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 will 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 message is that you can keep track of how people are responding to the concerned post. Perhaps you could see it as giving your dog a chip so you can keep track of where your four-legged friend hangs out.
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 a demonstration of how using tracking links can be advantageous, we will take the example of a festival that is based around two genres, namely, house and techno where each genre will have a dedicated stage. You may think that generating enough conversions between these two genres would be like shooting fish in a barrel, and it might work too, but your risk will be severely decreased if you make use of tracking links. These links provide you with extra data which can ensure that your online posts are always bullseyes.
Imagine that by using a tracking link you could see which of your visitors purchased a ticket in response to the announcement of particular artists on the techno stage. This information allows you to do two things in the future:
- Discard the data, continue to try to shoot the fish in the barrel, and hope it leads to the same conversion rates as previous editions.
- 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?
If you go into your ‘Dashboard’ and click on ‘Tools’ and then ‘Trackers’, you will be provided with an overview of any trackers currently in effect. At the top of the screen, you will see two buttons ‘New Tracker’ and ‘New Event’, by clicking on the former you will be able to create a new tracker by giving it a name, description and platform.
Once you press ‘Save’ your tracker will be saved and you will be provided with a unique tracking link, which you will be able to retrieve from the overview. By using new tracking links for each post you make you will be able to determine which ones were most effective in reaching your target audience and leading to conversions, after which you can adapt your strategy accordingly and generate stronger bonds with your visitors.
EVENTIX TIP: Make the names and descriptions of your trackers as specific as possible, by doing so you will be able to maintain a clear overview of your different trackers.
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