Track WordPress ticket sales in Google Analytics

If you sell tickets on your WordPress site with the TokTix plugin, TokTix can report the whole buying funnel to your own Google Analytics 4 property — from the moment someone opens the ticket window to the completed sale. No Tag Manager work, no triggers to build.

Before you start

Three things have to be true.

• Google Analytics is connected in TokTix. Set that up first — the funnel is delivered to whichever GA4 property the event is connected to. Without it nothing is sent, and nothing breaks.
• It's the same GA4 property your WordPress site already uses. Connect a different one and your site's traffic lands in one property while your ticket funnel lands in another, so the two never join up.
• The plugin is version 1.8.0 or newer. Older versions sell tickets perfectly well, they just don't report the funnel. Update it under Plugins in your WordPress admin, then purge your page cache — the plugin's scripts are cached along with your page HTML, so a cached page will keep loading the old ones.

Add the TokTix domains in GA4

This is the one piece of setup on Google's side, and it's the one that matters most. Checkout finishes on www.toktix.com, a different domain from your site. Without this step, Google Analytics treats the hand-off as a brand-new visit and files your sales under (direct) instead of the ad, post or campaign that earned them.

In Google Analytics:

1. Admin → Data streams → your web stream.
2. Configure tag settings → Configure your domains.
3. Add your WordPress domain, toktix.com, and www.toktix.com.
4. Still in tag settings, open List unwanted referrals and add the same TokTix domains.

What shows up in GA4

• toktix_modal_opened — someone opens the ticket window on your page.
• toktix_ticket_form_loaded — the ticket form has finished loading.
• toktix_redirected_to_checkout — they tap Buy Tickets and head to checkout.
• begin_checkout — the same moment, as GA4's own standard event. This is the one Monetization reports and Google Ads understand.
• toktix_checkout_cancelled — they back out before paying.
• purchase — the order completes, with its revenue.

The four toktix_* steps carry a toktix_event_id parameter, so you can break the funnel down event by event. begin_checkout and purchase identify the event through GA4's standard items instead.

purchase comes from TokTix's checkout rather than from the plugin, so it's counted once no matter where the sale started.

Check that it's working

1. Open a page on your site that has a TokTix ticket form and open the ticket window.
2. In Google Analytics, go to Reports → Realtime. toktix_modal_opened and toktix_ticket_form_loaded should appear within a minute or two.
3. Tap Buy Tickets. The www.toktix.com address you land on should carry a tt_ga= parameter — that's your visitor's analytics session travelling with them.
4. Back in Realtime, check that it's still the same visit rather than a fresh one.

Once real traffic is flowing, a Funnel exploration of page_view → toktix_ticket_form_loaded → begin_checkout → purchase gives you the drop-off at every step.

Already forwarding these events yourself?

If you built a Tag Manager trigger to forward toktix_* events into GA4 before this existed, remove it. The plugin still pushes every step to dataLayer for anyone who wants to handle it their own way, so leaving both in place counts each step twice.

Nothing showing up?

• The ticket form loads but no events arrive — Google Analytics isn't connected in TokTix yet, or the switch is off. Use Send Test Event in the app and confirm it in Realtime before looking anywhere else.
• Events arrive but sales still say (direct) — the domains step above hasn't been done, or the page is still being served from cache with an older plugin.
• Nothing at all right after updating the plugin — purge your page cache and reload.