MarTech Set-up for Venues Using the Zero Latency Booking Engine

What digital platforms will I need to set up if I'm using the Zero Latency booking engine to sell tickets?

1. Google Tag Manager
   • What is Google Tag Manager?
   • How do I set up Google Tag Manager (GTM)?
     
     
2. Google Analytics
   
   • How can I create a Google Analytics 4 Property?
   • How do I set up Google Analytics to receive Google Tag Manager tags?
   • How can I validate my Google Analytics 4 data?
     
     
3. Google Ads
   • How can I create a Google Ads account?
   • How can I set up Conversions in Google Ads?
     
     
4. Meta Business Suite
   • How do I set up a Facebook/Meta page?
   • How do I set up an Instagram account?
   • Create Your Meta Business Manager Account & Assets
     • Step 1: Setting Up Your Meta Business Manager
     • Step 2: Create an Ad account
     • Step 3: Create a Data Source (also known as Meta Pixel)
     • Step 4: Link Meta Pixel to Google Tag Manager
     • Step 5: Share Meta properties with Zero Latency HQ
   • How can I validate my Meta (Facebook) data?
     
     
5. TikTok
   • Create a TikTok account as usual:
     
     • Download the app on your mobile phone.
     • Sign up with your venue's email addresss.
     • Note down the login credentials for reference. (You will only need to share the username to HQ.)
   • How do I create a TikTok Business Center Account?
     • Step 1: Setting Up Your TikTok Business Center
     • Step 2: Create an Ad account
     • Step 3: Setting up your TikTok pixel & linking to Google Tag Manager
     • Step 4: Validate TikTok event tracking
     • Step 5: Connect your TikTok profile to the Business Center
     • Step 6: Share TikTok properties with Zero Latency HQ
       
       
6. Setup Your Directory Listings
   • What is Google My Business and How Can I Set It Up?
   • Optional: Add Your Venue to Yelp
   • Optional: Add Your Venue to TripAdvisor

I'm part of the Digital Marketing Program. Can HQ create/set-up the above items for me?

Yes, HQ takes care of the MarTech set-up/implementation of venues who are in the Digital Marketing Program. As ownership of some accounts are not possible to be changed after creation, a few of the above steps would still be handled by your venue.

Particularly, you will still have to do these on your end:

• Google Ads
  • Add a payment method to your Google Ads account
• Meta
  • Create a Meta Business Manager
  • Add a payment method to your Meta Ads account
• TikTok
  • Create a TikTok Business Center account
  • Create a TikTok page & link it to your Business Center
  • Add payment method to TikTok Ad account
• Directory Listings
  • Create a Google My Business profile
  • Optional: Add Your Venue to Yelp
  • Optional: Add Your Venue to TripAdvisor

We'll need to have the following information from you, then everything else will be handled by HQ:

• Google-associated email addresses to send the admin access of Google properties
• Your Meta Business Manager ID
• Your TikTok Business Center ID
• The link to your Google My Business Profile

HQ will ensure that all platforms are set-up correctly and ready for advertising campaigns.

I'm not using the Zero Latency booking engine. Do the items above apply to me?

If you're not using the Zero Latency booking engine, the key differences would be the Google Tag Manager and Google Analytics 4 set-up. Conversion tracking varies per booking platform. Meaning, all the usual steps in terms of social media account and advertising account creation will still apply, but the set-up of pixels would be handled differently.

For those part of the Digital Marketing Program, we can support implementation of measurement tags on non-ZL booking engines (to varying degrees, depending on booking platform capabilities). If a venue is not part of the program, it is ideal that they consult with the booking platform provider and/or a marketing agency on how to proceed with campaign measurements.