Do you really know what your audiences do once they land on your event page?
Most organizations think they do. They look at Google Analytics, see page views, and assume they understand audience behavior. But here’s the catch: standard analytics only tell part of the story.
The Hidden Problem With Standard GA4 Analytics
Think of it like this: your GA4 analytics are showing you traffic lights, but not the roads connecting them. Standard GA4 tracking collects pages based on URLs or page titles—but for many ticketing systems (like TNEW), checkout and purchase pages don’t carry the event name in their URL or page metadata.
The result? Once a user moves past the event detail page—selecting a performance, choosing seats, adding tickets to the cart—GA4 can no longer connect their actions back to the event. You might see that someone reached the checkout page, but you won’t know which event they’re buying tickets for.
For organizations with large seasons or multiple events, this creates a blind spot that makes it impossible to answer questions like:
- How many people viewing Event A actually purchased tickets?
Where in the checkout process are audiences dropping off?
Which campaigns or promotions are driving program-specific conversions?
Without visibility into the full audience journey, decisions about marketing, ticketing, and programming are made in the dark.
Why Seeing the Full Funnel Matters
Understanding your audience journey isn’t just a means of satisfying curiosity, but is mission-critical. With event-specific funnel tracking, you can:
- Optimize marketing campaigns: Know which campaigns are actually driving ticket sales.
- Fix friction points: Identify where audiences abandon checkout and improve the user experience.
- Make smarter programming decisions: Understand which events generate interest but fail to convert.
- Empower your team: Share insights in a simple dashboard so staff can make data-driven decisions.
Getting What You Need, Efficiently and Effectively
Here’s the important part: because standard analytics tools can’t see past the blind spots in ticketing systems, fixing this requires expertise and custom implementation. The ideal solution includes:
- Capturing Event-Specific Data Beyond Standard Pages
Custom tracking extracts identifiers for each event and persists them across pages—even when the URL or page title doesn’t include the event name. - Building a Unified Dashboard
A user-friendly dashboard maps the entire funnel—from event listing to ticket purchase—so staff can see progression rates, cart abandonment, and completed purchases at a glance. - Segmenting and Analyzing
Filter and analyze by campaign, device, or geography to see which audiences are converting, where drop-offs occur, and which strategies drive results.
Here’s an example of a dashboard like this at work that we created for Denver Center for Performing Arts:
The easy-to-use dashboard is accessible by any staff member at any time, eliminating hard-to-read GA4 reports or custom solutions for leadership.
The Impact You Can Expect
Organizations that implement event-specific funnel tracking get two really important outputs: clarity across events because they can see exactly how audiences move from browsing to purchases; and higher ticket conversions because they could fix friction points and reduce cart abandonment.
Even small, targeted adjustments can reveal audience behaviors that were previously invisible, helping you connect with your audience more effectively and make smarter operational decisions.
Transform Event Analytics at Your Organization
Seeing your audience’s journey clearly—from event page to purchase—is not something you can set up on your own. At Capacity, we specialize in turning complex analytics into actionable dashboards that give your team the insights they need to sell more tickets, optimize campaigns, and improve the audience experience.
Ready to unlock the full story behind your audience’s journey? Reach out to Capacity today to explore a solution tailored to your organization.