Reporting & Insights
October 1, 2025 · Last updated on August 28, 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
Need a custom report or can't find what you're looking for? Here’s how to get expert help.
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