Google Analytics

From XING Events Developer Documentation

Google Analytics setup

If you want to track your ticketshop visitors with Google Analytics, you need to add your Google Analytics account ID (UA-XXXXXXX-X) to your event:

  1. - open the administration area of your event
  2. - go to menu item "Event promotion"->"Tracking"
  3. - add your ID at "Analytics Account ID"

Be aware that due to data protection rules we have set ourself, we don't offer Google Analytics tracking on our own event pages (on and The Analytics tracking code will only be integrated into our shop if the shop is embedded as an IFrame on your own event page and you signal to the IFrame that you have collected the proper consent from the visitor to use Google Analytics. How this is technically done is described here: Tracking Consent

Referrer tracking

The "referrer tracking" is a feature in Google Analytics that will tell you from what other websites or campaigns the user reached your event page/ticketshop.

This feature is now fully supported by our ticketshop if you integrate the shop as an IFrame on your own page the referrals of the shop page impressions use the referral of your main page. But for this to work it is important that you set the same Google Analytics account ID in our ticketing platform that you also use on your page

With the switch to Universal Analytics by Google you may encounter a high number of referrals from xing-events or our payment processors. To fix this, please exclude the following referral domains from your Analytics Property (Admin->Tracking Info (at Property)->Referral Exclusion List):

Due to the 3D Secure process for credit card payments where the buyer is redirected to his bank to finish his purchase, you may see a couple of referrers of these banks. Since we can't add the domains of all banks in this world, the only thing you can do is to eliminate them one by one by adding them to that same list over time.

The explanation by Google on how to do this can be found here:

Conversion tracking

Our ticketshop consists of multiple steps the user has to complete to buy a ticket. With Google Analytics you have the possibility to see at which step the users left the shop or on the other hand see how man succeeded buying a ticket. You are also able to use the data that is triggered after a successful buying process to see which of your campaigns resulted in the most sales (see Referrer tracking). All the virtual page impressions our system triggers have your event identifier attached to it, so you can distinguish between multiple events. You can of course simply ignore that part of the URL to see the conversion across all your events. These are the (maximum) steps existing in our ticketshop and the corresponding virtual page impression triggered in Google Analytics:

Step Description Virtual page impression
BuyerData Step where the user provides his buyer information, like the billing address. /ticketShopBuyerData.html?event=<eventIdentifier>
TicketData Step where the user provides information for each ticket he selected (this step may be skipped if you do not request additional information per ticket). /ticketShopTicketData.html?event=<eventIdentifier>
WaitingListSuccess This step only exists if you activate pre-registration in your event and represents the final step of the pre-registration process of the user. /ticketShopWaitingListSuccess.html?event=<eventIdentifier>
PaymentOptions Step where the user can choose between eTicket/paper ticket and buy a CO2 certificate (this step may be skipped if you only offer one ticket type and CO2 certificated are not available in your shop). /ticketShopPaymentOptions.html?event=<eventIdentifier>
PaymentData Step where the user selects his payment method (step may be skipped if the user is buying free tickets). /ticketShopPaymentData.html?event=<eventIdentifier>
CheckData Confirmation step where the user sees all his data in a summary for a last confirmation. /ticketShopCheckData.html?event=<eventIdentifier>
Success The success screen after the payment was succesfully processed. /ticketShopSuccess.html?event=<eventIdentifier>

Conversion tracking can be done with Google Analytics by defining "Goals". A goal in our case is a successful ticket purchase that we can identify by a page impression on the /ticketShopSuccess.html URL.
1. To define such a goal in Google Analytics, open your view and click on the "Admin" icon at the bottom left

GA admin.png

2. At the "View" column select "Goals":

GA goals.png

3. Select "Import from Gallery:

GA import from gallery.png

4. At the top left search for "XING Events" to find our "XING Events Ticketshop Conversion" goal

GA gallery goal.png

5. Select the "XING Events Ticketshop Conversion" goal and click on "Import":

GA goal import.png

6. Click "Create" and afterwards click "Done" to finish the import:

GA goal create.png

7. Now everything is set up. After some data arrived you are able to see the conversion funnel in the "Funnel Visualisation" (at "Reporting"->"Conversion"->"Goals"->"Funnel Visualization"):
Be aware that goals only work for future incoming data, so after the goal creation your conversion funnel will still be empty until new purchases happen in your event. For more information why usually you see smaller numbers in the funnel then tickets you have sold, please read our Troubleshooting section

GA funnel.png

Ecommerce tracking

After every purchase our platform send the whole "shopping basket" to Google Analytics. This includes prices and the purchased ticket category/categories. To analyse this data you need to have the "ecommerce" module enabled in your Google Analytics account. For example at "Conversions->Ecommerce->Product Performance" you can see the number of purchases and revenue split by your ticket categories.

Technically this is the information we are sending after the ticket purchase: ecommerce transaction

GA Parameter Sample value Explanation of value
id 48f21b7e-cf4b-4f6d-9f25-696f4a00a093 Unique random purchase identifier (for data protection reasons we don't send the real invoice number)
affiliation EVENTABC Identifier of the event
revenue 100.00 Total purchase amount
tax 10.00 Total tax amount of the purchase
shipping 5.50 Shipping costs (only apply to paper ticket sales)

For each ticket category in the purchase these items are added to the transaction

GA Parameter Sample value Explanation of value
id 48f21b7e-cf4b-4f6d-9f25-696f4a00a093 The same unique random purchase identifier of the transaction
sku 123456 Ticket category ID
name VIP Ticket Name of ticket category (if an internal reference is set for the category, the internal reference will be used)
category Not set
price 50.00 Original price of this ticket (without possible discounts)
quantity 2 Number of tickets of this ticket category in this purchase

Using your own success page

In case you are using your own success page that is displayed to the ticket buyer on a successful purchase (you can request such a setup from your sales manager), you need to include the Google Analytics tracking on that page on your own.
You can find an example PHP script that sends the ticket purchase data to Google Analytics here:
In that script you need to enter your Google Analytics ID and your event identifier.
If you are using a different development language than PHP, adapt the PHP part to parse the purchase data that is send via GET parameters by our system to your success page.


In case you followed the instructions above but do not receive any data in your account, please check the following:

  • - Revalidate that the account ID you have entred at our "Tracking" menu item exactly matches the ID shown in your analytics account (UA-123456-78)
  • - In your Analytics account go to Admin->Filters (in the "View" column) and check the filters activated in your account. E.g. if you have a filter that blocks all traffic not coming from you own domains, remember to extend the list to allow traffic from
  • - Remember, that you may not see the exact same number of ticket sales in google analytics like in our back-end at There are multiple reasons for this and normal behavior. You should use Google Analytics to analyse trends based on percentages and not rely on total numbers.

Reasons for "missing" data:

  • -- Data is only tracked in Google Analytics starting at the time you added your account in our settings.
  • -- If you defined a "Goal" for the ticketshop conversion, be aware, that data in this goal will only be shown for ticket sales that happen after the goal creation, even if you added the account earlier and you see older data in Google Analytics.
  • -- Many Google Analytics views (e.g. the Funnel/Goal Visualization) are based on "Unique Visitors". That means if one user is buying multiple tickets (within one purchase of within multiple purchases in the same browser), those result in multiple attendees in your event, but only one user will be shown in Google Analytics.
  • -- The number of users blocking Google Analytics in their browser in increasing and therefor can not be tracked.
  • -- Imported attendees (via an import done by our service team for you or you importing them with our API) are not in Google Analytics
  • -- Tickets added by the ExpoManagers "Fast Registration" do not go through the ticketshop and therefor are not shown in Google Analytics.
  • -- Tickets sold in EasyEntry Mobile do not done in a browser and therefor are not tracked by Google Analytics