How to set up a ticket sales dashboard for your event?

Ticket sales is one of the most important aspects of measuring the success of an event. The overview of the amount of tickets sold and the revenue will give you clear insights on the events that have been your biggest successes so far. 

With these data insights you can make data driven decisions. It allows you to adjust your strategy in the right direction. You’ll get better insights into your ideal target group. On top of that, you can also gain more insights into your actual revenue and eliminate the ‘pain points’ in the process of your ticket sales. 

There is a lot of data that you can track from your event’s ticket sales. To get you on track with a simple yet relevant ticket sales dashboard, we’ll point out the following metrics for you to track:

  • Total ticket revenue
  • Ticket revenue per event type
  • Ticket revenue per demography
  • Ticket revenue per geography 

Total ticket revenue

To start you can see the revenue your company made with all the tickets that you sold. It is also possible to see how much revenue you had in a specific month, week and so on. On top of that, it is important to measure if you had an increase or decrease in your monthly ticket revenue. This allows you to monitor your revenue growth at any time.

Based on this data you can make better decisions for (future) ticket sales. For example, if you sold a lot of tickets for one specific event, you can increase the price of you next edition. If your events don’t sell as well as you want them to, you can boost your ticket sales with an extra marketing campaign.  

Ticket revenue per event type

Next, you can also evaluate which event has the highest revenue each month. This is a great insight to know which event is the most popular at a specific moment. This way you get a clear overview of all the ticket sales of different events. 

Once you understand which events are popular and unpopular in demand, you can start figuring out why this is. Are the ticket prices more attractive? Is the artist/event more popular? Or are you seeing less sales in November, because the event has been sold out since October? These are all factors that can influence the popularity of a certain event. In some cases, it can make sense to monitor other influencing factors such as ticket price, artist, etc.

 

Ticket revenue per demography

Furthermore, you can also see how the ticket sales are distributed per demographics. In the graph below, you see the ticket sales per gender. It is also possible to see the ticket sales per age groups, education, ethnicity, income level, etc.

With these insights, you know which group is the most interested in an event. This way you can make an effective campaign if one of the events isn’t selling well. For these events, you can create a lookalike audience.

 

Ticket revenue per geography

Lastly, you can see how much percentage of your revenue comes from each province/state. This is also interesting to know to implement in your target group the next time you are doing a promotion. For example, if you see that a lot people who live in Ghent buy tickets for an event in Antwerp you can consider doing the next edition in Ghent. 

 

Conclusion

Altogether, it is important to keep track of the data of your ticket sales in a dashboard. It is one of the easiest ways to measure the success of your events. It can help you with deciding if you should start a marketing campaign for you event and to define your target group. It will also be easier to pick a price for a next edition of your event and where this should find place.

Here you can find a sample of a ticket sales dashboard. This can be tweaked to your own situation and interests to get more insights out of your ticket sales. Eventually, this will lead into organizing more successful events. In case you want to know more about event KPIs you can always read our blog: ‘Attending a conference? 5 KPIs to measure ROI‘.

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