Discount codes (also called promo codes) allow organisers to offer different prices to different audiences without changing the publicly listed ticket price. Common use cases include early-registrant rewards, speaker and sponsor complimentary access, group booking discounts, media passes, alumni pricing for returning attendees, and partner cross-promotions. Each code can be configured as a percentage discount, fixed-amount reduction, or a "make it free" code for complimentary access.
The tracking value of discount codes is often underappreciated: when each marketing partner or channel gets a unique code, redemption data reveals which partnerships and campaigns are actually driving registrations — far more useful than last-click attribution models. This data directly informs the next event's marketing budget allocation.
EventHex's ticketing module lets organisers create unlimited discount codes with optional usage limits (e.g., only 50 uses), expiry dates, and single-use restrictions — preventing codes from being shared publicly and diluting the pricing strategy.
