Eventonomy

Conversion Tracking

Pro - Conversion tracking requires Eventonomy Pro.

Eventonomy Pro can send purchase signals to Google Analytics 4 (GA4) and the Meta (Facebook) Pixel when an attendee completes a paid order. This is useful only if you run paid advertising on Google or Meta - if you do not advertise, you can skip this entirely.

Note: Conversion tracking is separate from the organizer analytics and the backend Reports page. Those surfaces report on your events. Conversion tracking reports to your advertising platforms so they can optimise your ad spend.

What You Will Learn

  • Where to configure conversion tracking
  • What events fire to GA4 and Meta Pixel
  • What the GA4 Measurement Protocol API secret is and when you need it
  • How to enable the master tracking switch

Where to Configure

Go to Eventonomy → Settings → Integrations. Scroll to the Conversion tracking card at the bottom of the page.

Note: The Conversion tracking card is rendered by Pro on the Integrations tab. It is not visible in the Free plugin.

Settings

Setting Description
Enable conversion tracking Master switch. Must be on for any tracking to fire.
GA4 Measurement ID Your GA4 property's Measurement ID, e.g. G-XXXXXXXXXX. Found in Google Analytics → Admin → Data Streams → your stream.
GA4 Measurement Protocol API secret Optional. Only needed for server-side tracking of redirect-gateway payments (Mollie and PayPal). Found in Google Analytics → Admin → Data Streams → Measurement Protocol API secrets.
Meta Pixel ID Your numeric Pixel ID from Meta Events Manager.

What Fires to GA4

When a paid order completes:

  • Eventonomy fires a purchase event to GA4 via the Measurement Protocol.
  • The event includes the order total, currency, and a transaction ID derived from the gateway's transaction reference.

For Stripe and Square (direct gateway responses), the purchase event fires server-side immediately on order completion.

For Mollie and PayPal (redirect flows where the buyer leaves your site to pay), the event fires when the gateway calls your webhook and Eventonomy confirms the payment. The GA4 Measurement Protocol API secret is required for this server-side path.

What Fires to Meta Pixel

When an attendee proceeds to checkout:

  • Eventonomy fires InitiateCheckout to Meta Pixel.

When a paid order completes:

  • Eventonomy fires Purchase to Meta Pixel, including the value and currency.

Note: Meta Pixel fires are client-side for direct-gateway checkouts. For redirect-gateway payments (Mollie, PayPal), the Purchase event fires server-side via the Conversions API when the webhook confirms the payment.

Should You Enable This?

Enable conversion tracking if:

  • You run Google Ads or Meta (Facebook/Instagram) ads driving traffic to your event pages, and
  • You want your ad platform to attribute ticket purchases to your campaigns.

You do not need this if:

  • You do not run paid advertising.
  • You are already tracking conversions via a separate analytics plugin.

What's Next?

Review the Advanced settings for SEO, feature flags, and data lifecycle options.

Advanced Settings →