📊Tracking Pixels & Conversion Events
Set up tracking pixels from Google, Meta, TikTok, and other platforms to measure ad performance, track conversions, and build retargeting audiences from your CrowdWork checkout flows.
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.
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.
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
Go to Dashboard → Theatre → Theatre Details
Scroll to the Custom Tracking Pixels section
Paste your pixel base code into the field
Click Save
The code you paste here is injected into the header of your public pages — the same pages where patrons browse and purchase tickets. This is where your tracking platform's initialization snippet goes.
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 below for links to each platform's setup instructions.
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.
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.
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:
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.
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.
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 | Set up Analytics for a website
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
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
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
Do I need to add any event tracking code myself?
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.
Will this work with the tracking pixel I already have installed?
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.
Can I track which ads are driving ticket sales?
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.
Can I use this for retargeting?
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.
Can I use multiple tracking platforms at the same time?
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.
Do these events fire when patrons check out from an embedded widget on my website?
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.
I use Google Tag Manager. Do I need to set up custom tags for these events?
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.
Where do I find the Custom Tracking Pixels field?
Go to Dashboard → Theatre → Theatre Details and scroll to the Custom Tracking Pixels section. Or use this direct link: Theatre Details. See Customizing Your Theatre Settings for more about your Theatre Settings page.
Related Tasks
Configure your Theatre Settings
Embed widgets on your website
View your sales analytics
Set up discount codes
Set up gift cards
Set up memberships
Need Help?
If you need assistance setting up your tracking pixels or verifying that events are working correctly, contact our support team — we're happy to help!
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