conference analytics and metrics

We understand how difficult it is to put on large-scale conference. To those of you who plan these amazing events for like-minded individuals to get together- we commend you! Wouldn’t it be nice to take some of the guess work out of your planning and make informed choices that will make you more profitable? There’s only one way to do that – data. We’re going to break down what and where to find analytics in order to learn more about your customers. Learn how to make smart choices with analytics.

Why do people need analytics?

It’s simple. Leverage and optimize. Leveraging the power of your analytic tools allows your continuously optimize your event page, and therefore, your event experience. Collecting this data will allow you to greatly impact efficiency in planning as well as measuring the ROI on your event. There are so many reasons as to why analytics are important

  • Find out where your audience lives and consumes information online
  • Use your data to drive decisions for this event and the next event
  • Take the entrance list from your event and download it into a CSV. Then, take that list and put it on Facebook and Google Plus to build look-alike campaigns. This will help you retarget users that showed interest, but didn’t convert.
  • Take that same list and target past users to purchase tickets for future events. Stay in sight, in mind and stay relevant.
  • Find purchasing trends and push your event on those days and specific times of the day

 

conference analytics and metrics

What metrics should I be measuring when planning a conference?

First thing’s first, user behavior is key. Starting with acquisition – you should know where your customers are coming from. Other questions you might want to know the answers to include:

  • Who is going to your event page?
  • How did they get there?
  • What did they do on your page?
  • How much time did they spend on your page?
  • Did they convert? If so, what’s the percentage?
  • What’s your average ticket price? (take discount codes and complimentary tickets into consideration)

If people aren’t buying tickets ask yourself why. Is the event irrelevant, has the landing page been optimized, are tickets too expensive? We could go on, but it’s important to note that knowing the answers to these types of questions will help you drive better decisions and increase your ROI.

conference analytics and metricsHow do I get access to  these analytics and metrics?

Access to these metrics is simple. If you have enabled Google Analytics tracking on your website you’re half way there! Google provides an incredible amount of insight when it comes to user acquisition and behavior.  So where do you get information on how many tickets you sold, the average ticket sale, and conversion rates? Pardon us for throwing in some self-promotion here but our platform makes it easy to integrate Google Analytics to your Picatic event page.  Once you completely the initial set-up with your UA ID you can create UTM’s to further track your link journey and understand where and how traffic is flowing to your page!

We can’t stress this enough, but this type of data is crucial to driving conversions and re-engaging past users.  If you’d like to share the metrics you find to be the most important or if you questions about how to collect these metrics, comment below!

As always, Happy planning!

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