Read the event dashboard and referrer charts

Start with the correct event

Open the event and choose Dashboard. Let Event sales, registrations, page views, referrer activity finish loading. The figures relate to this event, rather than every event sold in an order. Use the booking reports for the underlying records.

This event dashboard does not expose a manual date-range selector. The ticket-sales chart derives its range from order activity, with a fallback range when no activity is available. Do not assume a date filter from another dashboard applies here.

What the five headline figures mean

Revenue

The recorded price multiplied by quantity for this event’s non-cancelled order lines on orders with Paid status. It is a sales measure, not a net bank payout after fees, refunds and settlement adjustments.

Paid orders

The number of distinct Paid orders containing a non-cancelled line for this event. An order with several tickets still counts as one order.

Paid tickets

The quantity on non-cancelled lines in Paid orders where a processing fee is recorded above zero. This implementation can exclude free tickets and other zero-processing-fee lines, so it is not a count of everyone coming.

Page views

Recorded views of the event page. Repeat visits can contribute more than one view; this is not a unique-person count. Tracking gaps can reduce recorded activity.

Conversion

Active ticket quantity divided by recorded event page views, multiplied by 100. Active order statuses include Shipped, PartShipped, Processing, Ordered and Paid, excluding cancelled lines. It is a ticket-to-view ratio, not the percentage of unique visitors who purchased. With no recorded page views, the display is zero.

Read each chart for the question it answers

Ticket sales

Shows ticket quantities over time using active order statuses and order-line status dates. It can include Ordered and Processing activity, so it need not equal the Paid tickets KPI.

Page referrers

Groups recorded event page views by their referring source. It shows where recorded traffic came from, not the value of that traffic.

Referrer activity

Groups recorded paid sales value by the associated referrer for this event. Compare it with Page referrers to investigate which sources are associated with purchases.

Column; Bar; Line; Area

Switch the visual style using the buttons on each chart. This changes how the same data is drawn, not the order status, reporting scope or underlying totals.

Referrer charts display the leading sources rather than an exhaustive list. A blank source can be grouped as Direct. Privacy controls, blocked tracking and journeys across devices can leave incomplete attribution; a source with few recorded sales is not proof that it had no influence.

Use the dashboard to improve the next send

1. Choose a practical question, such as whether this week’s gig guide brought interest to a newly announced show.
2. Use consistent campaign links in the newsletter and other channels.
3. Review page referrers alongside paid sales activity and the ticket-sales trend.
4. Open Bookings or Attendees or Tickets to inspect records when a total needs explanation.
5. Compare results using the same definitions across events. Keep free registrations and paid admissions separate when the distinction matters.

Plan consistent campaign links →

Explain zeros and apparent mismatches

No data available

A new event or one without recorded activity can legitimately show empty charts. Check the event, publication and whether any relevant orders or tracked views exist.

Paid orders below ticket quantity

One order can contain several tickets. Compare orders with orders and quantities with quantities.

Sales chart above Paid tickets

The chart includes active statuses beyond Paid, while Paid tickets also requires a positive processing fee. Use the reports to inspect the actual statuses and ticket types.

Revenue differs from a bank deposit

The dashboard is not a settlement statement. Reconcile order values, fees, refunds, timing and settlement through the appropriate financial records.

Missing traffic or referrers

Check that tracking is configured and allow for browser privacy, blocked requests and visits without a useful referrer. Avoid inventing attribution for unrecorded activity.

A persistent unexpected zero

Reload and check the relevant booking report. If records exist but the dashboard remains inconsistent, provide support with the event reference, the metric, the time checked and an example order through your normal support channel.