creating numbered coupons using word and excel mail merge

I have been given an excel and word document to merge to create numbered
raffle tickets in books of 10 tickets. It was meant to be set up so that 4
tickets per word page would be printed and be numbered so that books of 10 in
numerical order could be printed. eg - the 1st ticket on page one is
numbered 1, 2nd ticket is numbered 11, 3rd ticket is numbered 21 and the 4th
ticket is numbered 31 - then on page 2 the 1st ticket is numbered 2 and so
on, that is - tickets 1-10 are the 1st tickets on the 1st 10 pages, tickets
11 to 20 are the 2nd tickets printed on pages 1 - 10 etc and so it continues.
I think that something must be missing from the word documents because when
I complete the merge using Letter as the main document all 4 tickets on the
1st page are the same. Does anyone know what "fields" I should put in my
word document to make this work.