Tracking and analytics

Marketing links

To accurately measure the effectiveness of your event promotions, social media posts, and marketing campaigns, we recommend adding UTM parameters to your event URLs.

We have created tools for generating links that direct people either to your event page on Fienta or your own homepage.

Understanding UTM parameters

  • utm_source identifies the referral source, such as "facebook", "mailchimp", or "smaily".

  • utm_medium specifies the type of medium, such as "banner" or "email".

  • utm_campaign denotes the campaign name, for example "theatre week" or "spring campaign".

  • utm_term is used primarily for keyword-based campaigns, such as "premiere" or "waiting+for+godot".

  • utm_content distinguishes specific content or elements clicked within ads, such as "text_link" or "button".

You can use one, several, or all parameters in combination. Typically, you should always include at least utm_source.

Practical examples

For example, if you want to distinguish ticket purchases coming from Facebook and Instagram, you would generate separate UTM links for each platform:

fienta.com/concert?utm_source=facebook 
fienta.com/concert?utm_source=instagram

If you also run email marketing campaigns through Smaily, you can distinguish these links from banner ads by adding the utm_medium parameter:

fienta.com/concert?utm_source=facebook&utm_medium=banner 
fienta.com/concert?utm_source=instagram&utm_medium=banner 
fienta.com/concert?utm_source=smaily&utm_medium=email

If you run several campaigns at the same time, such as a Facebook campaign, an Instagram campaign, and a newsletter campaign, adding a utm_campaign parameter can help you separate them:

fienta.com/concert?utm_source=facebook&utm_medium=banner&utm_campaign=early_bird 
fienta.com/concert?utm_source=instagram&utm_medium=banner&utm_campaign=two_for_one
fienta.com/concert?utm_source=smaily&utm_medium=email&utm_campaign=two_for_one

Be consistent when assigning parameter values. For example, utm_source=FB and utm_source=facebook are treated as separate channels by analytics tools.

See also