3.09. Implementing Digital Visitor Tracking... and Using It

This very operational sheet examines the techniques and tools used to track digital visitors on your website.

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Implementing visitor tracking on a theatre website can bring many benefits in terms of audience engagement and ticket sales optimization. We have explored in a previous guide the types of data generated by your website (see the relevant guide), and in another one the advertising opportunities partly based on this tracking. Here, we will explore the practical aspects of setting up tracking.

Cookies and pixels

Digital audience tracking relies on two main mechanisms: the placement of cookies and the integration of tracking pixels.

Cookies

Cookies are files stored on visitors' browsers that save information about their navigation and interactions with the site. There are two main types of cookies:

  • Session cookies: temporary, they track the user's actions during a session (e.g., the path through an online ticket purchase) and are deleted as soon as the browser is closed.
  • Persistent cookies: remain active even after the browser is closed, for a defined duration. They allow, for example, regular visitors to benefit from a personalized experience.

Depending on their use, cookies can be categorized into three types:

  • Functional cookies: ensure the proper functioning of the site (e.g., saving the shopping cart).
  • Analytical cookies: measure audience and analyze visitor behavior (e.g., Google Analytics).
  • Advertising cookies: enable targeting and retargeting of ads (e.g., Meta Pixel, Google Ads).

It is very common for theaters to use performance cookies (e.g., Google Analytics, Matomo) to understand overall behavior without personally identifying users. We invite you to explore the sheet Tomorrow, a world without cookies? for a deeper understanding of the topic.  

Tracking pixels

A tracking pixel is a technology complementary to cookies. It is an invisible 1x1 pixel image embedded in a website, email, or advertisement. When a user loads a page containing this pixel, certain information is sent to an external server. Examples of information collected by a tracking pixel:

  • User's IP address
  • Type of operating system and browser
  • Time of site visit or email open
  • Actions performed on the site (clicks, purchases, abandoned cart, etc.)

For example, the Meta Pixel (formerly Facebook Pixel) allows you to:

  • Track ad conversions (e.g., a visitor who clicked an ad and purchased a ticket)
  • Build targeted audiences for future campaigns (e.g., retarget visitors who abandoned their carts, as detailed in the guide on different forms of online advertising)
  • Track custom events (e.g., add to cart, form submission)

    Compliance with the legal framework (GDPR)

    Tracking via cookies and pixels is a powerful tool to analyze spectator behavior and optimize marketing actions. However, its use must be transparent, compliant with GDPR, and designed with user respect in mind. Tracking visitors through cookies and pixels requires explicit user consent:

    • A cookie banner must be implemented on the website, allowing visitors to accept, refuse, or customize their preferences.
    • Pixels and tracking tools must be configured to comply with data protection legislation.

    Your next steps?

    • Verify the site's compliance with a cookie banner respecting regulations.
    • Configure Google Analytics and Meta Pixel to analyze key interactions.
    • Test different strategies to optimize user experience and conversions.

      Implementing tracking, from software selection to integration of complementary solutions

      Choosing the right software

      Start by selecting a tracking software suited to your specific needs. The criteria that will determine your choice should include:

      • Your objectives: improving SEO, increasing conversion rates, generating leads, etc.
      • Features offered by the solution: user journey tracking, heatmap analysis, visit pattern recognition, etc.
      • Compatibility with your existing infrastructure
      • Desired deployment mode (SaaS, on-premise)
      • Budget allocated for this activity

      To ensure effective tracking of your visitors' digital journey, several tools are available, including:

      • Google Analytics 4 (GA4): Tracks the entire user journey (e.g., from interaction with an event ad to ticket purchase).
      • Meta Pixel (formerly Facebook Pixel): Tracks behaviors from Facebook and Instagram ads through to conversion (e.g., tracking clicks on an ad).
      • Matomo: An open-source, privacy-respecting alternative, ideal for cultural organizations wishing to host their own data.

        Installing the tracking code

        Once the software is chosen, install the tracking code on your website and your online sales site (if different):

        1. Access the tracking code provided by your tool
        2. Copy the code
        3. Insert it into the HTML code of your site, just after the <head> tag

        For CMS platforms like WordPress or Drupal, there are usually dedicated plugins or a settings area to insert the tracking ID.

          We emphasize the importance of tracking the entire navigation, on the site and up to the ticket purchase, to accurately measure conversion and avoid targeting users who have already bought their tickets. Many institutions direct their users to the online interface of their ticketing software to complete transactions. It is therefore essential that the same tracking ID is integrated into this sales interface until purchase confirmation.  

          Configure the features

          Configure the key features of your tracking tool:

          • Define your conversion goals
          • Set up tracking for important events
          • Create custom audience segments
          • Activate reports relevant to your activity

          Specialized providers can assist you with configuring your website and tracking tool while training your teams on how to use it. This is an option to consider for saving time in setup and implementation.  

          Integrate with other tools

          For optimal use, integrate your tracking tool with other solutions:

          • Synchronize data with your CRM (see related guide) or with a CDP (see related guide) for efficient, contextualized customer interaction management.
          • Use the collected information to personalize your marketing campaigns.
          • Combine web tracking data with your email campaign data for a comprehensive view of the customer journey.

            Analyze the data

            Configuring these tools only makes sense if you dedicate part of your human resources to monitoring and leveraging the data produced to optimize your online presence:

            • Study visitor behavior (pages viewed, time spent, bounce rate)
            • Identify the most effective traffic sources
            • Analyze user journeys and friction points
            • Detect opportunities to improve the user experience

              Continue reading

              To go further

              Reminder: a few success factors

              It largely depends on the ability of the payment provider to automatically redirect users to the ticketing website's summary page, which hosts the conversion tracking tag.
              Therefore, your payment service provider must be able to integrate this tracking feature. Retargeting of abandoned carts
              Widely used in many sectors, this practice is still often underused in the cultural field. Working with trusted partners
              When you're a small team, don't hesitate to seek support from trusted third parties.
              Even if the initial cost may seem high for a limited budget, the return on investment from a well-structured tracking and retargeting strategy is undeniable.  

              Sections

              Explore the topic through four main sections dedicated to the performing arts, from understanding key issues to strategic management.

              • Understanding the Context

                This section helps you grasp how the performing arts sector is evolving in an increasingly data-driven world. Explore the sector's challenges and practices in data use, and discover why data is essential to your marketing strategies.

                4 notes

              • Getting Started

                Learn the fundamentals of data use in the performing arts. This section covers key concepts such as data regulations and how to use data from your ticketing system to better target your audience.

                14 notes

              • Mastering the Techniques

                To take things further, this section provides practical tools to implement advertising, audience targeting, and SEO techniques. Master the methods that will help you fully leverage data to optimize your online presence.

                10 notes

              • Driving the Strategy

                Learn how to design and manage data-driven strategies. Discover how to define projects, oversee the rollout of tools, and articulate your needs for effective data management.

                7 notes

              Want to contribute?

              For over 10 years, TMNlab has been supporting a French-speaking learning community of performing arts professionals to foster and promote a responsible digital culture. Want to learn more or contribute to this platform? Get in touch with us.

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