One stadium night. Seven markets. A checkout the ads couldn't see.

Problem

Ye Jakarta had a single night at Gelora Bung Karno, five ticket tiers and an audience spread across Indonesia and six overseas markets. Reaching fans was never the hard part. Knowing which ads turned them into buyers was.

Solution

We made ticket sales, not platform-reported results, the measure of success, then built the whole campaign around that single source of truth.

Approach

Five steps, in the order they mattered most.

1. Fix the signal before scaling spend.

   • We audited every conversion source first. Analytics wasn't receiving paid traffic data, and Google Ads was counting checkout starts and YouTube actions as primary conversions.
   • We rolled out one UTM convention across all ads, structured by objective, market, funnel stage and creative. A payment-confirmation event was added on top.
   • For the first time, paid tickets in Loket could be attributed to individual ads.

2. Structure audiences by market and intent.

   • In Indonesia: broad prospecting, site retargeting, dedicated Jakarta audiences (including an 18–23 segment), Bali, and a payment-recovery audience for people who started checkout but didn't finish.
   • Location-based tests within a 5 km radius of gyms, offices, transit hubs, train stations and karaoke venues.
   • Overseas: prospecting and retargeting in Singapore, Malaysia, Thailand, Australia (including the Indonesian diaspora), Japan and South Korea, with regional advertiser verification where required.
   • Geo-targeting on every ad set was audited before scaling, so each audience reached the market it was built for.

3. Test messages, not just assets.

   • Creative was grouped into message families: tier-by-tier price breakdowns, payday timing, cart reminders, selling-out urgency, cost-of-living comparisons, the viewing experience, nostalgia and global FOMO, and everyday moments like the gym, karaoke and the commute.
   • Every video was delivered placement-native: 9:16 for Stories and Reels, 4:5 everywhere else.
   • In Indonesia, static images consistently outperformed video, at up to 49% lower cost per registration.
   • Platform auto-enhancements stayed off on every ad, so everything ran exactly as the client approved it.

4. Let ticket sales overrule the pixel.

   • On pixel data alone, the price-breakdown ads looked expensive. Ticketing data told a different story: from 5 to 12 October, they drove 55% of checkouts on just 17% of spend. They went straight back into rotation.
   • The same lens worked in reverse. Location-based audiences looked healthy on clicks but delivered only 2% of checkouts, so that budget moved to proven audiences.

5. Pace the budget to the finish line.

   • Each ad set ran on a lifetime budget, and cuts were made at the ad-set level, where they actually move money.
   • Underperforming location tests and overseas segments were cut, and the client extended the budget for the final push.
   • The last three days absorbed 30% of total spend. 23 October, the final full day of delivery, was the campaign's best day for ticket sales.

Summary

Within 30 days, cost per registration on Meta fell to roughly a quarter of the campaign's first two months, and ticket sales could finally be traced back to the ads that drove them.

What we bring to your next launch:

• Measure where the money changes hands. When tickets sell on a third-party platform, that platform's data is the scoreboard. Pixels are only an early signal.
• Judge creative by what it says. In mid-October, price breakdowns drove more checkouts than every other message family combined.
• Cut where the money actually moves. On lifetime budgets, that means the ad set, not the individual ad.

Planning a concert, product launch or limited drop against a hard deadline? Let's talk.