If you've paid for advertising from sites like Facebook and Twitter, and you want to gain insight into ROI, or if you'd simply like to know where people who accessed your registration form clicked from, Urchin Tracking Module (UTM) parameters can help.

Configure UTM parameters

When you enable UTM parameters in Socio, it prepares our system to follow the buyer through their registration journey and store and provide you with the data. However, you must create the UTM parameters in the external platform in which you're publishing the URL. You must then append the parameters to the Socio Registration URL and widget codes wherever they're published using your ad provider's URL builder.

The process for configuring UTM parameters varies from platform to platform, so refer to each one's instructions on how to configure them. As an example, here are Facebook's instructions on configuring UTM parameters for ad campaigns.

Enable UTM Parameters

In your Socio Registration event, hover your cursor over the Promote dropdown, and click Marketing. In the modal that appears, click the toggle next to an item to enable it.

Options include:

  • utm_source

  • utm_medium

  • utm_campaign

  • utm_term

  • utm_content

⭐️ Keep in mind, UTM data is only captured when a ticket purchase is completed. UTM data isn't captured for dropped registrations.

When you're done making your selections, click Save Changes.

Append URLs

Whether you're publishing the registration link or using widgets, you'll have to use your ad provider's URL builder to add the actual UTM parameter values to the registration URL(s). For a complete look at where to find the registration URL and widget codes, check this out.

Here's an example of a registration URL with UTM parameters included:


If you use either of the registration widgets, you must also update the href URL within the widget so UTM parameters are tracked. Make sure you only put the href URL into your ad provider's URL builder, then paste the appended URL back into the widget code before publishing.

Here's an example of what the first part of a widget code might look like with UTM parameters appended:

<a id="__button__widget__" href="https://registration.socio.events/e/ettcustomerconference2021&utm_medium=email&utm_campaign=feature%20launch&utm_content=bottom" target="_blank"....

When an attendee clicks a link with UTM data appended and completes the registration process, the data will appear in their attendee profile within your Registration Event.

View UTM Data

Attendee profile

Go to the Attendees page of your Registration Event, and click on an attendee. Scroll to the bottom of the attendee profile, and you'll see all captured UTM data listed.

File export

The most useful method for viewing captured UTM data is via file export. Both the Attendees and Orders exports show captured UTM data for any enabled parameters. For instructions on how to export these reports and an overview of what's included, check this out.

Now you know how to use UTM parameters in your Socio Registration Event. Did you know that Socio events can also pass data to external websites? Check out our Pass Data to URL feature!

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