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How to track ticket sales in real time (and what to do with the numbers).
To track ticket sales in real time, use your ticketing platform’s event dashboard and watch three numbers: how fast each ticket type is selling, how much capacity is left, and, on the night, how many people have checked in. On Jamrats every event has a dashboard with up-to-date tickets sold, earnings, a breakdown by ticket type and check-ins. The numbers only help if you decide in advance what you’ll do when they move, so this post covers both.
Which ticket sales numbers matter most?
Sales pace per ticket type.Total tickets sold tells you less than it seems. What you want is how quickly each tier is moving. If early bird sold out in two days and general admission has sold eight tickets in a week, those are two very different stories, and you’ll miss them if you only look at the total.
Remaining capacity.Each ticket type on Jamrats shows how many have sold against its capacity, and the dashboard flags a tier when it’s nearly gone. Buyers also see the remaining quantity as a tier gets close to selling out, which tends to nudge fence-sitters.
Earnings. Compare money in against what the night costs you. Knowing the ticket count where you break even makes every later decision easier.
How do you know if sales are on track?
Most events sell in a curve: a burst at announcement, a long quiet middle, and a rush in the final week or two. A slow middle is normal. Panicking in week three and discounting everything trains your audience to wait for a deal next time.
The most useful benchmark is your own history. Export the orders from a past event and note how many tickets you’d sold at two weeks out, one week out and on the day. If this event is roughly on the same line, you’re fine. If it’s well behind at the same point, act now while there’s still time for promotion to work.
What should you do when the numbers move?
A tier is selling faster than planned.Close it early by bringing its sales end date forward or lowering its capacity, and let the next tier take over. Early bird is meant to reward early buyers, and it shouldn’t run until the week of the show.
Sales have stalled.Before cutting the price, try a coupon code aimed at a group: a percentage or flat discount you share with your mailing list, a partner venue or the support act’s fans. Coupons can be limited to specific ticket types, so a discount on one tier doesn’t undercut people who already paid full price for another.
You need to stop sales for a while.If the venue changes, a set time moves or you’ve hit a limit you didn’t plan for, pause ticket sales. The event page stays up, checkout closes, and you can resume when you’re ready.
What to watch on the night
Once doors open, the check-in count matters more than sales. Comparing checked-in against tickets sold tells you how many people are still on their way, which helps you decide when to start the first act, when to pull staff off the door and how to plan the bar. Your door team scans with the Jamrats Organizer app or the browser scanner, and check-ins appear on the same dashboard. If a large share of ticket holders haven’t arrived by the time they usually do, it’s worth a quick post on your socials.
Exporting your sales data
For anything the dashboard doesn’t show, download a spreadsheet. Jamrats exports orders, events and customers as CSV files, and the customer export includes each buyer’s marketing consent, so you know who you can email about the next show. That list belongs to you. Over a few events, these exports become the sales history that tells you whether a new event is on track. More on what’s included on the customer export page.