Run paid ads

Paid ads on Grofomo run one loop: your ticket page reports what happens on it, Meta uses that to find more people like your buyers, and a weekly verdict tells you whether to spend more or stop. Campaign, under Promote, is where all of it lives.

The Campaign feed

Campaign shows everything you have announced or generated, grouped by week, with the event week highlighted. It covers organic posts as well as paid, so you see the shape of the whole promo run rather than a pile of separate lists. Writing and scheduling the organic side is covered in Promote your event on social.

Build a campaign

Launch Campaign opens a wizard that plans five ads, each with a different job:

• The Vibe stops the scroll and makes people feel what the event feels like.
• The Lineup turns fans of your artists into ticket-page visitors.
• The Offer catches the practical buyer: price, tiers, group deals, payment plans.
• Proof and Urgency goes back to people who saw the first two, with testimonials, press and how few tickets are left.
• The Closer goes back to people who reached your ticket page and did not buy.

The first three look for new people; the last two return to people who already reacted. You pick creative for each from posts and artwork you have already made, set a daily budget and a run length, then review.

Two buttons finish the wizard. Save Campaign and Checklist always works, and writes the whole plan out for you to build by hand in Ads Manager. Save and Push to Meta appears once your organisation has connected Meta Ads under Settings, then Social Accounts, and creates the campaign, the ad set and every ad for you.

Everything it creates arrives paused. Nothing spends until you review it in Ads Manager and switch it on, so a mistake in the wizard cannot quietly cost you money overnight.

Your Meta Pixel

The pixel is what makes any of this measurable. Without one Meta is guessing: it cannot tell which ad sold a ticket, and it has nothing to optimise against.

Grofomo runs your pixel on your ticket page only, the one behind your grfm.to link. Not your event website, not your short links, not the Grofomo app.

Where yours comes from

If you connect Meta Ads, we pick up the first pixel on the ad account you selected, and the first time you launch a campaign we install it on your ticket page for you. Most organisers never have to think about it.

Set your own if you run ads through an agency, if you have more than one pixel, or if you want measurement on your ticket page without connecting anything to us. Two places do it, and they are the same setting:

• Campaign, in the Meta Pixel card.
• The event's Edit page, under Tracking on the first step.

It wants the 15 or 16 digit number from Meta Events Manager and nothing else. The pixel has to exist there first: we do not create one for you. Clearing the field switches tracking on your ticket page off completely.

One rule to know: if you have a Meta Ads connection, launching a campaign replaces whatever you set with the ad account's own pixel. That is not us overriding you for the sake of it. Meta can only optimise a campaign against a pixel the ad account owns, so a campaign pointed at an outside pixel would run blind. The review step of the wizard tells you before it happens, and names both numbers.

What it measures

Three things, and deliberately no more:

• Someone opening your ticket page.
• Someone looking at what is on sale.
• Someone completing an order, with the real total.

The timing of that last one is the whole point. A purchase is reported only once the order is genuinely confirmed, never when somebody starts a checkout. Counting checkout starts as sales is a common way to wreck your own numbers: it inflates every return-on-spend figure you look at, and you end up scaling an ad that is not really selling anything.

Cookies and consent

The pixel sets cookies, so UK and EU law says you have to ask first. Your ticket page handles that: it shows a short banner offering Accept and Decline, and nothing loads until somebody accepts. Decline, and no tracking script ever reaches their browser.

Two consequences worth knowing:

• No pixel means no banner. An event with nothing to track does not ask, because asking permission for nothing is how people learn to click Accept without reading. Setting a pixel turns the banner on; clearing it turns the banner off.
• Your reported numbers will be lower than your real ones, because people who decline are not counted. That is correct and expected, and every organiser running ads lawfully in the UK is in the same position.

Visitors can change their mind from Cookie settings at the bottom of the ticket page. What you are responsible for as the controller of your audience data is covered in Data protection.

Is it working

Once a campaign is spending, the Campaign page answers the only question that matters, in cash: can I spend more money? It weighs what your ad account spent over the last seven days against what your tickets actually took, and gives you one of four answers.

• Yes. Profit is positive and holding. Add a little daily budget and keep going until profit stops improving.
• Hold. Still profitable, but slipping against the previous week. Keep the budget where it is and refresh the weakest ad before scaling further.
• No. Spend is outrunning ticket revenue. Do not raise the budget: replace the worst performing ad, or fix the offer itself.
• No spend yet. Nothing has run. Your ads are most likely still paused in Ads Manager.

Revenue comes from your actual paid orders rather than from what Meta reports, so sales from visitors who declined cookies still count on that side of the sum.