Sales analytics

The Sales tab is the complete revenue story for an event. Pick a date range and a comparison at the top; everything below respects them.

KPIs

Exactly four cards: Revenue (gross takings, before refunds), Paid orders, Avg. order value, and Refunded. There's no tickets card here — ticket counts live on the Overview. With a comparison active, each shows its change vs the previous period, previous year, or your benchmark event.

Revenue over time

A daily paid-revenue timeline with the context that makes a spike legible: price-phase starts and discount launches are pinned on the top of the chart, and the chart annotates its own record day, unusually high days, and sales gaps. "Why did the 14th jump?" answers itself — the early-bird deadline was the 13th.

The order funnel

How orders convert to paid: All orders → Awaiting payment → Paid, with Expired and Cancelled shown as the leaks. A fat "awaiting payment" bar means reservations aren't converting — a cue to shorten holds or lean on recovery emails.

Breakdowns

• Sales by ticket type — active (paid) units and revenue per type; which tiers actually carry the event. Seated types are measured against the capacity from the seat map.
• Revenue by price phase — what each pricing phase brought in, per type; did early-bird do its job?
• Payment methods — revenue split across bank transfer, card, cash, at-the-door, and complimentary.
• Top discount codes — redemptions and attributed revenue per code; which campaign paid off.

Recovered by emails

A dedicated panel for the recovery emails: how the reservation reminders and abandoned-checkout follow-ups performed — "34 of 120 paid · 28 %". This is the number that justifies turning the abandoned email on.

Sales pace vs a past event

The comparison's most powerful form: overlay this event's sales curve against a benchmark event to see whether you're ahead or behind at the equivalent point — "At the same point of the campaign your revenue is 18 % higher than Spring Gala 2026." Align the two by days since the event was created or by percentage through the on-sale window, and plot cumulative or per-day, revenue or tickets — so "are we on track?" has a real answer, not a gut feeling.

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