UTM tracking parameters are extra pieces of information that you can add to your ticket shop link. This allows you to better see later through which channel or campaign an order has come in. This is useful when promoting an event via, for example, Instagram, a newsletter, an advertisement, or a partner website, and you want to know which link actually generates ticket sales.
When someone purchases a ticket via a link with UTM parameters set, this data is stored with the order. You can then see that information in multiple places in Holibiza and also create a CSV export for further analysis.
Commonly used UTM fields include utm_source for the source, utm_medium for the channel, and utm_campaign for the name of the campaign. You can also use utm_term and utm_content if you want to measure even more specifically, for example, to distinguish between different ads or buttons.
Setting up UTM links
To generate a URL or iframe code with UTM parameters, follow these steps:
- Go to the event for which you want to set the UTM parameters within the dashboard.
- Click the ‘Generate UTM links’ button in the Overview tab.
- Fill in the desired UTM parameters.
- Copy the ticket shop link or Holibiza link. When someone makes a purchase via this link, the filled UTM data will be stored with the order.
Where can I find the UTM data?
Once someone places an order via a link with UTM tracking parameters, this data is stored with the order. You can find the UTM data in the following places within your Holibiza dashboard:
- On the order page of a specific order
- In the participants overview. A 'UTM' badge appears (see screenshot)
- When you export the participants to CSV
- In a data export of all orders to CSV (menu: Organization, tab: Export)
What can you use UTM tracking for?
UTM tracking is especially useful if you are using multiple promotional channels and want to know what their effect is. For example, you can create separate links for Instagram, email, and partners, so you can later compare where the most orders come from. You can also use different links within one campaign to measure which advertisement, button, or placement works best.
