Eventbrite’s global community of creators is known for delivering unforgettable experiences and creating innovative, inspiring and community-driven events.
We understand the effort that goes into the planning, running and marketing of these events—and small details that lead to a better customer experience and audience growth matter.
If you’re looking to improve your marketing strategy, increase your visibility on the platform and, ultimately, drive more ticket sales, you need to get comfortable with data analytics—and that means embracing tracking links.
But don’t worry, we’re here to guide you through it.
Why unique tracking links are your new BFF
Unique tracking links allow you to trace an attendees’ steps back to where they began—like Hansel and Gretel (but without the witch).
By using them, you’ll know which of your marketing levers—whether that’s a paid social campaign or an email you sent out to subscribers—drove users to take an action, such as clicking on your event page or purchasing a ticket. Clever, huh?
This will enable you to see which of your efforts have been the most effective—and, in turn, help you decide what to invest more of your valuable time and money into going forward.
So, how do you do it?
We’ve made it super easy for organisers to share their unique event listing links straight from their event dashboards. The whole process takes seconds to complete—giving you more time to focus on other important elements of your event.
Find your unique link on your Event Dashboard (see the photo below). The link will automatically include a tracking code, so you can simply copy it and share! Want to customise your URL? Go ahead, the tracking code will still work.
If you’re hosting multiple events, you can easily access your URLs from the drop-down menu in the events dashboard. That’s one less tab you need to have open in the lead up to your event—phew!
Now, you’ll be able to see the performance of different marketing channels in the Traffic and Conversion report (more on that below). Any traffic and sales you drive will show up in the Direct Traffic category.
Ready to dig a little deeper?
Want to take your tracking links to the next level and understand the impact of each specific marketing channel? You can create as many unique links as you want with our Tracking Links tool.
In fact, tracking links with unique URLs can be shared for each marketing effort linked to your event, from email campaigns to platform-specific social media promotional posts—you can even include unique tracking links in your email signature.
To find the Tracking Links tool, log into your Eventbrite account, head over to your Event Dashboard, then go to “Tracking links” (under “Marketing”). Watch our handy video here.
Enter the name you’d like for your tracking link. (Tip: use something that makes it easy to distinguish which type of marketing campaign it’s for.)
Click Create and your tracking link should appear, with information on page views, tickets purchased and overall sales. Note that if you duplicate your event, your tracking link will copy over, too.
Sales are reported immediately for each tracking link, but views sometimes take a few hours to update. This is why some links may show sales but no views.
Want to see which links are generating views and sales? Come back to the tracking links tool to view the dashboard—and don’t forget to pat yourself on the back for all of your efforts.
Time to crunch those numbers
Does the thought of data analysis sound confusing, not-to-mention time consuming? Well, the good news is, it really isn’t.
Our Traffic and Conversion Report, which you can find on your Event Dashboard, is a goldmine of information at your fingertips. Use it to monitor visits to your event page and discover which channels are driving the most ticket sales.
The Traffic and Conversion Report also highlights what your marketing efforts are achieving for your business, alongside data which shows how Eventbrite’s promotional activities are pushing views and sales to your page.
When you’re using unique tracking links, you can see a visual breakdown of how each of your marketing campaigns (emails, social media, etc.) are performing, in terms of page views and sales. This information can be extremely valuable when it comes to future marketing strategies, potentially helping you save on marketing spend down the line.
What our creators say about the benefits of tracking links
Tools like the Traffic and Conversion report can be hugely beneficial for Eventbrite creators looking to gain in-depth insights about their marketing efforts and which channels are driving the most ticket sales.
Take Selma Studer, founder of GONG, an in-person and virtual sound bath experience based in London. After joining Eventbrite in May 2021, Selma’s GONG events are consistently sold out – and the founder credits Eventbrite with growing GONG’s follower base on the platform in addition to boosting ticket sales, since 20% of GONG’s sales come from Eventbrite’s discovery channels.
A GONG sound bath experience. Photo: Brenna Duncan
By analysing GONG’s marketing insights using the Traffic and Conversion Report, Selma is able to differentiate between sales and traffic that have come directly from GONG, as opposed to sales that have come in from Eventbrite. “For these, 70% of traffic comes from Eventbrite, and 30% is direct,” Selma explains.
This has been particularly useful for GONG’s virtual events, which appeal to an ever-growing audience after people discovered them on Eventbrite.
