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Track online guest behavior and checkout conversions

This article shows you how to configure ROLLER Progressive Checkouts to track online guest behavior, share conversion events with digital advertising tools and measure overall online checkout performance.

This article relates to ROLLER’s Progressive Checkout application. To track guest behavior in legacy online checkouts, refer to the article Google Analytics Enhanced eCommerce.

What events are tracked?

ROLLER’s Progressive Checkout application tracks and sends events to connected tools such as Google Analytics or Facebook. Note that some tools may not support all events.

Tracked events are:

  • Page views
  • View item list
  • View item
  • Add to cart
  • Begin checkout
  • Checkout steps
  • Remove from cart
  • Purchase
The permission required to edit checkout settings in Venue Manager is Can manage online checkout settings. Administrators have this permission enabled by default. To enable for other staff, create a custom role (Pro plan). 

Google Analytics

Google Analytics is a free service offered by Google that tracks and reports website traffic, enabling you to monitor and measure user behavior and the overall performance of your checkouts. Find out more about how Google Analytics works

The Progressive Checkout is directly integrated with Google Analytics 4, an upgraded version of Google Analytics. Google Analytics 3 (or Universal Analytics) is not supported.

To enable Google Analytics checkout tracking:

  1. Create and configure a Google Analytics 4 account. Refer to this guide [GA4] Set up Analytics for a website and/or app
  2. Find and copy your GA4 measurement ID. Refer to this guide Find your “G-” ID
    While configuring Google Tag Manager for a GA4 property, if you configure any GA4 Config Tags, you will need to ensure you do not re-use the same Property ID as placed in the Progressive Checkout settings.
  3. Log in to Venue Manager
  4. Go to Apps > Progressive checkout > Settings
  5. Paste the GA4 measurement ID from step 2 into the field
  6. Click Activate to save
Note that the overlay experience might not work with GA4 tracking on Safari due to Safari tracking limits.

Configuration tip for Google Analytics 4

Google Analytics is an advanced tool and aspects of web analytics can be highly technical.

ROLLER does not provide support for web analytics and Google Analytics directly; however, we recommend the following configuration optimization based on common implementation methods.

Cross-domain tracking

Cross-domain tracking is not required by venues using ROLLER custom checkout domains.

When your website and the ROLLER Progressive Checkout are hosted on different domains, cross domain tracking is required to track users across both domains. This includes embedded checkouts as traffic from these checkouts routes via roller.app if you have not implemented custom domains.

Cross domain tracking is configured in Google Analytics. Refer to this guide Set up cross-domain measurement. Use the match type to include the ROLLER domain as shown below and add another rule for your own domain.

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Google Ads

The Progressive Checkout is not integrated with Google Ads as this data sharing can be instrumented via Google Analytics account linking. Follow the guide Link Google Ads and Analytics to learn more.

Meta Pixel

Pro feature

Measure the effectiveness of your Facebook and Instagram advertising. Available on our Pro plan and above. Contact your account manager or support to upgrade. 

Learn more

The Meta Pixel allows you to measure the effectiveness of your advertising by understanding the actions people take on your checkout, ensuring your ads are shown to the right people on Facebook and Instagram.

The Progressive Checkout is directly integrated with the Meta Pixel. ROLLER injects the pixel code into your checkout and sends all Meta supported events directly to the pixel.

To enable the Meta Pixel on your checkout:

  1. Create and configure a Meta Pixel. Refer to this guide How to setup and install a Meta pixel
  2. Find and copy your Meta Pixel ID
  3. Log in to Venue Manager
  4. Go to Apps > Progressive checkout > Settings
  5. Paste the Meta Pixel ID from step 2 into the field
  6. Click Activate to save

TikTok Pixel

Pro feature

Track your TikTok ad impact on your checkout. Available on our Pro plan and above. Contact your account manager or support to upgrade. 

Learn more

The TikTok Pixel is a measurement tool that tracks your TikTok ads' impact on your checkout. This integration enables you to monitor sales, user activity and find the right audience for your ads.

The Progressive Checkout is directly integrated with the TikTok Pixel. ROLLER injects the pixel code into your checkout and sends all TikTok supported events directly to the pixel.

To enable the TikTok Pixel on your checkout:

  1. Create and configure a TikTok Pixel. Refer to this guide Get Started with Pixel
  2. Find and copy your TikTok Pixel ID
  3. Log in to Venue Manager
  4. Go to Apps > Progressive checkout > Settings
  5. Paste the TikTok Pixel ID from step 2 into the field
  6. Click Activate to save

Google Tag Manager

Premium feature

Manage tags for conversion tracking, site analytics an more. Available on our Premium plan. Contact your account manager or support to upgrade. 

Learn more

Google Tag Manager is a highly advanced technical tool that can manage tags for conversion tracking, site analytics, remarketing and more.

The Progressive Checkout sends all events to the browser data layer. Google Tag Manager enables you to use this data and provides unlimited flexibility to track activity and manage tags.

To enable the Google Tag Manager on your checkout:

  1. Create and configure a GTM Container. Refer to this guide Set up and install Tag Manager
  2. Find and copy your GTM container ID
  3. Log in to Venue Manager
  4. Go to Apps > Progressive checkout > Settings
  5. Paste the GTM container ID from step 2 into the field
  6. Click Activate to save

Frequently asked questions

What are events?

Users' interactions on a page of your website are considered an 'event' or 'event hit'.

How accurate is Google Analytics data?

Browsers and users are applying tracking restrictions to protect privacy. This means that Google Analytics cannot track transactions/users in some instances.

Configuring Server Side tracking via Google Tag Manager can improve data capture. However, integration with Google Tag Manager requires an Enterprise ROLLER subscription.

Why are all my events coming from my main domain?

If you're not using a custom checkout domain, you shouldn't see a lot of traffic attributed to roller.app as the source/medium. If you are seeing a lot of data attributed to the roller.app domain, it means your cross domain tracking is not working correctly. Refer to the instructions above to configure.

Can I embed a custom script or pixel on our checkout?

Embedding a custom script such as Hotjar or Microsoft Ads is not currently natively supported. In the future, ROLLER plans to provide venues with the ability to add custom scripts to the order confirmation page to track conversions on other platforms.

Venues subscribed to an Enterprise ROLLER subscription can achieve this with Google Tag Manager.

Can we connect online purchase events to the Facebook Conversion API?

The Facebook conversion API is a backend solution to track conversions in Facebook. There are two ways to enable this:

  1. Server-side tracking via Google Tag Manager
  2. ROLLER webhooks. Refer to the guide How to connect your ROLLER purchase events to the Facebook Conversions API
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