Tessitura services

Tessitura, TNEW and Google Analytics 4 joined up, so you can follow every campaign through to the sale.

What we can do for you

Arts organisations come to us when they want to be confident that Tessitura and their analytics are giving them the full picture. We’ll make sure your website, your purchase pathway and GA4 are talking to each other, and that your tracking respects your visitors’ cookie choices.

We work with TNEW and with custom-built purchase pathways. Chris spoke about ticketing-focused tracking at the Tessitura Learning & Community Conference in 2025.

Analytics and reporting
  • Purchase pathway tracking: We track every step of the checkout, so you can see where people drop out, and send purchases with their revenue to GA4. On TNEW we use Google Tag Manager and its ecommerce data layer rather than the built-in GA4 integration, which gives you more control and works with your cookie consent tool. On a custom pathway we work with your developers on the data layer.
  • The details that matter: Select-your-own-seat interactions, error messages, and subscription, multibuy and membership upsells, so you can see what helps and what gets in the way.
  • Dashboards and reports: Reports and Looker Studio dashboards that give marketing, box office and development quick access to the data they need.
Usability and audience research

Analytics only tells you part of the story. Usability testing, accessibility checks and post-purchase surveys show why people struggle with the ticket buying process, not just where.

You’ll get a full report with recommendations on what can be done to improve your website and purchase pathway.

Training

From getting started with GA4 to building your own dashboards, we train individuals and teams to use Tessitura and GA4 data with confidence. Most training is delivered online, but in-person sessions can often also be arranged.

Common issues we fix

  • Missing or badly implemented cookie consent managers, the number one issue we come across
  • No ecommerce data in GA4, or revenue that doesn’t match Tessitura
  • Payment gateways, queueing systems and voucher websites showing up as traffic sources
  • Your own website showing up as a traffic source
  • Inconsistent campaign tracking, so you can’t tell which campaigns sold tickets
  • Broken links and 404 errors nobody knows about

Our Tessitura clients

Performing arts: Birmingham Hippodrome, Newcastle Theatre Royal, Nottingham Theatre Royal & Royal Concert Hall, Roundhouse, Royal Albert Hall, Royal Shakespeare Company, Shakespeare’s Globe and the Southbank Centre.

Museums, galleries and others: British Museum, National Museums Scotland, National Portrait Gallery, Royal Academy of Arts, where we helped set the KPIs for its move to Tessitura, and We The Curious.

Our use of GA4 as an organisation has been transformed completely.

Rose AitchisonData and Insights Manager, Roundhouse

Who we’ve worked with

  • Royal Albert Hall
  • Shakespeare’s Globe
  • Birmingham Hippodrome
  • British Museum
  • National Portrait Gallery
  • Royal Academy of Arts
  • National Museums Scotland

Articles for Tessitura users

  1. Tessitura and Google Analytics 4: the complete guide
  2. Using website analytics to improve the ticket buying experience
  3. Cookie consent in museums and theatres: 5 things we’ve learned
  4. How arts marketers can fix conversion problems

Let’s talk

Tell us how your Tessitura setup is working, or not, and we’ll tell you what we’d check first.

Get in touch