Monday mornings are usually a whirlwind of emails, staff check-ins, and caffeine. But there is one habit that separates the most successful organizers from the ones who are just "getting by": The Monday Morning Data Audit.
If you’re like most event organizers, you’re probably checking your sales numbers regularly (maybe even daily!), but you might be missing the critical step of auditing your data. Running an event on a "gut feeling" is a recipe for stress. By spending just 20 minutes every Monday in your Passage admin panel, you can stop guessing and start growing.
Here are the five essential reports you should be running every Monday morning to stay ahead of the curve.
What It is: A snapshot of your ticket sales over the last seven days compared to the week prior.
Why It Matters: This is your event’s heartbeat. Sales velocity tells you if your momentum is building or stalling. If you notice a spike every Tuesday after your weekend social media push, you’ve found your ideal buying window. If sales are flat, it’s a signal that your current messaging might need a refresh, or that it’s time to offer a promotion to incentivize sales.
How to Run It: Use the "Purchased Date" filters in your Tickets Report to isolate the last seven days and compare the "Total Net Sales" to the previous period. You’re essentially running the same report twice, just adjusting the date range.
Pro Tip: If velocity is dipping, Monday is the perfect day to announce a "Flash Sale" or a "Price Increase Warning" to create urgency for the coming week.
What It is: A breakdown of all non-ticket items—like t-shirts, VIP add-ons, and pre-sold concessions—sold through your online portal.
Why It Matters: Passage is an all-in-one platform for a reason: your revenue shouldn't stop at the ticket. This report shows you which "extras" your fans actually want. Are people buying the "Date Night" merch bundle? Are they pre-purchasing drink tokens?
How to Run It: Check your Product Report to see which items are trending.
Pro Tip: If a specific t-shirt design is flying off the virtual shelves, make sure you have extra physical stock ready for your at-the-door mobile box office this weekend.
What It is: A report identifying exactly where your buyers are coming from—whether it’s a Facebook ad, an Instagram story, or a local partner’s website.
Why It Matters: Marketing budgets are precious. You shouldn't spend a dime on an ad platform that isn't driving actual dollars. By tracking your sources, you can see which "influencer" is actually influential and which social platform is just providing "likes" without sales.
How to Run It: First, make sure you’ve set up referral code links using our Referral Link Builder. Then, you simply run a Transactions Report! Track the purchases made using those by typing in the code in the report filters.
Pro Tip: If 60% of your sales are coming from email marketing, consider shifting some of your Friday ad spend into a secondary Monday morning "reminder" email.
What It is: A summary of how many times your active promo codes (like EARLYBIRD20 or VDAY2026) have been used.
Why It Matters: Discount codes are a great tool, but they can eat into your margins if not monitored. On Monday, you should evaluate if your promos are doing their job—driving volume—or if they’ve reached a point of diminishing returns.
How to Run It: The Discounts Report allows you to see the "Total Discounted Amount" versus the "Total Ticket Price" generated, giving you a clear picture of the trade-off.
Pro Tip: If a partner’s custom code hasn’t been used in a week, reach out to them! Give them a fresh graphic or a new talking point to help them promote your event more effectively.
What It is: A comparison of your current sales against your historical attendance rates to predict how many people will actually walk through the door.
Why It Matters: Over-staffing and slow-moving admission lines are the two biggest budget killers at the door. By understanding your redemption rate, you can schedule exactly the right number of scanners and security staff.
How to Run It (2 Steps):
1. Total Sales: Check your Upcoming Events page or your Tickets Report (filtered for your upcoming event) to see your total "Tickets Sold" count.
2. Historical Attendance: Run a Tickets Report for a past similar event and set the Redeemed filter to "Yes." Compare the "Total Redeemed" number to the "Total Sold" for that event.
Example: If you usually see an 85% redemption rate, and you've sold 1,000 tickets for this weekend, you should staff for 850 guests.
Pro Tip: Use the boxes at the top of the Tickets Report to quickly see the total "Redeemed" vs "Sold" numbers at a glance.
The best event organizers aren't just "lucky". They’re informed. By making these five reports a part of your Monday morning routine, you’re not just looking at numbers; you’re looking at a roadmap for your event’s success.
Ready to dive into your data? Log in to your Passage Admin Panel now and pull your first report of the week.
Need some help pulling the right reports? Our team would love to assist! We’re here for you by email, phone, or chat - just drop us a line.
Not using Passage yet? Schedule a no-pressure, 15-minute call with our team to see how our all-in-one reporting can help you sell more tickets and grow your event.