Openstage gives you a complete picture of your fanbase across two places: the Fans Overview, which covers who your fans are, where they are, and what they have spent, and the Analytics tab, which covers how they engage with your content and campaigns. Together they give you everything you need to make smarter decisions about who to reach, when, and how.
Fans Overview
Navigate to Fans > Overview to see a high-level summary of your entire fanbase across four tabs.
Metrics tab
The Metrics tab is your fanbase health check. It shows:
Contactability
Contactable fans - total fans you can reach via email or SMS
Email fans - fans subscribed to email
SMS fans - fans subscribed to SMS
Uncontactable - fans you cannot currently reach (unsubscribed)
Coverage
How much of your fanbase you have each data point for, including:
Profile data - name, age, city, country
Pre-save data - fans with any pre-save, active Spotify pre-saves, and expired Spotify pre-saves
Membership - fans with an active subscription
Uncontactable breakdown - unsubscribed and archived fans
Age
A chart showing the age distribution of fans where age data is known. The percentage of fans with known age is shown above the chart.
Location tab
The Location tab displays your fanbase on a world map with a ranked list of top countries and top cities.
Use the City size dropdown to adjust between major cities, medium cities, minor cities, and towns - a smaller city size splits large metro areas into local towns for more granular routing decisions.
Use Drawing mode to draw a custom area on the map and filter or contact those fans directly.
This tab is particularly useful for tour routing and identifying markets with high fan density.
GDPR tab
The GDPR tab shows the consent status of your fanbase across email and SMS.
Email consent
Fans with consent - fans who have explicitly given permission to be emailed
Fans with unknown consent - fans with no record of consenting to email communication, usually after being imported from another platform. It is a good idea to incentivize these fans to sign up via a landing page so you have full permission to email them.
Fans without consent - fans with a bad email address or who have unsubscribed. These fans cannot be emailed.
SMS consent
Fans with consent - fans who have given permission to be texted
Fans with unknown consent - fans with no record of SMS consent, usually phone numbers imported from another platform.
Fans without consent - fans with a bad phone number or who have unsubscribed
🟡 Please note: Fans with unknown SMS consent have not accepted terms and conditions and consented to SMS communication via an Openstage page. You can send a maximum of 3 SMS messages to these fans. If they do not sign up within 3 attempts, you will not be able to SMS them again - make the incentive count.
Use the Send email and Send SMS buttons in the top right to contact fans who have consented directly from this tab.
Transactions tab
The Transactions tab shows how fans are spending across your connected stores and imported sales data.
Top spenders
A bar chart breaking down your fanbase by total spend bracket - £0-100, £100-250, £250-500, £500-1000, and £1000+. Below the chart is a ranked list of your top spending fans by email, volume of purchases, and total value.
Transaction breakdown by type
Each transaction type - Merch, Giftcard, Ticketing, Waitlist - has its own breakdown panel showing individual product descriptions, number of fans who purchased, volume sold, and total value. Use the filter to search by product description within each type.
🟢 Top tip: Use the Purchased and Haven’t purchased buttons at the bottom of each transaction type to instantly build and contact audiences based on purchase behavior - no need to go to the Audience Builder first.
Analytics
Navigate to Analytics in the left-hand menu for a platform-wide view of how fans engage with your content and campaigns. The Analytics tab has two sections: Engagement and Transactions.
Engagement
The Engagement section covers three headline metrics across your entire account. For more granular data, check the performance tab of individual landing pages and Posts.
Completed signups
The number of fans who have completed the welcome step on any landing page. Comparing this figure against fans who completed the full flow reveals how effective your landing page journeys are.
A significant drop-off between the welcome step and the thank you step may indicate the flow is too long, fans are being sent to an external link before the thank you step, or the call to action is unclear.
To see fan counts at each step, open the performance tab of the relevant landing page and review the graph.
⚪ Note: Not all fans who completed only the welcome step will have the thank you tag from the full flow - the tag landing-page-name-thanks is only applied to fans who complete all steps.
Link clicks
The number of fans who clicked a link across your landing pages, Fan HQ, and broadcasts. Use this to understand whether fans are engaging with the content you are directing them toward.
If your intended primary CTA is not generating the most clicks, consider reducing the number of links in the communication, making the primary link more prominent, or strengthening the call to action. If Posts or broadcasts contain no links other than unsubscribe, fans have no positive action to take - add a poll, store link or an interactive prompt to give fans a reason to engage.
Reads
The number of fans who have opened and read your broadcasts. Compare read rates across broadcasts to identify patterns in what drives engagement.
Low read rates may be caused by too much text with not enough visual content, or content that is not relevant to the selected audience. Add more images and lead with a strong CTA in the subject line or heading to improve performance.
🟢 Top tip: Link Posts to landing page flows to gather richer fan data in return for delivering value. Ask fans to vote on where you should play via a poll, or run a merch giveaway where fans complete a shipping details flow. In both cases fans get something back and you gain more data for future segmentation.
Transactions
The Transactions section gives you a platform-wide view of revenue across all connected stores and imported sales data, broken down by transaction type - Giftcard, Merch, Ticketing, and Waitlist. Each card shows total value, daily average, and a timeline graph of transaction activity.
Use the Purchased and Haven’t purchased buttons on each card to instantly contact fans based on their purchase history for that transaction type.
See Connect Your Merch Store for setup instructions for ecommerce integrations.
Putting it into practice
Use these views together. The Fans Overview tells you who your fans are and what they have spent. The Analytics tab tells you how they respond to your campaigns. Cross-referencing the two - high spenders who have not read a recent broadcast, or fans with unknown consent in your top markets - gives you the clearest picture of where the opportunity is. Combine this with the Audience Builder and you can target any segment you can think of, and all the ones you didn’t.
🟢 Top tip: For the deepest analysis of your fan data - combining audience filters, transaction history, location, engagement score, and pre-save status in natural language - connect Openstage to an AI assistant via MCP.
Ask questions like “which fans in London have pre-saved but never purchased?” or “who are my top 100 fans by engagement score in North America?” and get an audience back in seconds.
See Connect Openstage to an AI Assistant via MCP for setup instructions.