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How to Build an Event Tracking Report Utilizing HubSpot-Eventbrite Integration Data - Revenue River

While having your Eventbrite page live and integrated with your properly set up HubSpot portal is certainly one of the main goals for this series and your activities, you cannot forget about the actual goal of running your event, especially when it comes to properly tracking your progress toward it.

For most of us, events serve one of two business purposes; generating revenue through ticket sales or generating sales qualified leads through registrants and attendants.

Event Marketing Strategies

With that in mind, we’ll want to establish some sort of tracking and reporting template and process that allows us to collect information from both Eventbrite and HubSpot and store it in one place where it can be sorted, segmented and compared against previous events and established goals.

Below is a list of items to consider when creating your tracking report.

Promotion

  • Are you sorting your different tracking codes in reporting to quickly show you which promotion area was the most successful?
  • Are you tracking the amount of budget spent on each promotional medium against registrants, attendees and no-shows to find the highest performing and most successful and cost-effective campaigns?

Registrant Information

  • Are you tracking what type of information registrants provided? Can you break them down by event, attendance and by answer?

Registration

  • Are you tracking registrants across the entire event as well as for individual events?
  • Are you comparing against previous years or events?
  • Are you tracking conversion rates?
  • Are you breaking promotion down by registrants?

Attendance

  • Are you tracking attendance across the entire event as well as for individual events?
  • Are you comparing against previous years or events?
  • Are you tracking conversion rates?
  • Are you breaking promotion down by attendees?
  • Are you breaking registrant information/answers down by attendees?

No shows

  • Are you tracking no-shows across the entire event as well as for individual events?
  • Are you comparing against previous years or events?
  • Are you tracking no-show rates?
  • Are you breaking promotion down by no-shows?
  • Are you breaking registrant information/answers down by no-shows?

Event-Specific Pages

  • Are you tracking promotion, registration information, registration numbers, attendee numbers and no-show numbers on a specific sheet?

With a little Excel knowledge when it comes to connecting the dots between your event specific pages and the rest of the reporting pages listed above, you will be able to create an integrated report that allows you to view your data from high level views or extremely specific areas to understand what worked, what didn’t work and how successful your overall event campaign was.

Now that you have your accounts set up, integration completed and tracking in place, you’re ready to take your campaign completely live! If you have any questions regarding any areas of the series laid out, please feel free to leave a comment in the sections below or email me directly at mherschberger@revriv.com.

 

complex integration success story

Marc Herschberger

Marc Herschberger

As one of the first hires at Revenue River, Marc has a passion for the company that rivals anyone. Marc takes strategy to a new level with anything and everything being planned out. That mentality has rubbed off on the rest of the company and took Revenue River to the next level. While Marc isn’t strategizing a social media campaign or the next integration, he’s on the soccer field strategizing his next play.

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