UTM tracking lets you measure which marketing campaigns, channels, and links are driving registrations to your event.
When someone clicks a link to your interactive (registration) site that contains UTM parameters, EventsAir captures those parameters and stores them against the attendee's record — so you can see exactly where each registration came from. [Note the data and privacy implications at the end of this article.]
What are UTM parameters?
UTM parameters are small pieces of text added to the end of a URL. They're used to tell you where each site visitor saw the link they clicked on to get to that specific URL. Depending on where you're posting the link, you can use an inbuilt tool to create the UTM parameters (e.g. in social media platforms) or do them yourself.
You can add parameters to indicate the Source, Medium, Campaign, Content and Term.
Parameter | Purpose | Example |
utm_source | Where the link was displayed | LinkedIn, newsletter, Instagram |
utm_medium | The marketing channel | email, social, website |
utm_campaign | The specific campaign name | annual-conference-2026 |
utm_content | Distinguishes links within the same campaign | banner-top, cta-button |
utm_term | Keyword (mainly for paid search) | sales-conference |
A URL with UTM parameters to indicate it came via your email newsletter campaign might look a bit like this:
https://youralias.eventsair.com/your-event/site-alias/Site/Register?utm_source=newsletter&utm_medium=email&utm_campaign=early-bird
You can hyperlink to it (behind your normal link) or use an online link shortener.
How UTM tracking works in EventsAir
When an attendee arrives at your interactive site via a UTM-tagged URL:
EventsAir reads the UTM parameters from the URL.
The parameters are stored against the attendee's record at the point they begin their registration (Incomplete status - if you're tracking Incomplete Registrations on your site).
When the registration is submitted, the tracking codes are included (completed status).
Note: If an attendee begins registration via a UTM-tagged link but doesn't complete it immediately, the tracking codes are captured at the point of first visit. If they later return via a different link, the originally captured codes are preserved. |
Adding UTM parameters to your registration site links
You don't need to do anything inside EventsAir to enable UTM tracking — just add UTM parameters to the registration site URL you share in your marketing materials.
Finding your campaign tracking data
Per-attendee: Online Activity Log
To see the UTM tracking data for a specific attendee:
Go to the Attendees Panel and open the attendee's record.
Under Attendee Actions > Attendee Tools, choose Online Activity Log.
The log shows each visit to your interactive site, including date, time, site details, IP address (where available), activity type (Login, Submit, etc.), and the UTM parameters captured at the time of that visit.
Filtering by tracking parameters
In the Contact filter, you can use keywords from parameters to establish which source, medium etc. was the most effective at triggering registrations.
Exports
You can add Tracking Parameters into the Contact fields of a Standard or Comprehensive Export and compare this to registration data.
Privacy and data protection considerations
UTM parameters are captured and stored as part of an attendee's personal data record in EventsAir.
Key considerations
UTM data may constitute personal data. When UTM data is linked to an identifiable individual (as it is in EventsAir, where it's stored against a contact record), it may be treated as personal data under relevant legislation.
Tell registrants what you're collecting. Your event privacy notice should mention that marketing tracking data is collected when registrants arrive via tracked links. This is typically covered under your legitimate interests or consent basis for processing.
Respect data subject rights. If an attendee requests erasure of their data (a “right to be forgotten” request), EventsAir's GDPR contact sanitization process will clear the UTM tracking codes stored against their record, along with other personal data.
Don't over-collect. Only use the UTM parameters you need for your reporting. utm_term (keyword tracking) in particular can be more sensitive in contexts where it reveals details about an individual's search behavior. You should have a lawful basis for processing the data.
Retention. Consider how long you need to retain campaign tracking data and whether your organizational data retention policies cover this.
Disclaimer: This article provides general guidance only. EventsAir does not provide legal advice. Requirements vary by jurisdiction — consult your legal or privacy team to confirm obligations that apply to your organization and your attendees’ locations. |