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Organising An Event
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Video Tutorial - Getting Started
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How to Make My Event Searchable on Howler.co.za
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Pulse
Dashboard Guide 1.1. Ticketing Overview YoY Analysis
Dashboard Guide 1.2. Daily Sales Dashboard
Dashboard Guide 1.3. Ticket Type YoY Analysis
Dashboard Guide 1.4. Price YoY Analysis
Dashboard Guide 1.5. Payment YoY Analysis
Dashboard Guide 4. Audience YoY Analysis
Dashboard Guide 5. Abandoned Cart
Dashboard Guide 6.1.1. Event Sales Overview
Dashboard Guide 6.1.3. Bar Sales
Dashboard Guide 6.1.5. Event Sales Demographics
Dashboard Guide 6.3.1. Total Topups Overview YoY Analysis
Dashboard Guide 6.3.4. Total Topup Ticket Type YoY Analysis
Dashboard Guide 6.3.5. Total Topup Demographic
Dashboard Guide 6.1.4. Vendor Sales
Dashboard Guide 6.2. Cashless Check-Ins Dashboard
Dashboard Guide 6.1.6 Event Sales Ticket Type Analysis
Dashboard Guide 6.3.3. Onsite Topups YoY Analysis
Dashboard Guide 6.3.2. Online Topups YoY Analysis
Vendor at an event
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- All Categories
- Organising An Event
- Pulse
- Dashboard Guide 6.1.6 Event Sales Ticket Type Analysis
Dashboard Guide 6.1.6 Event Sales Ticket Type Analysis
Updated
by Robyn Marais
This dashboard provides a focused analysis of event sales performance broken down by ticket type and category. It helps organizers evaluate overall revenue contribution, per-person spend, and timing patterns in relation to customer purchases and topup behavior. It supports sales optimization, pricing strategy, and customer segmentation for future events.
This guide walks you through each key element of the dashboard to explain what the visuals represent and how to interpret the data effectively.
The dashboard enables you to:
- Identify which ticket types drive the highest sales and customer value
- Understand ticket pricing effectiveness by comparing spend per customer
- Segment customers by topup behavior to target campaigns and promotions
- Analyze the impact of topup timing on revenue
- Track per-category performance at both aggregate and granular levels
Key Metrics
Total Event Sales: The overall revenue generated from event sales across all stations.
Total Bar Sales: The revenue generated from event sales at bar stations only.
Total Vendor Sales: The revenue generated from event sales at vendor stations only.

Event Sales by Category
A horizontal bar chart showing total sales per ticket category (e.g., GA Tickets, VIP Tickets, Table Tickets).
Use this chart to:
- Compare how different ticket categories contribute to overall revenue
- Evaluate popularity of premium vs. standard offerings

Average Sales Value By Category
A horizontal bar graph displaying average sales per customer by ticket category.
Use this chart to:
- Assess per-ticket value beyond just volume
- Target high-value segments for upselling and premium experiences

Event Sales by Time per Category
A multi-line graph plotting event sales over time for each ticket category.
Use this chart to:
- Understand how sales ramp up during key sales periods
- Inform timing for onsite discount campaigns

Query Insights
This AI-generated narrative provides instant context based on the visualisations that follow, in this case the Total Sales by Ticket Purchase Date data.
- This offers a natural language summary of key trends.
- It eliminates the need for manual interpretation of graphs.
The purpose is to clearly communicate how topup date affects average spend for a group of people.
Spend by Topup Type
A bar chart comparing total sales by topup behavior:
- Online topup only
- Onsite topup only
- Online + onsite
- No topup
Use this chart to:
- Segment customers by behavior and assess the value of topup users
- Justify improvements to pre-event cashless flows
Spend by Topup Type and Ticket Category
A detailed table breaking down sales across combinations of ticket categories and topup types.
Use this table to:
- Identify high-converting segments
- Compare spending behavior across different user types

Event Sales by Ticket Type
A data table showing the performance of specific ticket types (e.g. VIP - Tier 2, GA - Tier 3).
Includes:
- Total sales
- Sales contribution percentage
- Average spend per person
Use this table to:
- Evaluate the effectiveness of each ticket product
- Optimize pricing tiers and naming strategies

Query Insights
This AI-generated narrative provides instant context based on the visualisations that follow, in this case the Spend by Topup Type data.
- This offers a natural language summary of key trends.
- It eliminates the need for manual interpretation of graphs.
The purpose is to clearly communicate how topup type affects average spend for a group of people.
Total Sales by Ticket Purchase Date
A vertical bar chart with 20-day buckets leading up to the event. It shows how much revenue came from tickets purchased at various time intervals.
Use this chart to:
- Identify the best-performing sales windows
- Plan future campaign timing and sales releases

🙋 FAQs
Q: Do these charts include complimentary tickets?
A: Complimentary tickets are generally included depending unless filters are set to exclude them.
Q: Are refunds deducted?
A: Only completed and active transactions are typically shown. Refunded sales are usually excluded.