Tracking and analytics

Marketing links

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.

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

Understanding UTM Parameters

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

  • utm_content - differentiates specific content or elements clicked within ads like "text_link," "button."

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

Practical examples

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:

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

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:

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

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.

See also