How do I use tracking links?

This guide will show you the advantages of using trackers in your social media posts.

As an organiser, you have the opportunity to create ‘tracking links’, however, you may not quite know what these are and how you can use them to your advantage. In this guide, we’ll show you how to use tracking links in the most optimal way.

What are tracking links?
Tracking links are unique links to your ticket shop which can be attached to any message that you post online. The advantage of connecting the link to your posts is that you can keep track of how many people are buying tickets as a result of the post.

Another advantage of a tracking link is that besides knowing where the post has been, you also learn how many people click on the link and what the conversion rate is. This means that you can measure the effectiveness of a particular post or direct e-mail by seeing the number of clicks, the number of tickets sold and the total revenue generated. You can learn a lot about your target audience if a lot of visitors purchase tickets after a particular post.

What is the benefit to me as an organiser?
Data is becoming increasingly important in determining a marketing strategy. As an event organiser, there are all sorts of questions that you probably mill over: What can I do to attract as many visitors as possible? What kind of image would I like to adopt? How do I reach as many target audiences as possible?

To give you an idea of how using tracking links can be advantageous, we’ll give you an example of a festival that is based on two genres; house and techno. Let’s say that each genre will have a dedicated stage.

Tracking links allow you to see which of your visitors purchased a ticket in response to the announcement of particular artists on the techno stage. 

You can use the data that you have to create personalised content for your visitors in the future. If you know a number of visitors bought tickets because a particular techno DJ was announced, then you could create a Spotify playlist with the newest releases by that artist and others from your line-up. By doing so, you close the gap between you and your visitors and reduce the risk of a drop-off in terms of conversions.

How do I make a tracking link?

1. Go into your ‘Dashboard’, click on ‘Tools’ and then ‘Trackers’

2. You’ll see an overview of any tracking links that are currently in use. At the top of the screen, you’ll see two buttons; ‘New Tracker’ and ‘New Event’. By clicking on the former you’ll be able to create a new tracker by giving it a name, description and platform.

3. Once you press ‘Save’, the Dashboard will generate a unique tracking link, which you can retrieve from the overview. 

4. By using new tracking links for each post you make you can determine which ones were most effective in reaching your target audience and leading to conversions. This allows you to measure the effectiveness of your posts.

Make the names and descriptions of your trackers as specific as possible. Once you start using trackers across multiple events, things can get confusing quickly if you can’t tell which tracker is which.

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