The Cinema Consortium organisations use third party sites to sell event tickets; the platforms used are Eventive, Ticketsolve, Eventbrite and Admit One. Most third party ticketing sites can be integrated with Google Analytics, and provide their own analytics too. Our recommendation is to use Google Analytics wherever possible so data can easily be compared to the main site data.
Ticketing sites are essentially ecommerce sites, and the same metrics apply to online shops that sell physical or virtual products.
| Framework | Metrics |
|---|---|
| Size of audience | Users, sessions |
| Engaged audience | Engagement rate, average engagement time |
| Results | Purchases, revenue, average revenue per user, ecommerce conversion rate |
Other useful metrics:
| Metric | Why? |
|---|---|
| Acquisition by channel | See which channels (email, social media, search etc.) are sending the most visitors to the site, and which are sending the most engaged and highest value visitors. Crucial data for allocating resources to the most effective channels. |
| Page and product performance | Look at the reports for pages and products - this will tell you if people are staying on the page and for how long, clicking the calls to action, etc. |
| Cart - checkout funnel | See how many users are adding items to the cart but not checking out - in order to improve the cart process or product offering |
| Repeat users | See how much repeat vs new business the site is acquiring |
| User devices | Understand which percentage of your visitors are using mobile vs desktop computers and ensure key pages are mobile-friendly |