UTM Tracking for Event Registrations

When you promote an event, you share the same registration page across Meta ads, TikTok, email newsletters, influencer links, and more. UTM parameters are the standard way to label each link so you know exactly where each registration came from.

Reggiee captures UTM values automatically when someone lands on your page and stores them with their registration. You can then see breakdowns by source, medium, campaign, and more in the Analytics tab for any event.

What Reggiee tracks

Reggiee supports the six standard UTM query parameters:

• utm_source — where the traffic came from (e.g. facebook, newsletter, tiktok)
• utm_medium — the marketing channel (e.g. paid, email, social, cpc)
• utm_campaign — the campaign name (e.g. spring_launch, earlybird_2026)
• utm_term — paid search keywords (optional)
• utm_content — differentiates creatives or links (e.g. video1, carousel_a)
• utm_id — platform campaign ID (optional, useful for Meta/Google campaign IDs)

Values are captured on first visit and kept for the browser session, so if someone clicks your ad, browses around, and registers later, the UTM data is still attached.

UTM vs ?ref=

Reggiee also supports a simple ?ref= parameter for quick manual tracking — great for Instagram bio links, QR codes, or one-off partner links.

In Analytics, Top referrers shows ref values; the UTM attribution section shows the full UTM breakdown. Both are stored on every registration and included in CSV exports.

Building your links

Take your event URL and append query parameters. Replace your-event with your page path:

https://reggiee.com/your-event?utm_source=facebook&utm_medium=paid&utm_campaign=spring_sale&utm_content=video1

Meta (Facebook / Instagram) ads

Most ad platforms let you set a URL parameters field. Meta supports dynamic values:

utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_id={{campaign.id}}

Or use static values for simpler reporting:

utm_source=facebook&utm_medium=paid&utm_campaign=spring_presale

TikTok ads

utm_source=tiktok&utm_medium=paid&utm_campaign=launch_week&utm_content=spark_ad_1

Email (Klaviyo, Mailchimp, Brevo)

Add UTM tags to your CTA button URL in the email builder:

utm_source=klaviyo&utm_medium=email&utm_campaign=earlybird_reminder

Organic social

utm_source=instagram&utm_medium=social&utm_campaign=link_in_bio

Naming conventions

Consistency matters more than perfection. A simple scheme that works well:

• Source — platform name, lowercase: facebook, google, newsletter
• Medium — channel type: paid, email, social, referral
• Campaign — event + phase: fabric_summer_earlybird, tour_manchester_onsale
• Content — creative variant: video_15s, static_carousel, story_swipe

Use underscores instead of spaces. Keep names short but readable — they appear in your Analytics tables.

Where to see the data

1. Open your event in the Reggiee app
2. Go to the Analytics tab
3. Scroll to UTM attribution — you'll see counts for source, medium, campaign, term, content, and ID
4. The registrations table includes a UTM column (source / medium / campaign summary)
5. Click Export CSV to download all UTM fields alongside contact details

Tips

• Test before you spend. Open your tagged URL in an incognito window, register with a test email, and confirm the UTM values appear in Analytics.
• One link per channel. Give each ad set, email send, or post its own utm_content or utm_campaign so you can compare performance.
• Don't over-tag. You only need the parameters you'll actually report on. Source + medium + campaign covers most use cases.
• Works on tours. UTM values captured on the tour landing page carry through to individual stop RSVPs on the same visit.

Ready to tag your next campaign? Open your event's Analytics tab and use the example links as a starting point.