How does your event page stack up? Is it helping or hindering your ticket sales?

Many event organizers don’t know whether their websites are “converting” visitors into attendees or not.  Behaviour of your website visitors (and traffic) can be difficult to predict  but we can help you track it.

Now, you can easily find out where your traffic is coming from, if and when users are converting on your event page and, most importantly, it allows you to track and understand your customer’s behaviour when they on your event page.

Google Analytics is a powerful and free tool. It allows you to view and produce in-depth analytics and evaluate your marketing efforts for all of your events. Let’s get you started.

Google Analytics (GA) Set Up:

If you haven’t already hooked up your Google Analytics on your Picatic event page follow these easy steps to get setup in minutes.

google analytics

Once your GA is set up and linked to your Picatic event page, the next step is to tell Analytics your “goal”. A goal can and should be getting a visitor to buy a ticket or register for your event.

To set up your first goal: Click “goals” in the view column of your Analytics admin page and add a “new goal.” If you need more tips and tricks on setting up and sharing your GA goals follow along here.

Does your website have a multiple step checkout process? If so, you should setup a goal for your website using a Goal Funnel. To do so, follow these instructions.

Is It Necessary To Link GA To My Picatic Event Page?

There are many reasons to hook up Google Analytics (GA) to your event page. It’s not necessary, but it is helpful.

First and foremost, the more you know about your potential customers and past customers the more you will be able to tailor information to reach the right audience at the right time.  

Understanding where customers are coming from is invaluable information. For example – If you are hosting a world renowned music festival and you want to start a marketing campaign to boost ticket sales you can use visitor information, such as geographical location, to start campaigns.

If 30% of your traffic is coming from Australia, 30% from Canada and 30% from the United States you can segment your budget accordingly to increase conversions. Alternatively, if 90% of your visitor are coming from Ireland than you probably want to tailor your marketing efforts to reach that geographical location.

Understanding how people find your event site is just as important. If all of your customers are finding your event page through Instagram you now know where to put your marketing dollars and you know where to focus your efforts when attempting to engage your audience.

If your audience is all on mobile than you can focus on developing your event page and marketing efforts for mobile first.

To optimize your page and ticketing process, you need to know how visitors are engaging with them.

How Will Connecting Google Improve My Ticket Sales?

Google Analytics helps you understand which platform (Facebook, Twitter, Instagram, Snapchat, etc) is bringing in customers, which platform is witnessing customer engagement and which platform is converting your potential customers into ticket purchasers.

You can check how much value (or the conversion value) social media is generating, traffic entering from social referrals and how many users are engaging with you. There is a lot of data you can pull out of GA. 

(The attribution function will also be beneficial to you if you are adverting. More on this in the blog posts to come.)

If you see a lot of customer engagement on Twitter, then you need to advertise promotions on that platform. Alternatively, if no conversions come to your site off of Twitter don’t spend money advertising there but you could still post tweets organically.

 Wrap It Up:

Of course, this is just the basics. You can continue to learn all about GA with Google’s tutorials.

We will be providing a lot more information on Google for Events in the following weeks. Our focus will be:


  • new vs. returning
  • frequency
  • User flow


  • mobile
  • desktop
  • tablet


  • page visits
  • exit pages
  • landing pages

Happy event planning.

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