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.

Table of contents

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

              Rappel : quelques conditions de réussite

              Le suivi de la conversion qui dépend en grande partie de la faculté du tiers de paiement de renvoyer automatiquement sur la page du récapitulatif du site de billetterie qui va héberger le tag de remontée de la conversion. Donc votre prestataire enregistrant le paiement doit être capable d'intégrer le suivi.

              Le retargeting des paniers abandonnés, très utilisés dans de nombreux secteurs, est souvent sous-exploité dans le champ culturel.

              Quand on est une petite équipe, il ne faut pas hésiter à se faire accompagner par des tiers de confiance. Si le coût de départ peut sembler important pour un petit budget, le retour sur investissement d'une bonne stratégie de suivi et de retargeting est indéniable.

              Rubriques

              Explorez le sujet en quatre grandes rubriques dédiées au spectacle vivant, depuis la compréhension des enjeux jusqu'au pilotage stratégique.

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