Google Analytics Tracking Guide for eGift

Meevo’s eGift platform comes preconfigured to track meaningful user actions like browsing, customizing, and purchasing gift cards. This guide explains what data is automatically sent to Google Analytics 4 (GA4), what it means, and how to interpret it for marketing and conversion insights.

Note: For details on how you can extend tracking with Google Tag Manager (GTM), and what you need to know if you're running ads on platforms like Google or Facebook, see our Using Meevo with Google Tag Manager Guide.

What’s tracked automatically (GA4)

As soon as you enter your GA4 Measurement ID into eGift Settings, Meevo begins sending data into your GA4 property, with no manual tagging or code needed.

GA4 "general" events automatically tracked by Google

The following events are collected by Google Analytics 4 automatically when Enhanced Measurement is enabled in your GA4 property.

Note: To enable Enhanced Measurement in Google Analytics, go to Admin > Data Streams > Enhanced Measurement.

These events are not specific to Meevo or eGift, but will be part of your tracking data:

Event Name Auto-Collected What It Does
page_view Yes Captures every page load on the site.
scroll Yes Fires when a user scrolls to 90% of the page height.
session_start Yes Triggers when a new session begins.
first_visit Yes Fires the first time a user visits your site.
user_engagement Yes Captures session engagement (for example, "time on page").
click Yes  Tracks clicks on outbound links to other domains.

 

eGift events sent by Meevo

Meevo tracks additional events specific to the eGift journey. These are visible in GA4’s Events, Engagement, and Ecommerce reports and can be used for funnel analysis, remarketing, and ROI measurement.

 

Event Name When It Fires What It Helps You Analyze
ui_action User clicked Login from the header bar, menu items in the hamburger menu, or certain buttons like "Add Another eGift". General customer behavior
login  User signs into their account. Returning customer behavior
select_item Indicates the user made a selection in the workflow, such as Gift Card Type or Gift Card Amount. Which gift types and amounts people engage with most
add_to_cart Fires when a user advances to Recipient Information (Step 3). Gift  interest and cart building
form_start Fires when a user lands on Recipient Information (Step 3) or lands on the Login page. Customer behavior
begin_checkout Fires when a user advances to the Payment step (Step 5). Drop-off risk and conversion progress
purchase eGift is purchased. Revenue and conversion tracking
remove_from_cart Gift card removed from cart by user selecting Remove. Friction or purchase reconsideration

 

How to set up a Booking Funnel in GA4

Funnel Exploration is one of the most powerful tools in GA4. It helps you visualize how users move through key steps, like starting a booking, adding a service, and completing a purchase.

Use Booking Funnels to:

  • Identify where users drop off in your booking flow.
  • Compare performance across service categories, devices, or locations.
  • Monitor funnel conversion rates over time.

To set up a Booking Funnel

  1. Go to GA4 > Explore > Funnel Exploration.
  2. Click Blank to start a new report.
  3. In the Steps section, build a funnel like this:
    Step Name Event Name
    Selected Amount or Package select_item
     
    Selected Gift Card Amount  select_item
     
    Advanced to Recipient Information Step add_to_cart
    Advanced to Payment Step  begin_checkout
    Completed purchase purchase
  4. Under Segment comparisons, optionally add:
    • Device type (desktop vs mobile)
    • Referral source (e.g., Google Ads vs Direct)
  5. Click Apply and view the results!

Setup tips

  • Use Trended funnel to track how conversion rates change over time
  • Compare user segments (for example, new vs returning users, campaign A vs B)

 

To view these Events in GA4

  • Reports > Engagement > Events provides an overview of all tracked events.
  • Reports > Monetization > Ecommerce purchases displays booking revenue and conversion details.
  • Explore > Funnel or Path exploration is a deep-dive into drop-offs and user behavior.
  • DebugView offers live testing during the booking flow (great for validation).

 

Understanding Your Booking Data

Once you’ve connected GA4 (and optionally GTM, described further below) to your eGift site, you’ll begin collecting valuable data about how people engage with your offerings. But this data is only useful if you know what to look for.

Use this section to interpret common events and identify opportunities to improve your conversions.

Common booking events and what they tell you

 

Event What It Indicates What to Watch For
select_item Gift card type or amount selected Selections with high clicks but low purchases
remove_from_cart User removed a gift card from cart High removal rate = hesitation or confusion
begin_checkout User entered final Payment step Drop-offs before purchase
purchase Gift card purchase completed Low conversion rate from checkout

 

How can I see how many clients are visiting my pages?

Determining how many clients are visiting your pages isn't as simple as just counting pageviews. To track how many users are visiting your Online Booking site, use the Engagement > Pages and screens report in GA4. This shows:

  • Users: Unique visitors (based on device/browser)
  • Views: Total pageviews, including repeats
  • Average engagement time: How long users spend on each page

 

How can I tell which clients are new and which are returning?

GA4 uses browser/device and Google signals to estimate this. It may not be perfect, but it’s consistent and reliable for trend analysis.

There are two options for viewing new vs returning users; they both provide a more detailed look at how many new vs repeat users are viewing or interacting with eGift.

 

Option 1: User Attributes Report

  1. Go to Reports > User > Tech > User Attributes.
  2. Add a "Dimension: new/returning" filter or comparison. This will show user counts split between
    • New users (first-time visitors)
    • Returning users (visitors who've been to your site before)

 

Option 2: Explorations

  1. Go to Explore > Free Form.
  2. Drag in the following elements:
    • Dimension: new/returning
    • Metrics: Users, Sessions, Views

 

How do I identify the amounts or packages that clients are purchasing most frequently?

The easiest way to analyze which gift card amounts or packages are most popular is by reviewing the item_name or item_id values sent with the purchase event.

These values are automatically tracked in GA4 when someone completes a gift card purchase. To view this data:

  1. Go to Explore > Free Form in GA4.
  2. Drag the following into your table:
    • Rows: item_name or item_id
    • Values: Item purchase quantity or Event count
    • Add a filter for Event name = purchase

This will display a list of which gift card types or values (e.g., $25, $50, “Holiday Bundle”) are being purchased most frequently.

Optionally, you can add value or revenue as a metric to see which packages drive the most sales.

 

How do I measure client drop-off points in the purchase process?

To identify drop-off points in the booking flow, use the Funnel Exploration tool in GA4 (see above for setup instructions).

Once the funnel is created, you can interpret the data as follows:

  • A high drop-off between select_item and begin_checkout may mean your Packages or gift cards aren't clear or compelling.
  • Drop-offs from begin_checkout to purchase might signal checkout hesitancy.

Tip: Use Trended Funnel to monitor progress over time and spot improvements after changes.

 

eGift Event Reference Table

Event Name When It Fires GA4 Tracked GTM-Ready Sample Parameters
ui_action User clicks Login or hamburger menu options. Yes Yes action 
form_start User lands on Recipient Information (Step 3) or the Login page. Yes Yes form_destination
login  User logs into their account. Yes Optional —
select_item Selection in the workflow, such as Gift Card Type or Gift Card Amount. Yes Yes item_name, action
add_to_cart User advanced to Recipient Information (Step 3). Yes Yes item_name, price
begin_checkout User advanced to the Payment step (Step 5). Yes Yes item_name, price
purchase Purchase is completed. Yes Yes transaction_id, item_name, price
remove_from_cart Gift card removed from cart by user selecting Remove. Yes Yes item_name, price