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Use URL Parameters to Track Orders
Use URL Parameters to Track Orders

Add UTM tracking parameters to URLs used in your marketing campaigns to identify the source of your sales.

Christopher Jennings avatar
Written by Christopher Jennings
Updated over a week ago

Eventive now has built-in support for associating URL tracking parameters with orders. Any UTM-style tracking parameters included in URLs and associate them with customer orders will be recorded automatically. This allows you to track specific affiliate or referral sources, from initial visit all the way to purchase.

Tracking persists across both your Eventive native site and virtual catalog and lasts for up to 30 days.

Example: If someone visits and buys a virtual unlock on your watch site 30 days later using the same browser, the purchase will still be tagged with a source of "my_email_newsletter".

Use cases of tracking parameters:

  • Tracking specific email campaigns to understand which are most successful at driving purchases.

  • Using unique affiliate links to allocate ticket revenue based on which affiliate drove traffic.

  • Monitoring effectiveness of social media sharing and determining which platforms send the most orders.

Tracking data is visible on the individual order page as well as in the All Orders (.csv) report (extra columns are added at the end of the report).

Screenshot of the order summary located at the top of an individual orders page. The order summary includes the Gross and net revenue, a summary of the tickets, passes or items in the order. The date of the order, the IP address from which the order was placed. Beneath the IP Address are three tags showing UTM Tracking parameters for a tracking source, a tracking term and a tracking campaign.

We recommend users still use Google Analytics/other tracking platforms if they are looking for aggregated reports or statistics. This feature is intended presently for specific order attribution (e.g. affiliate commissions).

Parameters you can add to your URLs:

  • utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example: Google, newsletter4, billboard.

  • utm_medium: The advertising or marketing medium, for example: cpc, banner, email newsletter.

  • utm_campaign: The individual campaign name, slogan, promo code, etc. for a product.

  • utm_term: Identify paid search keywords. If you're manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.

  • utm_content: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.

Additionally, Google has a resource to learn more about adding tracking parameters to URLs.

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