Conversion tracking using Google Analytics

Atleta can share information about new registrations and all corresponding ecommerce data with Google Analytics. Both Universal Analytics (UA) and Google Analytics 4 (GA4) are supported. The recommended way is to use the embed script on your website, because it often requires no configuration at all and it avoids cross-domain tracking. If you do not have a website, you can set up Google Analytics on the checkout page on

Installation: Through the embed on your own website (recommended)

The embed automatically detects and uses existing integrations on your website, so you just need to add Google Analytics to your website. If you want to track GA4 events through Google Tag Manager, additional configuration is required (see below).

Installation: Through the checkout page on

If you are using the checkout page on, you can login to Atleta and add your Google Analytics Property ID through the Integrations page in your project settings.

Universal Analytics (UA)

When someone completes the checkout, the following page view is tracked in Google Analytics. In the URLs, {eventId} refers to the unique ID of the event.

  • /atleta/success/{eventId}

For each step in the checkout, one of the following page views is tracked.

  • /atleta/tickets/{eventId}
  • /atleta/team/{eventId}
  • /atleta/personalisation/{eventId}
  • /atleta/details/{eventId}
  • /atleta/payments/{eventId}

Ecommerce data about the registrations and upgrades is sent to your Google Analytics property. You should enable Enhanced Ecommerce reporting on your Google Analytics property to collect the ecommerce data:

  1. Log in to Google Analytics and select your Property
  2. Go to Admin › E-commerce settings
  3. Enable E-commerce
  4. Enable Enhanced E-commerce Reporting and Save
  5. Go to View settings
  6. Set currency to Euro (EUR) and Save

Google Analytics 4 (GA4)

When someone completes the checkout, a purchase event is tracked in Google Analytics. The event contains all related ecommerce data of the registrations and upgrades.

Google Tag Manager (GTM)

To track events through GTM, you can set up tags that are triggered on any of the events below.

  • Fired when someone completes the checkout
    • atleta.purchase
  • Fired when someone reaches the respective step in the checkout
    • atleta.checkout_step.personalisation
    • atleta.checkout_step.details
    • atleta.checkout_step.payment

The atleta.purchase event will also add ecommerce data to the Data Layer. Follow the steps below to properly set up the event parameters that are required to receive the corresponding ecommerce data in GA4.

Tag configuration

  • Tag Type: GA4 Event
  • Event Name: purchase
  • Event Parameters (Parameter Name: Data Layer Variable Name)
    • items: ecommerce.items
    • transaction_id: ecommerce.transaction_id
    • currency: ecommerce.currency
    • value: ecommerce.value
    • tax:
    • coupon:
    • affiliation: ecommerce.affiliation
  • Trigger: event name equals atleta.purchase

Example setup

Refer to the screenshots below for an example setup of GA4 purchase event tracking through GTM.