Case Study: Denver Center for the Performing Arts achieves event-level ticket funnel insights with Capacity Interactive

Denver Center for the Performing Arts gains event-specific funnel visibility with Capacity

The Denver Center for the Performing Arts (DCPA) needed a better way to understand how audiences were interacting with individual performance events on its website. Its standard Google Analytics 4 (GA4) setup lost event context once users moved to third-party ticketing pages, making it impossible to track the user journey to purchase. Capacity Interactive provided a Website Analytics & Strategy service to address this challenge.

Capacity Interactive implemented a targeted solution using Google Tag Manager and custom code to capture event-specific data and then built an intuitive dashboard. This provided DCPA with event-specific funnel visibility, allowing staff to see the full journey from event page view to ticket purchase and to segment data by campaign, device, and geography. The results were game-changing, empowering staff to optimize marketing campaigns, identify checkout friction points, and make smarter programming decisions with reliable, daily visibility into performance.

Denver Center for the Performing Arts