Google Tag Manager (GTM) rides on the information that is provided in what is called the "dataLayer" of your website. This dataLayer is a piece of data that GTM can read and use, and it follows primarily Peppered's own structure of information.
This document will describe the data in the dataLayer, what it means and what data you can expect to be available there. The dataLayer is always fully available (except for interactive events) at the start of a page load, before GTM is loaded. No data is pushed to the dataLayer, besides events, because building the dataLayer data set is done right before rendering a page.
Adding GTM in the Control Panel
To add GTM to your website you need to add the Google TAG ID to the Dashboard.
Go to Dashboard > System > Control Panel and search for Google Tag Manager.
Here you add your personal Google Tag Manager Code.
Tracking interactions (events)
When cookie consent is set via the cookie banner (or a media placeholder), we trigger the custom select_cookie_consent event, with the cookie_consent value of the selected level of consent.
When you add events to your cart, Peppered update the dataLayer, and triggers custom "cart_add" and "cart_remove" events. Both events have an eventPayload property that contains all the properties of the item that was added or removed (see order_items in the dataLayer properties below).
We trigger "add_to_wishlist" and "remove_from_wishlist" events when events are added to or removed from the visitor's wish list. They have the same eventPayload as the cart events.
Whenever the cart popup is opened we trigger an "cart_opened" event, and a "cart_closed" event when the popup is closed again.
We currently have no specific dataLayer events set up for forms.
dataLayer properties
Below is a list of all the Properties tracked via Peppered and the GTM dataLayer.
cookie_consent
The choice made in the cookie consent banner between the 3 levels of agreement. (for historical reasons also available as cookieConsent). This is also passed via the select_cookie_consent event when the consent level is changed.
Values:
- "" (empty string) initial value, and equivalent for "functional cookies"; in some cases also "default"
- limited
- all
currency_code
An ISO 4217 currency code, e.g. "EUR".
location_category
The kind of page, or location in the website you are currently visiting.
Values:
- error - e.g. 404
- product_list - a list of events or other "things you can buy"
- product_detail - the detail page of an event, ie. a product impression
- subscription - pages to manage mailing subscriptions etc.
- account - pages related to the user account, order history etc.
- account_signup - pages related to the account signup/creation process
- account_edit - pages related to changing any properties of the account, e.g. name and address
- checkout - pages in the checkout process
- checkout_seat_selection - the user is selecting seats on the seat map
- checkout_options - the user is selecting delivery methods, donations, and other options
- checkout_payment - the user is selecting a payment method on the site
- checkout_pending - we're waiting for confirmation of payment before continuing to checkout_success
- checkout_failed - something went wrong during checkout
- checkout_cancel - the user cancelled the order
- checkout_success - the checkout was completed
- content - everything else
order_code
The box office id for an order. Is only set if an order has been registered in the box office, otherwise it's "".
order_delivery_method
The selected delivery/fulfilment method of tickets.
Values:
- "" (empty string), initial value, nothing has been selected yet
- postal
- e-tickets
- collect
order_payment_method
The payment method. During an order, multiple payment methods can be used one after the other.
For instance a voucher for part of the order amount, the rest via creditcard.
Values:
- "" (empty string), initial value, nothing has been selected yet
- various - e.g. "mollie_ideal" depending on the particular integration
order_status
An order is considered to be "started" as soon as tickets have been selected for at least one event. Until that time the user can add events to the cart, but the checkout process hasn't started yet. The selected seats are reserved for a specific period of time, the user has to finalize the order before this time runs out.
Values:
- "" (empty string), initial value, the user hasn't started the checkout process
- started - tickets/seats have been selected)
- finalized - tickets are booked and payment was completed successfully
order_value
A (float) value for the total amount of the order (in the currency specified in currency_code).
visitor_is_logged_in
A boolean representing whether the user is logged in or not.
If the user is logged in more information is available:
visitor_code
ID of the visitor in the box office system.
visitor_tags
List of visitor tag id’s as they are known in the box office system.
order_items
A list of the items/events in the cart/shopping basket. It's updated when a user adds or removes events. Each entry has:
- item_category - type of event: default, movie, long_term - renamed to item_category in release 178, also still available as item_type
- item_id - id of the event in the box office system renamed to item_id in release 178, also still available as item_code
- item_name - <title> hyphen <subtitle> of the production
- item_production - The production code of the event
- item_date - ISO 8601 format of the start date and time
- products_value - sum of the price of all selected tickets etc. Note that the sum of "products_values" tends to end up lower than the "order_value", because the latter includes service and handling costs.
- tickets_price - the average unit price per ticket, excluding extra’s. new in release 211
- tickets_quantity - the number of tickets, excluding extra’s. new in release 211
- products - "products" is a list of “tickets”, ie. everything that’s part of the order item and might also include dinner tickets, 3d-glasses and other extras. If a user selects tickets for different price levels (e.g. different ranks, or tickets with discounts) each price level shows up as a different product.
- price_code - id of the price in the box office system
- price_name - description of the price as it’s visible on the site
- price_value - float value of the price for one item
- quantity - number of items of this product in the order
- The extra’s (aka cross-sells) also have an “extra” value with its name, and and “extra_id” value with the id of the cross-sell in the box office system.
Each product has these values:
ga4_ecommerce_items
A simplified list of events, extra’s and products, that directly matches GA4 ecommerce specification. New in release 211. Each item has these values:
- item_category
- item_id
- item_name
- price - averaged over each ticket for this event, even if they’re of different ranks etc.
- quantity
detail_items
A list of the events on the current detail page. The identifying information exactly matches that of order_items:
- item_type
- item_code
- item_name
- item_date
Additionally detail_items also have:
- price - float value of the lowest price for this event
- remarketing_meta - boolean, is true if remarketing is enabled for the production or event in the Peppered Dashboard for Meta.
- remarketing_google - boolean, is true if remarketing is enabled for the production or event in the Peppered Dashboard for Google.