Have you paid for advertising from sites like Facebook or Twitter and you want to gain insight into Return on Investment (ROI)? Want to know where people who accessed your Webex Events Registration page or Lead Retrieval Exhibitor Purchase Form clicked from? Urchin Tracking Module (UTM) parameters can help!

Want to get more granular insight into registration page traffic and registrant behavior, including dropped registrations? Integrate third-party analytics tools like Google Analytics into Registration to gain insight into this information and fine-tune the registration process and your promotion strategies.

This article explains what UTM parameters are, how to add them to your Purchase Form URL, Registration URL, and Widgets, and how to use UTM data in Webex Events. It also covers how to add page tracking IDs to Registration so you can use third-party analytics tools to examine registrant behavior.

UTM parameters are five simple snippets of code that you add (or "append") to the end of a URL. When someone visits your appended URL, analytics software such as Google Analytics can collect that information. This offers valuable information about which promotional efforts are bringing traffic to your Webex Events Registration page and how exhibitors are accessing your Lead Retrieval Purchase Form link.

You assign each of the five parameters a value that's unique to each web page, email, ad banner, or other element you want to collect traffic information for. So, if you're publishing a link in three different places, you'll have three versions of the link, each with values different than the other two. This helps you identify exactly where each completed purchase came from. Now let's explore each parameter and some sample values:

A Webex Events Registration URL with the above parameters appended would appear like this:

https://registration.socio.events/e/agenda/renergizeconference?utm_source=facebook&utm_medium=paid_social&utm_campaign=earlybird&utm_term=social_media&utm_conent=video_ad

Activating UTM parameters lets the Webex Events Platform store UTM values and provide you with that sweet, sweet UTM data. 🥧

In your Event or Community navigation bar under ‘Registration’, click Promote, then click Marketing. Click the toggle next to a UTM parameter to turn it on.

When you're done, click Save Changes. Webex Events will now capture UTM data!

You don't need to activate UTM parameters for Lead Retrieval Purchase Forms! Simply append your parameters to the Purchase Form URL, then export Exhibitors from Lead Retrieval's 'Exhibitors' tab to find the UTM data.

Now that UTM is activated in your Event, you need to append the Lead Retrieval URL or Registration URL and/or Widget Codes so we can collect UTM data. To learn how to find the Registration URL or Widget Codes, refer to our Copy the Registration Link and Use Widgets article. To learn how to find the Lead Retrieval Purchase Form URL, refer to our Lead Retrieval Exhibitor Purchase Forms article.

Depending on where you publish the URL/Widgets, the process for configuring UTM parameters may vary 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.

When appending UTM codes for use in emails, your website, or other campaigns on platforms without specific guidelines, Google's campaign URL builder is a handy tool to quickly append them.

Here's an example of a registration URL without UTM parameters:

This is how the URL might appear after adding three UTM parameters to a link in a marketing campaign email:

If you use either of the Registration Widgets, you must update the href URL within the widget to track UTM parameters. 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 the first part of a Button-type Widget Code without UTM parameters:

This is how it might appear after adding four UTM parameters for a button on a sponsor's website:

Simply export one or more Exhibitors to examine the UTM data. For more details, refer to our Lead Retrieval Exhibitor Purchase Forms article.

When an attendee clicks a link with UTM data appended and completes a purchase, the data appears in their attendee profile in Registration.

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

Both the Attendees and Orders exports show captured UTM data for any UTM parameters you've activated. On the Registration Metrics page, click the Export Report button and select the Attendee Report and Orders Report to download the reports.

Refer to Event Registration Metrics for more details about exporting these reports and an overview of the data included in each one.

If you use Google Analytics (GA4), Meta Pixel, LinkedIn Insight Tag, or Google Tag Manager, consider integrating these analytics tools with Webex Events Registration to track registration page data points like unique page views, average duration spent on the website, dropped registrations, and more.

In your Event or Community navigation bar under ‘Registration’, click Promote, then click Marketing. In the 'Page tracking' section, click the toggle next to the web analytics tool you're using to activate it. This reveals a field where you enter the ID from your analytics tool.

If you're not sure where to find the ID, we've gathered resources for each supported analytics tool to help you find it:

Copy the ID from your analytics tool, then go back to the 'Page tracking' section in Webex Events Registration and paste it in the ID field. Click Save Changes.

Now Webex Events will send registration page traffic data to your integrated analytics tool so you can gain greater insight into registration page traffic and user behavior. To examine this data, review the metrics on the analytics provider's website.

Now you know how to use UTM parameters in Webex Events Registration and Lead Retrieval Purchase Forms, and how to set up Registration page tracking. Did you know that Webex Events can also pass data to external websites? Read all about it in our article about the Pass Data to URL feature!