When a customer completes a purchase on a page with Google Analytics 4 (GA4) or Google Tag Manager connected, a purchase event is automatically sent to GA4.

This purchase event provides a detailed breakdown of all selections that contribute to the final purchase total — including tickets, donations, merchandise, and other line items. Each of these selections is tracked as a separate entry within the items array of the GA4 purchase event.

Note: TicketSpice only includes fields that impact the purchase price in the event data sent to GA4. Fields that do not affect the total price and fields containing personally identifiable information (like name or email) are not included in the data sent.

Warning: The Google Analytics (GA4) Purchase Item Breakout is not available for Reserved Seating or Peer to Peer pages.

GA4 Purchase Event Parameters

Each transaction has one purchase event. This event includes the following parameters:

GA4 parameter	Description
currency	The currency for the page. E.g. “USD”
value	The total purchase value of the transaction. Equal to the sum of all items in the `items` Array. (Includes fees.)
transaction_id	The order number.
coupon
items (Array)	Array of all pieces of the purchase that can affect the purchase price. (See below)

Tracked Items

Within GA4, any field that can affect the price of the page is included. Here are the fields within TicketSpice that are tracked and sent to GA4.

Ticket Level
Sessions
Multiple Choice
Checkbox
Donation
Quantity Box
Merchandise
Line Item
T-Shirt Size
Member Manager
Coupon Code
Voucher
Purchase Protection

Pro Tip: You can also track some fields inside of the ticket level. When you track fields inside the ticket level, they are included as their own item, but have a few additional parameters to indicate their relationship to the ticket level. The fields within the ticket level are grouped under the ticket level parent item.

For fields within the ticket level that are tracked, the GA4 item includes two extra parameters to show the relationship

parent_item_id — the ID of the parent item
parent_item_name — the name of the parent item

Here are the fields you can track within the ticket level: Multiple Choice, Checkbox, Quantity Box, Line Item, and T-Shirt Size

GA4 Item Event Parameters

Summary of Available Item Array Fields

Each item in the items Array includes:

Item Parameter	Description	Example
item_id	A unique ID for the item	“123456.tickets.balcony”
item_name	The human-readable name of the item	“Balcony Seats”, “Business Pass”
item_category	The type of item/field (e.g. “Ticket”, “Merchandise”, “Checkbox”)	“Ticket”, “Checkbox”, “Donation”
price(where applicable)	The unit price (minus any discounts, and excluding fees)	20.99
quantity	The number of identical units purchased	1
discount (when applicable)	Discount applied compared to full price	5.00

While the parameters above are share across all field types, there are a number of other pieces of data that are included in the item for some types. A full list of these parameters and the applicable field types can be found below.

Item Parameter	Description	Example	Applicable Field Types
item_category2	The ticket category (if available). If not available: "All tickets"	"Member Options"	Ticket Level
item_category3	The ticket price point (if available)	"Senior"	Ticket Level
item_variant	For Ticket Level: the ticket type For Merchandise: the item variant (if applicable) For Member Manager: "Purchase" or "Renew"	"Standard" "Small Shirt" "Purchase"	Ticket Level Merchandise Member Manager
fee	The sum of all fees for one unit	7.99	Ticket Level
item_list_id	The ID of the field where the selection was made	"123456.meal_selection"	Sessions Multiple Choice Merchandise T-shirt Size Member Manager
item_list_name	The name of the field where the selection was made	"Morning Sessions"	Sessions Multiple Choice Merchandise T-shirt Size Member Manager

Items Array Available Per TicketSpice Field

If you'd like to see the specific items sent for each TicketSpice field, the lists below outline the different items included for each field type.

Ticket Level Parameters

Item Parameter	Description	Example
item_id	A unique ID for the item	“123456.tickets.balcony”
item_name	The human-readable name of the item	“Balcony Seats”, “Business Pass”
item_category	The type of item/field (e.g. “Ticket”, “Merchandise”, “Checkbox”)	“Ticket”, “Registration Option”, “Donation”
price (where applicable)	The unit price (minus any discounts, and excluding fees)	20.99
quantity	The number of identical units purchased	1
discount (when applicable)	Discount applied compared to full price	5.00
item_category2	The ticket category (if available). If not available: "All tickets"	"Member Options"
item_category3	The ticket price point (if available)	"Senior"
item_variant	For Ticket Level: the ticket type For Merchandise: the item variant (if applicable) For Member Manager: "Purchase" or "Renew"	"Standard" "Small Shirt" "Purchase"
fee	The sum of all fees for one unit	7.99

Fields within the Ticket Level Parameters

You can track some fields inside the ticket level. These fields include the Multiple Choice Field, Checkbox Field, Quantity Box Field, Line Item Field, and T-Shirt Size Field.

When you track fields inside the ticket level, they are included as their own item, but have a few additional parameters to indicate their relationship to the ticket level. The fields within the ticket level are grouped under the ticket level parent item.

Item Parameter	Description	Example
item_id	A unique ID for the item	“123456.tickets.balcony”
item_name	The human-readable name of the item	“Balcony Seats”, “Business Pass”
item_category	The type of item/field (e.g. “Ticket”, “Merchandise”, “Checkbox”)	“Ticket”, “Registration Option”, “Donation”
price(where applicable)	The unit price (minus any discounts, and excluding fees)	20.99
quantity	The number of identical units purchased	1
discount (when applicable)	Discount applied compared to full price	5.00
parent_item_id — the ID of the parent item	The ID of the parent item	"123456.ticket.level.ID"
parent_item_name	The name of the parent item	"Ticket Level Name"

Sessions Parameters

Item Parameter	Description	Example
item_id	A unique ID for the item	“123456.tickets.balcony”
item_name	The human-readable name of the item	“Balcony Seats”, “Business Pass”
item_category	The type of item/field (e.g. “Ticket”, “Merchandise”, “Checkbox”)	“Ticket”, “Registration Option”, “Donation”
price(where applicable)	The unit price (minus any discounts, and excluding fees)	20.99
quantity	The number of identical units purchased	1
discount (when applicable)	Discount applied compared to full price	5.00
item_list_id	The ID of the field the selection was made in.	“123456.morningsessions”
item_list_name	The name of the field the selection was made in.	“Morning Sessions”

Multiple Choice Parameters

Item Parameter	Description	Example
item_id	A unique ID for the item	“123456.tickets.balcony”
item_name	The human-readable name of the item	“Balcony Seats”, “Business Pass”
item_category	The type of item/field (e.g. “Ticket”, “Merchandise”, “Checkbox”)	“Ticket”, “Registration Option”, “Donation”
price(where applicable)	The unit price (minus any discounts, and excluding fees)	20.99
quantity	The number of identical units purchased	1
discount (when applicable)	Discount applied compared to full price	5.00
item_list_id	The ID of the field the selection was made in.	“123456.meal_selection”
item_list_name	The name of the field the selection was made in.	“Meal Selection”

Checkbox Parameters

Item Parameter	Description	Example
item_id	A unique ID for the item	“123456.tickets.balcony”
item_name	The human-readable name of the item	“Balcony Seats”, “Business Pass”
item_category	The type of item/field (e.g. “Ticket”, “Merchandise”, “Checkbox”)	“Ticket”, “Registration Option”, “Donation”
price(where applicable)	The unit price (minus any discounts, and excluding fees)	20.99
quantity	The number of identical units purchased	1
discount (when applicable)	Discount applied compared to full price	5.00

Donation Parameters

Item Parameter	Description	Example
item_id	A unique ID for the item	“123456.tickets.balcony”
item_name	The human-readable name of the item	“Balcony Seats”, “Business Pass”
item_category	The type of item/field (e.g. “Ticket”, “Merchandise”, “Checkbox”)	“Ticket”, “Registration Option”, “Donation”
price(where applicable)	The unit price (minus any discounts, and excluding fees)	20.99
quantity	The number of identical units purchased	1
discount (when applicable)	Discount applied compared to full price	5.00

Quantity Box Parameters

Item Parameter	Description	Example
item_id	A unique ID for the item	“123456.tickets.balcony”
item_name	The human-readable name of the item	“Balcony Seats”, “Business Pass”
item_category	The type of item/field (e.g. “Ticket”, “Merchandise”, “Checkbox”)	“Ticket”, “Registration Option”, “Donation”
price(where applicable)	The unit price (minus any discounts, and excluding fees)	20.99
quantity	The number of identical units purchased	1
discount (when applicable)	Discount applied compared to full price	5.00

Merchandise Parameters

Item Parameter	Description	Example
item_id	A unique ID for the item	“123456.tickets.balcony”
item_name	The human-readable name of the item	“Balcony Seats”, “Business Pass”
item_category	The type of item/field (e.g. “Ticket”, “Merchandise”, “Checkbox”)	“Ticket”, “Registration Option”, “Donation”
price(where applicable)	The unit price (minus any discounts, and excluding fees)	20.99
quantity	The number of identical units purchased	1
discount (when applicable)	Discount applied compared to full price	5.00
item_list_id	The ID of the field the selection was made in.	“123456.merch”
item_list_name	The name of the field the selection was made in.	“Merch”
item_variant	The item variant (if applicable).	“Large”

Line Item Parameters

Item Parameter	Description	Example
item_id	A unique ID for the item	“123456.tickets.balcony”
item_name	The human-readable name of the item	“Balcony Seats”, “Business Pass”
item_category	The type of item/field (e.g. “Ticket”, “Merchandise”, “Checkbox”)	“Ticket”, “Registration Option”, “Donation”
price(where applicable)	The unit price (minus any discounts, and excluding fees)	20.99
quantity	The number of identical units purchased	1
discount (when applicable)	Discount applied compared to full price	5.00

T-Shirt Size Parameters

Item Parameter	Description	Example
item_id	A unique ID for the item	“123456.tickets.balcony”
item_name	The human-readable name of the item	“Balcony Seats”, “Business Pass”
item_category	The type of item/field (e.g. “Ticket”, “Merchandise”, “Checkbox”)	“Ticket”, “Registration Option”, “Donation”
price(where applicable)	The unit price (minus any discounts, and excluding fees)	20.99
quantity	The number of identical units purchased	1
discount (when applicable)	Discount applied compared to full price	5.00
item_list_id	The ID of the field the selection was made in.	“123456.shirtsize”
item_list_name	The name of the field the selection was made in.	“Shirt Size”

Member Manager Parameters

Item Parameter	Description	Example
item_id	A unique ID for the item	“123456.tickets.balcony”
item_name	The human-readable name of the item	“Balcony Seats”, “Business Pass”
item_category	The type of item/field (e.g. “Ticket”, “Merchandise”, “Checkbox”)	“Ticket”, “Registration Option”, “Donation”
price(where applicable)	The unit price (minus any discounts, and excluding fees)	20.99
quantity	The number of identical units purchased	1
discount (when applicable)	Discount applied compared to full price	5.00
item_list_id	The ID of the field the selection was made in.	“123456.becomeamember”
item_list_name	The name of the field the selection was made in.	“Become A Member”
item_variant	“Purchase” or ”Renew”	“Purchase”

Coupon Code Parameters

Item Parameter	Description	Example
item_id	A unique ID for the item	“123456.tickets.balcony”
item_name	The human-readable name of the item	“Balcony Seats”, “Business Pass”
item_category	The type of item/field (e.g. “Ticket”, “Merchandise”, “Checkbox”)	“Ticket”, “Registration Option”, “Donation”
price(where applicable)	The unit price (minus any discounts, and excluding fees)	20.99
quantity	The number of identical units purchased	1
discount (when applicable)	Discount applied compared to full price	5.00

Voucher Parameters

Item Parameter	Description	Example
item_id	A unique ID for the item	“123456.tickets.balcony”
item_name	The human-readable name of the item	“Balcony Seats”, “Business Pass”
item_category	The type of item/field (e.g. “Ticket”, “Merchandise”, “Checkbox”)	“Ticket”, “Registration Option”, “Donation”
price(where applicable)	The unit price (minus any discounts, and excluding fees)	20.99
quantity	The number of identical units purchased	1
discount (when applicable)	Discount applied compared to full price	5.00

Purchase Protection Parameters

Item Parameter	Description	Example
item_id	A unique ID for the item	“123456.tickets.balcony”
item_name	The human-readable name of the item	“Balcony Seats”, “Business Pass”
item_category	The type of item/field (e.g. “Ticket”, “Merchandise”, “Checkbox”)	“Ticket”, “Registration Option”, “Donation”
price(where applicable)	The unit price (minus any discounts, and excluding fees)	20.99
quantity	The number of identical units purchased	1
discount (when applicable)	Discount applied compared to full price	5.00

Creating Tags in Google Tag Manager (GTM)

Create Actions that Trigger Based on the Ticket Level an Attendee Selects