Google Analytics

If your website uses Google Analytics, connecting it lets Esora send every ticket sale on Esora into your own Google Analytics.

What connecting does for you

Every sale lands in your own reports. Each paid order arrives in Google Analytics as a purchase, with the revenue, the currency and the ticket types bought. Refunds arrive too, so your revenue figures stay correct.

You see which ad or post sold the ticket. When a visitor goes from your website to Esora and buys, Google Analytics treats the purchase as part of the same visit. Your usual reports then show the ad, post or campaign that brought that buyer to your site. This part needs a small tag on your website, described in Add the website tag.

Nothing is read from your analytics. Esora only sends sales and refunds to your property. It never reads your reports, your visitors or your settings.

Connect

In the Esora Organizer app, open the Profile tab and, under Integrations, tap Google Analytics, then Connect Google Analytics.

On the web, at esora.app/manage, go to Settings → Integrations and press Connect Google Analytics.

Then:

1. Sign in with the Google account you use for Google Analytics.
2. Under Choose the property your website uses, pick the property and web stream your website already sends its data to. If there is only one, it is already selected.
3. Tick Google’s acknowledgement about data collection. Google requires it before anyone can send data to your property.
4. Press Connect with your property’s name on it.

That’s it. The Google Analytics screen now shows your Property, Purchases (when the last sale was sent) and Website tag.

You need Editor access to the property. Editor is a role in Google Analytics that lets an account change a property’s settings, not only view its reports. Esora needs it once, during connecting, to set the property up to accept your sales. If you only have Viewer or Analyst access, ask the person who manages your Google Analytics to give your Google account the Editor role on the property (in Google Analytics: Admin → Property access management), or connect with their account.

What if no property is listed after I sign in?

Esora shows “This Google account can’t edit any Google Analytics property.” The Google account you signed in with has no property it can edit. Press Try another account and sign in with the account that manages your Google Analytics, or ask the property’s owner for Editor access and try again.

If your property shows up but has no web stream, your website is not yet set up in Google Analytics. Add a web stream for your site in Google Analytics first (Admin → Data streams → Add stream → Web), then connect again.

What you see in Google Analytics

Esora sends these events to your property:

Event	When	What it carries
purchase	Every paid order	Revenue, currency, and each ticket type bought as an item. The transaction ID is the Esora order ID.
refund	Every refund, full or partial	The refunded amount and the refunded ticket types, with the same transaction ID as the purchase.
view_item	A visitor from your website opens the event page	The event’s ticket types.
add_to_cart	A visitor from your website picks tickets	The tickets picked and their value.
begin_checkout	A visitor from your website starts paying	The order’s tickets and value.

The last three are only sent for visitors who came from your website with the website tag installed. Free registrations are not sent.

Where to look:

• Reports → Realtime shows a purchase within a minute or two of the sale. It is the quickest way to check the connection works.
• Reports → Monetization → Ecommerce purchases shows tickets sold and revenue by ticket type.
• Reports → Acquisition → Traffic acquisition shows which source, medium or campaign each sale came from, for buyers who came through your website.

Buyers who came to Esora directly

Many buyers never visit your website. They find your event through Instagram, Telegram, a friend’s link or the Esora feed. Their sale still arrives as a purchase, but Google Analytics has no visit to attach it to, so its source shows as “(not set)”. Esora adds where they came from as extra details on the event:

• esora_link: the name of the tracking link they used, if any
• esora_channel: the channel, such as Instagram or Telegram
• esora_platform: the platform they bought on
• esora_journey: website for buyers who came through your website, direct for everyone else

Google Analytics only shows these details in reports once you register them. In Google Analytics, go to Admin → Custom definitions → Create custom dimension, choose Event as the scope, and enter each name above as the event parameter. You can then add them to any report or exploration. They apply from the day you create them, not to earlier sales.

The full path of direct buyers is in Esora’s own sales report, under Where buyers came from on the event’s Sales page.

Add the website tag

This section is written so you can send it to whoever looks after your website.

What the tag does

The tag is a short script for the organizer’s website. When a visitor clicks a link from the website to Esora (any link to esora.app), the tag adds two things to that link:

• the visitor’s Google Analytics identifiers, so the ticket purchase on Esora joins the same Google Analytics visit that started on the website;
• the campaign tags the visitor arrived with (utm_source, utm_medium, utm_campaign, utm_content, utm_term, fbclid), so the ad or post that brought them is credited.

It does not load anything from Esora, collect anything on its own, or change how the website looks. It needs the website’s own Google Analytics tag to be installed already, because it reads the identifiers that tag creates.

Where to get it

The tag is made for one Google Analytics property, so copy it from the organizer’s own Esora account:

• In the app: Profile → Integrations → Google Analytics → Website tag.
• On the web: Settings → Integrations → Google Analytics → Show the tag.

Press Copy tag.

Option 1: add it to the website directly

Paste the tag into the <head> of every page, after the Google Analytics tag. Most website builders and themes have one place for code that goes on every page (often called “Header code”, “Custom code” or “Tracking code”); put it there.

Option 2: add it in Google Tag Manager

1. In Google Tag Manager, create a new tag of type Custom HTML.
2. Paste the tag.
3. Set the trigger to All Pages.
4. Make sure the Google Analytics (GA4) configuration tag fires first. If both fire on All Pages, open the Esora tag’s Advanced settings → Tag sequencing and set the GA4 configuration tag to fire before it.
5. Save and publish the container.

Check that it works

Open the website, click a link to an event on Esora, and open the event page. Within a few minutes the Website tag row on the organizer’s Google Analytics screen changes from “Not installed yet” to “Working”, with the time of the last visit from the website.

If it still says “Not installed yet”, check that the links on the website point to esora.app, that the page has the Google Analytics tag, and, with Tag Manager, that the container was published.

Disconnect

On the Google Analytics screen, press Disconnect Google Analytics and confirm.

New sales and refunds stop reaching your property from that moment. Nothing already sent is removed from Google Analytics. The website tag can stay on your site; it does no harm, and you can connect again any time.

Questions

Why does a sale show "(not set)" as its source?

The buyer did not come to Esora through your website, so Google Analytics has no visit to take a source from. They came from Instagram, Telegram, a shared link or the Esora feed. Register the esora_link and esora_channel details as custom dimensions (see Buyers who came to Esora directly) to see where they came from, or open the event’s Sales page in Esora.

Why is the revenue in Google Analytics different from my payout?

Google Analytics shows what buyers paid. Your payout is that amount minus Esora’s commission, and minus any refunds. Refunds also appear in Google Analytics, but only once they happen, and some reports show purchases without subtracting them.

Why don't I see older sales?

Esora sends sales from the moment you connect. Orders paid before that are not sent.

Questions? Get in touch.