Google Analytics Tracking Guide for Online Membership Sales
Meevo’s Online Membership Sales (OMS) comes preconfigured to track meaningful user actions like browsing, selecting, and purchasing memberships. 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 OMS 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 OMS, 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. |
Online Membership Sales events sent by Meevo
Meevo tracks additional events specific to the membership purchase 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 or menu items in the hamburger menu. | General customer behavior |
| login | User signs into their account. | Returning customer behavior |
| View Item List | Fires when a client selects a Membership Type to view available memberships. | Which memberships people engage with most |
| add_to_cart | Fires when a user selects a membership tile to purchase. | Membership interest |
| form_start | Fires when a user begins typing into certain forms, such as Recipient Information and the Payment fields. | Customer behavior |
| purchase | Membership is successfully purchased. | Revenue and conversion tracking |
| remove_from_cart | Membership was removed from the cart. | 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
- Go to GA4 > Explore > Funnel Exploration.
- Click Blank to start a new report.
- In the Steps section, build a funnel like this:
Step Name Event Name Selected Membershp Add to Cart
Completed purchase purchase - Under Segment comparisons, optionally add:
- Device type (desktop vs mobile)
- Referral source (e.g., Google Ads vs Direct)
- 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 OMS site, you’ll begin collecting valuable data about how people engage with your memberships. 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 |
|---|---|---|
View Item List |
Membership browsing | Selections with high clicks but low purchases |
Remove From Cart |
User removed a membership from cart | High removal rate = hesitation or confusion |
Add to Cart |
User entered final Payment step | Drop-offs before purchase |
purchase |
Membership purchase completed | Low conversion rate from Add to Cart |
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 OMS.
Option 1: User Attributes Report
- Go to Reports > User > Tech > User Attributes.
- 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
- Go to Explore > Free Form.
- Drag in the following elements:
- Dimension: new/returning
- Metrics: Users, Sessions, Views
How do I identify the memberships that clients are purchasing most frequently?
The easiest way to analyze which memberships 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 purchase. To view this data:
- Go to Explore > Free Form in GA4.
- Drag the following into your table:
- Rows: item_name or item_id
- Add a filter for Event name = purchase
This will display a list of which memberships are being purchased most frequently.
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 add_to_cart and purchase may mean your memberships aren't clear or compelling.
- A sudden spike in completions after a change could indicate a successful optimization (like better descriptions or clearer pricing).
Tip: Use Trended Funnel to monitor progress over time and spot improvements after changes.
OMS Event Reference Table
| Event Name | When It Fires | GA4 Tracked | GTM-Ready | Sample Parameters |
|---|---|---|---|---|
| ui_action | User clicked Login from the header bar or menu items in the hamburger menu. | Yes | Yes | action |
| form_start | Fires when a user begins typing into certain forms, such as Recipient Information and the Payment fields. | Yes | Yes | form_destination |
| login | User logs into their account. | Yes | Optional | — |
| View Item List | Fires when a client selects a Membership Type to view available memberships. | Yes | Yes | item_name, item_id |
| add_to_cart | Fires when a user selects a membership tile to purchase. | Yes | Yes | item_name, item_id, price |
| purchase | Membership is successfully purchased. | Yes | Yes | transaction_id, value, currency |
| remove_from_cart | Membership removed from cart. | Yes | Yes | item_name, item_id |