The Activate Games Analytics Knowledge Base is the one place that explains how we measure the website and bookings. It covers the GTM containers and what each one does, how booking activity inside the ROLLER checkout gets passed back to the site, what lands in GA4 and BigQuery, how consent works, and how experiments are run and read. Where it matters, it also explains why things are built the way they are, so nobody has to reverse engineer a decision later.
Activate is a mix of corporate venues and partner-operated venues, and the setup follows that. The corporate container runs site-wide and handles the shared tracking. Each partner has their own container that only loads on their location pages, so they can run their own pixels and conversions against their own traffic. Every venue, corporate or partner, uses the same ROLLER bridge inside its checkout, which is what keeps booking data consistent and gives every partner a full funnel for their venues, click to purchase.
This is for anyone who touches the data: Activate's marketing and analytics teams, StudioLabs, partner operators, and the agencies running paid media. Use it to figure out where a number comes from, to onboard a new partner without starting over, or to check what an event or parameter actually means before you build on it. It will keep changing as the site and reporting do.