Glossary

Essential terms you need to know. This article is relevant for all subscriptions.

	DEFINITION
1-day view attribution	The 1-day view attribution window measures conversions within one day after a user views a digital ad, even if they didn't click. In the live event industry, this includes actions like ticket purchases or registrations within 24 hours after someone views the event ad. Example: You scroll through Facebook and you see an ad for a comedy show happening in your city, and then continue scrolling without clicking. Later that day, you decided to attend the comedy show and purchase tickets directly from the website of the promoter. The conversion is attributed to the viewed ad within the 1-day window.
7-day click attribution	The 7-day click attribution window tracks conversions within seven days after a user clicks on a digital ad. For live events, this means measuring ticket purchases or registrations that occur within a week after someone clicks on the event ad. For example, you see an ad for a music festival on Facebook, click on it, but don't immediately buy tickets. After thinking about it for a few days, you return to the festival website and purchase tickets. The conversion is attributed to the initial click on the ad within the 7-day window.
A/B testing	A/B testing on Facebook is a methodical approach to optimizing ad performance by comparing two variations (A and B) of an ad element to determine which resonates better with the target audience. It helps advertisers make data-driven decisions to enhance engagement and achieve marketing objectives. Examples include comparing variations of images or videos to determine which visuals capture attention and drive more engagement; or testing the same ad across different placements, such as News Feed, Stories, or the right column, to identify the most effective placement for the target audience.
Ad Description	The description provides additional information about the ad, supporting the primary text and offering more context.
Ad Spend	Advertising spending, or ad spend, refers to the amount a business invests in promoting content on the platform. This budget determines the reach and frequency of ads, impacting their visibility to the target audience.
Artist lineup	The artist lineup contains the roster of performers, artists, or groups scheduled to appear at an event. The artist lineup is a primary factor influencing audience interest and ticket sales.
App Tracking Transparency (ATT)	Apple's App Tracking Transparency (ATT) framework is a set of rules and features that gives users more control over how their data is collected and used by apps on their devices. This helps protect your privacy by letting you decide which apps can track you and which ones can't. While it gives users more control over the use of their personal data, it severely restricts ad measurement for non-Apple ad platforms.
Average ticket price	The average ticket price measures the average amount spent by a customer per ticket. This is calculated by dividing the number of visits with purchases by the total number of tickets over a specified period. The average ticket price for a particular event is the median price point on your price list for that event.
Benchmark	A benchmark in ticket sale prediction serves as a standard or reference point based on historical data or industry standards. It provides insights into past performance, helping organizers and marketers gauge the success of previous events and campaigns which can be used as comparison to the future marketing campaigns. It is calculated from a selection of similar events and is based on the 90% percentile of their total revenue.
Call to Action (CTA)	The CTA is a button that prompts users to take a specific action, such as "Shop Now," "Learn More," or "Sign Up." The CTA button is prominently displayed on the ad, often below the primary text and near the bottom of the creative elements.
Click-Through Rate (CTR)	Click-Through Rate (CTR) shows the percentage of people who clicked on your ad after seeing it. A higher CTR generally indicates that your ad is resonating well with your target audience. CTRs can vary widely for different audiences, markets and content types. Absolute numbers are often not indicative of conversion results.
CoCreate	CoCreate refers to the collaborative and interactive feature of generating texts or responses in Future Demand's platform.
Cost Per Click (CPC)	Cost Per Click (CPC) measures the average cost you pay for each click on your ad. CPCs can vary widely for different audiences, markets and content types. Absolute numbers are often not indicative of conversion results.
Custom Audience	A Custom Audience is a group of predefined customers from a client's ad account. This is different from the audience set by Future Demand - see Taste Clusters.
Event series	Event series involve a sequence of related events or performances of the same production. To know more about how Future Demand defines an event series, click here.
Facebook Tokens	Tokens refer to access tokens, providing secure and limited access to specific Facebook resources. In marketing, tokens are utilized for authenticating and connecting third-party tools with Facebook platforms, streamlining ad management and analytics.
Headline	The headline is a short, attention-grabbing phrase that summarizes the key message or purpose of the ad. The headline is typically positioned at the top of the ad, immediately following the primary text. The headline is not shown in all ad placements.
Impressions	Impressions show how many times your ad was displayed to targeted users.
Marketing Assets	Sharing marketing assets on Facebook involves providing authorized individuals or teams with access to specific resources necessary for executing marketing campaigns on the platform. These assets can include access to managing the images, videos, ad creatives, and other content tailored for Facebook advertising in a specific ad account.
Marketing Attribution Model	A marketing attribution model is a systematic way of assigning credit to marketing touchpoints or channels that contribute to a customer's decision to make a purchase or take a desired action. In other words, it helps you understand which of your marketing efforts played a role in convincing someone to become a customer. For more information about Future Demand's attribution model, click this link.
Pixel	A Facebook Pixel is a small piece of code provided by Facebook that you place on your website. Its primary purpose is to help track user interactions on your site and gather data about how people are engaging with your content. This data is then used to optimize your Facebook ads, better understand your audience and conversion measuring.
Price categories	Price categories refer to different levels or tiers of ticket prices for an event. These allow event organizers to offer varied pricing options based on factors like seating location, access to special features, or early bird promotions. For example, VIP tickets might belong to a higher price category, offering premium seating and exclusive perks, while general admission falls into a standard category with a lower price.
Primary Text	The primary text is the main body of the ad where advertisers can provide context, share information, and engage with the audience. It appears below the ad's creative elements, such as images or videos, and above the headline and other details.
Program/setlist	The program setlist in concerts contains a curated list of acts, scenes, or songs/musical pieces that are performed during a performance.
Reach	The reach shows the total number of unique people who have seen your content. This indicates the potential audience your content is reaching.
Return on Invest (ROI)	ROI, or "return on investment", also referred to as ROAS (return on ad spend), is used to measure the effectiveness of an advertising campaign by showing you how much money you're making for every dollar you spend on advertising. For example, if you spend $100 on an ad campaign and it generates $500 in sales, your ROI would be 500%. This means for every dollar you spent on ads, you earned $5 in revenue. A higher ROI indicates that your ads are generating more revenue compared to the money you're investing in them. It's a way to assess the efficiency and profitability of your advertising efforts.
Revenue	Ticket revenue is the financial yield derived from the sale of tickets for live events.
Taste Cluster	Taste Cluster is an interest-based customer segmentation, which in essence, clusters the interests of customers and not the customers themselves. More and detailed information about the Future Demand Taste Cluster technology here.
Ticket categories	Ticket categories involve the classification of tickets based on specific criteria, often related to access or privileges. These help organize attendees into groups, such as subscription, general admission, free, reduced each with distinct features or restrictions. Future Demand's platform automatically identifies six ticket categories: regular, reduced, discounted, subscriptions, free, reserved.
Topic Recommendation	Topic recommendations involve the use of algorithms to suggest relevant topics and interests based on Future Demand's Taste Cluster technology. This feature enhances ad personalization, aligning ad content with users' specific interests, which increases the likelihood of users engaging with the ads and taking desired actions.
Urchin Tracking Module (UTM)	Urchin Tracking Module (UTM) are like special tags or little markers to your links. Parameters where traffic comes from. When someone clicks on the link, those markers tell you exactly which ad, email, or social media post they came from. This helps you figure out what's working well in your marketing and where you might want to make improvements. In simple terms, UTM codes are like digital breadcrumbs that help you follow the path people take to reach your website, so you can better understand what's driving your online traffic. UTM is one of the technologies most affected by ATT and similar initiatives from browser developers such as Google and Firefox. Depending on the setup and geographic market, insights can be severely impacted. In most cases, it is no longer accurate enough for reliable marketing attribution.