously. A discrepancy of 30 to 60% is common.
Yes, both fields are independent and coexist without conflict. But if you already configure Google Analytics inside your Tag Manager container, don't enter it here as well: you would count each sale twice.
Check that it starts with G-. A GT- ID is a Google tag, an AW- is a Google Ads account, a UA- is the old Universal Analytics stopped since 2023. Only the G-XXXXXXXXXX format is accepted.
Yes for most of the journey: view_item, add_to_cart, and begin_checkout trigger without payment. Only purchase requires an actually paid order. Then take your cheapest rate. A free ticket does not go through payment and would not trigger the same journey.
Yes, at any time, in the same place. Collection stops immediately. Data already sent remains in your Google Analytics account.