You’re running an event, you’ve set up your tickets with a ticketing provider, and now it’s just about concentrating on the event itself, right?
Wrong. As an organiser you need to keep up-to-date with how your tickets are selling, which of your marketing approaches are working (or not working) so that you can focus your time and energy on the channels that work, or adjust your marketing approach if something’s not effectively bringing in ticket sales. What is the most effective marketing channel to use? How many tickets did you sell yesterday? How many people have registered? How do people throw events without completely losing it?
The last thing you need is to be in the dark about any of these metrics, or struggle to access the information that you need. To ensure your event is a success, you need complete control.
If only there was a quick way to check all the most important metrics regarding your ticketing in one place, updated in real-time, where you could check all of this easily without struggling to find the data. Well, thankfully ticketing platforms such as Quicket give you a dashboard and some invaluable streamlined reports to help you understand and use your data.
To help you make sense of your data, here is a shortlist of metrics that you can’t live without as an organiser.
At a glance, you should be able to see exactly how much revenue you’ve made from your sales. As you probably know, this will be one of the primary decisions on whether you host another event or not. With any ticketer you choose, make sure that you’re able to see this number quickly and easily so you can monitor it as you go.
2. TICKETS ISSUED PER DAY
When looking at tickets sold, seeing the total number is great in terms of keeping tracking of having a sold-out event, but when you start looking at how many tickets you’ve sold per day, you can start aligning spikes in your sales to activities on the marketing front, which will help you track just what resulted in that increase. Similarly, you can keep track of your visitors per day vs. sales per day to see if the traffic you’re driving to your ticket-sales page are actually buying tickets. Even better, if you match this with the next two points, you’ll be able to benefit from some truly interesting and helpful insights.
3. SALES ACCORDING TO TYPES OF TICKETS
Keep an eye on how the sales have done for each ticket type. For example, if you run an early-bird special for a limited number of days, have a look at how your overall ticket sales or ticket sales per day were impacted by running those specials.
4. REFERRING SITES FOR VISITORS AND TICKET SALES
Where is your traffic coming from? Where is the traffic that’s buying your tickets coming from? If you don’t know, you’re missing out on come massively beneficial info.
These types of report shows you that the source might come from a specific ad you recently ran, or it might have come from a standard Google search. A list of your referring sites, how many tickets were issued from them and the revenue from those is ticket-sales-gold when it comes to deciding where to focus your marketing efforts and making sure you marketing spend is used as effectively as possible. The same goes for visitors to your ticket sales page – how many visitors come from referral sites, and how many of them converted to buying a ticket?
Some platforms have more refined versions of this where you can track your visitors and sales down to an individual Facebook post, for example. With Quicket, these are called link campaigns. Read more about using these here.
5. GEOGRAPHY OF YOUR GUESTS
If you know where your guests are logging in from and registering or buying their tickets, you might be surprised to find a lot of your guests come from further afield than where you’ve been focusing your marketing efforts. This would allow you to include, or even focus on, those areas to target and maximise engagement, or you could use this information if you’re looking to expand your event to other areas in the future.
6. VISITS TO YOUR TICKET SALES PAGE
Comparing how many visits your ticket sales page has received to how many tickets were sold during a specific time gives you the event’s conversion rate.
Your aim is to make sure that the gap between these two numbers is as small as possible. When you have lots of people visiting your ticket sales page and not purchasing a ticket, you should consider making changes and refinements to your registration process. You want to make it as easy as possible for someone landing on your ticket sales page to secure a ticket. If you’re using a ticketer that has a difficult to navigate page or one that has too many steps in the purchasing process, you’ll see it’s that much less likely that someone will follow through in securing a ticket for themselves and their friends.
Check out our insights on conversion rates in the ticketing world and how to make yours improve the success of your event.
You might also want to read our guide on the Seven Deadly Sins of creating a ticketing page to make sure you’re not committing one or more of them.
IT'S ALL IN THE NUMBERS
At the end of the day, data is king in the events industry. Make sure you can access your event data in real-time, and that you understand it as well as use it to its full advantage to make your event all the more successful.
Nina is the Marketing Manager for Quicket and is passionate about growing a community of event organisers into one that is empowered to create incredible experiences. An event organiser herself, she’s also worked across brand marketing, social media, and in the non-profit world. She’s a burner (AfrikaBurn) at heart, an avid baker, loves a good hug, and cooking dinner for friends over a glass of good wine.