Analytics

Where: Analytics, and live figures on the event Dashboard

How people found your event, how many registered, what they spent, and what they did once they were in.

Dashboard or Analytics

The Dashboard shows live figures appropriate to the phase your event is in — the numbers you want at a glance.

Analytics is for detail and history: trends over time, breakdowns, and the questions you ask deliberately rather than in passing.

Count money once, and count it right

Every revenue figure worth reporting counts successful payments only.

Pending and failed payments are not money. A total that includes them will not reconcile with your payment provider, and the discrepancy will be discovered by someone else, later, in a meeting.

The same applies to conversion: the meaningful denominator is people who completed a successful registration payment — not everyone who started one, and not everyone flagged as having a paid status somewhere.

→ Transactions and refunds

What is here

The screen is organised into areas, over a date range you choose:

• Audience — who registered: where they are, age groups, the accounts they signed up with.
• Behavior — what they did: retention week by week, activity over time, achievements earned.
• Revenue — what they spent, including later merchandise purchases.
• Acquisition — where registrations came from, including which referral codes drove them.

The numbers worth watching, by phase

Before launch. Nothing. There is no data yet, and reading noise as signal at this stage is how events get redesigned for no reason.

First week of registration. The drop-off between reaching the registration page and completing it. This is the single most actionable number in the product. If it is bad, your form is too long or your pricing is unclear.

→ The form builder

During the event. The proportion of registered participants actually recording activities. The gap between "signed up" and "taking part" tells you whether your reminders are working — and it is recoverable while the event is still running.

After the event. Where registrations came from, so next year's effort goes where it worked.

Retention

Week-by-week retention shows how many of each week's registrants were still active later.

It is the most honest measure of whether your event held people's attention. A large first week with poor retention is a marketing success and a product problem, and the two need very different responses.

Referral codes

Codes that drove registrations are attributed here.

This is what referral codes are for — attribution. They do not change what anyone pays. If you have been using coupon codes to track where people came from, the numbers here are the reason to stop.

→ Coupons and access gates

Reading it honestly

Compare like with like. A week containing your launch announcement is not comparable to an ordinary week.

Small numbers are noise. Early in an event, a handful of registrations can swing a percentage dramatically. Wait for a base worth reading.

Decide what you will do about it first. A number you will not act on is a number not worth arguing about.