Concerts / Concert Media
From analytics setupto a sold-out Basel concert.
For the Die Moldau concert, we set up analytics, launched advertising and tested channel performance. The result: a sold-out venue and data to inform the next event.
tickets sold · sold out
Concert · 5 April 2026- Google Ads ROAS
- 4.34×
- Meta Ads ROAS
- 3.33×
- Google Ads purchase
- CHF 48.96
- Meta Ads purchase
- CHF 67.78
- Average CPA · Google + Meta
- CHF 57.24
Attributed purchase value / advertising spend
Attributed purchase value / advertising spend
Average cost per attributed purchase
Average cost per attributed purchase
Based on combined ad-account totals
The challenge
Set up measurement in Meta and Google, launch advertising and sell out the venue by the concert date. Alongside ticket sales, test channel performance and collect data the organiser could use to plan future events.
From the experience of Maxet’s founder
The work
Set up purchase measurement
Prepared analytics in Meta and Google, from ad clicks to purchase events. This made it possible to assess advertising through purchases, cost per purchase and ROAS.
Launched ticket-sales advertising
Combined Google Ads and Meta Ads to promote the concert. Reached audiences and used retargeting to bring interested visitors back to the ticket purchase journey.
Tested channel performance
Compared purchases, CPA and ROAS. In the final ad-account reports, Google Ads recorded a lower cost per purchase and higher ROAS, while Meta provided another channel for reaching buyers.
Built a reference for future events
Recorded the final channel metrics and reviewed them alongside the organiser’s sales results. Established reference points for future launches: cost per purchase, channel performance and return on advertising spend.
The result
The main goal was achieved: a sold-out venue, with 807 tickets sold. Alongside the concert’s sales result, the organiser received configured analytics and clear performance metrics for Google Ads and Meta Ads.
| Metric | Google Ads | Meta Ads | Combined² |
|---|---|---|---|
| Platform-attributed purchases | 158 | 124 | 282 |
| Cost per purchase · CPA | CHF 48.96 | CHF 67.78 | CHF 57.24 |
| ROAS | 4.34× | 3.33× | 3.82× |
| Clicks¹ | 8,788 | 6,047 | 14,835 |
| Ad impressions | 438,514 | 990,647 | 1,429,161 |
| Reporting period, 2026 | 31 Jan–4 Apr | 20 Feb–5 Apr | 31 Jan–5 Apr |
² Combined ad-account figures: both platforms may attribute the same purchase.
A foundation for the next concert
The project left the organiser with configured analytics and measured CPA and ROAS benchmarks. Future campaigns can be planned using this concert’s results and assessed against them.