Event analytics
The Analytics tab provides insights into how visitors interact with your event page and where your sales come from. Use this data to optimize your marketing and improve conversions.
Date range filter
At the top, select a date range to filter all analytics. Default shows all-time data.
Heatmap
The heatmap shows visitor activity patterns — where people are viewing and clicking on your event page.
Available actions
Use the dropdown above the heatmap to filter by action type:
| Action | Description |
|---|---|
| Event viewed | Page visits |
| Buy clicked | Clicked the buy button |
| Add to cart | Added tickets to cart |
| Proceeded to checkout | Moved to payment step |
| Reserved | Tickets reserved (10-min hold) |
| Purchased | Completed purchase |
Tip: Use the heatmap to identify where your audience is located, then geo-target those specific zones with ads to maximize your marketing effectiveness.
Sales funnel
The funnel visualizes your conversion path from view to purchase:
Event viewed → Buy clicked → Proceeded to checkout → Reserved → Purchased
Key insight: The conversion rate (%) appears in the top right, showing what percentage of viewers become buyers.
Note: "Event viewed" counts apply to the entire event. All other metrics are filtered by the selected date.
How to interpret the funnel
| Drop-off point | Possible issue | Action |
|---|---|---|
| View → Buy clicked | Low interest | Improve event description, images, pricing |
| Buy clicked → Checkout | Ticket confusion | Simplify ticket options, clarify descriptions |
| Checkout → Reserved | Price resistance | Total price may be too high — consider lowering service charge or including it in the ticket price |
| Reserved → Purchased | Abandonment | Review Abandoned cart in Events → [your event] → Marketing AI |
Chatbot-driven funnel tracking
New feature: The platform now captures mid-funnel events for sales that originate from chatbot-generated checkout links, giving you a clear picture of how effectively your Chatbot drives ticket purchases.
When a buyer follows a checkout link shared by the chatbot, the platform tracks the complete journey:
| Event | What it means |
|---|---|
| Link click | The buyer clicked the chatbot-generated checkout link |
| Checkout opened | The buyer arrived at the checkout page |
| Payment attempted | The buyer initiated a payment |
| Purchased | The buyer completed the purchase |
How to use this data
These chatbot funnel events feed into the same analytics view as your other traffic. Use them alongside your tracked links to assess the chatbot's contribution to sales:
- High link clicks, low checkout opens: The chatbot is sending buyers to the right place, but something is stopping them from starting checkout — review your ticket options or pricing.
- High checkout opens, low payment attempts: Buyers are engaging with checkout but dropping off before paying — consider whether the total price or the checkout flow is causing friction.
- High payment attempts, low conversions: Buyers intend to pay but aren't completing — check for payment method issues or an overly complex checkout.
- Strong end-to-end conversion: The chatbot is effectively driving sales. Consider expanding its use or giving it more visibility on your website.
Tip: Compare the chatbot funnel data against your other tracked links in the Tracked links table to see whether chatbot-driven traffic converts better or worse than your other marketing channels.
Sales tab — ticket type breakdown
The Sales tab gives you a detailed view of ticket performance across your event.
Per-rate breakdown
Each ticket type appears as a card. Click on a card to expand it and see performance broken down by individual rate (e.g., Early Bird, General, VIP):
| Column | Description |
|---|---|
| Rate | The name of the rate (e.g., Early Bird, General) |
| Sold | Number of tickets sold for that rate |
| Revenue | Total revenue generated by that rate |
This lets you quickly compare how different pricing tiers performed — for example, seeing whether your Early Bird rate sold out fast while General sales lagged, so you can adjust your strategy for future events.
Tip: If a high-revenue rate sold slowly, consider promoting it earlier or adjusting its price for your next event.
Tracked links
Create unique tracking links to measure exactly where your sales come from.
Why use tracked links?
- Compare campaigns: See which marketing channels perform best
- Measure influencers: Give each promoter their own link
- A/B testing: Test different messages with different links
- Optimize spending: Know where to invest your marketing budget
Creating a tracked link
- Click "Create tracked link"
- Enter a reference name (e.g., "Instagram Story", "Email Newsletter", "Influencer_Maria")
- Click Create
The system generates a unique link with a tracking tag.
Tracked links table
| Column | Description |
|---|---|
| Name | Your reference name |
| Tracked link | The unique URL (click to copy) |
| Views | Page views from this link |
| Purchases | Completed purchases |
| Tickets | Total tickets sold |
| Conversion | Views → Purchases rate (%) |
| Gross earnings | Total revenue before fees |
| Net earnings | Revenue after fees |
| Actions | Edit name, Delete |
Tip: Editing the reference name doesn't change the link — tracking continues uninterrupted.
Sales chart — payment method filter
The sales chart includes a payment method filter that lets you focus on a specific provider. The filter shows only the payment providers actually connected to that event — so if your event uses Mercado Pago and Ticket Office, only those options appear. This keeps the list clean and relevant to each event's configuration.
Putting analytics into action
Weekly review checklist
- Check overall conversion rate: Industry average is 2-5%. Below? Time to optimize.
- Identify drop-off points: Where are people leaving the funnel?
- Compare tracked links: Which sources bring quality traffic?
- Review heatmap: When are people most active?
- Expand ticket type cards: Which rates are driving the most revenue?
- Check chatbot funnel data: How many chatbot-generated link clicks turned into completed purchases?
Optimization strategies
| Conversion rate | Strategy |
|---|---|
| Under 1% | Major issues — review pricing, images, description |
| 1-2% | Improve checkout flow, add social proof |
| 2-5% | Healthy rate — test incremental improvements |
| Over 5% | Excellent — focus on driving more traffic |
Attribution insights
| Link performance | What it means |
|---|---|
| High views, low conversion | Traffic quality issue — wrong audience |
| Low views, high conversion | Great audience — invest more in this channel |
| High views, high conversion | Perfect fit — maximize this channel |
| Low views, low conversion | Not worth the effort — consider dropping |
FAQs
No — the Analytics tab shows metrics per date. To see combined data across all dates or events, go to the Reports section where you'll find detailed aggregated metrics.
Yes. In the Sales tab, expand any ticket type card to see a breakdown by rate — including units sold and revenue for each one (e.g., Early Bird vs. General).
The filter only shows the payment providers connected to that specific event. If a provider isn't listed, it isn't active for that event.
No. Tracked links remain active as long as your event is live.
No. The URL is permanent to maintain tracking integrity. You can only edit the reference name.
For events, 2-5% is typical. Higher for exclusive/high-demand events, lower for general entertainment.
Tracked links measure traffic from any source you define. Chatbot funnel tracking specifically follows buyers who arrive via a chatbot-generated checkout link and captures each stage of their journey — link click, checkout open, payment attempt, and final purchase — so you can pinpoint exactly where chatbot-driven buyers drop off.