This guide shows you how to connect your marketing and analytics tools to your Grafterr online ordering store, how each option works, and, just as importantly, how to use it to make your advertising actually pay off.

Follow it from top to bottom and you will have full tracking running across Google, Meta and TikTok.

Grafterr has added a Marketing & Analytics Tracking feature to its online ordering system. In plain terms, it lets you connect your own marketing and analytics tools, such as Google Tag Manager, Google Analytics, Google Ads, the Meta (Facebook) Pixel and the TikTok Pixel, directly to your online ordering store, without touching a single line of code.

Once connected, these tools record customer events. A customer event is simply an action a customer takes in their browser while using your store. For example: opening your menu, adding an item to the basket, starting checkout, or completing an order. Each of those actions can be captured and sent to your marketing and analytics platforms.

This guide walks through the whole process: where to find the feature inside Grafterr, how to connect each tool, and how to set up proper purchase tracking so your ad platforms know exactly what is working.

If you only do one thing with this feature, understand why it exists. Tracking is the difference between advertising with your eyes open and advertising blind. Without it, you can see how much you spend on ads, but not what that money actually produces. With it, you can see which ad, which platform and which audience brought you real, paying orders.

Google, Meta and TikTok do not just display your ads, their algorithms decide who to show them to. They make those decisions based on the events you send back to them. If you send a Purchase event every time someone orders, the platform learns what a buyer looks like and goes out to find more people like them.

If you send nothing, the algorithm has no idea who buys, so it optimises for cheap clicks instead of customers. Sending purchase data back is what turns a mediocre campaign into a profitable one.

Every order follows a path: visit the store, view the menu, add to the basket, start checkout, complete the purchase. Tracking each of these stages shows you where customers drop off. If lots of people add to the basket but few finish, you know exactly where the problem is, and you can fix it instead of guessing.

Before you start, decide how you want to connect everything. There are two approaches, and you should pick one.

Google Tag Manager (GTM) is a free Google tool that acts as a single container holding all your tracking codes. You paste one GTM container into Grafterr, and from then on you manage every tag, Google Analytics, Google Ads, Meta, TikTok, purchase events, the lot, inside GTM.

You can add, edit and customise events whenever you like without ever changing anything on the Grafterr side again.

This is the route we recommend for the entire setup. It is more flexible, it scales as you grow, and it is the only sensible way to handle advanced tracking like dynamic purchase values.

Alternatively, you can paste each tool's ID straight into Grafterr, your GA4 Measurement ID, Google Ads Conversion ID, Meta Pixel ID and TikTok Pixel ID, each in its own field. This is quicker to get basic, page-level tracking live, but it is more limited: custom events such as tracking the value of each purchase are much harder to do this way.

Our recommendation: use Google Tag Manager for the whole setup, even if you only advertise on one platform today. It makes everything else easier later. This guide shows the direct method too, so you can choose, but GTM is the path we would take.

Grafterr.com, click Login (top right), then Hospitality

The Hospitality login screen

Left sidebar, Online (Web & Mobile apps), under Channels

Scroll down the Online settings to Analytics & Tracking

The Analytics & Tracking panel gives you five options. Here is exactly what each one does:

The Analytics & Tracking panel, all five options

Adding an ID is simple. Click any option to expand it, paste the relevant ID into the field, and click Save tracking IDs. That is all there is to it, the rest of this guide is about finding the right ID to paste.

Each option expands to a single field, paste your ID and save

As above, Google Tag Manager is a free container that holds all your tracking codes. Instead of pasting each platform's pixel into your store separately, you paste one GTM container into Grafterr, then build and manage every tag inside GTM. Once it is connected, you never have to touch the Grafterr side again to add or change tracking.

Your container ID, in this example, GTM-N6J8QKMK

Done. Your GTM container is now live on your online ordering store. From here, every tracking code you add goes inside GTM, nothing else needs to change in Grafterr.

This section shows where to find the ID for each platform. For every one, you have two routes: paste the ID directly into Grafterr (Option B), or add it through Google Tag Manager (Option A, recommended).

Click Admin at the bottom-left of Google Analytics

The GA4 Admin area

Admin → Data streams → select your website stream

Copy the Measurement ID (here, G-JMP01BEWNN)

Direct route: paste the Measurement ID into Grafterr → GA4 Measurement ID → Save. Done.

GTM route (recommended): add it inside Google Tag Manager instead, as below.

GTM Overview, click “Add a new tag”

Choose tag type → Google Tag (covers GA4 and Google Ads)

Paste the ID into Tag ID; it fires on Initialization – All Pages

Google Ads → Tools → Data Manager

Your Google Ads tag and IDs (here, AW-10989965366)

Direct route: paste the AW- ID into Grafterr → Google Ads Conversion ID → Save.

GTM route (recommended): the same Google Tag you set up for GA4 can also carry your Google Ads ID. If you run more than one domain, make sure you add each domain to your tag configuration so it tracks across all of them.

Meta Business Suite, select All tools

All tools → Events Manager

Your Meta Pixel ID, shown as the Dataset ID

Direct route: paste the Pixel ID into Grafterr → Meta Pixel ID → Save.

GTM route (recommended): in Google Tag Manager, add a new tag, choose Custom HTML, and paste the Meta base code below, replacing the placeholder with your own Pixel ID.

In GTM, choose Custom HTML for the Meta and TikTok pixels

Meta Pixel base code (replace {your-pixel-id-goes-here} with your ID in both places):

<!-- 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-goes-here}');

fbq('track', 'PageView');

</script>

<noscript>

<img height="1" width="1" style="display:none"

src="https://www.facebook.com/tr?id={your-pixel-id-goes-here}&ev=PageView&noscript=1"/>

</noscript>

<!-- End Facebook Pixel Code -->

TikTok Ads Manager → Tools → Events Manager

Your TikTok Pixel ID, under Data sources

Direct route: paste the Pixel ID into Grafterr → TikTok Pixel ID → Save.

GTM route (recommended): in Google Tag Manager, add a new tag, choose Custom HTML, and paste the TikTok base code below, replacing the placeholder with your own Pixel ID.

TikTok Pixel base code (replace {your-pixel-id-goes-here} with your ID):

<!-- TikTok Pixel Code Start -->

<script>

!function (w, d, t) {

w.TiktokAnalyticsObject=t;var ttq=w[t]=w[t]||[];ttq.methods=["page","track","identify","instances","debug","on","off","once","ready","alias","group","enableCookie","disableCookie","holdConsent","revokeConsent","grantConsent"],ttq.setAndDefer=function(t,e){t[e]=function(){t.push([e].concat(Array.prototype.slice.call(arguments,0)))}};for(var i=0;i<ttq.methods.length;i++)ttq.setAndDefer(ttq,ttq.methods[i]);ttq.instance=function(t){for(var e=ttq._i[t]||[],n=0;n<ttq.methods.length;n++)ttq.setAndDefer(e,ttq.methods[n]);return e},ttq.load=function(e,n){var r="https://analytics.tiktok.com/i18n/pixel/events.js",o=n&&n.partner;ttq._i=ttq._i||{},ttq._i[e]=[],ttq._i[e]._u=r,ttq._t=ttq._t||{},ttq._t[e]=+new Date,ttq._o=ttq._o||{},ttq._o[e]=n||{};n=document.createElement("script");n.type="text/javascript",n.async=!0,n.src=r+"?sdkid="+e+"&lib="+t;e=document.getElementsByTagName("script")[0];e.parentNode.insertBefore(n,e)};

ttq.load('{your-pixel-id-goes-here}');

ttq.page();

}(window, document, 'ttq');

</script>

<!-- TikTok Pixel Code End -->

At this point all your base tracking codes are connected. Your platforms will now record page views and general activity. The next section covers the events that matter most for advertising: actual purchases.

Base pixels record visits and general browsing, but the single most valuable event for your advertising is a completed purchase, together with how much that order was worth. This is the data that lets the ad platforms optimise and lets you measure return on ad spend.

Because Grafterr's order confirmation is dynamic (the order value is different for every order), the most reliable way to capture it is through Google Tag Manager, using a variable to read the value and a trigger to fire only when an order is genuinely complete.

GTM → Variables

Create a DOM Element variable using span.GrafterrOrderValueTracking

Now create the tags you want to fire when an order completes, and set each one to use the Successful purchase trigger you just made.

Add a new tag, choose Custom HTML, paste the code below, and set its trigger to Successful purchase. This fires a Purchase event in Meta with the real order value automatically pulled in:

<script>

fbq('track', 'Purchase', {currency: "GBP", value: {{Order Value}}})

</script>

The Facebook purchase tag, firing on the Successful purchase trigger

For Google Ads, use the Google Ads Conversion Tracking tag type and set it to fire on the same Successful purchase trigger.

For Google Ads, choose Google Ads Conversion Tracking

Repeat the same pattern for any other platform, TikTok, for instance, so every channel you advertise on records the purchase with its value.

Purchases are the priority, but you can track earlier stages too. For events such as Add to cart, create triggers based on the text or links contained on the relevant pages or buttons, then fire the matching event tags. Set these up to match how your own store and funnel are laid out.

That's it. Your store now tracks the full journey, from first visit to completed purchase, across every platform you advertise on, with real order values flowing back to optimise your campaigns.

If you get stuck at any point, our support team is available 24/7 via phone, email and live chat through our Help Centre.