Marketing tools

Tracking referrers

Automatic referrers

An HTTP Referrer is a website, platform, or address that directs visitors to your ticket sales page. Whenever a ticket is purchased, Fienta automatically records the referring site's name or domain, such as "Google", "Facebook", or "".

You can view a summary of your top referrers on the event dashboard. For in-depth analysis on specific orders, refer to the order details page or the order-related reports.

While HTTP Referrer tracking is fully automated, it's not entirely reliable due to the ability of some web browsers and firewall software to disable them. In many instances, using a custom referrer name can be more beneficial. This lets you differentiate between two distinct Facebook campaigns, or monitor sales attributed to a specific reseller.

Custom referrers

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

Standard UTM parameters stored by Fienta and analytics tools like Google Analytics include:

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

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

  • utm_campaign - denotes the campaign name, e.g., "theatre week", "spring campaign."

  • utm_term - helps differentiate keyword-specific campaigns, such as "premiere," "waiting+for+godot."

  • utm_content - indicates which part of the advertisement was clicked, particularly useful for ads with multiple elements like "text_link," "button."

You can opt to use one, multiple, or all of these parameters simultaneously, though at a minimum, utm_source is typically always employed.

Generating Links

You can create these UTM-enabled links using online campaign link builders or manually if you prefer. For instance, if your event ticket sales link is, you would add the UTM parameters as follows:

Firstly, add a question mark (?) after your link, followed by the parameter name (e.g., utm_source), an equals sign (=), and the corresponding value (e.g., facebook). To separate subsequent parameters, use an ampersand (&).


Let's say you want to distinguish ticket purchases coming from Facebook and Instagram. You would generate unique UTM-infused links for each of these platforms:

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

In case of several simultaneous campaigns such as a Facebook Campaign, an Instagram Campaign, and a newsletter ad campaign, adding a utm_campaign parameter can help separate each:

Ensure to maintain consistency in nomenclature while assigning parameter values. For instance, utm_source=FB and utm_source=facebook are considered distinct channels by analytical tools.

Additional Resources

To understand more about the benefits of using UTM parameters, check out our blog post Where do your event ticket buyers come from?