How to Track Event Visitors and Conversions with Google Analytics
Step 1: Add Your Google Analytics Tracking ID
To start tracking your event pages, follow these simple steps:
Go to your TheLastSeat Event Dashboard and click to manage the event you want to track with Google Analytics.
On the left-hand pane, click on Tracking.
In the Google Analytics section, input your Google Analytics Tracking ID (e.g.,
G-XXXXXXXXXXfor GA4 orUA-XXXXXXXX-Xfor Universal Analytics).Note: You only need to paste the Tracking ID, not the entire script.
Save your changes.
Once this is set up, Google Analytics will start tracking:
Visits to your event page.
Visits to the payment confirmation page (so you know how many users completed a purchase).
Step 2: Use UTM Parameters to Track Marketing Campaigns
Google Analytics works even better when you use UTM parameters. These are small snippets of text you add to your event page URL to identify where your visitors are coming from.
What Are UTM Parameters?
UTM (Urchin Tracking Module) parameters are tags added to your URLs that let you track the source, medium, and campaign driving traffic to your event page. The most common UTM parameters are:
utm_source: Identifies the referrer (e.g.,
facebook,instagram).utm_medium: Specifies the marketing medium (e.g.,
social,email).utm_campaign: Indicates the name of the campaign (e.g.,
summer_sale).
How to Create a UTM-Tagged URL
Here’s an example:
If your event page URL is https://thelastseat.com/eventname, a link to track Instagram traffic might look like this:
https://thelastseat.com/eventname?utm_source=instagram&utm_medium=social&utm_campaign=event_promoYou can use a free UTM builder to generate these links quickly.
Where to Use UTM Links
Share these UTM-tagged links in your marketing campaigns:
Instagram bio or stories.
Facebook posts or ads.
Email newsletters.
Google Ads campaigns.
Step 3: View Your Data in Google Analytics
Tracking Visitors
Once your Google Analytics Tracking ID is active, you can log in to your Google Analytics account to see detailed visitor data:
Go to Reports > Acquisition > Campaigns to see which sources (e.g., Facebook, Instagram) and campaigns (e.g.,
event_promo) drive the most traffic.View metrics like number of visitors, time spent on the page, and bounce rate.
Tracking Conversions
You can track completed ticket purchases by analyzing traffic to the payment confirmation page:
Set up Goals in Google Analytics (or use Google Analytics 4's conversion events) to measure completed purchases.
Match UTM-tagged campaigns to conversions to understand which marketing efforts drive sales.
Advantages of Integrating Google Analytics
1. Understand Your Audience
Get insights into your audience's demographics, behavior, and devices, helping you tailor your campaigns effectively.
2. Measure Campaign Effectiveness
With UTM parameters, you can see exactly which marketing channels are driving traffic and conversions.
3. Optimize Your Marketing Spend
By identifying underperforming campaigns, you can reallocate your budget to more effective channels.
4. Track Conversions and ROI
See how many visitors go from your event page to completing a purchase, helping you calculate your return on investment (ROI).
Example in Action
Let’s say you’re promoting a concert and use the following UTM links in different campaigns:
Instagram:
https://thelastseat.com/concert2024?utm_source=instagram&utm_medium=social&utm_campaign=concert_promoEmail:
https://thelastseat.com/concert2024?utm_source=newsletter&utm_medium=email&utm_campaign=concert_promo
In Google Analytics:
You’ll see that Instagram brought 500 visitors and 50 conversions, while your email campaign brought 300 visitors and 40 conversions.
Based on this data, you might decide to invest more in Instagram ads for better results.
Tips for Success
Always use UTM parameters for external links to track campaign performance.
Regularly review your Google Analytics reports to understand traffic trends.
Set up conversion tracking to measure ticket sales.
Use a URL shortener (e.g., Bit.ly) for cleaner and shareable UTM-tagged links.
With Google Analytics and UTM tracking, you’ll gain powerful insights into your event’s performance, helping you make data-driven decisions to boost attendance and maximize revenue.
Good events!
Team TheLastSeat
TheLastSeat. Cascais, Portugal
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