November 21, 2014

Measure each stage of your ticketshop with Google Analytics custom reports & Analytics connect.

By using custom reports in Google Analytics you can measure every step of your ticket buyers journey through the ticketshop. You can also create conversion funnels to visualise the journey your customers take. Using these tools you’ll be able to get a great view of how your shop is performing and where you can optimise your event to sell more tickets.

Note: To use this functionality you need to have integrated our Analytics Connect product. You can find out more about this here.

Setting up your custom reports

Once you’ve set up Analytics Connect you can simply click on the links listed below to add the template custom reports to your appropriate Google Analytics view. After clicking the link you’ll be taken to Google Analytics to select the view you want to apply the custom report to.

Then you’ll be able to see analytics data at each step of the ticketshop. Here’s the list of templates you can use:

Start Order the first step of the ticketshop
Get dates the most common secondary step
Get tickets used if you have multiple ticket types
Get timeslots used if you have tickets at different times
Get sections used only if you use sections in your event
Get customer info when your customer starts to purchase a ticket
Get Payments the payment option page
Checkout following a successful payment this is where your ticket buyer will arrive.
Download Page where the customer downloads the ticket from

Creating a conversion funnel

If you want to create a conversion funnel visualisation of your ticket shop you need to set up a goal in your Google Analytics account. To do this go to the ‘admin’ menu in Google analytics, then under ‘view’ select ‘goals’.

Hit the ‘+New Goal’ button. Then select the ‘place an order’ radial button, then hit ‘next step’. Give your goal a name, something like ‘ticket purchase’. You want to make sure that the radial button ‘Destination’ is selected. Click next step.

In the drop down button beneath ‘Destination’ select ‘Begins with’ and copy this url section into the box – /channel/web2/checkout/

Leave ‘Value’ set to ‘off’. Turn ‘Funnel’ ‘on’. You’ll get options to add the first step in the funnel. You need to include the name and url of the step. Always set ‘Required’ to ‘No’.

Add the following steps depending on how big you want the funnel to be –

Start Order – /start-order/
Get products – /get-products/
Insurance – /cancellation-insurance/
Personal details – /personal-details/
Payments – /payments/
Payment status – /payment-status/

Have any questions? Let us know in the comments and keep an eye on the blog as we’re always adding new tips and guides!

Shane Mansfield