Money doesn’t grow on trees. And if you don’t know which event promotions are driving ticket sales, you could be wasting a lot of money — and missing out on a larger return on investment (ROI).

To accurately track every dollar you spend advertising your event, use tracking pixels. These tiny, 1×1 images placed into the code of a webpage, email, or ad allow you to get the most out of your marketing budget.

Here’s how to set up tracking pixels on your Eventbrite events.

Google Universal Analytics tracking pixels

Eventbrite’s tracking pixels tool for Google Universal Analytics makes it easy to track the number of visitors coming to your event listing. Before you use it, though, make sure none of your live events use Eventbrite’s classic “Google Analytics” tool. (Learn how to upgrade here.)

To add your Google Analytics tracking code to your event listing, start at your Eventbrite “Manage” page:

  1. Copy your event page URL, near the middle of the Event Dashboard
  2. Click the gear wheel to go to “Admin” in your Google Analytics Dashboard
  3. Select “Create new property” (under Property) to transfer your property
  4. Create a new property with your event page URL
  5. Select “Get Tracking ID”
  6. Copy your tracking ID
  7. Go to “Tracking Pixels” on your Manage page in Eventbrite
  8. Select “Google Universal Analytics” tracking pixel button
  9. Apply the tracking pixel to “This Event” or “All Events”
  10. Paste your Google Universal Analytics Tracking ID
  11. Save your changes
  12. Verify your pixel is working by placing an order (check “Events” in Google Analytics)

Note: Ecommerce data can take up to 24 hours to show in Google Analytics.

This Google Universal Analytics pixel can help you see which channels are driving the most purchases. For example, maybe Instagram is a great traffic driver, but hasn’t driven any ticket sales. With that information, you can make data-driven decisions to focus your budget on Facebook instead.

Facebook tracking pixels

Speaking of Facebook — 74% of event marketers use Facebook Ads, and with good reason. More than a billion people use Facebook every month and the social media giant offers a suite of sophisticated targeting tools to help you reach the right ones.

If you’re among the many who use Facebook Ads, you’ll want to set up pixel tracking to accurately measure the performance of your campaigns.

Eventbrite’s self-service tool for Facebook tracking pixels supports two types of tracking: “Facebook Pixel ID” (to help you track website visits across all of your Eventbrite pages), and “Standard Events” (so you can track specific conversion events, like “initiate checkout” or “find location”). Follow these steps to get started:

First, create a Facebook pixel ID in Facebook:

  1. Log in to your Facebook Business Manager account
  2. Select “Business Manager” and “Click Pixels”
  3. Click “Create a pixel”
  4. Name your Facebook Pixel
  5. Save your Facebook pixel ID

Then, log into your Eventbrite account to use the pixel to optimize your outreach:

  1. Go to “Tracking Pixels” (under Analyze) in your “Manage” page
  2. Copy and paste your Facebook pixel ID
  3. “Make Purchase” Standard Event
  4. Save

Once you’ve added the Facebook tracking pixel to your event, the next step is to structure your campaigns. Check out this two-week course to learn more.

Twitter tracking pixels

326 million people from all around the world use Twitter every month. The flurry of activity, however, can make it difficult for your event promotions to get noticed.

To break through the noise, the social media network offers a robust ad platform. And Eventbrite’s self-service tool for Twitter will help you track which ad drives the most ticket sales.

If you’re setting up the Twitter tracking pixel for the first time, you’ll need to start with a Universal Website Tag. Here’s what you need to do:

  1. Log in to your Twitter Ads account
  2. Select “Tools”
  3. Click “Conversion Tracking”
  4. Click “Create a new conversion event” in the top right
  5. Select Universal Website Tag
  6. Save your Pixel ID

Then over in Eventbrite, after creating an event, go to the “Manage Events” page:

  1. Click “Tracking Pixels”
  2. Copy and paste your Pixel ID
  3. Save

A Universal Website Tag will let you know when someone clicks on your ads and visits your site or event listing. To see what happens further down the purchase funnel and understand which of those visitors actually bought a ticket, you’ll need to create a Single Event Website Tag for each event.

To do that, log back into your Twitter Ads account and follow these instructions:

  1. Select “Tools”
  2. Click “Conversion Tracking”
  3. Click “Create a new conversion event” in the top right
  4. Select Single Event Website Tag
  5. Save your Pixel ID

In Eventbrite:

  1. Go to “Tracking Pixels”
  2. Copy and paste your Placement Pixel ID
  3. Click “Twitter Ads” and select “Add Placement”
  4. We recommend using the following conversion types:
    • Site visits = “Event Listing”
    • Site visits = “Event Register”
    • Purchase = “Event Order Confirmation”
  5. Save

After you’ve launched your first campaigns, you’ll start to see their performance in Twitter Ads Manager.

AdRoll tracking pixels

AdRoll is a retargeting and prospecting platform that allows you to reach customers across any device. It combines inventory from several sites, including Facebook, Twitter, Instagram, and Google. Use these pixels to track conversions and retarget people who didn’t make a purchase.

A quick note about all-in-one pixels: Facebook, Twitter, and AdRoll can do conversion and retargeting in a single pixel, so you don’t have to use two on different pages. For example, a pixel placed on your ticketing page will track viewers who bought tickets and those who didn’t.

To get started, head over to the “Campaigns” tab of your AdRoll account:

  1. AdRoll will scan the website for possible integrations and then show “Paste Our Pixel”
  2. Copy “adroll_adv_id” and “adroll_pix_id” (you’ll need both to make a tracking URL)
  3. Paste them into an empty text document
  4. Go to your “Manage” page in Eventbrite
  5. Go to “Tracking Pixels”
  6. Select the “AdRoll” tracking pixel button
  7. Apply the tracking pixel to “This Event” or “All Events”
  8. Choose your Conversion Event and paste your AdRoll tracking URL (These include “Event Listing,” “Event Register,” and “Event Order Confirmation”)
  9. Save your changes
  10. Verify your pixel is firing by making an order for the event and checking your dashboard

AdRoll’s dashboard and reports will show you which ads are being viewed the most and who’s engaging with them. That way you can reallocate budget from ads that underperform and use the money on campaigns that drive attendance.

Give your event marketing ROI a boost

Whether you’re one of the lucky 40% of event professionals who’ll enjoy a bigger budget this year or one of the 33% who’ll struggle to make their budget stretch, you need to watch every dollar that you spend — especially when it comes to your marketing.

Tracking pixels allow you to promote your event smarter. Start using them on your Eventbrite events today.

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