Reporting & Insights

October 1, 2025 · Last updated on March 14, 2026

Recipe: Running Standard Reports on First-Time Attendees

# reporting

# recipes for success

Makes: A snapshot of your data to analyze your first-time attendees and their booking behavior

With first-time attendees making up 54% of audiences in 2023, it's essential to understand who they are and how they behave.

This recipe shows you how to run standard reports in Spektrix to analyze your first-time audience. You’ll gain insights into what attracts them, how they behave compared to returning audiences, and what might bring them back again.

What you need

Access to Standard Reports in Spektrix

A clear research question (e.g. attendance trends, crossover behavior)

Understanding of Criteria Sets and key Metrics

A tag or segment from the Identify First-Time Attendees recipe (optional)

Time required

Prep: 5 minutes Cook: 2 minutes

What will this help me achieve?

Analyze first-time attendee behavior using built-in reporting

Compare your data to the Tomorrow’s Audience national benchmark

Shape targeted marketing strategies based on audience insights

Concepts we’ll be using

Standard Reports: Pre-built Spektrix reports (look for the blue toolbox icon)

Criteria Sets: Filters used to narrow or define your report outputs

Metrics: Data points like “First Visit” or “Booked Once” that help identify key segments

Identify First-Timer Tag (optional): A tag or Autotag created using the Identify First-Time Attendees recipe

Prep

Decide on the question you want to answer — examples below.

Review your Identify First-Time Attendees tag or use core Spektrix metrics.

Open the Guide to Standard Reports to find the best report for your goal.

Activate

Go to Insights & Mailings > Report Explorer

Select your desired report (e.g. Ticket Sales, Customer Demographics, Post Show Analysis)

Apply filters using Criteria Sets:

Use “First Visit” or “Booked Once”

Or apply your Autotag if you’ve created one

Choose output format: PDF or Excel

Run the report and analyze the results

More to explore

↗️How to Request Help with Reports

Need a custom report or can't find what you're looking for? Here’s how to get expert help.

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