When an event is not meeting its goals, start with the stage of the attendee journey that is underperforming. HeySummit reports can help you separate a traffic problem from a registration, sales, attendance, or engagement problem.
Choose the result you want to improve
Registrations: how many people complete registration or checkout.
Revenue: paid ticket, add-on, donation, or subscription sales.
Attendance: who joins live talks, stages, or venues.
Engagement: which content people watch, click, or respond to.
Find the weak stage
Open Reports and compare attendee, sales, audience, content, talk, stage, and external-click data that is relevant to your goal.
Use attendee referral sources and affiliate reporting to see which channels are producing registrations, not only visits.
If visits are healthy but registrations are low, test the public event site and checkout while signed out. Check the event message, registration path, ticket availability, price, restrictions, and payment-provider setup.
If registrations are healthy but paid sales are low, review whether each ticket clearly explains its access, availability, and value. A free ticket is one option, not a requirement; choose a ticket structure that matches the event and audience.
If people register but do not attend, review the schedule, reminder emails, talk access, and delivery setup. Use talk and stage reports to identify where attendance drops.
Change one important part at a time, then compare the same report again. This makes it easier to tell which change helped.
Useful next checks
Use the External Clicks report to see which outbound links attendees use.