Tour Marketing

• Track when Facebook ad viewers visit your tour pages
• Measure ticket purchases from your advertising campaigns
• Build audiences for future advertising based on visitor behaviour
• Calculate how much revenue your advertising generates

At a glance: You add your Facebook Pixel ID to your tour, and Seaty automatically tracks visitor activity and ticket purchases, reporting them back to Facebook.

Think of it this way:

• The Pixel ID is like a phone number that lets Seaty call Facebook
• Page visits are logged every time someone views your tour
• Purchases are reported so Facebook knows which ads led to sales
• Facebook reports show you the complete picture of your advertising performance

• Tour landing page visits - When users view your tour page
• Event page visits - When users navigate to individual tour events
• Ticket purchases - When users buy tickets for any tour event
• User journeys - How visitors navigate between tour and event pages

1. Tour page load - Pixel fires when users visit your tour landing page
2. Event inheritance - Individual events within the tour also trigger tour Pixel
3. Conversion tracking - Purchases for any tour event report back to Facebook
4. Combined analytics - Facebook aggregates data across all tour activity

• Tour Pixel - Fires on tour landing page
• Event Pixel - Fires on individual event pages (if configured separately)
• Organisation Pixel - Fires on organisation pages
• Both can coexist - Tour and event Pixels can track simultaneously

Unified Campaign Measurement

• Single Pixel - Track all tour-related conversions with one Pixel ID
• Aggregated data - See combined performance across all venues and dates
• Production-level insights - Understand overall tour marketing effectiveness
• Simplified reporting - One dashboard for entire touring production

Cross-Event Tracking

1. User sees Facebook ad for your tour
2. Clicks through to tour landing page (tour Pixel tracks visit)
3. Browses events and clicks on Manchester date (tour Pixel tracks navigation)
4. Purchases tickets (tour Pixel reports conversion to Facebook)
5. Returns later and buys tickets for Birmingham date (tour Pixel tracks second conversion)

What is a Facebook Pixel?

• Records page visits - Monitors when users view your tour pages
• Measures conversions - Notifies Facebook when tickets are purchased
• Builds audiences - Creates custom audiences of engaged users
• Improves targeting - Helps Facebook show ads to similar potential attendees

Setting Up Facebook Pixel

1. Active Facebook Business account
2. Events Manager or Ads Manager access
3. Pixel created in Facebook Business Manager

1. In Facebook Business Manager, create or locate your Pixel
2. Copy your Pixel ID (a numeric identifier like "123456789012345")
3. In Seaty Tour Editor, navigate to Marketing
4. Find the Facebook Marketing section
5. Enter your Pixel ID in the Pixel ID field
6. Save your tour

• Seaty automatically installs the Facebook Pixel on your tour landing page
• The Pixel also tracks when users visit individual events within the tour
• Facebook receives conversion events when tickets are purchased for any tour event
• You can view aggregated conversion data in Facebook Ads Manager
• Facebook optimises ad delivery based on conversion patterns across your tour

Using Tour Pixel Data

• Monitor how many ticket purchases come from tour-focused Facebook ads
• Calculate return on ad spend for entire tour
• Compare campaign effectiveness across different creative approaches
• Track which tour dates attract most conversions

• Create custom audiences of tour landing page visitors
• Build lookalike audiences similar to tour ticket purchasers
• Retarget visitors who viewed tour but didn't purchase
• Segment audiences by engagement level (page views vs purchases)

• Let Facebook automatically optimise for ticket purchases across tour
• Target ads to users most likely to buy tour tickets
• Reduce cost per acquisition for touring production
• Test different messaging strategies for tour vs individual events

Privacy Considerations

• Only tracks anonymous visitor behaviour
• Complies with GDPR requirements
• Users can opt out via browser settings
• No personally identifiable information shared without consent

Pixel Hierarchy

1. Organisation Pixel - Tracks all organisation pages and events
2. Tour Pixel - Tracks tour landing page and tour events
3. Event Pixel - Tracks individual event pages

• Tour landing page: Tour Pixel + Organisation Pixel
• Tour event page: Event Pixel (if configured) + Tour Pixel + Organisation Pixel
• Non-tour event page: Event Pixel (if configured) + Organisation Pixel

Multiple Pixel Benefits

• Tracks all activity across your organisation
• Builds broad audience of all event-goers
• Measures overall organisation marketing performance

• Tracks specific touring production
• Measures tour campaign effectiveness
• Builds audience of tour-interested users

• Tracks individual event performance
• Measures venue-specific campaigns
• Tests location-based targeting strategies

1. Organisation Pixel builds general audience of theatre-goers
2. Tour Pixel creates audience specifically interested in this production
3. Event Pixel identifies which tour locations perform best
4. Use all three audiences for sophisticated retargeting campaigns

1. Create Facebook Pixel in Business Manager

1. Log into Facebook Business Manager
2. Navigate to Events Manager from the main menu
3. Click Connect Data Sources then Web
4. Select Facebook Pixel and click Connect
5. Name your Pixel (e.g., "Spring Tour 2025 Pixel")
6. Enter your tour website URL (optional)
7. Click Continue to create the Pixel

1. Log into Facebook Business Manager
2. Navigate to Events Manager
3. Locate your existing Pixel in the left sidebar
4. Click on the Pixel name to view details

2. Copy Your Pixel ID

1. In Events Manager, ensure your Pixel is selected
2. Look at the top of the screen below the Pixel name
3. You'll see a numeric code like "123456789012345"
4. Click the code to copy it to your clipboard
5. Alternatively, click the copy icon next to the Pixel ID

3. Add Pixel to Tour in Seaty

1. Navigate to your Tour Editor in Seaty
2. Ensure you're editing the correct touring production
3. Click the Marketing section in the left sidebar
4. Scroll to the Facebook Marketing section
5. Find the field labelled Pixel ID
6. Paste your Pixel ID (the numeric code from step 2)
7. Verify the ID is correct (no spaces or extra characters)

4. Save Your Tour

1. Review the Pixel ID one final time
2. Click Save in the toolbar at the top of the page
3. Wait for the "All done!" confirmation message
4. Your tour Pixel is now active

5. Verify Pixel Installation

1. Download the Facebook Pixel Helper browser extension
2. Install it in Chrome, Firefox, or Edge
3. Navigate to your tour landing page
4. Click the Pixel Helper icon in your browser toolbar
5. Verify your Pixel ID appears and shows "PageView" event
6. If the icon is grey or shows errors, check your Pixel ID and re-save

1. With Pixel Helper active, start a ticket purchase for a tour event
2. Complete the purchase process (use a test order if preferred)
3. Check Pixel Helper for a "Purchase" event
4. Verify the purchase value is correct
5. In Facebook Events Manager, check for the purchase event (may take a few minutes)

1. Define Campaign Objective

1. Click Create to start a new campaign
2. Choose Conversions as your objective
3. Name your campaign (e.g., "Spring Tour 2025 - Ticket Sales")
4. Select your tour Pixel as the conversion source
5. Choose Purchase as the conversion event
6. Set your campaign budget and schedule

2. Configure Audience Targeting

• Target areas within reasonable travel distance of tour venues
• Create separate ad sets for each tour location
• Test radius targeting (20km, 50km, 100km) to find optimal catchment

• Select age ranges appropriate to your production
• Consider gender targeting if relevant to content
• Test different demographic segments to find your core audience

• Target users interested in theatre, live performances, arts
• Add specific interests related to your production type
• Layer interests for more precise targeting (e.g., "Theatre" + "Musical Theatre")

• Create custom audience from tour landing page visitors (via Pixel)
• Build lookalike audience from past ticket purchasers
• Retarget users who viewed tour but didn't purchase

3. Design Creative Assets

• Use professional tour poster or production imagery
• Include key information: show name, dates, locations
• Highlight unique selling points (awards, reviews, limited availability)
• Create multiple variations to test different messaging

• Lead with compelling hook about the production
• Mention tour dates and locations clearly
• Include social proof (sold-out venues, 5-star reviews)
• Strong call-to-action ("Book Tickets Now", "Secure Your Seats")

• Emphasise "touring production" or "limited engagement"
• Create urgency with phrases like "Only X dates in [region]"
• Mention venue quality or intimate performance settings
• Highlight convenience of multiple location options

4. Set Bidding and Budget

• Start with £20-50 per day for testing
• Allocate more budget to best-performing locations
• Increase spend as you approach tour dates
• Reserve budget for last-minute "tickets still available" campaigns

• Use "Lowest Cost" bidding initially
• Switch to "Cost Cap" once you know your target cost per purchase
• Allow 3-7 days for Facebook to learn which audiences respond best
• Avoid frequent changes to bidding strategy

5. Launch and Monitor Campaign

• Monitor Pixel Helper to ensure events fire correctly
• Check Facebook Ads Manager for conversion tracking
• Verify purchase events match actual ticket sales
• Don't make changes yet - let Facebook learn which audiences respond best

• Review cost per purchase and return on ad spend
• Identify best-performing ad creative and copy
• Check which locations drive most conversions
• Consider pausing underperforming ads

• Test new creative variations weekly
• Adjust audience targeting based on performance
• Increase budget for high-performing ad sets
• Create retargeting campaigns for page visitors

Facebook Ads Manager Metrics

• Purchases - Total ticket sales attributed to Facebook ads
• Cost per Purchase - How much you spend to acquire each ticket sale
• Return on Ad Spend - Revenue generated divided by ad spend
• Conversion Rate - Percentage of page visitors who purchase tickets

• Page Views - Users visiting tour landing page from ads
• Click-Through Rate - Percentage of ad viewers who click
• Cost per Click - How much each click costs
• Add to Cart - Users who start ticket purchase (if tracking enabled)

• Reach - Unique users who saw your ads
• Frequency - Average times each user saw your ads
• Relevance Score - Facebook's rating of how well your ad matches your audience (1-10)
• Audience Demographics - Age, gender, location breakdown of converters

Tour Performance Indicators

• Total ticket sales - Across all tour dates
• Sales by location - Which venues perform best
• Advance booking rate - How far ahead tickets sell
• Attribution - What percentage of sales come from Facebook ads

• Advertised locations vs non-advertised locations
• Different creative approaches across ad sets
• Tour marketing vs individual event marketing
• Facebook ads vs other marketing channels

• Separate Pixels for different tours
• Clear naming convention (e.g., "Tour Name 2025 Pixel")
• Clean data separation between productions
• Accurate tour-specific performance measurement

• Different tours running simultaneously
• Recurring annual tours (create new Pixel each year)
• Unrelated productions or event series

• Small organisations running only occasional tours
• Budget constraints (Facebook Business Manager limits)
• Preference for centralised tracking across all events

• Create individual ad set for each tour venue
• Target users within travel radius of that venue
• Customise ad copy to mention specific location and date
• Measure which locations perform best

• Target entire tour region in one ad set
• Highlight all locations and dates in ad creative
• Let users self-select their preferred venue
• Works well for compact tour areas

• Broad awareness campaign promoting entire tour
• Retargeting campaigns specific to each location
• Target tour page visitors with location-specific ads
• Efficient budget allocation across tour

• List all locations - "10 UK venues including Manchester, Birmingham, London"
• Map graphics - Visual showing tour route and venues
• Flexible messaging - "Coming to a venue near you"
• Location tags - Use Facebook location tags for each venue

• Announce campaign - Broad awareness when tour announced
• Pre-sale push - Drive early bookings for all dates
• Location-specific bursts - Target each venue 2-4 weeks before performance
• Last-chance campaigns - Final ticket availability for slow-selling dates

• Disclose use of Facebook Pixel tracking
• Explain what data is collected (anonymous browsing behaviour)
• Provide information on how to opt out
• Link to Facebook's data policy

• Tour landing pages should include cookie consent banner
• Allow users to opt out of tracking cookies
• Respect user preferences for tracking
• Document consent for compliance auditing

• Only track necessary events (page views, purchases)
• Don't create excessive custom conversions
• Avoid tracking personally identifiable information
• Regularly review and clean up unused Pixel data

1. Facebook Pixel Helper - Browser extension confirms Pixel fires
2. Test Events - Facebook Events Manager shows test activity
3. Purchase Event Testing - Complete test purchase to verify conversion tracking
4. Value Tracking - Ensure purchase values correctly reported to Facebook
5. Event Deduplication - Check for duplicate Pixel firing if using multiple Pixels

• Naming convention - "Production Name - Tour Year - Pixel"
• Documentation - Record which Pixel is used for which tour
• Access control - Limit who can modify Pixel settings
• Regular audits - Verify correct Pixels configured on live tours

• Pixel loads asynchronously (won't block page rendering)
• Monitor page load times with tracking enabled
• Use browser developer tools to check Pixel load performance
• Consider server-side tracking for high-traffic tours (advanced)

• Your organisation (organisation-wide tracking)
• Specific tours (tour-wide tracking)
• Individual events (event-specific tracking)

1. Log into Facebook Business Manager
2. Navigate to Events Manager from the menu
3. Click on your Pixel name in the left sidebar
4. The Pixel ID appears at the top (numeric code like "123456789012345")
5. Click to copy, then paste into Seaty's Pixel ID field

1. Editing your tour in the Tour Editor
2. Navigating to the Marketing section
3. Updating the Pixel ID field
4. Saving the tour

• Tour Pixel - Tracks overall tour campaign performance
• Event Pixel - Tracks individual event or venue performance
• Organisation Pixel - Tracks general organisation marketing

1. Configure individual event Pixels for each tour date
2. Create separate Facebook ad campaigns for each location
3. Use URL parameters to track which ads drive which venue sales
4. Analyse sales reports by event to see location breakdown

• Tour Pixel for overall campaign performance
• Event Pixels for venue-specific insights
• Combined analysis for comprehensive tour marketing measurement

• Page views - Appear within minutes in Facebook Events Manager
• Purchase events - Typically within 15-30 minutes
• Aggregated metrics - May take several hours to update in Ads Manager
• Sales attribution - Can take up to 24 hours for accurate return on spend calculation

• Facebook Pixel tracking only
• Configured once for entire tour
• Tracks tour landing page and all tour events
• Measures overall tour advertising performance

• Email consent collection
• Survey consent collection
• Landing page sign-up widgets
• Individual event Facebook Pixel
• Configured separately for each event

1. Navigate to each event within your tour
2. Enable marketing consent in the event's Marketing section
3. Configure the same settings for all tour events (for consistency)
4. Attendees will be asked for consent when purchasing tickets for any tour event

1. Incorrect format - Pixel IDs are numeric only (no letters or special characters)
2. Trailing spaces - Remove any spaces before or after the Pixel ID
3. Copy errors - Ensure you copied the full ID from Facebook
4. Validation requirements - Tour must have name and tour tag before saving marketing settings

1. Log into Facebook Business Manager
2. Navigate to Events Manager
3. Copy the Pixel ID again (click the copy icon)
4. In Seaty, clear the Pixel ID field completely
5. Paste the fresh copy
6. Save the tour

1. Pixel ID not saved - Verify changes were saved in Tour Editor
2. Browser cache - Clear browser cache and reload tour page
3. Ad blockers - Disable browser extensions blocking tracking scripts
4. Incorrect Pixel ID - Verify ID matches Facebook Business Manager
5. Multiple Pixels conflict - Check for organisation or event Pixels interfering

1. Install Facebook Pixel Helper extension
2. Navigate to your tour landing page
3. Click Pixel Helper icon in browser toolbar
4. Check for your Pixel ID in the list
5. Verify "PageView" event fires

• Verify Pixel ID saved in Tour Editor Marketing section
• Clear browser cache (Ctrl+Shift+Delete)
• Disable ad blockers temporarily
• Try incognito/private browsing window
• Test on different browser

1. Test Events mode - Facebook may show test events in separate section
2. Processing delay - Purchase events can take 15-30 minutes to appear
3. Pixel configuration - Pixel may not be tracking purchase events correctly
4. Value not reporting - Event fires but purchase value missing

1. In Facebook Events Manager, navigate to your Pixel
2. Click Test Events tab
3. Complete a test ticket purchase on your tour
4. Watch for "Purchase" event to appear in Test Events
5. Verify event parameters include purchase amount

• Check browser console for JavaScript errors
• Verify Pixel Helper shows "Purchase" event on confirmation page
• Contact Seaty support for technical assistance
• Ensure Facebook Business Manager has correct permissions

• Organisation Pixel (tracks all organisation pages)
• Tour Pixel (tracks tour and tour events)
• Event Pixel (tracks individual events within tour)

1. Check Organisation Editor > Marketing section for organisation Pixel
2. Check Tour Editor > Marketing section for tour Pixel
3. Check Event Editor > Marketing section for individual event Pixels

• Decide which Pixels you want active
• Remove unwanted Pixel IDs from organisation, tour, or event settings
• Save changes and verify with Pixel Helper

1. Verify Pixel fires on tour pages using Pixel Helper
2. Confirm "Purchase" events appear in Events Manager
3. Check purchase values are correctly reported
4. Ensure conversion window matches sales timeline

1. Verify campaign objective set to "Conversions"
2. Ensure correct Pixel selected as conversion source
3. Check "Purchase" selected as conversion event
4. Confirm campaign targeting includes tour venue locations

1. Review the time window Facebook uses to credit sales to ads (7-day click, 1-day view recommended)
2. Check if sales appear when using a different time window
3. Verify ad account timezone matches actual sales timezone
4. Allow 3-7 days for Facebook to learn which audiences respond best

1. Review targeting - is audience too narrow?
2. Test different ad creative and copy variations
3. Check click-through rate - are users engaging with ads?
4. Verify tour landing page converts visitors to purchasers

1. Ensure sufficient budget for conversion volume (minimum £20-50/day)
2. Check if bidding strategy too conservative
3. Review competition in your targeting geography
4. Consider increasing bid cap or switching to lowest cost bidding

1. Attribution windows - Facebook may attribute conversions within 7-day window
2. Offline conversions - Some purchasers may close browser before Pixel fires
3. Tracking blockers - Users with ad blockers won't fire Pixel
4. Multiple devices - User clicks ad on mobile, purchases on desktop
5. Processing delays - Facebook data updates may lag actual sales

• Verify Pixel fires on confirmation page (not just checkout)
• Check for JavaScript errors blocking Pixel
• Test purchase flow with Pixel Helper active
• Review Facebook Events Manager diagnostics
• Contact Seaty support for technical review

• Tour Details - Update tour name, description, and information
• Tour Image - Add compelling visual branding for your tour
• Tour Events - Manage which events are part of your tour
• Event Marketing Tools - Configure email consent and surveys for individual tour events

• Facebook Blueprint - Free official advertising training
• Facebook Pixel Documentation - Technical setup guides
• Events Manager - Track conversions and diagnose issues

• ICO - GDPR Guidance - UK data protection requirements
• Facebook Privacy Policy - How Facebook handles user data