We’re implementing server-side GTM for a museum membership platform. Besides purchases and renewals, we’d also like to measure when members add their digital membership card to Apple Wallet or Google Wallet and use it for entry. Has anyone set up these wallet events as GA4 conversions or passed them through Meta CAPI or Google Ads? We’re also exploring how platforms like MembershipAnywhere handle these member interactions while keeping event data accurate. Any recommended event structure or best practices?
Hi Victoria,
Tracking these wallet events can be challenging because the Add to Apple Wallet and Add to Google Wallet actions often open a popup or redirect users to a third-party domain, making it difficult to confirm whether the pass was actually added.
However, if the website’s structure allows it, a common approach is to track the user clicking the Add to Apple Wallet or Add to Google Wallet button. This is a fairly standard implementation and works well in many cases. These click events can easily be sent to GA4, Meta CAPI, and Google Ads as custom conversion events, provided they represent a meaningful step in the membership journey.
As for MembershipAnywhere, we haven’t had much experience with that platform specifically, so I’m not sure what wallet-related events it exposes out of the box. If it provides webhooks, those interactions should be possible to integrate into a server-side GTM setup.