As an event organizer, you want to track the effectiveness of your advertising campaigns and understand how they’re contributing to ticket sales. By setting up conversion tracking, you can monitor how users interact with your ads and see how they lead to ticket sales. In this guide, we’ll walk you through setting up conversion tracking for event ticket sales on three popular platforms: Meta, TikTok, and Google Ads.

Setting up Conversion Tracking for Event Ticket Sales on Meta

Meta (formerly Facebook) offers a variety of advertising options for event organizers. To set up conversion tracking for ticket sales, you’ll need to take the following steps:

1. Create a pixel: A pixel is a piece of code that you’ll add to your website to track events such as purchases or registrations. 

2. Add the pixel to your website: Once you’ve created your pixel, you’ll need to add it to your website. Follow Meta’s instructions for adding the pixel to your website in the link above.

3. Create an event: An event is a specific action that you want to track, such as a purchase. 

4. Test your pixel and event: After you’ve set up your pixel and event, test it to make sure it’s working correctly.

Follow Meta’s step-by-step instructions for all the steps mentioned above.

After you have created pixel and tested events it’s time to set up conversions API and aggregate events for IOS 14 users who have opted out of tracking.

1. Set up Conversions API: Conversions API is an alternative way to send pixel events to Meta’s servers, which can be useful if you have high traffic websites or require more flexibility in event tracking. Follow Meta’s instructions for setting up Conversions API.

2. Verify your domain: Domain verification helps ensure that your website and pixel are associated with your business. Follow Meta’s instructions for verifying your domain.

3. Aggregate events: Meta’s Aggregated Event Measurement is a protocol that allows for the measurement of web events from people using iOS 14.5 or later devices. Follow Meta’s instructions for aggregating events.

Setting up Conversion Tracking for Event Ticket Sales on Google Ads

Google Ads is a popular advertising platform that allows you to target users based on their search queries and behaviour. To set up conversion tracking for event ticket sales on Google Ads, follow these steps:

1. Create a conversion action: A conversion action is a specific action that you want to track, such as a purchase. Follow Google’s instructions for creating a conversion action.

2. Set up a conversion tracking tag: A conversion tracking tag is a piece of code that you’ll add to your website to track conversions. Follow Google’s instructions for setting up a conversion tracking tag.

3. Add the tag to your website: Once you’ve created your conversion tracking tag, you’ll need to add it to your website. Follow Google’s instructions for adding the tag to your website.

4. Test your conversion tracking tag: After you’ve set up your conversion tracking tag, test it to make sure it’s working correctly. Follow Google’s instructions for testing your conversion tracking tag.

Setting up Conversion Tracking for Event Ticket Sales on TikTok

TikTok is a popular social media platform that allows you to reach a large audience with short videos. To set up conversion tracking for event ticket sales on TikTok, follow these steps:

1. Create a TikTok Ads account: To advertise on TikTok, you’ll need to create a TikTok Ads account. Follow TikTok’s instructions for creating a TikTok Ads account.

2. Set up a TikTok Pixel: A TikTok Pixel is a piece of code that you’ll add to your website to track conversions. Follow TikTok’s instructions for setting up a TikTok Pixel. 

3. Create a conversion event: A conversion event is a specific action that you want to track, such as a purchase. Follow TikTok’s instructions for creating a conversion event.

4. Add the TikTok Pixel to your website: Once you’ve created your TikTok Pixel, you’ll need to add it to your website. 

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1. Test your TikTok Pixel: After you’ve set up your TikTok Pixel, test it to make sure it’s working correctly. Follow TikTok’s instructions in the provided link for testing your TikTok Pixel.

Conclusion

By setting up conversion tracking on Meta, Google Ads, and TikTok, you’ll be able to track the effectiveness of your advertising. If you need help setting up your conversion tracking feel free to reach out, we would be happy to help.

Hint: Take help from your website developer to set up conversion tracking for your website. 😉