The Game Plan

What's On? Events Inc.

A full-service website build for a BC-based event management company — from domain to deployment, including analytics, custom styling, and ongoing management.

What’s On? Events Inc. needed a professional web presence to promote live events across British Columbia — starting with concerts in Chilliwack and Penticton. I took this project from zero to launch, handling every layer of the stack: infrastructure setup, site build, custom design work, and tracking implementation.

The site is built to scale — a searchable, filterable event listing system lets visitors browse by location, category, and date, with dedicated event pages for each show.

VIEW SITE

01 / 05

SITE BUILD & DESIGN

WordPress + Elementor build with a branded theme, custom layout, and responsive design across all screen sizes.

02 / 05

GTM & GA4 setup

Google Tag Manager container configured and deployed. GA4 property set up with event tracking, page views, and a clean data layer foundation.

Clean analytics are non-negotiable for an events brand. The GTM setup ensures tags are managed in one place — no hardcoded scripts scattered through the theme — making it easy to add or modify tracking as the business grows.

GA4 is configured to track meaningful interactions: event page views, attend link clicks, location and category filter use, and newsletter signups. The data layer is structured so future remarketing or conversion tracking can be layered on without a rebuild.

Implemented and configured Google Tag Manager (GTM) to improve website analytics, user behavior tracking, and marketing attribution. The goal was to provide accurate data collection for key business actions and support data-driven decision-making.

Challenge

The website lacked comprehensive event tracking, making it difficult to measure user engagement and conversion performance. Marketing campaigns were generating traffic, but there was limited visibility into which actions users were taking on the site.

Solution

Using Google Tag Manager, I designed and deployed a structured tracking framework that included:

GTM container setup and configuration
Creation of custom triggers for user interactions
Event tracking for key actions such as:
Form submissions
Button clicks
Contact inquiries
File downloads (if applicable)
Outbound link clicks
Integration with Google Analytics 4 (GA4)
Configuration of conversion events and custom parameters
Testing and validation using GTM Preview Mode and GA4 DebugView
Documentation of tracking implementation for future maintenance
Process
Audited the website to identify critical user actions.
Created a tracking plan aligned with business objectives.
Configured tags, triggers, and variables within GTM.
Implemented GA4 event tracking and conversion goals.
Conducted QA testing to ensure accurate data collection.
Published and monitored tracking performance post-launch.
Results
Improved visibility into user behavior across the website.
Enabled accurate conversion tracking for marketing campaigns.
Reduced dependency on developer resources for future tracking updates.
Provided stakeholders with actionable analytics data for optimization and reporting.
Tools Used
Google Tag Manager (GTM)
Google Analytics 4 (GA4)
Google Tag Assistant
GA4 DebugView
Browser Developer Tools
Key Skills Demonstrated
Tag Management
Analytics Implementation
Conversion Tracking
Event Tracking
Data Validation & QA
Marketing Attribution
GA4 Configuration

03 / 05

Event System

Searchable event listings with filters by location, category, and date. Individual event pages with attend links, imagery, and venue details.

05 / 05

NEWSLETTER INTEGRATION

To support audience growth from day one, I embedded an email capture form directly into the site footer with custom CSS that reflected the branding of the website.

04 / 05

CUSTOM CSS

Custom CSS overrides to go beyond Elementor’s visual editor — refined typography, spacing, component styles, and brand consistency.

05 / 05

Site management

Ongoing content management — adding events, updating imagery, maintaining plugins, and keeping the site running smoothly.

Currently live and actively managed. The inaugural tour — the Break Your Heart Tour with Raine Maida & Chantal Kreviazuk — is the first of many events to come, with shows in both Chilliwack and Penticton.

WORK

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