I work with a lot of event organizers, and the #1 question I get asked is:
“Ryan, how can I sell more tickets online before the day of the event?”
After working with hundreds of event planners, venues, and producing over 14,000 live shows, I’ve learned what truly works to increase online advance ticket sales.
Whether you’re hosting a concert, festival, or community event, these proven strategies will help you maximize your ticket revenue before doors even open. So in this in article we will go over how to sell more online tickets.
1. Are You Tracking the True ROI of Your Advertising Spend?
Many event organizers are still spending 80% or more of their ad budget on traditional marketing like radio, TV, and print. But here’s the issue — it’s nearly impossible to track the actual ROI of those channels.
Why Traditional Ads Don’t Cut It Anymore:
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No concrete data on how many ticket buyers came from your radio or TV ad.
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Promo codes and vanity URLs are helpful, but rely on customers remembering them.
Why Online Ads Win:
Online advertising (Facebook, Instagram, Google Ads, YouTube, etc.) offers full transparency. You can install:
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Facebook Pixel
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Google Ads Conversion Tracking
These tools allow you to track exactly how many sales each ad generated.
Real Case Study:
A national tour we worked with spent just $91 on Facebook ads and generated $1,109 in ticket sales — that’s a 1,100% return on ad spend.
With that data in hand, they increased their ad budget by 500%. Without tracking? They probably would’ve stopped at $100.
Additional Benefits of Online Advertising:
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Lower CPM (Cost Per Thousand Impressions)
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More precise audience targeting
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Everyone is online — from your little cousin on TikTok to your mom on Facebook
Use Lookalike Audiences
If you’re not using Facebook Lookalike Audiences, you’re missing out. Upload your email list or pixel data, and Facebook will find users nearly identical to your current fans — and deliver your ads directly to them.
If you’re unsure how to set this up, stay tuned — I’ll be launching a blog series to walk you through it.
2. Do You Have the Right Online vs. Door Price Strategy?
Charging the same price for online and at-the-door tickets? Big mistake.
You need to incentivize your audience to buy early online.
Ideal Pricing Example:
✅ $10 online + $1.65 service fee = $11.65 total
✅ Door Price: $12.00
🚫 $11 online + $1.65 service fee = $12.65 total
🚫 Door Price: $12.00
Make sure your total online checkout cost is cheaper than the price at the door.
3. Are You Clearly Promoting the Benefits of Buying Online?
You need to clearly communicate why people should buy tickets in advance. Many planners offer great benefits — but fail to advertise them.
List the Advantages Everywhere:
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✅ Skip the Line!
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✅ $0 Service Fees
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✅ Save $5 vs. Door Price
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✅ Free Parking (if applicable)
Then make sure these benefits are included in:
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Social media ads
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Flyers and posters
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Email marketing
Example Facebook Ad Text:
Buy Online & Save!
✅ Skip the Lines
✅ Save $5 Off Gate Price
✅ No Online Service Fees
Get Tickets Now at [YourWebsite].com
The more value you communicate, the higher your click-through rate and ticket conversions will be.
4. Are Your Online Service Fees Too High?
Too many event organizers don’t even know what their ticketing provider is charging their customers.
Check for These Common Issues:
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High or hidden processing fees
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Per-order or per-ticket fees
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Increases over time that went unnoticed
Pro Tip:
Create a test purchase on your own event. Go through the checkout as a customer. If you’re turned off by the fees — your customers probably are too.
Don’t ignore it. Even if customers will “pay anyway,” high fees can hurt advance sales, especially for budget-conscious attendees.
Let’s Keep the Conversation Going!
What strategies have worked best for you to increase advance ticket sales?
👇 Comment below or email me at Ryan.k@AftonTickets.com — I’d love to hear your experiences or answer any questions!
Summary: Key Takeaways for More Online Ticket Sales
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Track your ROI with Facebook & Google Pixels
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Allocate more ad spend to online channels
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Offer cheaper online pricing than the door
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Promote clear, specific benefits in your ads
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Audit your service fees regularly
As always if you are looking for a great event to attend you can purchase tickets HERE.
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Meet Ryan Kintz, the visionary CEO behind Afton Tickets, Afton LiveStream, and Afton Shows. With a rich background in event organization, concert promotion, and entrepreneurial ventures, Ryan is a prominent figure in the entertainment industry.
Afton Tickets: Elevating Event Experiences
As the co-founder and CEO of Afton Tickets, Ryan serves a diverse clientele, including fairs, festivals, beer/wine/food events, and concerts of various scales, from 500 to 100,000+ attendees. His commitment to excellence shines through, providing tailored ticketing solutions that enhance event experiences and streamline ticket sales.