When you set up an event it is not enough to “believe” or “intuit” that everything went well or something went wrong. You need numbers, figures, something tangible to cling to affirm with forcefulness how everything has gone. Do you know where to get it?

Basic concepts for using Google Analytics

Google Analytics is the Paradise of the most analytical: figures, graphs, percentages … But even if you’re not in this category, you should be friends with this tool that allows you to control the number of visits to your website and where they come from, the sales volume of tickets and even data on the interests of your visitors.

How do I start using Google Analytics?

The first step to using Google Analytics is a song to the obvious: create an account. Access Google Analytics and complete the following data:

  • From which web page do you want to track? Here you have to choose between a web page or mobile application.
  • In Account Settings, you have to give your account a name. The first level is the most general (for example, “Event”). In the second, the property includes the name of the event you are going to monitor: “Festival 2018”, for example. TIP: Use a name that allows you to keep track of the different editions you celebrate or that clearly reflects what event it is.
  • Set your preferences for “sector” and time zone. Click on “Generate Google ID”

Important general metrics in Google Analytics:

  • Sessions: It is the number of times that you have started browsing your page.
  • Users: The number of people who have visited your website (a user can start several sessions)
  • Page view numbers: The total number of times a page on your website has been viewed (a page is counted each time a page is loaded). In summary: A user can perform several sessions in which, in turn, multiple page views are produced.
  • Time of stay on the site: the time it takes on average one session on your website
  • Rebound rate: The ratio of people who arrive at your website and closed session before taking any action.
  • Overview of demographic data such as gender, age, place of origin and language.

Among the main Google Analytics data that you can measure, are the following:

  1. Social Demographic data about your assistants

Knowing who your audience is and what they like will help you to know what kind of events they are most interested in and how you can improve your results. In Google Analytics there is a “Audience” section that allows you to know details of potential attendees of your event, such as:

  • Demographic data: sex and age.
  • Location and language.
  • Behavior: new or recurring visitors and how often or for how long they visit your website.
  • Technology: what operating system and browser visitor’s use.

Google Analytics also allows you to cross information and know the data generated by your events in different ways:

By channels (from which sources does the traffic reach your website)

  • Referral: other websites
  • Social: social networks
  • Paid: ads in Google Adwords or display
  • Direct: users who write the address of your web in the browser
  • Organic: users looking for something linked to your business and see you in the top positions of search engines like Google

By location

  • By devices (mobile, tablets, computers and their operating systems)
  • User flows: you will be able to know where your users end according to their place of origin and landing page.

In addition to these interesting data to better exploit your event, you can know which pages of your website are the most visited or the origin of sales.

  1. Data on the sale of tickets for your event

In order to obtain information about the sale of tickets for your event, you must activate the e-commerce function in your Google Analytics administration panel. E-commerce data awaits you in the “Conversions” section.

Here you will find the following information:

  • Conversion rate: the percentage of visits that have concluded in a purchase.
  • Transactions: how many purchases have been made?
  • Revenue: the total amount of all transactions.
  • Average value of the transaction: how much average money is generated in each purchase?
  • Unique purchases: how many purchase processes have been made?
  • Quantities: in your case, tickets for the event.

How to know the origin of ticket sales

If you want to know which city is the buyers of an event (very useful for segmenting marketing campaigns), all you have to do is select the product and add a secondary dimension.

IMPORTANT: To track your sales, you have to enable the electronic commerce part, you will find it in Administrator> Electronic commerce configuration> Status: Yes

How to know which pages have been visited

Do you want to know which pages of your website are the most viewed? You have to visit the section Behavior> Overview:

In the overview panel you will have all this information, where you will find detailed information for each of the pages of your website:

  • Total number of page views
  • Total number of unique page views
  • Average time on the site
  • Bounce Rate
  • Output percentage

Why is it important to know the location of your visits?

As with sales, you can see the origin of your web traffic by incorporating a secondary dimension in your Google Analytics account: “Source / Medium” if you want to know which channel they come from and “City” if you want to place your visitors in the space.

If you are wondering why it is interesting to know where your web traffic comes from (geotargeting), here are some of the most important reasons:

  • Customization of contents according to the user’s location.
  • Fraud prevention when detecting payments with credit cards from strange locations.
  • Use more effective advertising according to the user’s location.

When you offer the user more specific information based on your location, you are increasing the quality of your content and, at the same time, its usefulness. This is key to improving the positioning of your website in search engines such as Google, so do not miss the information provided by the location and include it in your marketing strategy.

Save yourself a few hours to navigate and discover all the options that Google Analytics puts at your disposal. You will become addicted to your data!

Author Bio: Martin is a Digital Marketer and a writer. He has six years of experience regarding digital and content marketing. Furthermore, he also provide amazon seller ungating services because he has command over this.