Install Bread & Butter on Tessitura (TNEW)

Tessitura's TN Express Web (TNEW) powers your online ticketing, memberships, and donations, and someone researching a performance or donating before they buy, or coming back after, is a real intent signal. Bread & Butter connects that traffic to the rest of your visitor data through Google Tag Manager.

In short: installing Bread & Butter on your TNEW portal, through Google Tag Manager, connects your ticketing and donation traffic to the rest of your visitor data. It shows you who's a genuine prospective patron, not just a pageview, and maps their full journey leading up to a purchase.

Once it's running, Bread & Butter watches how visitors engage with your TNEW portal, browsing performances, starting a donation, exploring membership options, and surfaces that alongside everything else a visitor does on your main site, connecting the two into one picture instead of treating your ticketing traffic as a separate, disconnected audience.

Frequently asked questions for Tessitura (TNEW)

Does this work on any Tessitura setup? TNEW is enterprise software configured per institution, so we haven't been able to confirm from public documentation whether template header customization is self-service in every account or requires a request to your Tessitura-certified web development partner. Check with your own implementation team to confirm.

Do I need a developer to install this? Possibly. TNEW sites are typically custom-templated per institution, often by a Tessitura-certified web development partner, so adding the Google Tag Manager container to your global TNEW template header may go through that partner rather than a self-service admin field.

Does this work with a custom domain, or only a Tessitura-hosted subdomain? Either. The tracking script is embedded in the page itself, so it works the same way regardless of what domain your TNEW portal is published under.

Does this track patrons who log in or update their contact preferences? Yes. TNEW's native patron account area, where visitors can view mobile tickets, membership history, and update contact preferences, lives on your own TNEW domain, so Bread & Butter picks up account activity the same way it picks up any other native form fill. TNEW also supports native Facebook login for patron accounts.

Can you see who completes a ticket or donation purchase? TNEW's unified cart handles tickets, memberships, packages, and donations as PCI-compliant transactions within your own template. We haven't been able to fully confirm from Tessitura's public documentation whether the tracking script continues to run through the actual payment-submission step, so treat full checkout-step coverage as something worth confirming with your implementation team.

Bread & Butter Conversion Tools: If you want a dedicated on-site tool to capture emails or identify visitors browsing performances or donation pages, Bread & Butter also offers its own suite of optional Conversion Tools, floating lead capture forms with one-click social login, content gating for premium assets, and AI-triggered incentive popups, that plug directly into your Bread & Butter account, no separate app required. See our Conversion Tools overview for the full list.

What if my main website and my TNEW portal run on separate domains? This is common, for example a main site on one domain (yourtheater.org) with your TNEW ticketing portal on a separate subdomain (tickets.yourtheater.org). Bread & Butter doesn't use cookies, it uses a GDPR-compliant identifier stored locally in the visitor's browser. Install the same tracking script on each domain, and Bread & Butter reconciles the activity into one visitor journey, even across different platforms.

Installation Steps

Because TNEW doesn't allow custom code to be pasted directly into a self-service admin field, Google Tag Manager is the supported installation method.

Step 1: Get your tracking script

  • Log into your Bread & Butter Dashboard
  • Go to Settings > App & Domains
  • Add both your main website domain and your TNEW subdomain if they differ (for example yourtheater.org and tickets.yourtheater.org)
  • Copy the JavaScript tracking snippet provided (it includes your unique App ID)

Step 2: Add the script to Google Tag Manager

  • Log into the GTM workspace used for your TNEW portal. If your main website and TNEW share a container, you only need to do this once
  • Create a new tag named "Bread & Butter Tracking," type Custom HTML
  • Paste the tracking script into the tag
  • Set the trigger to Page View (All Pages)
  • Submit and Publish the container
  • Copy your GTM Container ID

See our full Google Tag Manager installation guide for the general GTM setup steps.

Step 3: Connect Google Tag Manager to TNEW

  • Log into your TNEW Administration portal
  • Navigate to your template settings, where you manage custom HTML headers and site wrappers
  • Paste your GTM container code into the <head>  section of your global TNEW template
  • Save and publish

Step 4: Confirm it's working

  • Open your live TNEW portal in a new browser or incognito window and click through a performance, membership, or donation page
  • Return to your Bread & Butter Dashboard and confirm visitor data is coming in

Troubleshooting: If patron journeys look fragmented, jumping between your main site and your TNEW subdomain, make sure both domains are whitelisted under Settings > App & Domains > Website Domains so Bread & Butter unifies the sessions. If no data is showing up at all, confirm you hit Submit and Publish in GTM and that your TNEW template changes were published.

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