E-Commerce: tracking customers’ actions

Add your online marketing tags to the dashboard. There are a number of different keys and tags that you can add to keep track of shop visitors' actions. Below you will find an overview of the different keys and tags that you can add and the advantages of adding these keys and tags.

Step-by-step guides in this article

Google Analytics Key
Facebook Pixel Key
Google Ads Conversion
Google Ads Remarketing

Google Analytics Key
Google analytics is used to track specific actions of customers in your shop. In this way, the shop visitors can be measured and the conversions mapped. Also you can determine the traffic sources of your shop visitors. This is useful information to determine the most effective communication channels. Finally, with Google analytics key it is possible to track visitors locations. This information gives you the opportunity to focus marketing activities on a specific region in follow-up actions.

  1. Copy the Google Analytics Key from your Google Analytics account
  2. Open the tab Event settings
  3. Click the E-commerce tab
  4. Past your Google Analytics Key into the outlined field. The Google Analytics Key is automatically added to all 3 steps of the purchase process.
  5. Press Save
  6. Open your Google Analytics account
  7. Set the next goals:
    • [shoplink]/step1→ Product selection page
    • [shoplink]/step2 → Personal data page
    • [shoplink]/success → confirmation page after purchase

Facebook Pixel Key
The interactions in the shop can be measured via a Facebook pixel. The step in which the product selection is made and the personal data are entered, are passed on in Facebook as 'Pageview'. The confirmation page after a successful payment is passed on in Facebook as 'Purchase'. Facebook pixel can be used to make your target group more transparent, after which you can set up an ad campaign specified on the conversion that you have measured with the Facebook pixel. You can also measure the results of the conversion by seeing if the number of visits and payments have increased after an ad campaign.

  1. Copy the Facebook Pixel Key from your Facebook account
  2. Open the tab Event settings
  3. Click the E-commerce tab
  4. Past your Facebook Pixel Key into the outlined field. The Facebook Pixel Key is automatically added to all 3 steps of the purchase process.
  5. Press Save
  6. Open your Facebook account
  7. The next steps are visible in your Facebook account:
    • [shoplink]/step1 → Product selection page (will be send to Facebook as “Pageview”)
    • [shoplink]/step2 → Personal data page (will be send to Facebook as “Pageview”)
    • [shoplink]/success → confirmation page after purchase (will be send to Facebook as “Purchase” including the Order value)


Google Ads Conversion
Measure the effectiveness of your Google Adwords Campaign. The conversion is measured from the confirmation page after a successful payment. Both the number of visits on the page and the total value of the order are passed on to Adwords. The total value of the order is passed on as 'Conversion value'.


Google Ads Remarketing
Retarget your shop visitors by adding a Google Advertisement Remarketing tag to your shop. By adding this tag, a tracking is placed on the ticket shop where the product selection is made and the personal data are entered. Based on this data, a remarketing action can be used to lead people to the shop if they have already taken the first step, but did not get any further.

Last modified on :14/11/2018
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