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Source Tracking 101: Effective Event Marketing Tools

April 15 2021 / by Karen Mares

Filed under: tools and tips

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A simple but powerful tool in EventBuilder's software, source tracking helps organizers collect and analyze data regarding their virtual event marketing initiatives. But how does it work, exactly? What are the benefits of using it? Let's find out:

What is Source Tracking?

Put simply, source tracking is a tool that provides Organizers with the ability to add a unique identifier to an event URL and track information about which marketing channels are most effective. For example:

Suzie Organizer creates an event and wants to promote it on her company's social media channels, an email distribution list, and a postcard QR code. How will she know which of these the registrant responded to? Enter: Source Tracking.

Screenshot: Source Tracking interface: Campaign Source field, source name, and source link icons highlighted.

The highlighted icons each indicate unique registration URLs that look like this:

https://yourcompanyname.eventbuilder.com/event/43136?source=EmailList1
https://yourcompanyname.eventbuilder.com/event/43136?source=LinkedIn
https://yourcompanyname.eventbuilder.com/event/43136?source=QRScreenshot: Source Tracking confirmation screen. Transcript: "You have configured the following source tracked page(s)/ Please use these links to get source tracking data in your reports.

Upon saving your event on the Extras step, a confirmation window will appear:

Simply click on the link icon to copy the source URL, and paste it into the appropriate event invitations.

Adding to Event Invitations

To help you keep everything straight, we recommend sending the invitations out in segments. Using the demonstration links listed above, the event invitations would be sent as follows:

  • Copy the first URL, add it to the invitation, and send to your email list.
  • Next, create the invitation post for LinkedIn, paste the unique URL, and publish.
  • Then, copy the link you plan on using to create the QR code, paste in the QR creator, and post or print. 

Reporting

From a technical standpoint, EventBuilder's Source Tracking feature assists Organizers with building the tracking URLs and displaying the clicked link in their Registrant Summary report. The column is labeled "registrant.source."

Screenshot: Excel report example with "registrant.source" field highlighted.To create a visual representation of the data, use EventBuilder's Power BI for Microsoft connector and display the information in a chart or graph to better visualize the effectiveness of each.

Source Tracking For Listing Pages, Too!

Our Source Tracking tool is also available for Listing Pages. The functionality is the same as it is for Registration Pages, but it allows your registrants to sign up for multiple events via a single URL. Simply click on the link icons and proceed as you would for registration pages as described above, and add the tracking URL to your event invitations. The listing page source name can be found in the "registrant.source" column on the Registrant Summary report.

Cool Tools

EventBuilder software's seamless integration with Microsoft Teams and Teams Live Event brings you advanced, customizable registration, security options, and more. Take a look at what we have to offer your webinar programming and how our professional virtual event management services can help you with the logistics, technical support, and administration of virtual events and conferences. Contact us for a consultation today!

Topics: tools and tips

Karen Mares

About Karen Mares

Karen is an Event Producer and the Content Creator here at EventBuilder. She's also a wife, mom, singer, and history nerd.

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