Services and bookings
For event organizers: which speakers, emails and posts sell tickets.
An event sells in waves: an early-bird tier, speaker announcements, a price rise and a last rush before the doors open. Tally ties each ticket sold through your own checkout to the visit behind it, so you can see which speakers, emails and posts moved tickets in each wave.
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01How they sell
- One-offTickets in tiers that rise in price on set dates, group tickets, VIP passes and workshop add-ons.
- SubscriptionA yearly membership for a meetup series or a season pass for a run of events.
02Payments it reads
- StripeTickets through Stripe Checkout or Payment Links on the event's own site, with refunds for cancellations read.
- Lemon SqueezyOnline events and recordings sold as Lemon Squeezy products, with tax handled.
What Tally can't read
- Tickets sold on Eventbrite or another ticketing platform's own checkout aren't read.
- Sponsorship packages paid by bank transfer outside your provider aren't read.
- Door sales on the day aren't read unless they're Stripe payments in your connected account.
- Check-ins and attendance aren't counted; Tally sees the site and the payments only.
03Where buyers come from
- SpeakersSpeakers sharing their talk bring their own audiences; give each a tagged link and their ticket sales are counted to them.
- EmailAnnouncements and price-rise reminders bring the biggest waves; tag each send to see its tickets.
- Past attendeesLast year's attendees come back for the next edition, which repeat rate by first source shows.
- Community sitesListings in event calendars and community forums send visitors with a referrer, comparable by tickets sold.
04What Tally answers
How much sells just before the price rises?
Set peak hours to the days around a price rise and switch to sales; it shows tickets by weekday and hour and names the busiest three hours when the data supports it.
Peak hoursWhich speaker sold the most tickets?
The campaign breakdown puts revenue beside each speaker's tag, with refunds against it, so speaker promotion can be measured in tickets.
Sources with revenueWho's on the ticket page when sales open?
Live shows who is on the site right now on a globe or a flat map, so the first minutes of an on-sale can be watched as they happen.
LiveCan we know when traffic spikes or drops?
Spike and drop alerts flag sudden changes in visits, and sale alerts post each ticket to Slack, Discord, Telegram, email or a webhook with its source.
Alerts and digestsHow early do people buy?
Path to purchase gives the median time from first visit to ticket and a histogram of the wait, so you can see whether buyers decide on announcement or close to the date.
Path to purchase
05Numbers worth watching
- Revenue by source
- Tickets by source and campaign, which tells you which speakers and channels to lean on next year.
- First-visit buyers
- The share who buy on their first visit, high for returning attendees and lower for people hearing of the event for the first time.
- Refunds and chargebacks
- Refunds for cancellations by source, which flag a channel that sold to people who couldn't come.
- Repeat rate
- The share of buyers who bought again, the returning attendees an event series is built on.
06An example
Busiest on Mondays, 14:00–17:00
2.1× the visits of an average three hours. Post around Mon 13:00 to be there as they arrive.
Shades are each hour's average over the times this period holds it, so a weekday that comes round five times doesn't outshine one that comes round four. The totals beside and below are the period's actual sums, not averages.
07Setting up
- Any HTML sitePut the tag on the event site's pages, including the schedule, speakers and ticket pages.
- StripePass the visitor's id in Checkout metadata from the ticket page, or use Payment Links in cookie mode, which the snippet tags.
- Give every speaker and partner their own UTM-tagged link, so their audiences' tickets are counted to them.
08Questions
We sell on Eventbrite. Can Tally read those tickets?
No. Eventbrite takes the payment. If you sell through your own Stripe checkout on your event site, those tickets are read and linked.
A group ticket covers five people. How is it counted?
As one payment, credited to the buyer's visit. Attendees named on it aren't counted separately.
Can we see which country our attendees buy from?
The country breakdown puts revenue beside each country, from the IP's city lookup, after which the IP is dropped.