Before you start spending money on ads or advanced digital strategies, it’s critical to get the basics right.
Here’s an actionable guide to ensure your website, tracking and online presence are set up for success.
Set Up Website Tracking to Understand What’s Working
You can’t improve what you don’t measure. Adding tracking tools to your website is the first step in understanding where your traffic is coming from and which marketing efforts are converting.
Why This Matters:
- You’ll gain a baseline understanding of current performance.
- You can track what channels (Google, Facebook, Instagram, referrals, etc.) actually drive bookings.
- It helps you optimize future campaigns based on data, not guesswork.
Free Tools to Use:
- Google Analytics 4 (GA4) – Tracks overall website traffic, user behavior, and conversion data.
- Google Tag Manager (GTM) – Helps manage tracking codes easily across your website.
- Microsoft Clarity – Provides heatmaps and screen recordings to see how users interact with your website.
- Meta (Facebook) Pixel – Tracks Facebook and Instagram ad performance and retargets visitors.
- Venue Sumo Order Tracking Script – Captures conversion events and sends detailed order data from Venue Sumo online sales directly to Google Analytics 4.
Action Steps:
Create a Google Tag Manager account
1. Go to Google Tag Manager
Visit https://tagmanager.google.com and sign in with your Google account (Gmail or Google Workspace).
2. Click “Create Account”
If it’s your first time, you’ll see a welcome screen to create your first account. Otherwise, click the “Accounts” dropdown at the top left and select “Create Account.”
3. Enter Account Details
- Account Name: Use your business or organization name (e.g. Sumo Land)
- Country: Choose the country where your business operates
4. Set Up a Container
- Container Name: Enter the name of your website (e.g. flipoutnewcastle.com.au)
- Target Platform: Choose:
- Web (for websites)
- iOS / Android (for mobile apps)
- Server (for server-side tagging)
For most businesses, select “Web”
5. Accept Terms
Read and accept the Google Tag Manager Terms of Service. Click “Yes” or “I Agree” to continue.
6. Install the GTM Code Snippet
Once the account is created, Google will show you two code snippets:
- One for the
<head>tag - One for the
<body>tag
Login to your Venue Sumo Backoffice account.
- Navigate to Settings > Assets / Branding > Booking Site > Details
- Click Edit
- Paste the first snippet (<head>) in the HEADER field
- Paste the second snippet (<body>) in the HEADER CONTENT field
- Click Save
Add Code Snippets to Your Marketing Website
- Log in to your website admin or CMS dashboard
- Navigate to the Settings or Site Configuration section
- Look for a section like Branding, Site Header/Footer, or Custom Code
- Click Edit or Customize
- Paste the first snippet (for
<head>) into the Header or Head Code field - Paste the second snippet (for
<body>) into the Body or Body Content field - Click Save or Publish to apply your changes
Set up Google Analytics 4 and link it to GTM
1. Go to Google Analytics
Visit https://analytics.google.com and sign in with your Google account.
2. Create a New GA4 Property
- Click “Admin” (gear icon in the bottom-left)
- In the “Account” column, select your account or create a new one
- In the “Property” column, click “+ Create Property”
- Enter your property name (e.g. FlipOut Newcastle GA4), time zone, and currency
- Click “Next”, choose your business category, and click “Create”
3. Set Up Data Stream (Website)
- Choose “Web” as your platform
- Enter your website URL and stream name (e.g. FlipOut Booking Site)
- Click “Create stream”
4. Copy the Measurement ID
- After creating the stream, you’ll see a Measurement ID (looks like
G-XXXXXXXXXX) - Copy this ID – you’ll need it for GTM
5. Open Google Tag Manager
Go to https://tagmanager.google.com and open your container for the website.
6. Create a GA4 Configuration Tag in GTM
- Click “Tags” in the left menu
- Click “New” and name it something like GA4 Config – All Pages
- Click “Tag Configuration” and select “Google Analytics: GA4 Configuration”
- Paste your Measurement ID
- Leave the other settings as default
7. Set the Trigger to Fire on All Pages
- Click “Triggering”
- Choose “All Pages” as the trigger
- Click “Save”
8. Submit and Publish the Tag
- Click “Submit” in the top-right of GTM
- Add a version name (e.g. Initial GA4 Setup) and click “Publish”
9. Confirm GA4 is Working
- Return to Google Analytics
- Click “Realtime” under the Reports section
- Visit your website in a new browser tab — you should see your visit appear in the Realtime view
1. Go to Meta Events Manager
Visit https://eventsmanager.facebook.com and sign in with your Facebook Business account.
2. Create a New Pixel
Click “Connect Data Sources”
Choose “Web” and click “Connect”
Select “Meta Pixel,” then click “Connect” again
Name your Pixel (e.g. FlipOut Pixel)
Enter your website URL (optional)
Click “Continue”
3. Skip Manual Code Setup
When asked how you want to install the Pixel, choose “Install code manually” but do not copy the code—you’ll add it via GTM
4. Copy the Pixel ID
You’ll now see your Pixel ID (a long number like 123456789012345). Copy it for use in GTM
5. Open Google Tag Manager
Go to https://tagmanager.google.com and open your container
6. Create a New Tag
Click “Tags” in the left-hand menu
Click “New” and name the tag (e.g. Facebook Pixel – Page View)
Click “Tag Configuration” and choose “Custom HTML”
7. Add Facebook Pixel Code
Paste the following code into the HTML field, replacing YOUR_PIXEL_ID_HERE with your actual Pixel ID:
<!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod ?
n.callMethod.apply(n,arguments) : n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', 'YOUR_PIXEL_ID_HERE');
fbq('track', 'PageView');
</script>
<noscript>
<img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr?id=YOUR_PIXEL_ID_HERE&ev=PageView&noscript=1"/>
</noscript>
8. Set the Trigger
Click “Triggering”
Choose “All Pages” so the Pixel fires on every page
Click “Save”
9. Publish the Tag
Click “Submit” in the top right
Add a version name (e.g. Facebook Pixel Installed) and click “Publish”
Set Up Microsoft Clarity
1. Go to Microsoft Clarity
Visit https://clarity.microsoft.com and sign in using a Microsoft, Google, or Facebook account.
2. Create a New Project
Click the “Add New Project” button
Enter your Project Name (e.g. Sumo Land Booking Site)
Enter your Website URL (e.g. https://sumolandbook.venuesumo.app)
Click “Add new project”
3. Copy the Clarity Tracking Code
After the project is created, you’ll see a JavaScript tracking code
Click “Copy Code” or manually copy the full script to your clipboard
4. Log in to Venue Sumo Backoffice and your Marketing Website
Use your platform’s backend to paste the code in the <head> section. Save or publish your changes
5. Verify the Installation
Go back to the Clarity dashboard
Within a few hours, you should start seeing visitor data including heatmaps and recordings
Set Up Venue Sumo Conversion Tracking
To make smart marketing decisions, you need accurate data about how your customers are converting. The Venue Sumo Order Tracking Script is designed to capture conversion events and send detailed order data from your online sales directly to Google Analytics 4.
This gives you full visibility into what marketing efforts are driving results and allows you to optimize your strategy based on real revenue, not just clicks.
Why This Matters:
- Measure actual revenue, not just traffic or page views. See which campaigns lead to real sales.
- Optimize marketing spend by identifying the channels, ads, and promotions that drive the most bookings.
- Unlock advanced GA4 reporting, including funnel tracking, user behavior, and conversion attribution.
- Enable retargeting and lookalike audiences by feeding purchase data back into platforms like Google Ads and Meta (Facebook/Instagram).
- Track performance across devices, giving you a complete picture of how users book—from mobile to desktop.
Action Steps:
Follow this help article for setup and configuration: Google Tag Manager and Venue Sumo Event Tracking Set up
