The ticketing industry has, over the last decade, become largely reliant on digital marketing as its primary sales engine. However, a growing misconception has emerged in recent years: that ad platforms had a "glory period" of unmatched effectiveness, which has since faded, leaving them less relevant today. This couldn’t be further from the truth. In fact, ad platforms are now more powerful than ever, thanks to significant advancements in AI and machine learning. The key to unlocking this potential lies in feeding them accurate, high-quality data.

Significant disruptions, such as iOS updates and evolving privacy regulations, have exposed the limitations of traditional third-party tracking methods, which are still widely used in the ticketing industry. These outdated systems struggle to deliver the accuracy needed for optimal ad platform performance, undermining marketers’ ability to make confident, data-driven decisions.

This is where Seeka, with its first-party tracking capabilities, is reshaping the industry for both large festivals and smaller events alike.

Good Things Festival in 2023 marked a significant milestone, shifting from legacy third-party tracking to Seeka’s first-party tracking. Fully integrated across the ticketing outlet, official festival website, and pre-registration platform, Seeka tracked user activity seamlessly across domains and devices. This provided the festival’s marketing team with precise, actionable insights while equipping ad platforms with the high-quality data needed to perform at their best.

The impact was remarkable: a 226% increase in ROAS, a 118% boost in conversion rates, and a 60.41% reduction in CPA. These results enabled more efficient and effective campaigns, contributing to a successful marketing effort. The festival ultimately sold out three weeks before the event, showcasing how accurate data can support strong outcomes for large-scale events.

Rolling Sets Festival: Growing Capacity, Growing Results

Rolling Sets became the second festival to trial Seeka, achieving remarkable outcomes in 2023. The festival sold out yet another event while experiencing a +183% increase in ROAS. By 2024, Rolling Sets expanded its capacity and still saw another sellout, showcasing Seeka’s effectiveness even as event scales grew.

Good Day Sunshine: Double Sellouts in Western Australia

West Australia’s beloved down-south festival, Good Day Sunshine, completed its third event with Seeka in 2024. By partnering with Seeka, the festival sold out two events in one year and achieved a +203% increase in ROAS. These results firmly positioned Seeka as an indispensable tool for regional festivals.

Dangerous Goods Entertainment: XXL Event Delivers Exceptional Growth

Dangerous Goods Entertainment's XXL event experienced significant performance improvements after shifting to Seeka. ROAS increased by +373.49%, and the conversion rate increased by +315.69%, demonstrating the impact of first-party tracking in driving ticket sales and maximising marketing efficiency.

The Whitlams ‘Love This City’ Tour: A Touring Triumph

The iconic band The Whitlams leveraged Seeka for their ‘Love This City’ Tour, running a mix of shows tracked with Seeka and others relying on legacy tracking. The results spoke for themselves—shows using Seeka outperformed the rest by an average of +319%, demonstrating the power of first-party tracking in optimising tour performance.

Whether it’s a massive festival like Good Things and Knotfest or smaller regional events, Seeka proves time and again that accurate data is the key to unlocking ad platform performance and driving measurable success for event marketers.