Google Analytics / Google Tag Manager

In this article, you'll learn what you need to know about using Google Analytics with e-guma.

In this article

Linking Google Analytics / Google Tag Manager with e-guma

You can link your Google Analytics or Google Tag Manager account with e-guma to count visitor numbers to your online shop. In the e-guma voucher system/ticket system menu, select Settings -> Online shop -> Basic settings. Activate the field Google Analytics or Google Tag Manager and enter your ID.

You can enter both the Google Analytics Tracking-ID and the Container-ID from Google Tag Manager. When working with the Tag Manager, we recommend that you integrate Google Analytics into the Tag Manager and enter only the Container-ID from the Tag Manager into your e-guma Backoffice. If you enter both IDs in e-guma, Google Analytics may not be integrated in the Tag Manager. This would otherwise lead to double counting.

Google Tag Manager

So that you can count visitor numbers to your online shop with the Google Tag Manager, make the following settings in the Google Tag Manager.    

Universal Analytics

Create a Google Analytics: Universal Analytics type Tag in the Google Tag Manager. 

Google Analytics 4

Create a  Google Analytics: GA4 Configuration type Tag in the Google Tag Manager. 

Cross-domain Tracking

To ensure that cross-domain tracking works effectively, change the tracking code on your website as follows:


(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//','ga');

ga('create', 'UA-XXXXXX-01', '', { 
'allowLinker': true 

// NEU 
ga('require', 'linker');

// NEU 
ga('linker:autoLink', [''] );
ga('send', 'pageview');


Additional information on the topic can be found in Google's user guide to configuring cross-domain tracking.

Referral Exclusion List

When payment is made with a credit card, the purchaser is redirected for a short period to a website operated by Datatrans AG (Payment Service Provider) to enable the credit card to be checked. Provided the credit card is valid, the purcahser will then be forwarded to the completion page of the e-guma Online Shop. To ensure that the referral from Datatrans ( is not recorded in Google Analytics, you can exclude the Datatrans domain.

To do this, from your Property select Tracking information -> Referral Exclusion List

 Enter as the domain.

E-commerce Tracking

The data in the e-commerce area of Google Analytics can be delayed by a few hours to days. More info here.

It is also possible to record vouchers/tickets that are sold in your online shop. Before you can use this function, you must activate e-commerce tracking in your Google Analytics resp. Google Tag Manager.

Google Analytics

To do this, in the Data View, open the Data View Settings.
In the E-commerce Settings, activate the E-commerce Tracking field.

More details can be found in the Google user guide on E-commerce Information.

Google Tag Manager

Since the configuration in the Tag Manager is somewhat complex, we have created an example configuration. This can be downloaded here Please download this file and import it using the admin function Import Container:

Remove the tags for Universal Analytics (UA) or Analytics 4, depending on which analytics you are using. Both can also be used at the same time.
Then you have to replace the Google Analytics ID with your ID for all tags except for "GA4 - Event - Ecommerce events".

Google Ads

Learn  here how to implement your Google Ads Conversion Tracking Code in e-guma for your voucher shop or ticketing shop respectively.