Track guest behavior and conversions in progressive checkouts

Track checkout events and conversions in progressive checkouts with Google Analytics (GA4), Meta Pixel, TikTok Pixel, or Google Tag Manager (GTM) to improve checkout performance and sales.

Tracking checkout behavior helps you see what guests do in progressive checkouts, where they drop off and what leads to a purchase. You can use this data to improve the checkout experience, measure marketing results and increase completed transactions.

In this guide, you’ll learn how to connect GA4, Meta Pixel, TikTok Pixel or GTM in Venue Manager so your progressive checkout events can be reported in those tools.

Choose the right tracking option

Progressive checkouts automatically track standard checkout events (eg view item, add to cart, begin checkout, purchase). Connect one or more of these external platforms in Venue Manager to view and report on these events in the tool:

• GA4 (all plans) – funnel reporting, attribution and conversion analysis
• Meta Pixel (Pro+) – Facebook and Instagram ad tracking and retargeting
• TikTok Pixel (Pro+) – TikTok ad tracking and retargeting
• GTM (Premium+) – create custom event tracking (beyond what is natively sent by ROLLER from progressive checkouts) and send checkout data to additional tools (eg Hotjar, Klaviyo). 

To unlock your preferred tracking option, speak to your customer success manager or the support team. GTM comes with Premium+ plans, and for Lite and Pro plans, it's also available as a paid add-on. Learn more

How to set up

Progressive checkouts track events automatically. To view and report on events, you need to connect an external tracking tool (GA4, Meta Pixel, TikTok Pixel or GTM). Choose GTM if you want custom event tracking or to send data to additional tools.

1. Create the relevant tracking setup in your chosen tool and copy the ID.

2. From Venue Manager, go to Apps > Progressive checkouts > Settings.

3. From the Web tracking tab, scroll to the relevant section (GA4, Meta Pixel, TikTok Pixel or GTM).

4. Paste your ID.

5. Select Activate to save.

ROLLER automatically starts sending progressive checkout events to the tool you connected.

Native checkout tracking

Progressive checkout natively tracks the following guest actions (events) so you can understand where guests drop off, what they engage with, and what drives purchases:

• Page views: When a guest views a page. Helps you see traffic and entry points.

• View item list: When a guest views a list of items. Helps you understand which product lists attract interest.

• View item: When a guest views the details of a specific product. Helps you identify high-interest products.

• Add to cart: When a guest adds an item to their shopping cart. Helps you measure purchase intent and add-to-cart rate.

• Begin checkout: When a guest starts the checkout process. Helps you track checkout starts vs purchases.

• Checkout steps: Progress through various stages of the checkout process. Helps you pinpoint the step where guests drop off.

• Remove from cart: When a guest removes an item from their cart. Helps you spot friction (eg price, fees, confusion).

• Purchase: When a guest completes a purchase. Helps you measure conversions and revenue.

Progressive checkout tracks event types (eg add to cart) and records each time they occur (event hits). Some external tracking tools may not support every event type.

Once you connect GA4, Meta Pixel (Facebook and Instagram) or the TikTok Pixel in your checkout website settings from Venue Manager, these events are automatically sent to the connected tools for monitoring and analysis.

When you require advanced tracking with GTM

In most cases, the events ROLLER natively tracks in progressive checkouts and sends to supported tools will be enough.

Use GTM when you need more flexibility, such as:

• Tracking custom actions that are not included by default.
• Sending events to additional tools (eg Klaviyo, Hotjar, Microsoft Ads).
• Creating more detailed events for reporting or ad optimization.

GTM collects events on your checkout and sends them to other platforms such as GA4, Meta, or Klaviyo. Reporting and analysis happens in those platforms.

Google Analytics (GA4) checkout tracking

GA4 is Google’s analytics platform for measuring website and checkout performance. It allows you to track and report on website traffic, monitor and measure guest behavior and the overall performance of your checkouts. Find out more about how GA4 works.

To enable GA4 checkout tracking:

1. Create and configure a GA4 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.
3. Sign in to Venue Manager.
4. Go to Apps > Progressive checkouts > Settings > Web tracking.
5. Paste the GA4 measurement ID from step 2 into the field.
6. Select Activate to save. Update to change.

Note for GTM: If you're configuring GTM for a GA4 property, and you're configuring any GA4 Config Tags, you will need to make sure you do not re-use the same Property ID / Measurement ID as placed in the progressive checkout settings. This helps prevent data duplication and tracking issues.

Set up Google Analytics with cross-domain tracking

GA4 is an advanced tool and aspects of web analytics can be highly technical. 

For the best performance, set up cross-domain tracking if your main website and your checkout are on different domains (eg your website domain is jump.com and the ROLLER checkout domain is roller.app).

Setting up cross-domain tracking helps GA4 treat the journey as one session, so traffic sources and conversions are attributed correctly. This includes overlay checkouts where the checkout runs on roller.app.

However, if you're using ROLLER custom checkout domains, you won't need to set up cross-domain tracking. This is because the custom checkout domain can be the same as the website domain.

To set up cross-domain tracking:

• Refer to the guide Set up cross-domain measurement.
• Make sure that you include the ROLLER domain as shown below, then add another rule for your own domain in the match type settings.

Google Ads

Progressive checkouts are not integrated with Google Ads as this data sharing can be instrumented via GA4 account linking. Follow the guide Link Google Ads and Analytics to learn more.

Meta Pixel (Facebook and Instagram) checkout tracking

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.

Progressive checkouts can be directly integrated with the Meta Pixel. Once enabled in Venue Manager, ROLLER injects the pixel code into your progressive checkouts and sends all Meta supported events directly to the pixel. From your Meta account, you'll be able to monitor results. 

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. Sign in to Venue Manager.
4. Go to Apps > Progressive checkouts > Settings > Web tracking.
5. Paste the Meta Pixel ID from step 2 into the field.
6. Select Activate to save. Update to change.

TikTok Pixel checkout tracking

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.

Progressive checkouts are 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. Sign in to Venue Manager.
4. Go to Apps > Progressive checkouts > Settings > Web tracking.
5. Paste the TikTok Pixel ID from step 2 into the field.
6. Select Activate to save. Update to change.

Google Tag Manager checkout tracking

Google Tag Manager (GTM) is a tag management system used for more advanced custom tagging of your progressive checkouts. Tracking tags are snippets of code that collect data and send it to third-party services like GA4, Meta and other marketing and analytics platforms. 

While GTM is used to manage and deploy web tracking tags, GA4 analyzes the data collected from those tags to understand user behavior and checkout performance.

GTM acts as the "brain" or tracking engine, passing your website and checkout analytics into tracking programs like GA4. All tags in GTM are stored in a "container," reducing the complexity of managing multiple tracking codes.

While you may initially need a developer to add the GTM code to your website and help with creating a container, once it's set up, you can manage these tags without further altering the underlying code.

By linking GTM with GA4 (or other tools), you can track metrics such as:

• Conversion rates
• Marketing campaign performance
• Purchase funnel
• Cart abandonment

To enable the GTM on your progressive checkouts:

1. Create and configure a GTM Container. See the guide Set up and install Tag Manager.
2. Find and copy your GTM container ID.
3. Sign in to Venue Manager.
4. Go to Apps > Progressive checkouts > Settings > Web tracking.
5. Paste the GTM container ID from step 2 into the field.
6. Select Activate to save. Update to change.

FAQs

What are natively tracked events in ROLLER's progressive checkouts?

When might I need to use GTM with ROLLER?

If you're on a Premium or above plan, you can use GTM for more advanced tag tracking needs and integrating tracked events with other third-party marketing and automation platforms, such as Klaviyo.

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

Yes, you can embed custom scripts or pixels such as Hotjar or Microsoft Ads using GTM. This allows you to add additional tracking tags and send data to other third-party tools beyond what ROLLER natively supports. You'll need to be on a Premium and above plan to do this and help from a web developer or web analytics expert to achieve this. 

How accurate is the data tracked by ROLLER's progressive checkouts?

Browsers and users are applying tracking restrictions to protect privacy. This means that GA4 cannot track transactions and behaviors in some instances.

Configuring server-side tracking via GTM can improve data capture.

I’m not using a custom checkout domain. Why do I see a lot of sessions attributed to roller.app?

Your checkout runs on the roller.app domain. If GA4 is not set up to track people across both your website domain and roller.app as one journey, GA4 can treat the move to checkout as a new visit and label it as a referral from roller.app.

This usually means cross-domain tracking is not set up correctly. See Set up cross-domain measurement to link your website domain and roller.app so GA4 attributes visits and purchases to the right source.

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 GTM
2. ROLLER webhooks. Refer to the guide How to connect your ROLLER purchase events to the Facebook Conversions API

Can I test conversion tracking before I activate it for my checkout?

Yes, you can! You can test conversion tracking in your playground environment.

To do so, follow the instructions in this guide, but in your playground environment. You just need to add your tracking IDs in the settings area of your progressive checkouts in playground.

Once you've set everything up in playground, any transactions you put through using your playground checkout will flow through to GTM.