While tickets are on sale
Track daily trends and order statuses. If orders are being created but not paid for, review the checkout process and purchase terms; more page visits alone do not mean more sales.
Analytics and promotion / Event analytics
See how sales are performing and what needs attention.
Choose an event and period to view sales totals, order statuses and daily trends. Compare purchases with attendance and the purchase funnel to make decisions based on a specific stage, rather than a single overall figure.
From report to next action
Analytics is useful when it helps you test a specific assumption about your event.
Before the event
Review paid tickets and popular categories. This can help you prepare the venue, but check the expected number of attendees separately from the number of orders.
After the event
Compare sales with check-in records and feedback. The difference between tickets sold and attendees can point to what to investigate before your next event goes live.
Details
Separate the metrics from the reasons behind them
Filters shape what the figures mean
The period, event, category or session, payment method, and status all affect the results. Before comparing two reports, make sure they answer the same question and include comparable orders.
Statuses explain the order funnel
An order that has been created, one awaiting confirmation, and a paid order represent different stages. Refunds should also be considered separately. The total order count does not show how many purchases were completed.
Conversion helps identify what to investigate
The steps from viewing to selection and payment show where to look more closely at the attendee journey. Check the page and the actual checkout process to find the cause: it could be the offer, ease of selection, or the quality of the audience you attracted.
Start your analysis with a question about the event
- 01
Start with a question
For example: How are sales going for the next performance? Which ticket category is most popular? At what stage do guests abandon checkout? Your question determines which report you need.
- 02
Use consistent filters
Choose a period and event, and, if needed, a category, session, payment method or order status. When comparing results, note which filters you used.
- 03
Investigate and take action
Review trends and the order breakdown, then check the event page, ticket terms or traffic source. After making a change, compare like-for-like periods, taking into account how long remains before the event.
Check in advance
Check your conclusions before deciding
The period was chosen deliberately
Take the sales start date and the time remaining until the event into account.
Metrics are kept distinct
Use orders, tickets, revenue, and attendance for their intended purposes.
The cause has been checked
Compare changes in the figures with advertising, prices, and page updates.
FAQs
FAQs
Which metrics are available in sales analytics?
Sales totals, paid orders, orders awaiting payment or confirmation, refunds and average order value. You can also view daily and category trends, with tables by event, payment method and status. The metrics shown depend on the filters you select.
Why are there fewer orders than tickets?
An order can include several tickets. An order represents a purchase, a ticket represents an individual right of admission, and an entry scan records actual attendance. Choose the metric that fits your question: buyers, tickets sold or guests who attended.
How should I compare different events?
Look beyond total sales: consider the length of the sales period, prices, capacity and the number of days until the event. The same calendar period can correspond to different stages of event preparation and give a misleading impression of demand.
Can I see where people drop out of the purchase process?
Conversion analytics shows the journey from viewing an event to payment. It can help identify a stage to investigate, but it does not explain why someone abandoned the purchase. In historical data, some session and ticket selection steps may be estimated—check the report notes.
Can I get a summary through ChatGPT or Claude?
A connected AI can read the analytics available to it, subject to the permissions granted. Specify the event, period and question. Check which filters and metrics were used in the answer; an analytical summary does not replace financial reconciliation.
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