How Eventbrite's tracking links and charts made our SF event a success

Eventbrite’s Blinded by the Brite party over the weekend was a huge hit. We sold out the event with 850 tickets and had to draw a hard line at closing registration, after releasing an additional 50 tickets, to ensure it wasn’t too crowded (although since it was an open bar party the bar was still a bit overwhelmed!) Check out the photos on our Facebook page from the event and photobooth!

I wanted to give an update on how I used Eventbrite’s back-end tracking tools to see where our attendees were coming from and the tangible impact that social sharing had on having a sold-out event. Our tracking links are one of my favorite features of Eventbrite. I can see exactly how many page views and ticket sales result from various methods of getting the word out. There are both Eventbrite-generated tracking links (left) as well as tracking links I can create on my own (right). There are many reasons this tool can help all types of event planners. I know that organizers who hire promoters or “event hosts” really enjoy the custom tracking tool because they can see how many tickets each of their promoters are actually selling and get a sense of the buzz they’re creating. Or maybe you’re an organizer that’s spending a significant amount of money or time working on getting your event featured in a publication or email blast. This tells you whether it’s working and resulting in actual page views and ticket sales—and whether that money or time is being well spent. I can look at these results and know that 283 tickets sold from an invitation I sent out via MailChimp, 12 tickets sold just from posting the event on Yelp, and 24 tickets sold from our blog post about the event.

What was especially interesting for me was seeing how these tracking links indicate people sharing the event with their networks, and the resulting ticket sales. Check out our post on social commerce for more specifics on the hard value of social media shares—it’s really important to know the impact these things can have on an organizer’s bottom line! You’ll notice 71 tickets were sold from our Facebook event, the Eventbrite-generated links that track activity from Facebook’s newsfeed (“efbnen”, “ebfblike” and “efbnreg”) resulted in 882 views and 36 tickets sold, and those were the result of attendees sharing the event with their networks.

The Tickets Sold chart is another great tracking feature, letting you visualize the progress of your sales. You’ll notice that the majority of Blinded by the Brite ticket sales occurred in the last few days. I think this was due largely to the fact that as momentum built and people discovered their friends were all going, tickets skyrocketed. A lot of people waited until the last minute and the peak day for ticket sales was the day of the event.

Having these tracking tools is key and really makes the management of ticket sales so much easier. Make sure to use them for your next event!