Glossary

The sites and systems

playactivate.com / the website – Where visitors land, pick a venue, and click Book Now. Everything in this knowledge base starts here.
ROLLER – The booking and payments platform every venue uses. The checkout on the website is ROLLER's, loaded inside a frame from ecom.roller.app.
Slide-out / checkout – The ROLLER panel that opens when someone clicks Book Now. "Slide-out" is what people say; "checkout" is what ROLLER and the event names say. Same thing.
StudioLabs – The agency that builds and maintains the website.
GA4 – Google Analytics 4. The corporate property sees every venue; each partner property sees only that partner's venues.
Property – One GA4 account's worth of data. Corporate has one; a partner can have their own.
BigQuery – Where the raw GA4 data lands, one row per event. Used for anything GA4's reports cannot answer.
GrowthBook – The experimentation platform. Assigns visitors to variations and reads results from BigQuery.
Termly – The cookie consent banner. When a visitor has not accepted analytics, GA4 still records events but without a user ID, so they cannot be joined into a journey.

The containers

GTM (Google Tag Manager) – The tool that holds and fires all the tracking. A "container" is one GTM setup with its own ID.
Corporate container – The GTM container on every page of the website. Owns the shared tracking.
Partner container – A GTM container that belongs to one partner and only loads on that partner's venue pages.
Bridge container – GTM-562HKMS. The container inside the ROLLER checkout, same for every venue. Relays booking events out to the website. Never remove it.
dataLayer – The list of events and values on a page that GTM reads from. The website pushes to it, ROLLER pushes to it inside the frame, and the bridge copies ROLLER's pushes across.
postMessage – The browser mechanism the bridge uses to pass events from the ROLLER frame to the website. The only way data crosses that boundary.
Listener – The tag in the corporate container that receives the bridge's messages and puts them on the website's dataLayer.

Custom dimensions (these parameters must be registered in GA4 so they show up in reports)

location_id – Activate's numeric ID for a venue (16 = Atlanta Buckhead). Set on the website.
location_name – The venue's display name.
partner_id / partner_name – Which partner operates the venue. "1" is Sounds Fun Entertainment.
venue_slug – ROLLER's identifier for a venue (activatebuckhead). On every checkout event and on location_selected. The key that joins website data to booking data.
venue – ROLLER's display name for the venue (Activate Sterling). Same thing as location_name, captured from the checkout side.
page_type – What kind of page a page view is: home, location, blog, and so on.
locale – The visitor's language and region as the website reports it.
inquiry_type – Which kind of form a visitor submitted: group, birthday, corporate, and so on. Rides on the form events.
roller_amount_charged – What ROLLER actually charged at checkout. This is the deposit, not the booking value. Do not use it as revenue.
variation_id – Which GrowthBook variation the visitor was assigned. Only on experiment_viewed.

Events: website

page_view – A page loaded. Carries page_type, location_id, and the rest of the dimensions.
location_selected – Visitor picked a venue in the location picker. Carries all the venue and partner identifiers. Used by the website to decide which partner container to load. Not currently sent to GA4 as its own event.
click_booknow – Visitor clicked Book Now. Fires whether or not a location was selected, so not every click opens the slide-out.
group_inquiry_submitted – A group, party, or corporate inquiry form was submitted. inquiry_type says which.
newsletter_signup – Newsletter form submitted.

Events: ROLLER checkout (relayed by the bridge; all carry venue_slug)

view_item_list – The slide-out opened on the product list. At some venues this is the first event; at others it is begin_checkout.
begin_checkout – The slide-out opened. Fires at some venues and not others depending on their ROLLER setup; see the events article before using it as a funnel step.
view_item – Visitor opened a specific product.
add_to_cart / remove_from_cart – What they sound like.
checkout_progress – Visitor moved to the next step inside the checkout.
initiate_checkout – Visitor has something in the cart and clicked through to enter their details. ROLLER calls this checkout_button_clicked. Can fire more than once per visit.
purchase – Paid. The one that matters. Carries value (full booking value), transaction_id, items, and roller_amount_charged.
value – Full booking value, price times quantity across items. Not the same as roller_amount_charged.
Enhanced conversions – Hashed customer fields (email, phone) sent to ad platforms so they can match a purchase to an ad click. Collected by the bridge at purchase.

Events: automatic (GA4 fires these on its own; nothing in GTM creates them)

first_visit / session_start / user_engagement – GA4's own bookkeeping for new users, sessions, and time on page. Engagement time comes from user_engagement.
scroll – Visitor reached 90% of the page.
click – Click on a link that leaves the website.
file_download – Clicked a file link.
video_start / video_progress / video_complete – Embedded video playback.

Experiments

experiment_viewed – The exposure event: "this visitor was in this experiment, in this arm." Carries experiment_id and variation_id. Everything in an experiment is counted from the first exposure.
Exposure – Same thing, the word GrowthBook uses.
SRM (Sample Ratio Mismatch) – When the split between arms does not match what was configured. Means the exposures are wrong, not the visitors. Always investigate before reading results.
gbuuid – GrowthBook's cookie that gives a visitor a stable ID for assignment.