Tracking & analytics

How the funnel works

Every event on SHWDWN has a built-in conversion funnel that tracks fans from discovery through to purchase. The funnel has four stages:

1. Event page view — a fan lands on your event page. We track where they came from: a fighter link, a social media post, an ad, or a direct visit.
2. Ticket selected — the fan picks a ticket type and taps buy. This tells you which tiers attract the most interest.
3. Checkout started — the fan enters the checkout flow. If they drop off here, you know there's friction at the payment step.
4. Purchase completed — the fan pays and gets their ticket. This is your conversion.

You can see the drop-off between each stage, which tells you where fans are losing interest and where to focus your efforts.

Example funnel

Say you're running a boxing show and you share the event link on Instagram, give each fighter their attribution link, and run a Meta ad campaign. Here's what the funnel might look like:

In this example, 18% of everyone who saw the event page ended up buying a ticket. The biggest drop-off is between page view and ticket selection — meaning most visitors browse but don't commit. That tells you to focus on making the event page more compelling (better poster, stronger fight card, clearer pricing).

How links and attribution work

Every event has multiple types of links, and each one tells you something different about where your sales come from:

• Event page link — shwdwn.co/event/[id]. This is your main link. Share it on social media, in messages, or on your website. Visits from this link show up as direct traffic.
• Fighter attribution links — each fighter on your card gets a unique link like shwdwn.co/event/[id]?ref=[fighter]. When a fan buys through this link, the sale is attributed to that fighter. You can see exactly how many tickets each fighter sold and use it for fighter payouts.
• Ad campaign links — when you run ads, use your event page link with UTM parameters or let your ad pixel handle attribution. SHWDWN tracks the referral source automatically so you can see which platform drove the most sales.
• Deep links — links that open directly in the SHWDWN app if the fan has it installed. These are generated automatically when sharing from the app and provide a smoother checkout experience on mobile.

Ad pixel tracking

If you run paid ads on Meta (Facebook/Instagram), TikTok, or Snapchat, you can connect your ad pixels to SHWDWN. When a fan clicks your ad and buys a ticket, the conversion is reported back to the ad platform so you can measure your return on ad spend.

Supported pixels

• Meta Pixel — tracks conversions from Facebook and Instagram ads
• TikTok Pixel — tracks conversions from TikTok ads
• Snapchat Pixel — tracks conversions from Snapchat ads

Adding a pixel to your event

What gets tracked automatically

Even without ad pixels, SHWDWN tracks the following for every event:

• Page views — how many people saw your event page
• Ticket selection rate — how many viewers picked a ticket
• Checkout completion rate — how many people who started checkout actually paid
• Traffic source — whether fans came from a fighter link, direct URL, social media, or ad
• Fighter attribution — which fighters are driving the most ticket sales

Using the data

• Low page views? Share more. Get fighters to post their links. Run ads.
• High views but low ticket selection? Your pricing might be off, or the event details aren't compelling enough. Try updating your poster or adding more fighters to the card.
• Drop-off at checkout? Fans are interested but something is stopping them. Try a discount code to push them over the line.
• One fighter outselling the rest? That fighter is bringing in fans — consider featuring them more prominently or giving them a bigger incentive.