This section helps you track event widget links with UTM tags and analyze ad campaign performance. Data is available in charts and tables or can be exported as an .xlsx file.
Who can access this section?
Users with the following roles:
Profile Owner
Administrator
Ticket Manager
Ticket Manager Lite
Analyst
What are UTM tags?
UTM tags are special parameters added to URLs to track where visitors come from. They help analyze traffic sources and ad campaign performance.
Why use UTM tags?
Identify which sources bring the most visitors.
Measure the effectiveness of different ad campaigns.
An ad campaign consists of an event and a unique set of UTM tags added to its widget link.
How do UTM tags work?
UTM tags help track how users reach your event page. They show whether visitors came from an email, social media post, or online ad.
Example:
A website owner runs multiple ad campaigns and adds UTM tags to the links.
A typical UTM-tagged link looks like this:
http://website.com/?utm_source=google&utm_medium=banner&utm_campaign=number_3
utm_source=google → Traffic source: Google
utm_medium=banner → Ad type: Banner
utm_campaign=number_3 → Campaign name: number_3
Each tag follows a specific format:
utm_source(where the traffic comes from)utm_medium(how the traffic arrives)utm_campaign(campaign name)
To track ad performance, add UTM tags to your event page URL using a UTM builder or ad platform settings.
Examples of UTM-tagged links
1. Tracking traffic from a Google search ad
http://website.com/?utm_source=google&utm_medium=search&utm_campaign=number_1
utm_source=google → Google Ads
utm_medium=search → Search ad
utm_campaign=number_1 → Campaign details
2. Tracking traffic from a Facebook post
http://website.com/?utm_source=facebook&utm_medium=post&utm_campaign=number_2
utm_source=facebook → Facebook Ads
utm_medium=post → Post format
utm_campaign=number_2 → Campaign details
3. Tracking traffic from a Google banner ad
http://website.com/?utm_source=google&utm_medium=banner&utm_campaign=number_3
utm_source=google → Google Ads
utm_medium=banner → Banner format
utm_campaign=number_3 → Campaign details
How to create a UTM-tagged link?
Use a UTM builder:
Enter the website URL (where the widget is hosted).
Set
utm_source,utm_medium, andutm_campaign.Click "Generate link."
Now, you can use this link in ads, social media posts, or partner promotions.
How to use the "UTM tags" section?
Go to Analytics → UTM tags.
We track UTM tags by:
utm_source → Traffic source
utm_medium → Traffic channel
utm_campaign → Campaign name
You can use different UTM tag sets for one or multiple events. If the same tag set is used for a single event, it will be counted as one campaign.
Filters
You can filter campaign data by:
Date
Event
UTM tag values
Once a fan clicks a UTM-tagged widget link, the tag values appear in the filters. The top 50 UTM values with the most clicks are displayed, but you can search for less active values.
Charts
Compare ad campaigns using three types of charts:
Bar chart – Top 10 campaigns by revenue and ticket sales.
Pie chart – Up to 15 segments showing each campaign’s share.
Area chart – Top 5 campaigns over time to track activity spikes.
☝️ On mobile, fewer campaigns are displayed.
Conversion Tracking
When selling tickets via the XTIX widget, we track these stages:
Visited widget – A fan clicked a UTM-tagged link.
Selected tickets – A fan added tickets to the cart.
Started checkout – A fan entered buyer details and chose a payment method.
Proceeded to payment – A fan reached the payment page.
Completed purchase – The order was paid.
For moderated or open ticket sales:
Proceeded to payment means the fan confirmed the order via an email code.
Completed purchase means the fan paid for reserved tickets via a personal payment link.
Conversion stats are shown in the campaign table, including campaign and event names, fan movement through the funnel, and sales volume. You can filter by name, revenue, and funnel stages.
☝️ Expanding a campaign reveals utm_source and utm_medium values and allows you to calculate ROAS (Return on Ad Spend):
ROAS = (campaign revenue / campaign cost) × 100%
ROAS measures ad efficiency—the higher, the better.
Example:
Campaign revenue: $100,000
Ad spend: $20,000
ROAS = (100,000 / 20,000) × 100% = 500%
This means you earned $5 for every $1 spent on ads.
Below each campaign, a progress bar shows successful orders and the percentage of fans who dropped off at early funnel stages.
Export
You can export table data to your email in .xlsx format.
Additionally, in Analytics → Orders, you can find utm_source, utm_medium, and utm_campaign values for each order.
