DataLayer Tracking Events

The dataLayer is a JavaScript object used to capture and store information about user behaviour on the website. It acts as a central source of truth for tracking, allowing tools like Google Tag Manager (GTM) to listen for key events and read the associated data.

Easol pushes information to the dataLayer whenever customers take key actions on your website, such as adding items to their cart, starting checkout, completing a booking, or submitting an enquiry. These events can then be picked up by GTM and forwarded to other platforms, including Google Analytics 4 (GA4), advertising platforms, and email/CRM tools.

All events below are pushed to the dataLayer and are available for use in Google Tag Manager (GTM).

Learn more how to set up Google Analytics on Easol here.

 

User

When a user is logged in to Easol, their details are pushed to the dataLayer on every page load. This happens separately from the ecommerce events — it is not included as part of individual event payloads like purchase or add_to_cart.

As this data contains personally identifiable information (PII), it must not be sent to GA4 in accordance with Google's policies. This information can, however, be used for CRM integrations (e.g. Klaviyo).

// Pushed on page load when a user is logged in
dataLayer.push({
  "userId": "207d69df-1c0a-4e07-bdd5-0889b2685e23",
  "userName": "Jane Smith",
  "userEmail": "jane.smith@example.com",
  "userCurrency": "GBP"
});

 

Page view

Page views are tracked automatically by GA4's built-in enhanced measurement when Google Tag Manager is configured.

GA4 will automatically capture page_location, page_referrer, and page_title without any custom setup.

Page-Level DataLayer Variables

In addition to the ecommerce events described above, Easol pushes contextual variables to the dataLayer on specific page types. These are available in GTM for use in tags and triggers.

Product pages

dataLayer.push({
  "productId": "28ac502a-80d5-40b4-b6b0-6814a0298f1f",
  "productName": "Kayaking Adventure",
  "productLocation": "United Kingdom",
  "productCountryCode": "GB"
});

// If the product has a fixed departure date:
dataLayer.push({
  "productDate": "2026-05-15"
});

Blog post pages

dataLayer.push({
  "pageTitle": "Top 10 Adventures for 2026",
  "pagePostDate": "2026-03-15 09:00:00 UTC",
  "pagePostDateDay": "15",
  "pagePostDateMonth": "3",
  "pagePostDateYear": "2026"
});

These variables can be used for:

• Product-level retargeting in advertising platforms
• Content performance analysis
• Building audiences based on which products or content users viewed

 

E-commerce events

Add to Cart

An add_to_cart event fires whenever a package, product, or extra is added to the shopping cart. This event includes full details of the items the customer added to their cart.

dataLayer.push({
  ecommerce: {
    event: "add_to_cart",
    currency: "USD",
    value: "518.00",
    coupon: "SAVE10",
    items: [
      {
        item_id: "dbdb87db-f1ac-4078-a7c6-7827204f94eb",
        item_name: "Nomadic Festival",
        affiliation: "The Festival Company",
        coupon: "SAVE10",
        discount: "-10.00",
        item_brand: "The Festival Company",
        item_category: "Experience",
        item_category2: "Festival",
        item_category3: "Music",
        item_variant: "VIP Pass",
        price: "428.00",
        quantity: 1,
        item_date: "2024-09-04",
        item_time: "16:30:00",
        guest_count: 2
      },
      {
        item_id: "dbdb87an-f1ac-7639-a7c7-7827204f94jk",
        item_name: "Nomadic Festival",
        affiliation: "The Festival Company",
        coupon: "SAVE10",
        discount: "-10.00",
        item_brand: "The Festival Company",
        item_category: "Experience",
        item_category2: "Festival",
        item_category3: "Spend",
        item_variant: "RFID Voucher",
        price: "90.00",
        quantity: 2,
        item_date: "2024-09-04",
        guest_count: 1
      }
    ]
  }
});

Package pricing logic

Easol supports two package pricing models. The structure of the items array differs slightly depending on which model is used. This mirrors the format of Easol reporting.

Custom-priced packages

• A dedicated package line item is included
• All individual products included in the package are also included as separate line items
• The package line item carries the total price (price and event-level value)
• Included items typically have a price of 0.00

Sum-priced packages

• No package-level line item is included
• The total price is derived from the sum of the individual items
• Each item carries its own price

This logic applies consistently across add_to_cart, begin_checkout, and purchase events.

 

Remove from Cart

When one or more items are removed from the cart, a remove_from_cart event is fired. If the entire cart is cleared, the value is set to "0.00" and coupon is set to null.

dataLayer.push({
  ecommerce: {
    event: "remove_from_cart",
    currency: "USD",
    value: "428.00",
    coupon: "SAVE10",
    items: [
      {
        item_id: "dbdb87an-f1ac-7639-a7c7-7827204f94jk",
        item_name: "Nomadic Festival",
        affiliation: "The Festival Company",
        coupon: "SAVE10",
        discount: "-10.00",
        item_brand: "The Festival Company",
        item_category: "Experience",
        item_category2: "Festival",
        item_category3: "Spend",
        item_variant: "RFID Voucher",
        price: "90.00",
        quantity: 2,
        item_date: "2024-09-04",
        guest_count: 1
      }
    ]
  }
});

 

Begin Checkout

When a customer reaches /checkout, a begin_checkout event is fired. This event includes details of all items in the cart, along with the initial sale_ref assigned to the booking.

If the customer completes the purchase, this sale_ref becomes the booking ID shown in Easol.

dataLayer.push({
  ecommerce: {
    event: "begin_checkout",
    currency: "USD",
    value: "428.00",
    coupon: "SAVE10",
    sale_ref: "19A-BCD2",
    items: [
      {
        item_id: "dbdb87db-f1ac-4078-a7c6-7827204f94eb",
        item_name: "Nomadic Festival",
        affiliation: "The Festival Company",
        coupon: "SAVE10",
        discount: "-10.00",
        item_brand: "The Festival Company",
        item_category: "Experience",
        item_category2: "Festival",
        item_category3: "Music",
        item_variant: "VIP Pass",
        price: "428.00",
        quantity: 1,
        item_date: "2024-09-04",
        item_time: "16:30:00",
        guest_count: 2
      }
    ]
  }
});

 

Add Payment Info

An add_payment_info event fires when a customer enters their payment details during the checkout process. This event signals that the customer has progressed through the checkout funnel and is about to complete their purchase.

This event can be used to:

• Track checkout funnel progression in GA4
• Measure drop-off between checkout start and payment completion
• Send conversion signals to advertising platforms for optimisation

The event payload follows the same item structure as begin_checkout, with the addition of a payment_type field.

dataLayer.push({
  ecommerce: {
    event: "add_payment_info",
    currency: "USD",
    value: "428.00",
    coupon: "SAVE10",
    payment_type: "Card",
    sale_ref: "19A-BCD2",
    items: [
      {
        item_id: "dbdb87db-f1ac-4078-a7c6-7827204f94eb",
        item_name: "Nomadic Festival",
        affiliation: "The Festival Company",
        coupon: "SAVE10",
        discount: "-10.00",
        item_brand: "The Festival Company",
        item_category: "Experience",
        item_category2: "Festival",
        item_category3: "Music",
        item_variant: "VIP Pass",
        price: "428.00",
        quantity: 1,
        item_date: "2024-09-04",
        item_time: "16:30:00",
        guest_count: 2
      }
    ]
  }
});

 

Purchase

A purchase event fires on successful transaction completion. This is fired for all bookings made via the Easol checkout, including those triggered by an enquiry or recommendation.

If the booking originated from an enquiry (i.e. a group sale / recommendation), recommendation_booking will be true. For standard online bookings it will be false.

The purchase event includes the transaction_id of the purchase (matching the transaction ID on the Easol sales report), alongside the booking reference (via sale_ref).

If a customer uses a voucher code, this will be displayed as coupon and the discount assigned to each line item will be shown in the discount field.

dataLayer.push({
  ecommerce: {
    event: "purchase",
    transaction_id: "abcb87db-f1ac-4078-a7c6-7827204f94eb",
    value: "428.00",
    coupon: "SAVE10",
    currency: "USD",
    recommendation_booking: false,
    sale_ref: "19A-BCD2",
    items: [
      {
        item_id: "dbdb87db-f1ac-4078-a7c6-7827204f94eb",
        item_name: "Nomadic Festival",
        affiliation: "The Festival Company",
        coupon: "SAVE10",
        discount: "-10.00",
        item_brand: "The Festival Company",
        item_category: "Experience",
        item_category2: "Festival",
        item_category3: "Music",
        item_variant: "VIP Pass",
        price: "428.00",
        quantity: 1,
        item_date: "2024-09-04",
        item_time: "16:30:00",
        guest_count: 2
      }
    ]
  }
});

 

Login

A login event fires when an existing user logs in. This event has no additional payload — it signals that a login occurred.

dataLayer.push({ event: "login" });

User details (userId, userName, userEmail, userCurrency) are not included in the login event itself. They are pushed separately to the dataLayer on the subsequent page load (see the User section above). After login, the user data will be available in the dataLayer on all future page views for that session.

 

Sign Up

A sign_up event fires when a new user creates an account. This event has no additional payload — it signals that an account was created.

dataLayer.push({ event: "sign_up" });

As with login, user details are pushed separately on the subsequent page load, not as part of this event.

 

Generate Lead

A generate_lead event is fired when an enquiry form built using Easol Enquiries is submitted. This event identifies the form submitted, the enquiry ID, and the sale_ref that will be assigned to the booking (as the Easol booking reference) if the enquiry converts into a successful sale.

This sale_ref can be used to attribute the original source of the enquiry to a booking, such as Google Ads, Meta, or other marketing channels.

dataLayer.push({
  ecommerce: {
    event: "generate_lead",
    company: "The Festival Company",
    form_name: "2024 event enquiry",
    form_id: "abcf87db-f1ac-1234-a7c6-7827204f12jh",
    enquiry_id: "abcd87db-f1ac-5678-a7c6-7827204f94eb",
    sale_ref: "19A-BCD2"
  }
});