The shop delivered by go~mus runs without tracking by default: no analytics services, no marketing pixels, no tracking cookies. A strict content security policy blocks third-party services at browser level. That is a quality feature, not a gap: the shop is privacy-friendly from day one, fast, and in this state needs no cookie banner.
When your venue wants to measure online sales, we retrofit web analytics deliberately, as a conscious decision by your venue. From then on you manage all tags yourself via Google Tag Manager (GTM): GA4, advertising pixels, conversion tracking, without needing go~mus for every change. This page describes the setup, the available data and what your venue provides for activation.
Three layers, clear responsibilities
| Layer | Who owns it | What it does |
|---|---|---|
| Data layer | go~mus | The shop publishes structured ecommerce events into the dataLayer, from ticket view to purchase. |
| Consent layer | your venue, wired in by go~mus | Your consent solution (CMP). No tag fires before consent; Google Consent Mode v2 starts on "denied". |
| Tag layer | your venue, fully | Your GTM container. Tags, triggers and destinations are maintained by your marketing team in the GTM interface. |
The data layer is the contract between the shop and GTM. Once it is in place, your team works exclusively in GTM and GA4.
The events in the dataLayer
The shop reports the complete sales funnel following the GA4 ecommerce schema, every item with ticket category, price and visit date:
| Event | When | Key parameters |
|---|---|---|
view_item_list / view_item | ticket list or a ticket displayed | item_id, item_name, item_category, price, currency |
select_item | date or time slot chosen | plus visit_date, timeslot |
add_to_cart / remove_from_cart | cart changed | items[], value, visit_date |
begin_checkout | checkout entered | items[], value, coupon |
add_payment_info | payment method chosen | payment_type |
purchase | order completed | transaction_id, value, tax, currency, items[] |
visit_date is the visit date, not the purchase date. So you can analyse which visit days people buy for, how long the lead time is and which categories sell when. Standard GA4 reports (funnel, revenue per category, campaigns) work without custom mapping.
Self-service and its boundary
Everything that works with the existing events and parameters you do yourself in GTM: new tags, changed triggers, additional destinations. go~mus is involved in exactly two cases, both small and plannable:
- A new data point the dataLayer does not publish yet: a short scoping conversation, then we add it.
- A new tag destination (a service your tags call): the shop's security policy allows declared destinations only, by name, never wholesale. Allowing one is a small, reviewed change.
The strict policy stays in place on purpose. It is the reason nothing unwanted ever loads in the shop.
Consent is a precondition, not an option
GA4, GTM and advertising pixels set cookies and send data to third parties. Without consent, no marketing or analytics tag fires in the shop: Consent Mode v2 starts with every grant on "denied", your CMP releases them after opt-in. Legal responsibility for the tags you run lies with your venue as the operator; go~mus itself does not track and does not analyse your marketing data.
Checklist: what your venue provides
Items 1 to 7 are prerequisites for activation, item 8 is optional, item 9 is needed for go-live.
| # | What | Details |
|---|---|---|
| 1 | GTM container | container ID of your web container (GTM-XXXXXXX) |
| 2 | GA4 property | measurement ID (G-XXXXXXX), if you use GA4 |
| 3 | Tag destinations | complete list of services your tags call |
| 4 | Consent solution | which CMP, configured for the shop domain |
| 5 | Consent mapping | which consent category releases which tags |
| 6 | Legal basis | DPA with Google, contracts with other tag vendors |
| 7 | Privacy notice | updated, covers the tags you run |
| 8 | Additional data points | optional, scoped together before implementation |
| 9 | Sign-off | named contact for data flows and go-live |
Send the completed checklist to go~mus support, we set things up (container, consent wiring, allowing the tag destinations), you verify in GTM preview mode and approve.
Embedding instead of a standalone shop?
This page describes the standalone shop delivered by go~mus. If you embed the bundle or individual web components into your own website instead, the page is yours, and so are analytics and consent: your GTM, your CMP, your responsibility, with no go~mus involvement at all. For data points inside the embedded booking flow, talk to us.
Alternatives to Google
The data layer is not tied to Google. Server-side tagging (a first-party endpoint, less browser weight, full control over what reaches Google) or a different vendor such as Matomo are feasible; the scope is agreed individually. Talk to us.