Do you use online marketing to fill your events? This can be done using Stager in two ways. In this article we explain the most important concepts and show which integrations are possible within our platform.

Stager has an integration with Google Tag Manager that you can set for each ticket shop. This way you can measure the results separately for regular programming and special events.

Stager currently supports the following with the downloadable GTM container and help centre articles:

Do you want to measure other things or do you have specific wishes? You can coordinate this yourself with an online marketing agency. We recommend our partner Afdeling Online, as they are familiar with Stager's potential.

Read more below about how to use:

The most important part of online marketing is measuring your results. If you have insight into what your campaigns generate, you can include this in your marketing. Stager makes it possible to view your results in Google Analytics, which provides insight into the number of tickets sold and the revenue, but also the channels your visitors used (for example social or via search engines), what interests they have and the demographics of your target audience. You can use these insights to form a better picture of your target groups and to remarket. Other functionalities of Google Analytics are that you can set conversion goals yourself and see which webpages are popular.

Google Analytics can be the basis of your online marketing activities. Want to know how to link Stager and Analytics? You can read that in this article about Google Analytics and Stager.

One of Analytics' core functions is identifying where your visitors come from and whether or not your current marketing channels contribute to your ticket sales. To let Analytics know that your traffic came from your newsletter or Facebook campaign, use UTM tags. These are small pieces of code that you include in the URL you use in your campaign. This UTM tag consists of a source, medium and campaign. These are unique values, so you can see in Google Analytics how much traffic a particular campaign has generated.

Suppose you create an email campaign to highlight your upcoming shows. For each show you state relevant information and you paste a link to the ticket shop. You complete this link to the ticket shop with the relevant UTM tag. For example, you could set up the UTM tag as follows:

Within Google Analytics you can always easily find the traffic of this campaign. You can find this visit by going to 'Acquisition' in the menu, clicking on 'All Traffic' and then on 'Medium'. You will then see a table like the one below. In the above case, the source / medium would then be: email / direct mail.

Want to compile your own UTM tags? That’s possible using the UTM tag builder.

In addition to the options for Google, Stager also offers extensive options for advertising via Facebook. And, just like with Google Ads, you can approach target groups in the different phases of the sales process. But also you can approach visitors who have previously visited a specific event. As mentioned earlier, you can add the Facebook pixel to your Google Tag Manager container.

Do you already approach your audience in the different phases of the sales process, by using the sales funnel? There is normally a group of your visitors who immediately buy tickets in your ticket shop. Other groups of potential visitors need a little more convincing and may revisit before making a purchase. Do you want to tackle online marketing fully? Then be aware of the steps in your sales funnel and apply remarketing to them. This works as follows:

For example, for visitors who have put something in their shopping cart but have not paid, maybe show a different call to action than for those who have only visited the ticket page.

You can set up remarketing campaigns with both Google Ads and Facebook. If you use your online marketing in the right way, you can significantly increase your ticket sales. Stager definitely recommends making at least a start with remarketing.