Most organisers know how many tickets they sold. Far fewer know when they sold, where the buyers came from, which post or poster did the work, and whether a third sold with a month to go is good news or a warning. Those are the numbers that change what you do next time, and on tickts they sit in the Analytics tab. This guide goes through each panel, says what the number means, and gives the decision it is there to inform.
What is on every plan
Every organiser has the Sales tab: each order with its buyer, tickets and payment, the door list, and a CSV export. Analytics, the panels below, is part of the Growth plan and above. If you sell more than a few hundred tickets a year it pays for itself the first time it tells you a poster in the wrong town sold nothing.
The headline numbers
Revenue, tickets sold, orders, average order value and refund rate, for the last 7, 30 or 90 days or all time, each with a percentage change against the previous seven days so you can see the direction without a spreadsheet. Below them, four charts: revenue over time, tickets over time, peak sales hours, and top events by revenue.
Peak sales hours tells you when your buyers actually buy. If it says 8pm to 10pm, that is when your posts and emails should land, not 9am when you are at your desk.
Are you on track? The benchmark
When enough similar events exist, Analytics shows how your sales pace compares with events like yours: the typical share sold at each point before the event, for example "events like yours had sold half their tickets by 30 days out", and whether you are ahead or behind it. The comparison is against an anonymous, UK-wide cohort in your genre and only appears once at least twenty organisers' events stand behind it. No other organiser's figures are visible to you and yours are never shown to anyone. It is the closest thing to knowing whether to panic.
Where the buyers came from
The audience geography panel shows which towns your buyers live in, so you can see how far people travel and where to put the next poster. It is town-level only, and any town with fewer than three orders is folded into "elsewhere", so no individual is identifiable.
What turned into a sale: the funnel
The Conversion Funnel shows, per event, page views (unique visitor sessions), started checkouts, orders, and the two percentages between them. Read it as a diagnosis:
| Pattern | Usually means | Do |
|---|---|---|
| Few views | Nobody is seeing the page | Share the link more; the problem is reach, not the page |
| Many views, few checkouts | Price, or the tickets they want are gone | Check the ticket list and the price against the audience |
| Many checkouts, few orders | Something in the checkout put them off | Look at what they saw: a passed-on fee, a question too many, an option missing |
Which channel sold: tagged links
Add UTM tags to the links you share, a different source per channel, and the Sales by Source panel groups paid orders by that source with orders, tickets and revenue. Box office sales appear as "Box office" and untagged links as "Direct / untagged". Top Campaigns breaks the tagged orders down by campaign and medium. A link like this is all it takes:
https://tickts.co.uk/events/your-event?utm_source=poster&utm_medium=print&utm_campaign=launch
Give the poster one tag, the newsletter another, Instagram a third, and by the second week you know which one to spend your evening on. Reps and affiliates have their own links and their own report, separate from this.
Ads that pay for themselves
If you run paid ads, tickts can feed conversions back to Meta, Google and TikTok so the ad platforms learn which ads sold tickets and optimise towards them. Set it up in Analytics before spending; an ad campaign with no conversion signal is a guess with a budget.
Who your fans are
On Pro, the Fans tab turns the same data into people: total fans, repeat-purchase rate, average spend per fan, attendance (tickets actually scanned in), donations and followers, with segments for repeat buyers, first-timers, people who bought but never came, and anyone quiet for six months. Filter it to one event and every number describes that event's buyers, not your lifetime totals.
The weekly email
Turn on the weekly summary in Notifications and every week you get revenue, tickets sold, top events and the week-over-week trend in your inbox, which for most organisers is the only reporting they need between events.
Three numbers to write down after every event
- Share sold by 30 days out, against the benchmark. It tells you when to start next time.
- View-to-order rate on the event page. Under a few percent, fix the page before buying more reach.
- Repeat rate, on Pro. The cheapest ticket you will ever sell is to someone who came last time, and this is the number that says whether you are keeping them.
