# Tracking Pixels & Conversion Events

CrowdWork automatically fires standard e-commerce events at key moments during checkout — when a patron views an event, adds tickets, applies a discount code, and completes a purchase. These events are sent to all major tracking platforms simultaneously, so you can measure which ads and campaigns are actually driving ticket sales.

This works across all three checkout flows: **shows**, **memberships**, and **gift cards**.

{% hint style="success" %}
**No custom event code required.** You only need to install your platform's base pixel snippet. CrowdWork handles firing the right events at the right time — your tracking platform picks them up automatically.
{% endhint %}

***

## Installing Your Tracking Pixel

To start tracking, add your platform's base pixel code (sometimes called an initialization snippet) to the **Custom Tracking Pixels** field in your Theatre Settings.

> **Direct link:** [Theatre Details](https://crowdwork.com/dashboard/theatres/0/edit)

1. Go to **Dashboard → Theatre → Theatre Details**
2. Scroll to the **Custom Tracking Pixels** section
3. Paste your pixel base code into the field
4. Click **Save**

The code you paste here is injected into the header of your [public pages](https://www.crowdwork.com/v/testtheatrefordocumentation/shows) — the same pages where patrons browse and purchase tickets. This is where your tracking platform's initialization snippet goes.

{% hint style="info" %}
**What to paste:** Each tracking platform provides a base snippet you install once. This is usually a small block of JavaScript that initializes the pixel on your pages. You do **not** need to add individual event tracking code — CrowdWork fires the events for you. See [Platform Setup Notes](https://docs.crowdwork.com/for-theatres/tracking-pixels-and-conversion-events#platform-setup-notes) below for links to each platform's setup instructions.
{% endhint %}

{% hint style="warning" %}
**Multiple pixels are fine.** You can paste code for Google, Meta, TikTok, and any other platform into the same field — they all work simultaneously and won't conflict with each other.
{% endhint %}

***

## Checkout Events Reference

CrowdWork fires the following events during checkout. These are standard e-commerce event names recognized by Google Analytics 4, Google Ads, Meta (Facebook), TikTok, and other platforms.

| Event              | Trigger                      | Description                                                            |
| ------------------ | ---------------------------- | ---------------------------------------------------------------------- |
| `view_item`        | Page load                    | Patron lands on an event page                                          |
| `begin_checkout`   | Checkout modal opens         | Patron opens the ticket purchase modal                                 |
| `add_to_cart`      | Tier incremented or selected | Patron adds tickets by increasing quantity or selecting a tier         |
| `remove_from_cart` | Tier decremented             | Patron reduces ticket quantity                                         |
| `add_payment_info` | "Next" button clicked        | Patron advances past ticket selection to payment                       |
| `apply_discount`   | Valid discount code applied  | Patron successfully applies a discount code                            |
| `apply_gift_card`  | Valid gift card applied      | Patron successfully applies a gift card                                |
| `purchase`         | Successful payment           | Patron completes checkout (works with both Square and Stripe payments) |

***

## Events by Checkout Flow

Not every checkout flow fires every event. Here's what's available in each:

| Event              | Shows | Memberships | Gift Cards |
| ------------------ | :---: | :---------: | :--------: |
| `view_item`        |   ✅   |      ✅      |      ✅     |
| `begin_checkout`   |   ✅   |      —      |      —     |
| `add_to_cart`      |   ✅   |      ✅      |      —     |
| `remove_from_cart` |   ✅   |      —      |      —     |
| `add_payment_info` |   ✅   |      —      |      —     |
| `apply_discount`   |   ✅   |      ✅      |      —     |
| `apply_gift_card`  |   ✅   |      —      |      —     |
| `purchase`         |   ✅   |      ✅      |      ✅     |

The shows checkout has the most complete event coverage because it has the most steps in its checkout flow. Memberships and gift cards have simpler flows and fire the events that apply to their process.

{% hint style="info" %}
**Why no gift card support on memberships?** Memberships require a card on file for recurring billing, so gift cards cannot be used as a payment method for membership purchases.
{% endhint %}

***

## Platform Setup Notes

CrowdWork pushes events to all of the following interfaces simultaneously. You only need the platforms you're using — install the base snippet for each and CrowdWork handles the rest.

### Google Tag Manager / GA4

CrowdWork pushes events to the `dataLayer` using Google's Enhanced E-Commerce format. If you use Google Tag Manager, these events are available as triggers without any additional tag configuration beyond your standard GTM container snippet.

If you use standalone Google Analytics 4 (via `gtag.js`) instead of GTM, events are also pushed directly through the `gtag` interface.

**Get your base snippet:** [Set up and install Tag Manager](https://support.google.com/tagmanager/answer/6103696) | [Set up Analytics for a website](https://support.google.com/analytics/answer/9304153)

### Meta (Facebook) Pixel

CrowdWork maps checkout events to Meta's standard events — for example, `add_to_cart` maps to Meta's `AddToCart`, and `purchase` maps to `Purchase`. If you've installed the Meta Pixel base code, these conversions are tracked automatically.

**Get your base snippet:** [Meta Pixel implementation guide](https://developers.facebook.com/docs/meta-pixel/get-started)

### TikTok Pixel

CrowdWork maps checkout events to TikTok's standard events — for example, `purchase` maps to TikTok's `CompletePayment`. Install your TikTok Pixel base code and conversions are tracked automatically.

**Get your base snippet:** [Get started with TikTok Pixel](https://ads.tiktok.com/help/article/get-started-pixel)

### Other Platforms

Any tracking platform that listens to the `dataLayer` or provides a standard JavaScript interface will receive these events. If you use a platform not listed above, install its base snippet in the Custom Tracking Pixels field and check whether it picks up standard e-commerce events from the `dataLayer`.

***

## Common Questions

<details>

<summary><strong>Do I need to add any event tracking code myself?</strong></summary>

No. CrowdWork fires all checkout events automatically. You only need to install the base pixel snippet for your tracking platform(s). No custom event code, no `dataLayer.push()` calls, and no manual conversion setup is needed on your end.

</details>

<details>

<summary><strong>Will this work with the tracking pixel I already have installed?</strong></summary>

Yes. If you've already pasted a pixel base code into your Custom Tracking Pixels field, CrowdWork's events will work with it immediately — no changes needed on your part. Your existing pixel will automatically pick up the new events.

</details>

<details>

<summary><strong>Can I track which ads are driving ticket sales?</strong></summary>

Yes — that's one of the primary use cases. The `purchase` event fires on every completed checkout, which means your ad platform (Google Ads, Meta Ads, TikTok Ads) can attribute sales back to specific campaigns. Set up conversion tracking in your ad platform using the `purchase` event, and you'll see which ads are generating actual revenue.

</details>

<details>

<summary><strong>Can I use this for retargeting?</strong></summary>

Yes. Events like `view_item` and `begin_checkout` tell your ad platform when someone looked at an event or started checkout but didn't finish. You can build retargeting audiences from these events — for example, showing ads to people who viewed a show page but didn't purchase.

</details>

<details>

<summary><strong>Can I use multiple tracking platforms at the same time?</strong></summary>

Yes. Paste all of your pixel base snippets into the same Custom Tracking Pixels field. CrowdWork fires events to all supported platforms simultaneously — they won't conflict with each other.

</details>

<details>

<summary><strong>Do these events fire when patrons check out from an embedded widget on my website?</strong></summary>

Checkout events fire during the checkout process on CrowdWork-hosted pages. When a patron clicks through from an embedded widget on your website, they are directed to your CrowdWork public pages to complete their purchase, and events fire during that checkout. Your tracking pixel base code installed in Theatre Settings covers these CrowdWork-hosted pages. For tracking visitor activity on your own website where widgets are embedded, use your own site's analytics setup independently.

</details>

<details>

<summary><strong>I use Google Tag Manager. Do I need to set up custom tags for these events?</strong></summary>

Not necessarily. CrowdWork pushes events to the `dataLayer` in Google's Enhanced E-Commerce format, which GTM recognizes natively. You may want to create tags and triggers in GTM to forward specific events to other platforms or to customize how they appear in your reports, but the events themselves are available in your `dataLayer` without any GTM configuration.

</details>

<details>

<summary><strong>Where do I find the Custom Tracking Pixels field?</strong></summary>

Go to **Dashboard → Theatre → Theatre Details** and scroll to the **Custom Tracking Pixels** section. Or use this direct link: [Theatre Details](https://crowdwork.com/dashboard/theatres/0/edit). See [Customizing Your Theatre Settings](https://docs.crowdwork.com/for-theatres/customizing-your-theatre-settings#custom-tracking-pixels) for more about your Theatre Settings page.

</details>

***

## Related Tasks

| Task                                | Guide                                                                                                                              |
| ----------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------- |
| **Configure your Theatre Settings** | [Customizing Your Theatre Settings](https://docs.crowdwork.com/for-theatres/customizing-your-theatre-settings)                     |
| **Embed widgets on your website**   | [Embedding a Widget](https://docs.crowdwork.com/for-theatres/embedding-a-widget)                                                   |
| **View your sales analytics**       | [Exporting Your Data → Analytics](https://docs.crowdwork.com/for-theatres/exporting-your-data#viewing-sales-reports-and-analytics) |
| **Set up discount codes**           | [Setting Up Discount Codes](https://docs.crowdwork.com/for-theatres/setting-up-discount-codes)                                     |
| **Set up gift cards**               | [Setting Up Gift Cards](https://docs.crowdwork.com/for-theatres/setting-up-gift-cards)                                             |
| **Set up memberships**              | [Setting Up Memberships](https://docs.crowdwork.com/for-theatres/setting-up-memberships)                                           |

***

## Need Help?

If you need assistance setting up your tracking pixels or verifying that events are working correctly, [contact our support team](https://docs.crowdwork.com/contacting-support) — we're happy to help!