previous icon Back to blog
May 24, 2023
7 minutes read

4 Benefits of Conversion Tracking for the Event Industry

Once upon a time, if you wanted to advertise an event, you’d probably hit the streets with an eye-catching flyer. Today, digital marketing campaigns are the preferred solution. They let you reach your target audience more efficiently. To make sure you’re getting the most out of these marketing campaigns, conversion tracking is a must. Unfortunately, most promoters stay away from this, because word on the street is that it’s quite complicated. That's a real shame because it offers a lot of benefits. Below, we tell you all about those, how to get started, and how can help.

Esmee Spaan
Esmee Spaan,
Product Marketer Ticketing

What is Conversion Tracking?

Conversion tracking is part of web tracking, but it can mean different things in different situations. To put it simply: a “conversion” is any meaningful action completed by a visitor on a website or, in your case, a ticket shop. The classic example is buying a ticket, but other actions, like pre-registering for an event, signing up for a newsletter, or downloading a file can also be called a conversion.

The goal of conversion tracking is to monitor conversions, so you know which channel they came from (Facebook, Instagram, Google, etc.). This gives you valuable insights to help optimize your marketing campaigns.

conversion-tracking-ga4-source-attributionAn example: showing which channels are generating the most revenue (click for full size).

What Are the Benefits of Conversion Tracking?

Now that you better understand conversion tracking, you’re probably thinking: "What's in it for me?" We have listed the most important benefits below:

1. Improving Your Marketing Campaigns

Even the most experienced marketers still have difficulty predicting whether a particular marketing campaign will work. That’s why it’s essential to experiment with multiple elements such as images, colors, text, and more. Conversion tracking shows you which of your campaigns are more successful based on their conversion rates, most clicks, most revenue, or any other important metric. Based on that, you can make strategic adjustments and improve your campaigns.

2. Determining Your Return on Investment

Getting the maximum return on your investment is always a priority for marketing teams. But what’s the use of tracking revenue if you don’t know where it’s coming from? Without conversion tracking information, you won't know which of your online channels or campaigns are generating the revenue, or what your return on investment (ROI) is.

3. Allocating Your Budget More Effectively

Marketing campaigns are a major investment, so you want to ensure you get the most out of them. If you know what your ROI per campaign is, you can optimize and allocate your budget more effectively. Through trial and error, you must also take risks to discover which campaigns fall short, and which ones are a real hit. Conversion tracking helps you eliminate some of the uncertainty, so you can make financial decisions based on actual data and ultimately lower your costs.

4. Optimizing the Buying Experience

When it comes to optimizing the buying experience, you’ll want to use web tracking in general and not just conversion tracking (but don't worry, we’ve got you covered for this too, as we’ll explain below). Web tracking gives you valuable insights into customer behavior in your ticket shop itself, such as traffic or clicks (add to cart, begin check out, etc.). It helps you spot conversion killers that you may have overlooked. These obstacles keep your customers from converting, like an unnecessary extra step, payment methods that don't match the buyer's preferred method, or asking for too much contact information.

All of these benefits contribute to your end goal: to sell out your event quickly and ensure a strong turnout for your event. The key is properly allocating your budget, designing successful marketing campaigns, and optimizing your ticket shop. As a result, you can expect more revenue to invest in future events (or spend on a well-deserved holiday).

Getting Started in Your Ticket Shop

If you’re new to conversion tracking, it helps to start with the basics. Google Analytics 4 (GA4) is a free web analytics tool that provides you with in-depth insight into your website, including conversion tracking and other valuable information (including the number of website visits, how much time people spend on a specific page, and insights into your visitors such as gender, age, location and more). Before getting started with our event ticketing platform, it’s essential to create a GA4 account (lucky for us, Google made a step-by-step guide on how to do this).

conversion-tracking-ga4-tracking-idWhere to find your Measurement ID (click for full size).

Done? Great! To give you the perfect kickstart, we created a direct integration for GA4. What do we mean by that? Well, where other ticket providers expect you to install everything yourself, with, all you need to do is copy-paste your GA4 Measurement ID into the settings of our ticket shop (event ticketing, so not for seated ticketing yet).

conversion-tracking-ticketing-settingsJust copy-paste to the settings (click for full size).

After you've done this, all important “events” that occur on your website will automatically appear in your Google Analytics. You may be thinking, "Events? I'm the event organizer, right?" Yes, you are! So, to be clear: within the context of Google Analytics, “events” refer to any interactions a user performs on your webpage.

Some of the events we automatically create for you in Google Analytics are:

  • Add to Cart (when users add a ticket or additional product to their shopping cart)

  • Remove from Cart (when users remove a ticket or other product from their shopping cart)

  • Begin Checkout (when users arrive at the checkout page)

  • Checkout Progress (when users add a voucher/discount code)

  • Set Checkout Option (when users select a payment method)

  • Purchase (when users make a successful payment)

We also support eCommerce tracking in Google Analytics with these events. This lets you see actual results per product (different tickets, or other products such as tokens, shuttle bus tickets, merchandise, and more).

conversion-tracking-ga4-eventsThese events will automatically show up (click for full size).

Our integration with GA4 saves you the hassle of programming code on your ticket shop. This makes you less dependent on developers, who are probably not your cheapest employees (if you are lucky enough to have found one of these rare species).

You may already be familiar with Google Tag Manager and wondering whether you still need it besides GA4 (if not, skip this paragraph). With our event ticketing software, there’s no need to use Google Tag Manager. This means you don't have to create a container or generate tag codes for anything you want to track. This saves you a lot of headaches. However, if you're an eCommerce veteran and missing certain events in our "standard" package, you can still add them through Google Tag Manager (and don't forget to hit us up with your feedback).

Beyond Google Analytics

Google Analytics is the most used software for all websites—and for a good reason. However, it's not without limitations. Privacy regulations and tech giants like Apple enforce cookie blocking with their new software. This makes accurate conversion tracking increasingly difficult. Methods that used to work, such as cookies and tracking pixels, have become less reliable. So, the data you see in Google Analytics is often not 100% accurate.

As tech companies face growing pressure to block web tracking, marketers face new challenges. The good news is that there are solutions and new ways to perform effective web tracking. The bad news is that it's becoming increasingly complex (and expensive). We are following these developments closely, so you don't have to, and we are committed to optimizing our ticketing software so that you can get the best conversion tracking with the least effort.

Getting Started with Meta Conversion API

An example of this is the Meta Conversion API. It connects your ticket shop directly to your Meta Ad account. If you advertise on Facebook or Instagram, and a user clicks on your ad and buys a ticket, our server sends the conversion data to the Meta Ad Platform. This is 100% accurate because it cannot be blocked by browsers, adblockers, etc.

To get started with this, you do need a Meta Pixel first. This is a piece of code that you place in your ticket shop. Don't worry, we've already done most of the work, you just need to copy your pixel into the ticketing platform. From here, the pixel identifies visitors to your website and starts monitoring those same people on the Meta app itself. This allows you to optimize the results of your campaigns in multiple ways:

  • Remarketing - This involves showing ads to people you know who have interacted with your website and/or social media.

  • Look-a-like audience - because of the meta pixel, you know who has visited your website. With this available data, Meta can also target other users who look like them.

  • Measure conversions - you get more insight into the effectiveness of your meta ads and people's actions on your website. Based on this, you can make decisions that ensure your campaign is mainly shown to people who convert faster

To get you started, we've created a How-to Guide to Online Marketing. Curious? Check it out here!

Are you curious about boosting sales with conversion tracking on our platform? Get in touch with our dedicated team, who can’t wait to tell you more!

Was this article interesting?
Share it!
Esmee Spaan
Esmee Spaan,
Product Marketer Ticketing

Focuses on understanding the needs and behavior of target groups and trends within the market to ensure that our story and solutions are optimally aligned.

Latest Articles

Feb 01, 2024 • WhatsApp

Drive Engagement and Convert Your Conversations With WhatsApp Carousel

Are you already talking to your customers on WhatsApp? You really should! WhatsApp Business Platform, the business communication platform of one of the most popular messaging channels in the world today, has a wide selection of powerful engagement tools to enhance customer communication and boost sales. And they've added another innovative feature under their belt: WhatsApp Carousel.

Ads That Click to WhatsApp
Jan 17, 2024 • Marketing

Ads That Click to WhatsApp: What Are They and What Are the Benefits?

Successful marketing means creating personal and conversational experiences for your customers. And what better place to meaningfully connect to your customers than on their favorite social media platforms and channels such as Facebook, Instagram and WhatsApp? With ads that click to WhatsApp, aka click-to-chat WhatsApp ads, you can offer your customers the direct and personal engagement that they crave. Read all about it!

Oct 12, 2023 • Live

5 Ways to Supercharge Your Sponsor Revenue with an Event App

Many festivals and events struggle with limited budgets and view an event app as an unnecessary luxury. Nothing could be further from the truth; an event app doesn't have to be a cost but rather an additional revenue stream. It adds tremendous value as a digital assistant for your attendees, and on the other hand, you have an extra tool to provide sponsors and partners with much more exposure and 'stage time.' If you convince your sponsors of this, they will be more than happy to pay for it, and you won't have to worry about your budget anymore. 75% of organizers who use a strong app manage to make more money with the app than it costs them. In fact, some festivals do so well that app revenue can cover a significant portion of their entire technology budget.

Sep 21, 2023 • Ticketing

6 Methods to Encourage Your Museum or Park Visitors to Buy Their Ticket Online

In an era where online convenience is becoming the new standard, many visitors still choose to buy their tickets at the entrance. This is unfortunate, given the many advantages of online ticketing for both visitors and the museum or park itself. Think about avoiding lines, generating extra income, and gathering more information. But how can you increase the use of online ticketing? That can still be a challenge, which is why we've compiled six ideas for you.

Jouw festival als eyecatcher
Aug 27, 2023 • Customer Experience

Your event as a showstopper: 7 futureproof trends to jump on

In the overcrowded event industry, it's getting tougher to keep your ticket sales going strong. The competition is huge, and everyone's targeting the same audiences. Chances are that a festival with empty lineups and expensive tickets won't survive five years from now. Invest in your brand, innovate, and stand out – that's the only way to build a solid foundation for the future. We've got 7 trends for you to hop onto and make sure you're ready for what's to come.

Aug 16, 2023 • Customer Data Platform

Customer Data Platforms: An Introductory Guide

As a marketer you have undoubtedly heard of the term Customer Data Platform. But what is it and what are you missing if you don't have one? In this guide you can read everything you need to know to bring all your online and offline customer data together and create marketing campaigns that give customers a wow feeling.

Aug 15, 2023 • Email

How to Skyrocket Your Email Open Rates

Email marketing has come a long way since the first campaign was sent in 1978, and it remains one of the most valuable tools in the modern marketer’s business strategy. But email marketing is sometimes dismissed as ‘spamming’ people and all your hard work crafting targeted, relevant, and timely emails to your customers or prospects will be useless if you don’t do everything you can to optimize email deliverability.

Aug 10, 2023 • Marketing

Introducing Facebook Marketing Messages

Social media plays a central role in modern-day customer engagement. Personalized messages on the favorite messaging platforms of your customers will skyrocket the customer experience and grow brand loyalty. Meta now introduced a new way to market to your audience: via Facebook Messenger.

Jul 26, 2023 • Live

11 Ways to Boost Ticket Sales and Make Your Event a Sell-Out

It's no secret that selling tickets in today's current climate can be quite the rollercoaster ride, especially with inflation confronting event-goers with increased prices all over, making them more selective where they spend their disposable income. They also tend to make last-minute decisions making it harder to forecast event attendance well in advance. Not to mention fierce competition in the market. So, if you’re looking for fresh approaches to secure more sales, look no further. From utilizing new marketing channels to exploring creative and data-driven approaches and leveraging loyal fans and influencers, here are 13 creative ways to boost ticket sales.

Is this region a better fit for you?
close icon