Once your event is live, Shotgun gives you clear, real-time insights so you always know how your sales are performing.
This guide walks you through where to find your orders, how to read your key metrics, and how to understand the channels driving your sales.
In this article
Track your orders
Once your event is published, you can view all ticket and merch orders in real time from your Smartboard.
- From your Events dashboard, select your event
- In the left menu, click Orders
For every order, you can see:
- The buyer’s email
- Purchase date
- Ticket type and price
- Whether it is a ticket or merch order
💡 Order tags tell you whether the order is for merch, for a ticket, or linked to a resale.
Access your sales performance
Everything starts from your Smartboard. You can access your sales in two simple ways, depending on what you need.
💡 Enable automatic reports to receive daily or weekly summaries of your event performance directly in your inbox. It’s also an easy way to keep partners updated. 👉 Set up automatic sales reports email
From your event dashboard
This is the quickest way to see how things are going for one event:
- From your Events dashboard, select your event
- Your Event Overview instantly shows today’s sales, revenue, and trends
From the Analytics tab
Use this view when you want deeper insights or comparisons.
- Go to Analytics > Sales > Overview
- Filter by event to explore detailed performance
Monitor your sales performance
Before going further, let’s look at the key numbers that help you understand your event’s performance right away.
Essential metrics (made simple)
Tickets & merch sold
Total number of tickets or merch items sold so far.
💡 Invitations are excluded unless you choose to include them.
Conversion rate
Completed orders / event public page visits. This metric shows how convincing your event page is.
💡 Visits update every hour, so slight delays are normal.
Revenue
Your total ticket and merch revenue. A clear way to track how much your event has earned so far.
Resale upgrade revenue
Revenue generated when fans buy resold tickets at the current active tier price.
💡 How resale upgrades work : When a fan resells their ticket on Shotgun and the original tier is sold out, the new buyer pays the price of the current active tier.
Example
- A fan buys an Early ticket at €20
- Early tier sells out
- They resell their ticket when the Late tier is at €30
- The new buyer pays €30 → the price difference is the resale upgrade.
Available balance
The total amount currently available in your Shotgun account, across all your events.
Sales breakdown
This section shows how your sales are distributed across your different ticket types. It’s an easy way to identify which tickets sell fastest and how demand evolves over time.
You can toggle between:
- Breakdown including resale upgrades
- Breakdown excluding resale upgrades
Compare you sales evolution
From the Analytics section, you can easily explore how your sales evolve over time and what drives your results.
Sales per period
See how your event performs day-by-day or week-by-week. It’s a simple way to understand your momentum and identify peaks after announcements or marketing actions.
Compare multiple events
Quickly compare the evolution of several events or different ticket types. These insights help you spot trends, understand what drives growth, and refine your strategy over time.
See where your sales come from
Understanding which channels bring the most sales helps you focus your marketing efforts on what works best. Shotgun automatically detects most traffic and conversion sources.
