Ticketing integrations that actually matter

Integration lists are where platforms pad their feature pages. For an actual event business, five integrations do nearly all the work — and one ('our API') needs auditing before you believe it.

The five that matter

1. Meta pixel / conversions API: purchase-event tracking on the checkout itself — without it, paid social optimises blind. Check the platform fires purchase events with values, not just page views.
2. Google Analytics 4: the same, for search and site attribution. Cross-domain checkouts still lose sessions on sloppy platforms — ask how they handle it.
3. Email/CRM sync: attendees flowing to Mailchimp/Brevo/your CRM with consent status intact, automatically. Manual CSV export is a Tuesday-night tax forever.
4. Zapier (or webhooks): order-created events into spreadsheets, Slack, accounting — the duct tape that makes small operations feel automated.
5. Accounting export: per-event revenue, fees and VAT in a shape your accountant recognises.

Auditing 'we have an API'

• Is the documentation public? Private docs mean 'enterprise sales conversation'.
• Are there webhooks (push) or only polling? Real-time needs push.
• Can you create/modify events and ticket types via API, or only read orders?
• Rate limits and auth model published? Keys self-serve or by request?

Consent travels with the data

Every integration that moves attendee data inherits your UK GDPR obligations: sync consent status alongside the email address, honour unsubscribes across systems, and check whether the platform is controller or processor for each flow — it decides whose privacy notice covers what (see attendee data).