---
title: "Event marketing director questions answered"
description: "Get straight answers to 21 questions marketing directors ask, from what your buyers pay and when your ticket money reaches you to how your team runs the day."
canonical: "https://www.ticketfairy.com/solutions/marketing-directors/questions"
---

1. [Ticket Fairy](https://www.ticketfairy.com/)
2. [Solutions](https://www.ticketfairy.com/solutions)
3. [Marketing directors](https://www.ticketfairy.com/solutions/marketing-directors)
4. Marketing directors: your questions answered

# Marketing directors: your questions answered

  [Get started free](https://manage.ticketfairy.com/welcome?utm_source=compare&utm_campaign=solutions-marketing-directors-questions) [Book a demo](https://www.ticketfairy.com/event-ticketing/book-a-demo)

- **21** questions answered
- **19** pages that show you how

You can turn the fans who say they are coming into paid orders. Here you can find out how your buyers sell to their friends, how you judge every ad network by the tickets it really sold, how more followers join your presale and how you keep your audience for the next event.

1. [What does a buyer earn for bringing their friends?](#what-does-a-buyer-earn-for-bringing-their-friends)
2. [Which advertising networks can I see sales from?](#which-advertising-networks-can-i-see-sales-from)
3. [Which networks can I run ad campaigns on?](#which-networks-can-i-run-ad-campaigns-on)
4. [Why do your sales figures differ from the network's own report?](#why-do-your-sales-figures-differ-from-the-network-s-own-report)
5. [Which sales count for my tracking links and promoter links?](#which-sales-count-for-my-tracking-links-and-promoter-links)
6. [Which social accounts can I connect?](#which-social-accounts-can-i-connect)
7. [Does anything go public on social without our approval?](#does-anything-go-public-on-social-without-our-approval)
8. [Where do the ages, jobs and locations come from?](#where-do-the-ages-jobs-and-locations-come-from)
9. [Who owns my buyer data?](#who-owns-my-buyer-data)
10. [Is the ticket concierge part of Fai?](#is-the-ticket-concierge-part-of-fai)
11. [Can I see the tickets our social media sold for each event?](#can-i-see-the-tickets-our-social-media-sold-for-each-event)
12. [Lots of fans say they are coming, but few have bought. How do I turn that into sales?](#lots-of-fans-say-they-are-coming-but-few-have-bought-how-do-i-turn-that-into-sales)
13. [Can I add prizes on top of the referral cash back?](#can-i-add-prizes-on-top-of-the-referral-cash-back)
14. [Can each ad campaign or sponsor get its own event page?](#can-each-ad-campaign-or-sponsor-get-its-own-event-page)
15. [How do I test which version of my event page sells more?](#how-do-i-test-which-version-of-my-event-page-sells-more)
16. [Can I win back buyers who left checkout without paying?](#can-i-win-back-buyers-who-left-checkout-without-paying)
17. [How do I find my regulars for a first-chance presale?](#how-do-i-find-my-regulars-for-a-first-chance-presale)
18. [Can new buyers join our Mailchimp audience automatically?](#can-new-buyers-join-our-mailchimp-audience-automatically)
19. [Can the AI draft our posts and emails so they sound like us?](#can-the-ai-draft-our-posts-and-emails-so-they-sound-like-us)
20. [Can I email my ticket holders and see who opened it?](#can-i-email-my-ticket-holders-and-see-who-opened-it)
21. [Can my marketing team see the reports without seeing our revenue?](#can-my-marketing-team-see-the-reports-without-seeing-our-revenue)

## What does a buyer earn for bringing their friends?

A share of what they paid for their own ticket, and never more than that price. A new event starts at 10% back after 2 referred sales, 30% after 5 and 100% after 8. You can set your own targets before the first ticket sells. Referrals bring up to 20% more tickets, and events with passionate audiences often exceed that. Your result depends on your event, your audience and the rewards you set.

On your event, under Tickets, then Settings, Disable Rewards System stays turned off under Rewards System. You set each tier's target from 1 to 10 referred sales and its Rebate, the share of the buyer's own ticket price they earn back. Tier 1 runs from 5% to 95%, tier 2 from 5% to 100%, and tier 3 always returns 100%.

A buyer earns the highest tier they reach, not every tier added together. When a buyer holds more than one eligible ticket, the reward is worked out on the highest-priced one. With Show referral rewards upsell on, your ticket page explains the tiers before checkout, and you then select Save Ticket Settings.

Once the first ticket sells, the tiers stay fixed, so every buyer keeps the offer they saw when they bought. Influencers then lists each buyer with their clicks, referred ticket sales, revenue and earned reward.

[Reward buyers who bring friends to your event](https://www.ticketfairy.com/guides/reward-buyers-for-referrals)

## Which advertising networks can I see sales from?

Meta has its own guided setup. TikTok, Spotify, Reddit, X, Google Ads, Google Analytics, Pinterest, LinkedIn, Snapchat, Microsoft Bing, Amazon DSP and ChatGPT each take the tracking code from your ads account. There is also a custom option for any other network you use.

On your brand, you go to Integrations. In Meta conversion tracking, you select Connect Meta, sign in with the Facebook account that runs your ads, pick the ad account and the pixel, then select Turn on tracking. There is no ID to copy and no code to paste.

For every other network, under Network Conversion Tracking Pixels, you select Import Tracking Pixel, paste the complete snippet from your ads account, check the network and ID it found, and select Import Pixel. A brand pixel reports page views, checkout starts and sales from every event under the brand, including events you create later.

When one event runs its own campaign, for a co-promoter or a sponsor, add its pixel on that event's Settings page instead. A test ticket bought afterwards confirms that the purchase appears in the network's own reporting.

[Connect your advertising pixels to your ticket sales](https://www.ticketfairy.com/guides/connect-meta-and-network-pixels)

## Which networks can I run ad campaigns on?

Meta, TikTok, Google, Reddit, Spotify and ChatGPT, each connected with your own ad account for that network. Each network shows its minimum daily budget before you choose it. You need to be an owner, an admin or on the marketing team for the brand.

You connect each network under Connected networks, then build one campaign, pick the networks it runs on and launch it. You start from the goal, such as Sell tickets or Win back interested fans, and choose the event. Ticket Fairy fills in the destination and the sales tracking for you.

You enter a budget per day or a total for the campaign, and Ticket Fairy splits it across your networks. You can give a network a bigger or smaller share while the campaign runs. Ticket Fairy turns on Skip people who already bought for each new campaign, so you never pay to reach someone who already has a ticket for that event.

Fai drafts headlines and primary text in your brand's voice, and nothing is saved until you apply it. Before any money goes out, you review the goal, event, networks, budget, creative and destination, and confirm the launch with the most the campaign can cost in front of you.

[Launch one ad campaign on all your networks](https://www.ticketfairy.com/features/advertising-and-tracking/ad-campaigns-and-results)

## Why do your sales figures differ from the network's own report?

A network counts the sales it believes it caused. Ticket Fairy counts the paid orders your event took, once each and net of refunds. An empty figure means nothing has been matched to a campaign yet, so judge a campaign only on a confirmed zero.

On your brand, Overview under advertising shows it. Verified return on ad spend counts only the sales Ticket Fairy can confirm as ticket purchases, net of refunds, and you see it next to what each network reports for itself. When a network claims more than you can confirm, you see the gap before you raise its budget.

Read the figures as orders, because one order can hold one ticket or ten. A network missing from Connected networks is not a network with no spend: its campaigns are absent from every comparison until you connect it.

A budget change needs two or three days before you judge it. An on-sale day lifts everything that ran through it, so a figure read the morning after says more about the announcement than about the campaign.

[See which ads sold tickets](https://www.ticketfairy.com/guides/see-which-ads-sold-tickets)

## Which sales count for my tracking links and promoter links?

A tracking link counts a sale when the buyer opens that link and buys in the same browser. A promoter link counts a ticket or table booked within 7 days of opening it, in the same browser.

On the event's Tracking Links page, each newsletter, partner page, post or poster gets a tracking link, and Download QR prints the same link as a QR code. If a buyer opens the link on a phone and buys on a laptop, the sale still counts for your event but not for that link.

One visitor counts once per link. The count starts again when they open a different link for the same event, and that lasts 30 days or until they clear their browser. Orders count from the moment a buyer places them, and a refund comes off the link's revenue.

When a team member is picked in the Promoter (optional) field as you create a link, its sales count for that person in Sales by Promoter. For your own posts, the field stays empty.

[Track which promotion sells your tickets](https://www.ticketfairy.com/guides/track-which-promotion-sold-your-tickets)

## Which social accounts can I connect?

A professional (business or creator) Instagram account, directly or through the Facebook Page it is linked to, and a TikTok Business account. Scheduled posts, replies and follower presales run from your Instagram accounts and Facebook Pages. A brand can connect up to 25 accounts.

On your brand, you select Social, then Accounts, and select Connect an account. You choose Instagram, Through a Facebook Page or TikTok. One Facebook sign-in brings in every Instagram account linked to the Pages you manage. You need an owner or admin role on the brand to connect accounts, because connecting one decides who can post and reply for your events.

Under What is this account for?, you choose The whole brand, A recurring event series, A venue or One event. Posts, replies and presales then go to the right account. The sign-in needs finishing within an hour of selecting Connect.

A card marked Reconnect soon needs a fresh sign-in within 10 days. With Reconnect, the account keeps what it is for, its history and its settings.

[Run your Instagram and Facebook accounts from Ticket Fairy](https://www.ticketfairy.com/features/social-media/social-publishing-and-inbox)

## Does anything go public on social without our approval?

No post goes out until someone on your team schedules or publishes it. With Ask before posts go live turned on, every post on an account waits for an owner or admin. A workflow sends private messages only after you switch it on. An account set to reply automatically answers common questions straight away, so choose Suggest drafts if you want to check every reply first.

With Ask before posts go live on in an account's settings, each scheduled post shows Waiting for approval until an owner or admin approves it. Your team can draft and schedule freely, and nothing goes public by mistake.

A new auto-reply waits on Review until you choose Turn on now, and Save and turn on later keeps it switched off. The Social Assistant's event posts, fan follow-up and reply drafts all start on Ask me first. The scam guard starts on automatic, and it only hides suspected scam comments, each with Undo, and never deletes them.

[Decide how much the Social Assistant does by itself](https://www.ticketfairy.com/features/social-media/social-assistant-and-event-updates)

## Where do the ages, jobs and locations come from?

Ages, devices, locations and repeat buyers come from your own completed orders. Gender and professions come from an audience match that runs after your first sales and usually appear within about 24 hours. None of it is a modeled panel or a bought-in lookalike audience.

On your event, Demographics shows it. A buyer's age is worked out on the day they ordered, from the date of birth on their account, and buyers who gave no date of birth are left out of both age charts. Until the audience match has run, Gender and Professions say the report is not available yet.

Devices counts what buyers ordered on, one row per order that reached payment. The brand's Geographics page ranks countries, regions and cities from the billing address on each order, not from the venue.

You can open Demographics with an owner, admin, Stats or Limited Stats login. Copy table puts either Professions table on your clipboard for a spreadsheet.

[Understand who buys tickets to your event](https://www.ticketfairy.com/guides/read-your-audience-demographics)

## Who owns my buyer data?

You do. Your customer data stays in your account, is never shared with other event organizers and is never used to promote competing events. You can export your buyer list whenever you need it.

On your brand, under Customers, you select Export. The CSV holds every buyer for the brand, with names, email addresses, the money columns, how many of your events they bought from, the referral figures, city, country and both opt-in columns. A phone number is included only for buyers who agreed to receive texts from you.

Ticket Fairy prepares the file while you carry on with other tasks. When it is ready, you select Download the CSV file. Only you can download an export you started, it stays available for 30 days, and Ticket Fairy records who started and downloaded it.

[See who buys tickets across your events](https://www.ticketfairy.com/guides/understand-who-buys-tickets-across-your-events)

## Is the ticket concierge part of Fai?

They are separate products. Fai works with your team inside your dashboard, and the ticket concierge answers your buyers on your own website.

The ticket concierge is a widget on your own website. In the concierge builder, you select Create widget for your brand or one event, and select + Add a topic for each question your buyers ask, with the answer you would give yourself. Open preview lets you test it, and you then copy the snippet onto your event page and ticket page.

When the concierge does not know an answer, it says so and does not invent one, which shows you the next topic to add. You need an owner or admin role on the brand to build it, because it speaks to the public for you. Fai stays inside your dashboard and asks before she changes anything.

[Give ticket buyers an AI concierge](https://www.ticketfairy.com/guides/give-buyers-an-ai-concierge)

## Can I see the tickets our social media sold for each event?

Yes. Each event has a social report with the tickets and revenue from posts, auto-replies, presale lists and fan messages, after refunds, so it matches the event's Sales report. It shows your best posts and, when the event is part of a series, compares it with the last edition. Tickets sold for each post are counted for Facebook posts, because Instagram posts cannot carry a link fans can tap.

On Social Home, you select See report beside the event. Each order counts once in the total, even when a fan tapped a post and later got an auto-reply. The split by source counts an order under each source that brought it in, so the sources can add up to more than the total.

The report prints or saves as a PDF to send to an artist, a venue or a sponsor. Owners and admins can have it emailed to them every week before the event and once more two days after it ends. You can open it as an owner, admin, support team member, curator, promoter or Stats user.

[Show artists, venues and sponsors what your social media sold](https://www.ticketfairy.com/features/social-media/social-assistant-and-event-updates)

## Lots of fans say they are coming, but few have bought. How do I turn that into sales?

You can reward the buyers who bring friends, give each promoter their own link so you see what they sold, and go back to the people who reached checkout and stopped. You pay a referral reward on a ticket already sold, never on a click.

Every buyer of a paid ticket gets a personal referral link and earns back part or all of their ticket price as friends buy through it. Fans who comment a word such as TICKETS on your Instagram post get their own link in a private message, and with a followers-only presale, each follower who signs up gets a personal link to buy.

The money, not the likes, shows what worked. Tracking links and Sales by Promoter show which post, poster and promoter brought in paid orders, and the Abandoned Carts tab lists the buyers who started checkout and stopped, so you can email them before the next release opens.

[Sell more tickets without spending more on ads](https://www.ticketfairy.com/guides/sell-more-tickets-without-more-ad-spend)

## Can I add prizes on top of the referral cash back?

Yes. A ticket upgrade, merch, an experience or a VIP table can go on the Prizes tab of your event's Rewards page. You choose what a fan has to do to win it and when it is awarded.

You select Add a prize, enter the name and the description fans read, and choose what it is. Under How is it earned?, you pick Tickets they referred, Friends they brought, a place on the Referral leaderboard, Pre-registration points or Check-ins, and enter how many they need. With You pick the winner, you judge it yourself or draw winners at random.

A boost makes referrals count for more towards prizes for a while, from 1.5 to 5 times, such as double over a launch weekend. A boost never changes the cash back, which comes from your reward tiers alone. With packs on, friends can pool their referrals to win something together.

Each prize goes out from the Winners tab under Influencers with Mark as delivered. Undo puts it back, and both steps stay in that winner's history.

[Offer prizes your fans can win at your event](https://www.ticketfairy.com/guides/offer-prizes-your-fans-can-win)

## Can each ad campaign or sponsor get its own event page?

Yes. An alternative view of your event has its own address, name, dates, images, description and ticket types. Every ticket it sells comes out of the same event, from the same ticket types and the same capacity.

On your event, you select Edit, then Details, scroll to Alternative Views and select Create Alternative View. You enter the address under Alternative View URL, then choose what this page shows differently: the event name, dates, venue details, images or description. Anything you do not change shows what your main event page shows.

Under Ticket Types, you add the tickets this page sells. Show in main event beside each ticket type keeps it on your main page too, or the type sells only on extra pages. You select Create View, then copy the page's address into your ad, email or sponsor post.

To see which page sold the tickets, Performance has the Alternative Views tab. It shows the tickets and revenue for each page, with Main Event for tickets bought on your main event page.

[Create extra landing pages for your event](https://www.ticketfairy.com/guides/create-extra-landing-pages-for-your-event)

## How do I test which version of my event page sells more?

You can run an A/B test from your event's Experiments page. It compares your current event page with an alternative view, or two sets of checkout questions and answers, so you keep the one more buyers choose.

On your event, you choose Experiments, then New experiment. Under Where it runs, you choose Event page or Checkout, and under What you are optimizing for, Conversion rate or Revenue per visitor. You enter the share of visitors in the test, and each visitor stays with the same version throughout.

You choose Create experiment, then Start. Results compares visitors, conversion rate, conversions, revenue and revenue per visitor for every version. For a conversion-rate test, Ticket Fairy marks a winner only when its result is higher and statistically significant.

An event can run one event-page test and one checkout test at the same time. When you have enough evidence, you choose Conclude, and the results stay with the test.

[Run an A/B test for your event](https://www.ticketfairy.com/guides/run-an-ab-test-for-your-event)

## Can I win back buyers who left checkout without paying?

Yes. Your event's Abandoned Carts tab lists each buyer who entered their email at checkout and did not finish, and you can email all of them from Messaging. Several attempts from one buyer usually means something stopped them, so those buyers are worth an email first.

On your event, under Orders, the Abandoned Carts tab shows them. It covers the last 30 days, newest first. Cart stage shows Order started for a buyer who reached an order and stopped, and No order for one who never got that far. Checkout attempts counts how many times they came back.

To email them, you open Messaging, start a new email and choose the abandoned carts audience. It reaches everyone who has left a cart on this event and leaves out buyers who opted out of these emails. A reason to come back, such as the next release about to open, brings them back.

For events in the United States, Australia and New Zealand, Ticket Fairy also emails a reminder twice a day to buyers whose cart is between one and thirteen hours old, with a link back to your event.

[Win back buyers who left checkout](https://www.ticketfairy.com/guides/recover-abandoned-carts)

## How do I find my regulars for a first-chance presale?

On Customers for your brand, you sort by # of events. Each row is one buyer, with the events they bought for, what they spent and the sales their own referral link brought in.

Customers lists everyone who placed a paid, payment-plan or resale order under your brand, sorted at first by Revenue impact, which adds their own spend to the revenue their referrals brought in. You can search by name, email or phone, and sort by events, tickets, referred tickets, clicks or revenue across the whole brand.

Sorted by # of events from high to low, it shows your regulars, and from low to high, people who came once and need a reason to return. Each row opens Customer Details with their contact details and orders. You can open Customers with an owner, admin or Stats login.

[Find your repeat buyers across your events](https://www.ticketfairy.com/guides/understand-who-buys-tickets-across-your-events)

## Can new buyers join our Mailchimp audience automatically?

Yes. With Mailchimp connected to your brand once, every buyer who agrees at checkout to hear from you joins the audience you choose a few minutes after they pay. Ticket Fairy removes a buyer who later opts out.

On your brand, you select Integrations and select Connect on the Mailchimp card. You choose the list under Audience to sync into, and leave Add buyers after purchase and Add newsletter sign-ups on. Track sales for revenue reports shows the orders each Mailchimp campaign brought in.

Each contact arrives with their first name, last name, email and a Ticket Type group, so you can send a campaign to VIP holders alone. Buyers who paid before you connected are not added, so export them once and import them. You can connect it as an owner, admin or marketing team member of the brand.

[Sync your ticket buyers to Mailchimp](https://www.ticketfairy.com/guides/sync-buyers-to-mailchimp)

## Can the AI draft our posts and emails so they sound like us?

Yes. Your brand kit lives on your brand's Brand Guidelines page. Fai and other AI tools use your tone of voice when nothing more specific is set, and your Concierge widget answers buyers in that voice.

On your brand, you choose Brand Guidelines. On Identity, you enter your Tagline, About your brand, Tone of voice and Usage guidelines with practical do's and don'ts. You add your colors with what each one is used for, your fonts and up to five logo versions, then select Save changes.

Each new Website Builder site for your events starts in your colors, fonts and logo. You need an owner or admin role on the brand to edit the kit. A new font file needs the license box ticked before the kit saves.

[Set up a brand kit for your events](https://www.ticketfairy.com/guides/set-up-your-brand-kit)

## Can I email my ticket holders and see who opened it?

Yes. On Messaging for your event, you choose who gets the email, then send it now or schedule it. The sent email shows how many people it went to and who opened it.

It can go to everyone attending, one or more ticket types, or the waiting list, pre-registered, checked-in or abandoned-cart groups. A test sent to yourself comes first, then you select Send and check the message once more before it goes. Schedule Email sends it at a time you choose in your event's time zone, at least fifteen minutes ahead.

Under Email Messaging, Show Recipients lists everyone the email went to, with Opened at beside each person who opened it. Save as Template keeps the wording for your next event. You can send about an event until 15 days after it ends.

Marketing messages, such as an offer for your next event, go only to people who agreed to hear from you. Your own account needs to pass identity verification before anything goes out.

[Email the people who bought tickets to your event](https://www.ticketfairy.com/guides/email-your-buyers)

## Can my marketing team see the reports without seeing our revenue?

Yes. A Limited Stats login lets them read the reports without revenue. Owners and admins see everything, and someone with Stats reads every report including revenue.

Demographics and Influencers open for owners, admins, Stats and Limited Stats logins, and Limited Stats hides the money columns on Influencers. Customers opens for owners, admins and Stats logins. The advertising pages open for owners, admins and the brand's marketing team.

Connecting social accounts and building the ticket concierge are for owners and admins, because they speak to the public for you. Your permanent team joins on the brand's Team page, so their role reaches every event under the brand, including events you create later.

[Invite your team and choose what each person can do](https://www.ticketfairy.com/guides/invite-your-team)

[Ticket Fairy for marketing directors](https://www.ticketfairy.com/solutions/marketing-directors)

**You choose the tools to start with** You can start with event management or marketing alongside your current ticketing provider. If you decide to move ticketing, your account manager helps with setup, customer-data imports and training.

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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) · [Ticket Fairy for AI assistants](https://www.ticketfairy.com/llms.txt)