If you want to know exactly where your sales are coming from, you can create UTM campaign links that will allow you to track sales from different channel sources, campaigns, and more.
UTM stands for Urchin Tracking Module. A UTM code is a portion of text added to the end of the URL that enables you to track visits to that URL. This is useful when testing what promotion methods work best and tracking the performance of certain content pieces or traffic sources.
For example, you plan to promote your event through Facebook, LinkedIn, and Email Marketing. You can create 3 different UTM tracking links for each channel to compare the results and see which of the 3 channels performs best. This will help you understand the best method to reach your target audience.
If you want to segment your tracking further, you can add more parameters to the UTM tracking links you create. In the example above, one of the channels you're using to promote your event is Facebook, and let's say you scheduled 3 posts to come out before the event. You can create 3 different UTM links to track those 3 posts to see which post got the most response.
In this article, you'll learn how to create UTM links and see where you can track them from your admin console.
Utilizing UTM Tracking
Create UTM Codes
You don’t need to be a coding wizard to create a UTM code. The Google UTM generator syncs nicely with Google Analytics. Just enter the needed information, and Google spits out a ready-to-use URL.
In the example below, we want to track how many people will click the generated UTM link and buy a ticket from our first ad on Facebook, where the subject is Early Bird Sale.
website URL - add the URL to your event registration page
campaign ID - add an ID so you can easily identify what this campaign is for. The campaign ID will be added to the URL, but it will not be part of your analytics.
campaign source - add which source or website this campaign will be used (e.g. Facebook, Twitter, LinkedIn, Newsletter, etc.)
campaign medium - add what medium this campaign will be featured in (e.g. email, banner, social media, etc.)
campaign name - add the name of your campaign
campaign term - this is optional, it is a parameter for paid search engines, and you just need to add the keywords used in your ad-based campaign
campaign content - this is optional. It is an additional parameter that you can use for A/B testing or add more differentiation to your data
Create as many links as you need, depending on how many traffic sources and campaigns you want to track.
Copy the Campaign URL
Copy the URL generated at the bottom of the page and use it to drive traffic from the source it was set up for.
Note: If there are affiliates selling tickets for the event, you can use a UTM referrer parameter. Simply add &utm_referrer= at the end of the code along with the referrer name. So if my referrer name is Mike, I will add &utm_referrer=Mike.
Paste the Campaign URL to Your Campaign
In the image below, we pasted the UTM campaign link to a Facebook ad. If you're tracking an email campaign, paste your UTM link to the body of your email.
Test The Campaign URL
To see if the tracking works, you can access the campaign URL on a new tab and buy a ticket. We suggest trying at least 2 different campaign URLs so you can easily compare them in the analytics.
Check the UTM Data Analysis
If ticket purchases were made using the generated UTM campaign links, they would reflect in your admin console. To check this, go to Analytics, and scroll down to see the section for UTM Data Analysis.
These are UTM parameters you can track:
Campaign
Source
Medium
Term
Content
Referrer
Note: If you're using the Ticket Widget, you can also track the number of sales coming from that widget through the UTM Referrer section.
Download the Data
Select Download in Analytics, then select Ticket Buyer Data. A CSV file will be downloaded, including information on ticket buyers with the UTM parameters.
Sample report:
Note: If you're using the ticket widget, the UTM Referrer column will have the URL where the widget is added.
Adding UTM Codes to Your Tracking Links
If you've created tracking links through your admin console, you can further segment those links by adding more parameters by adding UTM codes to your tracking links.
It would look something like this:
Note: iOS 17 and macOS Sonoma will prevent the usage of UTM parameters and our platform's tracking links when Safari's Private Browsing mode is used. This restriction results from the Link Tracking Protection feature implemented by Apple. Chrome users remain unaffected by this change. Click here for more information.