# Understand who buys tickets across your events | Ticket Fairy Guides 1. [Ticket Fairy](https://www.ticketfairy.com/) 2. [Guides](https://www.ticketfairy.com/guides) 3. Understand who buys tickets across your events Understanding your event reports # Understand who buys tickets across your events Use **Customers** to see who bought across your brand, which events and tickets they ordered, what they spent and which sales their referrals brought in. For: Finding repeat customers for your next event Takes: 6 minutes ## Your Customers page - [Customers](#step-1) - [Customer Details](#step-2) ## What you need before you start - You're an owner or an admin on this brand, or you have a **Stats** login for it. **Customers** shows in the menu for the whole team, so if the list won't load for you, ask an owner or an admin to open it or to give you access. - You have at least one paid, payment-plan or resale order under this brand, or a refund from a cancelled event. Complimentary tickets do not add somebody to **Customers**. - ## Customers Open your brand and go to **Customers**. Each row represents a customer with a paid, payment-plan or resale ticket order, or a refund after an event was cancelled. The list starts with the biggest **Revenue Impact** first; the line above counts the customers, and the box beside it searches every column. Compare the two halves of a row. **Revenue**, **Visits** and **Tickets** are what they bought; **Referred Revenue**, **Tickets Referred** and **Clicks Generated** are what they brought you. Hundreds of clicks with no tickets referred is somebody sharing to an audience that is not buying. ![The Customers page, one row per customer with order totals, the events they ordered from, tickets ordered and the referral figures beside them](https://www.ticketfairy.com/embeds/posters/marketing-customers--customer-list.png) Customers, the list. - ## Customer Details Select any row to open **Customer Details**, with contact details and social links on the left and **Orders** on the right. If an earlier included order already puts someone on **Customers**, **Orders** can also show a checkout whose card payment is authorised but not yet taken. **Customer Details** does not include every type of order, so it can show fewer orders than the number of tickets the customer holds. Select an order to see the tickets in it. The arrows beside the name step through the list in the order you sorted it, so you can work down the largest order totals without closing the window. **Net revenue** is the order before fees, not what you charged their card. ![The Customer Details window, with contact details and social links beside the list of that buyer's orders](https://www.ticketfairy.com/embeds/posters/marketing-customers--customer-details-window.png) Customers, Customer Details. ## Or have it done for you In the dashboard, Fai can rank repeat customers and the customers whose referral links drove the most ticket purchases. ### In your dashboard, with Fai Show me the customers who have ordered tickets for more than one of my events, then separately show the customers whose referral links drove the most ticket purchases ## From your terminal Install the CLI from [our CLI page](https://www.ticketfairy.com/cli), sign in with `ticketfairy auth login`, and choose the brand you are working on with `ticketfairy brand use `. `ticketfairy brand list` and `ticketfairy event list` show the IDs the other commands use. Sign in as an owner, admin or **Stats** team member, then select the brand with **ticketfairy brand use**. The command returns customers 50 at a time. ### Your customers, fifty at a time ticketfairy customer list ## Questions you might have Who counts as a customer here?: A customer appears after placing a paid, payment-plan or resale order; refunded orders remain when the event was cancelled. It is the customer rather than the person on the ticket, so somebody who ordered five and gave four away is one row with five tickets and the friends are not on this list at all. To find an attendee by name, use the event's own ticket list. Does an unpaid order show here?: A checkout whose card payment is authorised but not yet taken does not put someone on the **Customers** list by itself. If that person is already listed because of an earlier included order, **Customer Details** can show that checkout alongside it when the tickets do not require an ID check. Which orders are left out?: The **Customers** list leaves out complimentary orders, deleted orders and checkouts whose card payments are authorised but not yet taken. **Customer Details** still leaves out complimentary and deleted orders, but can show one of those current checkouts for someone already listed. A payment plan counts from its first payment rather than its last. When does a payment-plan buyer join the list?: From the first payment. You can start recognising and supporting that buyer while they continue paying the remaining instalments. Where do I find somebody who received a complimentary ticket?: Use that event's ticket list. **Customers** is organised around people who bought, while the ticket list is organised around everyone who can attend. Why is my list empty when I have sold tickets?: **Customers** builds the list from orders on events under this brand and the brands beneath it. An event that belongs to a different brand shows on that brand's list instead, so check which one you have open. If the event has only issued complimentary tickets, use its ticket list instead. What does the Visits column count?: How many of this brand's events that person has bought a ticket to, shown as **6 Events** in the cell. It is not attendance: a ticket nobody scanned on the door counts the same as one that was, and a ticket they bought for somebody else counts here rather than against that person. What is the difference between Revenue, Referred Revenue and Revenue Impact?: **Revenue** is what their own orders came to, and **Referred Revenue** is the ticket money from sales other people made through that person's referral link. **Revenue Impact** adds the two together, and the list opens sorted by it. If a customer's purchases and referrals use different currencies, **Revenue Impact** can mix currencies and is not reliable. Compare **Revenue** within one currency and the ticket counts instead. What does Clicks Generated count?: Times one of your event pages recorded an arrival through that person's referral link, counted each time rather than once per person. Compare it with **Tickets Referred** rather than on its own. Where do I analyse refunds?: Use the event's sales and refund reports. **Customers** is where you compare purchasing and referral value across the brand. Why don't these totals match my event reports?: They cover different parts of your account. **Customers** brings the brand's events together and counts a payment-plan buyer from the first instalment, while an event report covers that event alone. Why does somebody show 0.00 next to tickets they bought?: The money columns show one currency at a time. If your events sell in more than one, a currency selector appears at the top right, and a buyer who paid in a different one shows 0.00 until you switch to theirs. What does Export include?: Names, email addresses, the money columns in your selected currency, how many of your events they bought from, tickets bought, the referral figures, city, country and the two opt-in columns. A phone number is included only for buyers who agreed to receive texts from you, and everybody else gets a dash. Search and sort the list before you select **Export** to make the file easy to work with. Is the export file safe to email around?: It contains buyer contact details. Store and share it as personal data; after download, the dashboard cannot recall or revoke the file. Who on my team can open Customers?: Owners, admins and **Stats** logins can open **Customers**. Ask someone with one of those roles if you need figures from **Customers**. Can I sort and search the whole list?: You can search by event, name, email, phone and ticket, and sort by name, email, events, tickets, referred tickets, impressions and any of the three revenue columns, both across the whole list rather than the ten rows in front of you. A city or country is neither searchable nor sortable. You can check those after you find the row. ## Where to go from here - [What else you can do with Ticket Fairy](https://www.ticketfairy.com/event-ticketing/features) - [Understand your event's buyer demographics](https://www.ticketfairy.com/guides/read-your-audience-demographics) - [Understand your event's referral results](https://www.ticketfairy.com/guides/read-your-referral-results) - [Track which promotion sells your tickets](https://www.ticketfairy.com/guides/track-which-promotion-sold-your-tickets) - [See where your event audiences are strongest](https://www.ticketfairy.com/guides/see-where-your-event-audiences-are-strongest) - [See how visitors find your event page](https://www.ticketfairy.com/guides/see-how-visitors-find-your-event-page) - [Every Ticket Fairy guide](https://www.ticketfairy.com/guides) ## Do this on your own event Create your account, build your event and follow the steps in your own dashboard. You do not need to book a sales call. [Create a free account](https://manage.ticketfairy.com/welcome) [Book a demo](https://www.ticketfairy.com/event-ticketing/book-a-demo) --- This page is on Ticket Fairy, a ticketing, marketing and operations platform for live events and the venues that host them: festivals, club nights, concerts, conferences and tours, and night clubs, beach clubs and concert venues. It grows revenue with fan rewards that turn an audience into a sales channel, and runs the money side with payments and payouts, Vault business banking, and working capital advanced against ticket sales. [How Ticket Fairy ticketing works](https://www.ticketfairy.com/event-ticketing) ยท [Ticket Fairy for AI assistants](https://www.ticketfairy.com/llms.txt)