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The headline 01 / 08
Meta ad spend vs ticket revenue · one month
£5,449
Spent on ads
£5,287
Ticket revenue
£34.71
Ad cost per ticket
£33.68
Avg. ticket price
Where it breaks 02 / 08
The funnel, one month

Everyone arrives. Almost no one buys.

6,072
Land on the /shows page
↓ 85% never open a single show
936
Open a show  15%
118
Reach a ticket form  2%
18
Complete an order  0.3%

The leak is the very first step: the /shows page.

The analytics 03 / 08
5 red flags in Wix

The data was telling us.

90%
Bounce rate on /shows (homepage is 70%)
15%
Only 15% click into a show. 85% don't.
83%
Of visitors are on mobile, the hardest view to scan
0.3%
18 orders from 6,072 visitors
8×
/shows gets 8× the homepage. It's the front door, and it leaks.
Not a bad audience 04 / 08
The traffic is real

100% UK. The right cities.

Manchester
407
Birmingham
255
London
178
Bristol
149
Liverpool
144
Leeds
123
Brighton
101
Newcastle
89

So the problem isn't who we're reaching. It's what happens after the click.

The root cause 05 / 08
Why the money leaked

Our tracking pixel was down.

Cause
Pixel mismatched
Meta couldn't see who actually bought a ticket.
Effect
It optimised for cheap clicks, not buyers
So it bought the cheapest taps, not ticket-buyers. £1.02 a visitor.
Result
£5,449 spent half-blind
No view of which cities or ads actually sell.
Fix this first. It changes everything downstream.
Fix 1 — the page 06 / 08
Make mobile scannable

Same info. Built to skim.

Before
THE OLD REP · BIRMINGHAM
Vox Lumiere Metropolis
Tue 08 Sept
More info ▾
Buy Tickets
HARLOW PLAYHOUSE · HARLOW
Vox Lumiere Metropolis
Wed 09 Sept
After
TUE08SEP
Birmingham
The Old Rep
7:30pm · from £28
Book
WED09SEP
Harlow
Harlow Playhouse
7:30pm · from £28
Book
THU10SEP
Epsom
Epsom Playhouse
7:30pm · from £28
Book
SAT12SEP
Hove
The Old Market
7:30pm · from £28
Book
Drop the repeated poster Lead with the city Details on the card Tap straight to tickets
Fix 2 — the ads 07 / 08
The new plan

City by city. Straight to the ticket page.

1
Fix the pixel first
So Meta optimises for buyers, and we can finally see which cities and ads sell.
2
One campaign per city
Aimed at the local audience for that specific date.
3
Link straight to that city's ticket page
No 20-city hub in the way. Send people to a decision, not a menu.
Next steps 08 / 08
The plan & what good looks like

Four moves.

1
Fix the pixel
Restore purchase tracking in Meta.
2
Rebuild /shows
Mobile-first, city-led, scannable.
3
City-by-city ads
Direct to each ticket page.
4
Measure what matters
Cost per ticket, not per click.
Under £34
Cost to sell a ticket
Above 1.0
ROAS (make more than we spend)
Then scale
Put more behind what works