How to find the percentage of first-time visitors to an event

In this report we will walk through how to use Your Reports to see what percentage of customers who booked for an event were first-time attendees.

Why knowing the percentage of first-time customers can be useful

Knowing the percentage of first-time visitors among your customers can provide valuable insights and help you make informed decisions around marketing and promotions. If a significant percentage of customers are first-time visitors, it indicates that your marketing campaigns or word-of-mouth referrals are successful in attracting new customers. You can view this over a date range, for example in the weeks after a brochure or segmented emails were sent out. It also gives you an indication of customer needs and interests. 

Use Your Reports to find the percentage of customers that were first-time visitors

To begin, go to Reports > Your Reports. 

Click the  + Add New button in the upper right corner and and select Report

1. Enter your Report Title (for example 'First time customer [Show Name]').

2. Select a folder in the Report folder dropdown or add a new folder.

3. Under Report Type select Line Item Facts. This will include all information relative to ticket information or ticket sales.

4. Add a Description if necessary.

5. Click the Save button.

first

Find out how many total customers attended the show

Now we need to set the filter for the report. 

1. Click the Add New button to find the filter.

2. In the Search bar, type 'saw shows' and click to select.

3. In the Add Filter pop-up, click the + in the Inc. column next to the show you want to include. 

4. Click the Save button.

saw.jpg

Now we need to note down the number of total customers. To find this number:

1. In the Reporting views column on the left side, click Summaries to view the number of total number of customers who attended.

2. In the Summary tab, make a note of the Total unique customers (you will need this number later). In our example, there are 104 Total unique customers.

uniq.jpg

Find out how many of these customers were first-time visitors

Now we need to know, out of our total attendees, how many customers were first-time visitors (i.e., this was the first event they attended).

Click the Configure report button.

1. Click the Add new button to add a second filter.

2. In the Search bar, type 'customer first attended event date' and click to select.

3. In the Operator dropdown select is on.

 Notes

In the Operator dropdown, you will see other options, such as 'is before', 'is before or on', 'is not on', 'is after', 'is after or on'. We want to choose the Operator is on because we want to filter by customer first attended date on an exact event date. Choosing a different Operator would not give us the results we need in this particular reporting scenario.

4. In the Date dropdown, select the event date, e.g., 10th January 2023.

5. Click the Save button.

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The two filters on the report will now bring in customers who both:

  • Saw the show (i.e.,Sarah Millican)
    and
  • First attended an event on the show date (i.e.,10th January 2023)

So, the report can now show us all customers whose first show was Sarah Millican on 10th January 2023.

When layering up filters in Your Reports, check whether the filters are set to ALL or ANY (in the Edit filters tab, above the filters, see Match criteria where all/any of these conditions are met). In most cases you should use ALL when adding multiple filters.

  • ALL means the data must match all the filter criteria to be included in the report.
  • ANY means the data only needs to match one of the criteria - not all.

With the new filter layer, we need to again check the Total unique customers number. To do this,

1. Click Summaries in the Reporting views column on the left side.

2. In the Summary tab, make a note of the Total unique customers (you will need this number later). In our example, there are 3 first-time customers. 

Finding the percentage of first-time visitors

You are ready to get the percentage; for this we need a little formula:

x/y * 100 = percentage of first-time visitors where:

x = number of first-time customers on a specific date

y = total number of customers for the event

So in our example above:

3 (customers were first-time visitors) out of 104 (total customers for the event).

3/104*100 = 2.88% of Sarah Millican's customers were first time attendees to the venue on 10, January 2023.

 Note

Reporting on first-time visitors includes all customers, including those who have inadvertently created another Customer Record when booking, although they may already have an existing record. To avoid the creation of duplicate records, you can require customers to create an account (and login) - called Membership in Ticketsolve. To do this, go to:

Settings > General Settings

1. Search for the setting called "Membership" in the search box.

2. In the dropdown select yes

Now customers will be prompted to create a new account if they are a new customer or login to an existing account if they are a returning customer - there will be no option to checkout as a guest.

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