I want to sell tickets

If your goal is to sell tickets (concerts, events, festivals, cinema), it is essential to properly set up your tracking in order to measure performance and optimize your campaigns.

1. Install a pixel (mandatory)

The pixel is a tool that tracks user actions on your ticketing platform, such as add-to-cart or purchases.

Without a pixel, you won’t be able to measure the sales generated by your campaigns or run conversion-optimized campaigns.

2. Make sure your pixel is properly set up

Once your pixel is configured, it is very important to check that it is working correctly.

You need to make sure that:

• The pixel is properly integrated into your ticketing platform (Shotgun, Dice, etc.)
• Events are correctly tracked in Ads Manager (add to cart, purchase)

If the pixel is not properly installed, tracking will not work and your campaigns won’t be able to optimize or even launch.

To verify everything is working correctly, you can rely on the ROAS tracking feature when launching your campaign. It indicates whether your Meta pixel is properly set up and whether events (especially purchases) are correctly tracked.

ROAS (Return On Ad Spend) is the key metric for sales campaigns. It tells you how much revenue you generate for each euro spent on ads.

Example:

• You spend €100 on ads
• You generate €300 in sales
• → Your ROAS = 3

→ The higher your ROAS, the more profitable your campaign.

3. Recommended basic strategy

To maximize your sales:

• To maximize your ticket sales (ideally starting at least 2 months before the event):
• Launch your campaigns with A/B testing to optimize engagement
• Start with engagement campaigns to warm up your audience
• Build your audience with email collection campaigns (e.g. contests to win tickets or merch)
• Then switch to conversion campaigns to maximize sales
• Regularly analyze your results (clicks, sales, ROAS)
• Adjust your targeting and creatives based on performance

4. Ticketing structure (very important)

To help us analyze your performance, it is recommended to provide:

• The event date
• The average ticket price

(automatic setup is available for Shotgun and Dice)

5. Territory targeting

Choosing the right territories is essential to maximize your sales.
You should prioritize:

• The city of your event
• Nearby areas (region, surrounding cities)
• Larger cities if your event has national reach

⚠️ Be careful:

• Avoid targeting too broadly if your event is local
• The more precise your targeting, the more likely you are to reach people who can actually attend

6. Audience targeting

Audience targeting is key to reaching people who are genuinely interested in your event.
You can combine:
Your audiences

• Prioritize your fanbase, your Meta (Business Manager) audiences, and the audiences from the profiles you’ve connected in the app.

Audience Library

• Use Audience Library genres and Meta interests to target music styles, similar artists, or events close to your universe.

Retargeting (if possible)

• Use email audiences collected beforehand (e.g. through a giveaway or email capture campaign) to retarget people who have already shown interest.

Updated on: 19/06/2026