Sales are without a doubt the most important data you'll want to follow when launching an event.
This is important because it will help you understand how your event is performing, and anticipate future sales.
🔢 Top Level Metric
- Tickets Sold: From there you can see how many sales happened today (00:01AM to 23:59PM). By default this number do not include invitations, unless you specified it in ticket listing settings.
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Conversion rate: Number of completed orders / Number of visits.
Above 15% is usually considered a great conversion rate. -
Total Revenue: This is your revenue after Shotgun fees (like everywhere else in the Smartboard), except for resale upgrade fees.
Note that promo code costs are not included in this amount, and will be deducted in the Banking section. -
No show rate (for past events only): "1 - % of scanned tickets".
🧮 Sales Breakdown
Without Resale Upgrade: We display both revenue & number of tickets sold.
With Resale Upgrade: You can toggle on and off the resale upgrade details.
- Toggle off: By default we only display the number of tickets sold before upgrade.
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Toggle on: When enabled, we display the details (final number of tickets & revenue after resale upgrade).
On this example, it means that initially251tickets “2-DAY PASS - REGULAR” were sold, but 17 were upgraded to LATE → The final number of ticket sold is thus234REGULAR.
The revenue can only be computed on the final number of tickets sold (234*32.65=€7,640). This revenue is the revenue organizer net earnings after organizer fees but before resale upgrade fees (see below for more info)
🔬 Resale Upgrade details
Clicking on the 3 last columns opens the resale upgrade details page.
In this example:
- 17 tickets REGULAR were updated to LAST CALL:
251→234- 17 tickets REGULAR were “un-sold” = -17 * 32.65€ =
-555.05€net earnings - 17 tickets LAST CALL were “extra-sold” = +17 * 37.31€ =
+634.27€net earnings
- 17 tickets REGULAR were “un-sold” = -17 * 32.65€ =
-
This represents
+92,22€net earnings for the organizer -
Shotgun charges 30% of this amount as resale upgrade fees
-> The 70% remaining is extra revenue for the organizer =
+64.55€
📈 Sales Evolution Chart - Cumulative
- Select tickets you want to check: Only those will be included in the chart
- Select if you want to see the cumulated Total or breakdown By ticket (one line per ticket or category)
Compare with other events:
- It is possible to compare various events at once.
- Launch date: left of the X-axis is launch date
- Event date: right of the X-axis is event date
🧮 Sales Table - Per Period
- Select daily or weekly period
- See every notifications and newsletters sent to contacts
- Export data as csv
🧭 Sales Channel & Sales Source
- Shotgun App & Website: tickets sold via app or website (except xpress door)
- Widget: tickets sold via widget
- Venue: tickets sold via Xpress door or the drawer app
- Other: offline tickets & other distributor imports
We automatically identify from which source sales come from. It can be one of the following:
- Shotgun: The visitor browsed on Shotgun website/app to find the event, or is coming from a notification
- Specific website (Facebook, Instagram, Google, Linktree,…) : We get this information from the browser
- Promoters : Each of your promoters have their own tracking link for each of the events they are activated on.
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Direct or unknown:
- Unknown: Sometime we can’t retrieve the parent’s website information, and those visits are considered “unknown” (usually less than 10% of visits)
- Direct: The visitor arrived directly to the event page, not from a browser. This happens for example by clicking an url from a Messenger or Whatsapp conversation. It happens as well when pasting the event url directly in the browser.
💡 Knowing where your sales comes from allow you to focus on the most efficient channel
💡 If you want to have more precise source tracking (such as a specific online ad, a newsletter...), you can use tracking links from the "Events > Promotion" section and define your own custom sources!
❓ FAQ
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How do i access this data?
→ Go to "Analytics > Sales Overview" or click on the Ticket solds card from the Event overview section -
How frequently is this data updated?
→ Data is 100% live -
I don't see any data for my event, is this normal?
→ If your event is not launched (draft or presale event): no sales yet! -
I'm a cohost organiser, how do i access this data?
→ Editor cohosts have access to the same information as organisers
→ Viewer cohosts only have access to Top Level insights & Sales breakdown from the event overview, no details (Sales evolution, channel nor sources)
