Measuring What Matters
Go beyond top-line ticket sales to get a clearer picture of what your website and digital marketing efforts are actually doing—from analytics solutions to in-platform campaign KPIs.
Oct 07, 2026
Wednesday, October 7
2:00 pm ET
Digital campaigns generate more data points than ever—but knowing which ones matter, and how to measure them reliably, is increasingly complicated.
In this free webinar, Capacity’s analytics experts will share several tools and approaches arts marketers can use to develop a more useful picture of campaign performance. You’ll learn how New-to-File tracking can distinguish purchases from newly acquired audience members from overall conversions, and why that distinction can help organizations better understand audience growth.
You’ll also gain an understanding of the growing challenge of bot traffic in GA4 and see a demo and Q&A around Capacity’s Traffic Quality Intelligence approach. Finally, see campaign KPIs beyond ticket sales, using examples from museum campaigns to show how measures of meaningful engagement can help marketers evaluate campaigns with broader awareness, consideration, or audience-development goals.
This webinar will offer practical examples of how arts organizations can ask better questions of their data—and build a more nuanced view of marketing effectiveness.
WHAT YOU’LL GET:
- An overview of New-to-File tracking and what it can reveal about audience acquisition
- Strategies for making sense of GA4 data amid rising bot traffic
- Examples of campaign KPIs that go beyond purchases and ticket revenue\
- Ideas for building a more complete picture of digital campaign performance
Meet your hosts
Principal Consultant
Ally brings over 10 years of experience in marketing and fundraising for the arts to her role as a Principal Consultant specializing in both website analytics and digital marketing. Prior to joining Capacity, she worked for several prominent modern dance companies in NYC. She received a BA in dance and art history from Barnard College and an MBA from the Wisconsin School of Business’ Bolz Center for Arts Administration at UW Madison.
Consultant
Jeanette joined the Capacity team after eight years of working in brand management and social media marketing. At Capacity, she geeks out over all things SEO and digital marketing strategy in order to share the arts with diverse audiences from coast to coast. She brings a decade of versatile industry experience into every partnership, combining her love of all things arts and culture with her left brain tendencies. In her spare time you can find her obsessing over reality television and sports, and hanging out with her 13-year old puppy, Anika.