The Success Of Your Event Depends On Its People: How To Understand Your Audience With Google Analytics

Google analytics audience

Is my website engaging the right people? Who is registering for my upcoming events?

If you have questions like these, Google Analytics (GA) is your answer. GA helps you see what you cannot see: Your audience.  

GA packs a load of useful information, providing users with Real-Time, Audience, Acquisition, Behaviour and Conversions reports. 

This article will only focus on breaking down the Audience report to help you better understand its components.


The Overview section shows in general, the people who are visiting your event website. It provides information on the total number of users, new and returning users, sessions, session duration, page views, bounce rate and more. The explanation of each component can be seen by hovering your cursor over the component.

bounce rate
The explanation of each component can be seen by hovering your cursor over the component.

However, do note that the numbers reflected are not in real-time. The default date range is set to a week but you can adjust the time period you wish to observe by clicking on the calendar drop-down in the top right corner. You can also compare data between two time periods by checking the “Compare to” box and choosing another time period.

drop-down calendar
Changing the observable time period

Active Users

The Active Users report shows you the number of unique users who visited your event website in the following time periods: 1 day, 7 days, 14 days, and 28 days

If you have more 1-day users than longer-term ones, it highlights a potential problem with retention. People are not returning to your event website, and you need to figure out why. 

Fortunately, these numbers do not always spell bad news as there could be various factors as to why they are not returning. They could have already purchased tickets for your events or they have obtained the information they needed off your website. To have a clearer picture, if your goal is for users to complete a registration, you can check in the Conversions report whether your conversions have increased.


To generate data for a specific group of people for this page, you first need to define an audience within GA (e.g. People who visit the event registration page and return to purchase within 7 days)

The Audiences report will display data starting from the day you define the audience – you are not able to view data from the past.

User Attributes

1. Demographics: Divides your audience according to their age groups and gender.

2. Interests: 

  • Affinity Categories: Users who have a general interest, for example, “Event-goers”.
  • In-Market Segments: Users who have the intention to register for your event.
  • Other Categories: This category provides the most detailed view of your users’ interests. For example, if Affinity Categories include event-goers, Other Categories would include seminars/conferences/workshops.

3. Geo: Tells you the location and language of your event website visitors.

4. Behaviour: Allows you to analyse how your audience act on your website. You can see the frequency of visits, duration of each visit and how many pages they visit whilst there.

5. Technology: Reveals which browsers, operating systems and network providers your audience is using to access your site.

6. Mobile: Shows you what device your users are using to access your site or to purchase your event tickets. If you have a large drop in the number of users on your mobile compared to the desktop site, it could signal that your website is not mobile-friendly and it is time for you to optimise user experience on the mobile site. 

“How Can I Apply The Information Gathered From GA to My Events?”

Through GA, you can:

  • Find out if you are reaching the right audience, which will help you decide to whom you should direct the bulk of your future event marketing efforts.
  • Paint out the characteristics of your audience and get a rough picture of the type of people attending your event. This allows you to customise an event that would suit the audience, giving your event an edge over your competitors. For example, if your attendees are people who have an interest for new technology, you are sure to win their hearts with an onsite badge printing service, during the event check-in process.
  • Observe which audience segments (other than your original target segment) received more responses than expected. You can consider expanding your events into these potential markets.

There are a lot of opportunities that you can discover by listening closely to what your customers are saying.”

Joei Chan, Global Head of Content from Linkfluence

If you wish to understand your audience and don’t know where to begin, you can start with our end-to-end event registration management software, which safely houses all the data you need for Google Analytics.

Which Conference Lanyard Clip Should I Get? Here’s a Guide Based on Our Research:

Different types of lanyard clips and hooks

In event planning, every small detail can be a win or a loss.

Bulldog clip? Lobster clip? Swivel clip? No more confusion and waste of time browsing useless articles, event planners! We ran the necessary tests on the 5 most common types of lanyard clips and rated them based on 4 factors; Functionality, Tear-ability, Cost, and Speed.

Before we dive in, we would like to clarify that a lanyard clip, also known as lanyard hook or attachment, is the connecting part between a lanyard and a name badge/plastic kangaroo pouch. With the right type of clip, you can improve your check-in efficiency and your attendee’s experience during the event.

Lobster Clip

Lobster clip
Lobster clip with badge

The lobster clip is a common sight at conferences – many organisers choose it because it is usually the default lanyard clip and has proven to be reliable. We wanted to put the status quo to the test, and found that it did not prove to be the best choice based on the 4 points of comparison.

  • Simple and versatile; able to hold almost every material
  • Seemingly easy to fasten onto the badge, but can take slightly more time due to the difficulty of using the opening handle
  • Its shape is slightly narrow hence it would not be advisable to hold overly heavy materials. This shape also increases the chances of strain on the badge when pulled – increasing the risk of tear
  • It is cost-effective

Standard/oval Clip

oval clip
oval clip with badge

The oval clip is also a common sight at major conferences. It is gaining popularity among organisers due to its ease of attachment to the badges – needing to only push down to open the clip.

  • Increasing in popularity
  • Easy to attach, but speed may be affected slightly due to its smaller entry-way
  • Can hold most materials, restricted only by the size of the badge hole
  • Its shape allows for durability and strength
  • Relatively cost-effective, slightly costlier than other materials

Bulldog/alligator Clip

bulldog / alligator clip
bulldog / alligator clip with badge

Contrary to its given names, the bulldog/alligator does not bite! It is an extremely safe and fuss-free option for all users.

  • Easiest and fastest to clip onto badge
  • Can hold most materials, except for ones with small holes
  • Badge is more susceptible to tear due to the large surface area of grip
  • Cost-effective for conferences

Plastic No-twist Clip

Plastic no twist clip
Plastic no twist clip with badge

It received its name because it won’t twist your lanyard around, so your badge will always display at the front. It has two versions: 1. Narrow, which works for holes and small gaps, and 2. Wide, which works for normal gaps and notches (Shown above is the wide version).

  • Structure of the clip allows for excellent grip on the badge
  • Despite its appearance, it is simple and easy to attach onto the badge
  • Able to hold varying badge materials with ease
  • Measures up with the rest in terms of cost effectiveness

Swivel Clip

Swivel clip
swivel clip with badge

The swivel clip, as its name suggests, allows the badge to rotate. In most cases, they are used as double clips on conference badges – clipping onto the two top corners of the badge.

  • Light-weight option for conference badges
  • Easy opening and fastening
  • Can hold most materials, except for heavy materials (you can choose Double Swivel Hook for heavier materials)
  • Cost-effectiveness is comparable to the other clips discussed

Here’s a quick table summary of our findings after running some tests on the 4 factors – functionality; tear-ability; cost; and speed. We have scored the clips with 1 being the lowest score and 5, the highest.

FunctionalityTear-ability Cost Speed Overall ScoreRanking
Lobster Clip4351133
Oval Clip5443161
Bull Dog Clip2155133
Plastic No-Twist Clip3254142
Swivel Clip1552133

The oval clip is our clear winner! However, do note that this is just a useful tip for those who do not know where to begin. Ultimately, you should consider your attendees’ preferences when making a decision on which clip to use. Regardless of your final choice, we hope that we have made your decision-making process easier with our findings!

If you have an upcoming event or want to find out more about how we can help your team, please contact us for a free consultation and live demo –

The Dawn of the Future: Appraising Facial Recognition as an Event Technology

Facial recognition is a biometric technology that mathematically stores an individual’s facial features. This allows the technology to identify a person in live video or digital images without any other information. With this, your facial features become your digital fingerprint. 

Our clients never fail to ask us this question: “How do you ensure that our data is privately secured?” Being event organisers, they not only value the efficiency and convenience of technology, but also realise the threats it poses to the privacy and freedom of its users.

Our company currently uses the QR code check-in system which enables automated and instant self check-in. In the meantime, we are also actively hunting for a diverse range of check-in methods, including facial recognition.

The use of facial recognition has been gaining momentum in the last few years. Some common examples include tagging a friend on Facebook, unlocking your phone with Face ID and airport customs inspections. The biggest advantage of Face ID would be the speed of the check-in process. However, at the heart of the debate, some concerns regarding the consensus among users and algorithmic biases are raised.

Facial data as sensitive data, whose responsibility is it?

EU’s data protection regulation has defined sensitive data to be “Data about an individual’s race and ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, health information as well as genetic and biometric data”. Thus, facial data of all people is sensitive data, which calls for an even higher level of protection. This requires all companies to be aware of their responsibilities when producing, disseminating and applying users’ data, and to pay attention to the following aspects: How can they obtain users’ consent in a transparent way? Is the facial recognition software inevitably accompanied by the issue of algorithmic bias?


Usually, event companies will ask the users to upload their headshot in order to later identify them at the check-in point. Once they upload their headshots, it is considered that they have yielded their consent. However, the decision power of consenting is not on them all the time. Some events provide guests with the option to check-in using other methods, such as QR code or manual registration, and attendees can choose to upload their headshots or not. However, for some events, face identification is the only check-in method, which makes it mandatory for any guest to consent to sending out their biometric info. In such a case, it cannot be said for sure that consent was given out of the individual’s free will for the use of their personal data.

algorithmic Biases

“We have entered the age of automation. Over confident, yet under prepared.” – Joy Buolamwini

Part of her research examines how accurate facial recognition software are when examining people with different skin colour and gender. Microsoft has the highest accuracy of 94%. However, all softwares have algorithmic bias that better recognises certain types. For example, lighter males on average have a much better accuracy than that of darker females.

While the biggest advantage of facial recognition in event check-in is its efficiency, some delegates may be stopped at the entrance because the software fails to recognise females and people of colour. This “future technology” then not only loses its advancement but also its credibility of fairness.

Going from here

The future of technology is mostly in our hands. We need to decide for ourselves how we should incorporate it into our daily lives. The event industry primarily works with people, so it should not be a test lab for any technology that is not ready. However, we are confident that AI researchers and developers are doing their best to make the algorithm just and transparent, so we can expect a better future with the facial recognition technology.

Till then, the most efficient and secure method of checking-in would be through QR-code scanning. At EventNook, we make event registration easy with our fast and seamless QR code check-in.

If you like what you read, follow us on FacebookInstagram and LinkedIn to get the latest updates.

ISCA Conferences: Innovating Registration with QR Code Badge Printing

EventNook has a longstanding partnership with ISCA (Institute Of Singapore Chartered Accountants). For the second and third time this year, we are honored to be part of their PAIB and FFCC Conference (Professional Accountants in Business and Financial Forensic and Cybersecurity). This year’s conferences were held at the Marina Bay Sands Expo and Convention Center, hosting over 500 guests.

ISCA is the national accountancy body of Singapore. To build values for its member and create a globally recognised professional accountancy body, ISCA holds activities, conferences and many other events. PAIB (Professional Accountants In Business Conference) is the largest accounting and finance conference attended by relevant professionals in Singapore. FFCC aims to provide insights to the impact of digitalisation on financial crime investigations, fraud detection and prevention, and cybersecurity issues for businesses. 

The Challenge

The scheduled registration period is on average 500 attendees/1 hour. With 6 counters, every attendee must check-in under 20 seconds to avoid the formation of queues. In addition, the registration is unpredictable because of many reasons: walk-in registration, distribution of goodie bags, and many changes to registration information (eg. changing name or company name). If you are keen to know more about our solution to simplify this complicated process, we are more than happy to tell you.

From complexity to simplicity

“It’s always a hassle. Anything can go wrong, from checking in to food catering.”

To deal with all the complexity, we have communicated the requirements of the organisers multiple times beforehand and customised the on-site package with them.

Eventually, we decided to set up 6 counters using 6 iPads and 4 printers to complete 500-person registration within an hour. Normally, 4 counters with 3 printers can complete this task, however, to accommodate last minute replacements or walk-in registrations, 2 counters were added and dedicated to handle this possible situation that ISCA faces at their conferences. One day prior to the event day, the EventNook support team went to the venue to simulate the process and to confirm any last minute updates that the client may have (badge template layout or placement of counters). On the actual event day, we observe the flow and redistribute resources according to the crowd: eg. connecting two iPads to the busiest counters, and preparing extra iPad and Bluetooth keyboard for walk-in registration.

Also.. some Ad-hoc actions

  • On-site supporting and troubleshooting
  • Separating the lines and distributing resources according to the crowd
  • Ensuring the stability of equipment by enforcing the set up of hardware
  • Training all staff who will interact with the mobile app and printing process

Both the PAIB and FFCC went smoothly, and we would like to congratulate the ISCA events team on the execution of yet another run of successful events. We look forward to the next conference with ISCA in the last quarter of this year and for many years ahead!

Winning in Disruption: Deloitte’s VIP Registration Experience

To ensure the VIP experience for every premium guest, we need to perfect everything by preparing early and comprehensively.

Deloitte is a multinational professional services network. As one of the “Big Four” accounting organisations, it is the largest professional services network in the world by revenue and number of professionals. Deloitte Singapore is affiliated to Deloitte Southeast Asia Ltd, a member of Deloitte Asia Pacific Limited and of the Deloitte Network.

A part of Deloitte CFO program, Asia Pacific CFO Vision 2019 Singapore, is a one-day exclusive conference for more than 100 of the world’s leading CFOs. The conference provides the opportunity to hear from top leaders and peers on how to address the increasing complexities and disruptions in business—and the world. For this year’s conference, EventNook was engaged to provide a VIP registration experience for the guests. To truly embrace Deloitte’s statement of “good isn’t good enough”, everything was prepared with precision and the highest standard, from badge designing to check-in support.

Here is a video of the smart check-in registration:

Self Check-In using QR Code with On Demand Badge Printing

Checking in can be a frustrating process, but we don’t want the first thing that the CFOs experience in this conference of easing disruption to be, a disruption. In order to deliver seamless registration on the event day, we need to make sure everything to be perfect beforehand, including badge design, badge material, printer, ink, onsite support, and so on. To do so, we create and stick with a comprehensive action timeline during preparation. As an intermediate service provider, we work closely with multiple entities: venues, badge suppliers, event organisers, and/or event management agencies, and so on, to ensure that the road to the event day goes smoothly.

Action timeline

  • One week before the event, we finalised the badge art-work with the designer of the badge before sending it out for mass printing. Specially for Deloitte’s event, we chose a thick, laminated art card for its aesthetic value and tear-proof feature.
  • Three days before the event, we have received the badges from the supplier and can begin working with the organiser to create and test the badge template (fields to be printed, font, spacing, bold/normal/inclined/underlined, position are subject to changes at this stage).
  • Two days before the event, we tested every device(printer, IOS device, laptop) ensuring that they are charged and well-functioning.
  • One day before the event, our onsite support specialists went down to the venue and did a full set-up to demonstrate the registration process and provided the product training to event agents and Deloitte team. At this stage, some minor changes regarding the badge template can be made. This event brought something new for the EventNook team – the customised kiosk(image below) the Deloitte team had custom made for the event. We prepared for the real event day by incorporating our devices with the kiosk before the event to ensure a smooth set-up and functionality for the event day.
  • On the event day, our onsite support specialists were at the registration site to monitor the check-in flow and on-the-spot troubleshooting.
The customized kiosk

The VIP registration process went as planned, checking in 250 guests within 30 minutes. Staff with Deloitte assisted the guests with their check-in and badge printing, with the queues for each counter at less than 3 guests at any point of time. At the end of the day, feedback like “You really pulled it off. I don’t need to worry at all” was received and we at EventNook are appreciative of this opportunity. We look forward to supporting yet another Deloitte event in the future!

The Large Scale YOLO RUN Race Pack Collection using a QR code verification: fast, easy and efficient with EventNook

Participants of an exciting event may be tired of waiting for hours in a long queue only to do some verification process. However, a large-scale event, YOLO RUN in Singapore with more than 9,000 participants adopted a new way to manage race pack collection. The participants can simply bring QR Code e-ticket from their mobile phone. In less than a second, QR Code is scanned for the verification process and a race pack is ready to be collected!

With an EventNook mobile QR Scan, YOLO RUN organizer carried out the verification process easily and quickly and it has significantly reduced the waiting time for YOLO run participants. Even in a peak hour of collection, there is almost no queue.

Look at the following video to see just how quick and smooth the race pack collection process of YOLO run event with the adoption of EventNook mobile onsite check-in app.

Here are some comments and feedbacks from the YOLO RUN participants.

The race pack collection is very well done!” – a young girl
“Very easy, very friendly!” – a mid-aged man
And an experienced marathon runner told,
“the good thing is that we don’t really need to queue.”

We wish the YOLO run will be completely successful on this upcoming Saturday, 22th Oct 2016.



Service EventNook Provided
EventNook provided event management solutions with our online and mobile-based event technology to manage attendee pre-registration, payment collection, and on-site check-in verification. Our system allows for real-time attendance tracking as well as the synchronisation of attendance information between devices. Services include:
• Online Event Registration and Online Payment
• EventNook Onsite Guest Check-in System with QR code ticketing
• Onsite technical support
• Pre-event training & setup
• iPad & Onsite Wifi Equipment Rental and Deployment

About EventNook
EventNook is a leading event technology company in Asia which offers event management platform for end to end registration and ticketing management. We have helped events from Singapore, United States, UK, Malaysia, Hong Kong, New Zealand and Myanmar and assisted major conferences, corporate events, festival events, etc. by providing comprehensive end-to-end event registration and check-in management solutions that integrate online registration and onsite check-ins.

EventNook Interview Series – Guus Goorts

Behind The Scenes Of Event Planning and Brand Building

At EventNook, we witness from the start and to the finish of numerous events and the evolution of many brands. From business conferences to musical festivals, what is constant for these various events is the never ending hard work involved in its planning, much like the marketing efforts of different brands. How do you plan a successful event? What is it like to build a brand name for a company? We reached out to some of these professionals to share their stories.

Guus Goorts – Founder of & Co-Founder Crystal Marketing


Guus Goorts is the founder of and co-founder of Crystal Marketing. Both of the companies succeeded in the face of the fast-changing world by having strong vision and leadership. is a directory of language courses in Singapore that helps to find language courses that best fits for you. The company strongly believes that “The world will be a better place if we can appreciate other people and their cultures” and by proving directories it makes easier to connect people to each other. 

The Google partner, Crystal Marketing is a firm that focuses on the key marketing areas of businesses such as connecting supply and demand by using Google Search, Digital Marketing, Design & Advertisement, Media Planning and helps companies to become an A player in their respective industries .

What was the main purpose to start Yago and Crystal Marketing?

I found that while some language schools had websites, it was very hard to get a feeling of what was happening inside the school. By bringing all schools’ course offerings into the same place for search and allow students to review on, people who wanted to learn a language could get a much better idea of what was available before deciding where to learn a new language.

So, now I had a directory site. But it would be if the little value if people couldn’t find it. So I learned everything I could about search engine optimisation (SEO), literally starting with the book “SEO for dummies”, and applied it to the site. It soon ranked #1 for searches relating to learning Mandarin, English, Korean, French and a number of other languages.

As it did, language schools started to approach me, for being listed on the website, but also for advice on how to market their courses in a broader sense.

I realised that I really enjoyed helping business owners achieve their goals, so I started offering consulting on the side, first to Yago clients, and later more broadly to others as well.

What challenges did you face while starting it and how did you overcome it?

There were many challenges along the way, but most of them center along how to find clients and be profitable. For a long time, Yago had revenue, but it was barely enough to get by. Why? Looking back, just building a directory of language schools within Singapore was casting the net too small. There is a positive cashflow, but there are only that many people signing up for a language course in a year. Correspondingly, my total potential client base only had a certain combined advertising budget; and they also wouldn’t spend 100% with Yago.

The problem naturally solved itself as people started to approach me for SEO, AdWords campaigns and other digital marketing services. I realised that the skills I had learned to market Yago were applicable much more widely.

What are the most important qualities you look for in your team members and the people? How do you describe the best and the worst relationship with team members?

Different team members have different roles and so it is good if each has different skills. E.g., you can have someone who is good with design and perhaps not a great writer, another team member who is very creative, and someone else who is very good with numbers and process. Each have a role to play and if each handles the tasks they are best at, the team delivers great results.

But regardless, I look for people who have a hunger to learn, and who can be very open and transparent. I really don’t need to be the smartest person on the team, challenge me if you think you can do it better. But I also don’t hire for intelligence or skill level alone. If team members are hungry to learn and open, they can pick up any skills they are still missing.

My worst experience has been a staff member who suddenly disappeared after intensively working with her and training her for a month. She was obviously very talented, wrote great copy and learned fast. But one day to the next, she just turned completely uncontactable.

I don’t know what happened, whether we asked too much of her or didn’t challenge her enough. We might have been able to work something out had she spoken up.

Is it better to be perfect and late, or good and on time? If you have to choose one, which one will choose and why?

Good and on time. I don’t believe anything can ever be perfect, as the world is changing and we are always learning. But “good” can become “better”. It tends to become “better” from experience. And we can only gain experience from delivering something.

Clients count on us sticking to deadlines so that they can deliver what they promised to their clients or superiors. So deliver something “good”, but never stop looking for ways to make it even “better”. Don’t let the illusion of “perfect” hold you back.

What was one memorable lesson you’ve learnt through personal experience during the course of your career? What happened?

When I was a training specialist, I once greatly upset a client by sending an e-mail where I addressed them by the name of another company. I had used an old e-mail as a template and forgotten to update the company name.

My director was furious.

My manager said something to the effect of “shit happens, how are you going to prevent this from happening again?”. With her encouragement, I came up with a step-by-step process for organising group trainings that helped streamline the process and make this kind of error much less likely in the future.

The immediate lesson I learned, as an employee doing the work, was to have a structure for everything and never rush into doing things. Rushing makes you make mistakes which you then need to spend time on to fix.

Now that I have staff myself, how my manager acted at the time is a great inspiration. Don’t heap blame if something goes wrong, but make maximum use of the opportunity for learning.

If you are given time to do anything you want without work obligations, what will you do? How do you spend it?  Where will you go?

I’d like to experience Tristan da Cunha. It’s the world’s most remote inhabited island with 266 inhabitants, at 2,400 km from South Africa and 3,360 km from South America. Ships pass it only 8-9 times a year. At some point in my life, I’d love to spend a month there to experience what life is like without all the distractions.

What is your favourite quote and explain it in depth why?

“if you want to go quickly, go alone. If you want to go far, go together”.

It’s very applicable to my situation right now. For years, I’ve been virtually a solopreneur; I would occasionally get help, but basically try to handle everything myself as much as possible.

But Crystal Marketing is a partnership between 3 partners. I contribute the digital marketing and copywriting experience, Cheok is a designer, and great at building trusted relationships with clients and business strategy; Alex is driven, hungry, challenges us and gets things done fast.

When I was still doing things alone, I just had to make the decision and stick to it. Can’t be any faster. Now, in this partnership, there are others to be convinced. Often, deciding may take a couple of days longer, but it will result in a better decision, and we have the execution power and commitment of three people behind it.

What is one advice you wish you had received when you first started out your career and what advice would you like to give for young entrepreneurs?

I have received lots of advice during my career, good and bad. Sometimes, I wasn’t ready to listen to the good advice, and I realised years later, that it was actually good advice. It’s very hard to separate the good from the bad if you’re still learning.

So, building on that, I would advise young entrepreneurs to find a few people that they trust who are willing to give them feedback and advice. The litmus test is “if this person tells you to do something, are you prepared to follow their advice?”. Find advisors / coaches / friends around them whose achievements you respect and if they advise you to do something scary, you are compelled to try it just because of your trust and respect for them.

What are the changes you’d like to make to the industry through Yago and Crystal Marketing?

Too many agencies are “brief takers” – if the client says they want to run banner ads, they’ll provide a quote for exactly that.

The problem is that what the client request, may not be what is needed. Or it may only be part of what is needed to meet the objectives. For example, if the landing page (where people end up after clicking the ad) is confusing, the marketing campaign may fail because of that.

So, we will always take a step back and see whether what the client requests is truly what is needed to achieve success. Instead of a “brief taker”, we like to see ourselves as a “doctor”. Our clients know their businesses well; we have a lot of experience with different marketing approaches and platforms; together we work out what is the best fit.

About EventNook:

Event Management Software company, EventNook is an online event registration & ticketing platform where organisers can set up and customise their very own event page. Through it, organisers can collect attendees’ information and their payment using a real-time dashboard. Features such as Automated Email Confirmation and QR Code Check-In make the job of event organisers much easier and more efficient. Recently, EventNook launched an Event Venues Directory which provides information on more than 5,000 venues in Singapore, Thailand, Malaysia, Myanmar and Hong Kong, making one of the best places on the web to look for venues in South East Asia.


Contact us:
Phone: +65 6681-6571