Sutton Barcelona: from ad impression to purchase in a single funnel

A funnel for each ticket type

• 1 measured journey from ad impression to purchase.
• 4 segmented types: general, VIP, guest lists and special events.
• Daily optimisation of creative, audiences and budgets.

The challenge

Sutton runs recurring programming and an offer that changes every night. Sales were spread across different channels and per-event actions, which made it hard to read the journey from advertising to purchase as a whole.

The challenge was to coordinate campaigns, audiences and ticket types at the speed an inventory tied to a specific date demands.

ALLÓ's strategy

We structured ticketing as a continuous funnel under direct management. We separated general admission, VIP, guest lists and special events so each journey works with its own audience, message and objective.

Investment is planned around the programming and optimised daily on the available data, applying each night's learnings to the next.

What we did

• We designed the ticketing architecture by ticket type.
• We ran Meta Ads and Google Ads campaigns aimed at purchase.
• We measured the journey from advert to final conversion.
• We adjusted creative, audiences and budgets on a daily cadence.

The operating result

Ticket sales are run as a continuous, segmented and measured system rather than as isolated campaigns for each event. Sutton now has a shared framework to coordinate programming, investment and learning across nights.

Scope and operating model: project information provided by ALLÓ.