Unlocking Insight: Closing the Gap with Reliable GA4 Tracking for Cultural Organisations

In the arts and culture sector, understanding your audience and measuring the impact of your efforts is essential. For Canterbury Festival, a cornerstone of their region's cultural calendar, gaining accurate data insights was critical. However, discrepancies between their ticketing data and Google Analytics 4 (GA4) created a major roadblock.

How could they trust their data to plan effectively and measure campaign success?

The Challenge: Fixing Cross-Domain Tracking for GA4

Canterbury Festival faced a significant challenge: misaligned consent management between their main website and ticketing platform. This disconnect led to broken GA4 tracking, missed user data, and incomplete purchase behaviour reporting. With campaign performance tough to evaluate, a solution was urgently needed.

The Solution: Seamless Integration Through Ticketsolve

Enter the Ticketsolve Customer Success team. By working closely with Canterbury Festival, they identified the root cause of the issue: conflicting consent management platforms. The solution involved:

• Unifying Consent Management Tools: Streamlining the user journey and restoring tracking.
• Reconfiguring Google Tag Manager: Ensuring smooth data flow between platforms.

This collaboration not only addressed the technical challenges but also improved the audience experience by eliminating redundant consent prompts.

What’s Inside the Case Study?

Discover the transformation in our latest resource, Case Study: Enhancing GA4 Tracking Accuracy for Canterbury Festival. Here’s a snapshot of the results:

• Revenue Discrepancy Reduced: From 76% to just 10.63%.
• Improved Transaction Reporting: Clearer insights into customer behaviour.
• Actionable Analytics: Consistent consent management led to more accurate and trustworthy data.

Why Accurate Analytics Matter

Reliable data empowers cultural organisations to:

• Make data-driven decisions.
• Measure campaign success effectively.
• Improve audience engagement and operational efficiency.

For Canterbury Festival, this meant not only better analytics but also an enhanced experience for their audience.

Take the Next Step

f you’re ready to dive into the details and see how these solutions could apply to your organisation, the full resource is for you. It’s packed with insights and practical advice to help you unlock the potential of your analytics.

Looking for more inspiration? Explore our other case studies to see how organisations like The Book of Kells Experience and Venue Cymru are leveraging data-driven strategies to achieve their goals