We measure the marketing reach shared in the 'Event Summary' email we send to event creators by total estimated marketing impressions. We define a marketing impression as when an advertisement or any other form of digital media promoting your event displays on a user's screen. Impressions are not action-based and are merely defined by a user potentially seeing the advertisement.
In our case, an estimated marketing impression is defined as the number of times your unique event's "advertisement" that we created was displayed to someone in our audience network regardless if any link was 'clicked' or not. If an individual user sees your same advertisement two different times, that would calculate as two total estimated marketing impressions by our definition. If an individual user shared our advertisement (as a shared Facebook post for example, which is very common), then each of their own 'followers' would be counted as an estimated marketing impression as well since the advertisement would also be seen by them.
Given the nature of our multi-channel event marketing campaigns and syndicated event calendar network (where your event may be shared on several local media event calendars across Indiana) and what data we can and cannot definitively track, we refer to our total marketing impressions as an overall estimate. We are constantly refining our "formula" to measure these estimates and we are always very conservative with each estimate. We will never artificially or knowingly inflate these estimates. While we'd like to think our estimates are very accurate, they are still only estimates.
Below is a definition of our media channels and some accompanying terms to help you understand where and how we're promoting your OnTapTickets event, and how we're measuring your event's total estimated marketing reach:
Social Media - Includes ALL Indiana On Tap social media platforms (Facebook, Instagram, Twitter) where your event was promoted as a unique post. We include a link for ticket buyers to land on or find your unique ticketing page with each social media post. You will receive an email from us within days after you publish any new event with your 'campaign schedule,' which will include the dates of all scheduled social media shares for your event (by unique social media platform).
Email - Includes all email subscribers of the On Tap Tickets and/or Indiana On Tap email lists. You will receive an email from us within days after you publish any new event with your 'campaign schedule,' which will include the dates of all emails where your event will be highlighted and shared. All clicks will take email subscribers directly to your unique event ticketing page where they can learn more about your event and purchase tickets.
OnTapTickets & Indiana On Tap Event Calendars & Featured Event Pages - Includes the online calendar and 'Featured Events' pages on OnTapTickets.com and IndianaOnTap.com, specifically. This audience segment is measured by total number of unique website visitors during the last full month before your actual event date. (So, if these websites generated 50,000 combined unique visitors during that last full month your event was on sale, but your event was on sale and on our website for 3 months leading up to it, we'll only count this audience as 50,000).
Event Calendar Network - Thanks to our massive event calendar marketing partnership, your event will be AUTOMATICALLY published to an average of 10+ of the most popular local and statewide community event calendars within 48 hours after your event is published on OnTapTickets. Event calendars include websites such as Visit Indiana, Fox59, WishTV, CBS4 Indy, and IndyStar's popular "Things to Do" calendar. To see the complete list, please CLICK HERE. This will significantly expand your event's exposure, significantly boost your SEO rankings on major search engines, and ultimately help you sell more tickets. This audience segment is measured by total number of unique website visitors during the last full month before your actual event date. Clicks will take visitors directly to your event ticketing page where they can learn more about your event and purchase tickets.
Offline Audience - Includes the total reach of readership of any print publications where your event is included and shared. In some situations, not all, print publications may advertise and direct readers to OnTapTicketsEvents.com where your event is included and available to be discovered.
Matching Technology - The matching technology we reference in the 'Summary' email is based exclusively around unique email matches. Meaning, if 75 of the ticket buyers from your event (based on their unique email address) match the email address in our database from the email(s) we delivered to these same individuals to promote your event, we count those as matches. If those 75 confirmed email matches purchased a total of 150 tickets (2 tickets each), we calculate the generated ticket revenue as revenue from those 150 total tickets. We currently CAN NOT track how many or which of our social media followers or event calendar visitors purchased a ticket to your event. So, the number of ticket buyers who purchased tickets to your event is likely much higher than we report in your Event Summary email.
In our case, an estimated marketing impression is defined as the number of times your unique event's "advertisement" that we created was displayed to someone in our audience network regardless if any link was 'clicked' or not. If an individual user sees your same advertisement two different times, that would calculate as two total estimated marketing impressions by our definition. If an individual user shared our advertisement (as a shared Facebook post for example, which is very common), then each of their own 'followers' would be counted as an estimated marketing impression as well since the advertisement would also be seen by them.
Given the nature of our multi-channel event marketing campaigns and syndicated event calendar network (where your event may be shared on several local media event calendars across Indiana) and what data we can and cannot definitively track, we refer to our total marketing impressions as an overall estimate. We are constantly refining our "formula" to measure these estimates and we are always very conservative with each estimate. We will never artificially or knowingly inflate these estimates. While we'd like to think our estimates are very accurate, they are still only estimates.
Below is a definition of our media channels and some accompanying terms to help you understand where and how we're promoting your OnTapTickets event, and how we're measuring your event's total estimated marketing reach:
Social Media - Includes ALL Indiana On Tap social media platforms (Facebook, Instagram, Twitter) where your event was promoted as a unique post. We include a link for ticket buyers to land on or find your unique ticketing page with each social media post. You will receive an email from us within days after you publish any new event with your 'campaign schedule,' which will include the dates of all scheduled social media shares for your event (by unique social media platform).
Email - Includes all email subscribers of the On Tap Tickets and/or Indiana On Tap email lists. You will receive an email from us within days after you publish any new event with your 'campaign schedule,' which will include the dates of all emails where your event will be highlighted and shared. All clicks will take email subscribers directly to your unique event ticketing page where they can learn more about your event and purchase tickets.
OnTapTickets & Indiana On Tap Event Calendars & Featured Event Pages - Includes the online calendar and 'Featured Events' pages on OnTapTickets.com and IndianaOnTap.com, specifically. This audience segment is measured by total number of unique website visitors during the last full month before your actual event date. (So, if these websites generated 50,000 combined unique visitors during that last full month your event was on sale, but your event was on sale and on our website for 3 months leading up to it, we'll only count this audience as 50,000).
Event Calendar Network - Thanks to our massive event calendar marketing partnership, your event will be AUTOMATICALLY published to an average of 10+ of the most popular local and statewide community event calendars within 48 hours after your event is published on OnTapTickets. Event calendars include websites such as Visit Indiana, Fox59, WishTV, CBS4 Indy, and IndyStar's popular "Things to Do" calendar. To see the complete list, please CLICK HERE. This will significantly expand your event's exposure, significantly boost your SEO rankings on major search engines, and ultimately help you sell more tickets. This audience segment is measured by total number of unique website visitors during the last full month before your actual event date. Clicks will take visitors directly to your event ticketing page where they can learn more about your event and purchase tickets.
Offline Audience - Includes the total reach of readership of any print publications where your event is included and shared. In some situations, not all, print publications may advertise and direct readers to OnTapTicketsEvents.com where your event is included and available to be discovered.
Matching Technology - The matching technology we reference in the 'Summary' email is based exclusively around unique email matches. Meaning, if 75 of the ticket buyers from your event (based on their unique email address) match the email address in our database from the email(s) we delivered to these same individuals to promote your event, we count those as matches. If those 75 confirmed email matches purchased a total of 150 tickets (2 tickets each), we calculate the generated ticket revenue as revenue from those 150 total tickets. We currently CAN NOT track how many or which of our social media followers or event calendar visitors purchased a ticket to your event. So, the number of ticket buyers who purchased tickets to your event is likely much higher than we report in your Event Summary email.