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Measuring Virtual Event Results with UTM Tagging

November 17, 2023 | Jimit Mehta

Virtual events have become the new norm in today's world, with the ongoing pandemic forcing us to adapt to new ways of connecting and engaging with each other. With the rise of virtual events, it's crucial to measure their success and determine what's working and what's not. But how do you measure the results of a virtual event? Enter UTM tagging.

UTM tagging is a simple and effective way to track the success of your virtual event by adding tags to your event's URL. These tags provide valuable insights into the sources of your event's traffic and conversions, allowing you to make informed decisions and optimize your virtual event strategy. In this article, we'll explore what UTM tagging is, how it works, and how you can use it to measure the results of your virtual event. So, if you're looking to take your virtual event to the next level, read on!

What is UTM tagging?

UTM tagging is a way to track the success of your online campaigns by adding tags to your URLs. These tags are short pieces of code that provide valuable information about the source of your traffic, allowing you to better understand how people are interacting with your virtual event. With UTM tagging, you can track things like where your visitors are coming from, which specific links they're clicking on, and even which campaign or ad they saw that led them to your event. This information is then collected and displayed in analytics tools, giving you a detailed view of how your virtual event is performing and helping you make informed decisions about how to optimize it.

Think of UTM tagging as a way to put a little GPS tracker on your virtual event, helping you to see where it's been, where it's going, and how people are engaging with it. Whether you're looking to measure the success of a virtual conference, webinar, or any other type of virtual event, UTM tagging is a simple and effective way to get the insights you need to make informed decisions and improve your results.

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Why use UTM tagging for virtual events?

UTM tagging is an essential tool for measuring the success of virtual events because it provides valuable insights into how people are engaging with your event and where they're coming from. This information is crucial for making informed decisions about how to optimize your virtual event strategy and achieve your goals.

For example, with UTM tagging, you can see which specific ads, links, or campaigns are driving the most traffic to your event. This information can help you make data-driven decisions about where to allocate your marketing budget and how to improve your campaigns. You can also use UTM tagging to track conversions and see how many people are registering for your event or taking other desired actions.

Another important reason to use UTM tagging for virtual events is that it helps you understand how people are engaging with your content. For example, you can see which sessions or presentations are the most popular, and you can use that information to inform future virtual events. You can also see which links are getting the most clicks, allowing you to optimize your event's website and make sure that attendees are able to find what they're looking for.

Overall, UTM tagging is a valuable tool for measuring the success of virtual events and making informed decisions about how to optimize your strategy. Whether you're looking to increase attendance, improve engagement, or drive more conversions, UTM tagging is a simple and effective way to get the insights you need to succeed.

How does UTM tagging work?

UTM tagging works by adding a small piece of code to the end of your virtual event's URL. This code, known as a UTM tag, contains parameters that provide information about the source of the traffic and how people are engaging with your event.

When someone clicks on a link with a UTM tag, their browser sends the information contained in the tag to your analytics tool, allowing you to see detailed information about how they got to your event and what they did once they got there. This information is then displayed in a report, giving you a clear view of how your virtual event is performing and where your traffic is coming from.

To create a UTM tag, you'll need to use a UTM builder tool, which is available for free from many different sources. You'll then need to fill out a few simple parameters, such as the source of the traffic (e.g. Facebook, Google, etc.), the name of the campaign, and the specific ad or link that the person clicked on. Once you've created your UTM tag, you'll add it to the end of your virtual event's URL, and you're good to go!

When someone clicks on a link with a UTM tag, the information contained in the tag is sent to your analytics tool, allowing you to see detailed information about how they got to your event and what they did once they got there. Whether you're looking to measure the success of a virtual conference, webinar, or any other type of virtual event, UTM tagging is a simple and effective way to get the insights you need to make informed decisions and improve your results.

How to create UTM tags for virtual events

Creating UTM tags for virtual events is a simple process that involves a few steps. Here's how to do it:

  1. Choose a UTM builder tool: There are many free UTM builder tools available online, such as Google's Campaign URL Builder or Bitly's UTM Builder. Choose one that works best for you and your virtual event.

  2. Fill out the parameters: Once you've chosen a UTM builder tool, you'll need to fill out a few simple parameters, such as the source of the traffic (e.g. Facebook, Google, etc.), the name of the campaign, and the specific ad or link that the person clicked on. Make sure to use clear and descriptive names for your campaigns and ads, as this will make it easier to analyze your results later on.

  3. Add the UTM tag to your virtual event URL: After you've filled out the parameters, the UTM builder tool will generate a unique UTM tag for you. Simply add this tag to the end of your virtual event's URL, making sure to separate it from the rest of the URL with a "?" or "&".

  4. Test your UTM tag: Before you start using your UTM tag, make sure to test it to ensure that it's working properly. Simply click on the link with the UTM tag and see if the information is being sent to your analytics tool.

That's it! With these simple steps, you'll be able to create UTM tags for your virtual events and start tracking their success. Whether you're looking to increase attendance, improve engagement, or drive more conversions, UTM tagging is a simple and effective way to get the insights you need to make informed decisions and achieve your goals.

Understanding UTM tag parameters

UTM tag parameters are the pieces of information that make up a UTM tag and provide valuable insights into the source of your traffic and how people are engaging with your virtual event. There are five main UTM tag parameters:

  1. Source: The source parameter identifies where the traffic is coming from, such as Facebook, Google, or a specific website. This information helps you understand which channels are driving the most traffic to your virtual event.

  2. Medium: The medium parameter identifies the type of marketing channel being used, such as email, social, or paid search. This information helps you understand which channels are the most effective for your virtual event.

  3. Campaign: The campaign parameter identifies the specific campaign that the traffic is coming from, such as a particular email blast or Facebook ad. This information helps you understand which campaigns are the most successful and which need improvement.

  4. Term: The term parameter is optional and is used to identify the keywords associated with a paid search campaign. This information helps you understand which keywords are driving the most traffic and conversions.

  5. Content: The content parameter is also optional and is used to identify specific ads or links within a campaign. This information helps you understand which ads or links are the most effective and which need improvement.

By understanding these UTM tag parameters, you can gain valuable insights into how people are engaging with your virtual event and make informed decisions about how to optimize your strategy. Whether you're looking to increase attendance, improve engagement, or drive more conversions, UTM tagging is a simple and effective way to get the insights you need to succeed.

Analyzing virtual event results with UTM data

Analyzing virtual event results with UTM data is the process of using the information contained in UTM tags to understand how people are engaging with your virtual event and make informed decisions about how to optimize it.

Once you've added UTM tags to your virtual event URLs, you can use your analytics tool to view detailed reports on your virtual event's performance. These reports will show you important metrics such as the number of visitors, the sources of your traffic, and the specific ads or links that are driving the most engagement.

To analyze your virtual event results with UTM data, you'll want to pay attention to a few key metrics:

  1. Traffic sources: See where your visitors are coming from and which sources are driving the most traffic to your virtual event. This information will help you understand which channels are the most effective for your event and which need improvement.

  2. Conversion rates: Track how many people are registering for your virtual event or taking other desired actions. This information will help you understand which campaigns are the most successful and which need improvement.

  3. Engagement: See which sessions or presentations are the most popular and which links are getting the most clicks. This information will help you understand which content is resonating with your audience and how you can improve your virtual event's website.

By analyzing your virtual event results with UTM data, you can make informed decisions about how to optimize your virtual event strategy and achieve your goals. Whether you're looking to increase attendance, improve engagement, or drive more conversions, UTM tagging and data analysis is a simple and effective way to get the insights you need to succeed.

Best practices for using UTM tagging for virtual events

UTM tagging is a powerful tool for measuring the success of virtual events, but it's important to use it correctly in order to get the most out of it. Here are some best practices for using UTM tagging for virtual events:

  1. Be consistent: Make sure to use consistent naming conventions for your campaigns, ads, and sources. This will make it easier to analyze your results and identify trends over time.

  2. Use clear and descriptive names: When naming your campaigns, ads, and sources, use clear and descriptive names that accurately reflect what they are. This will make it easier to understand your results and make informed decisions about how to optimize your virtual event strategy.

  3. Test your tags: Before you start using your UTM tags, make sure to test them to ensure that they're working properly. This will help you avoid any potential issues and ensure that you're getting accurate results.

  4. Use UTM tags on all of your links: Make sure to add UTM tags to all of the links associated with your virtual event, including registration links, session links, and any other links that you want to track. This will give you a complete picture of how your virtual event is performing.

  5. Integrate UTM tags with your analytics tool: Make sure to integrate your UTM tags with your analytics tool, such as Google Analytics, so that you can view detailed reports on your virtual event's performance.

By following these best practices, you'll be able to use UTM tagging to its full potential and get the insights you need to measure the success of your virtual event and make informed decisions about how to optimize it. Whether you're looking to increase attendance, improve engagement, or drive more conversions, UTM tagging is a simple and effective way to get the results you want.

Integrating UTM tagging with virtual event platforms

Integrating UTM tagging with virtual event platforms is the process of connecting your UTM tags with the platform you're using to host your virtual event. This integration allows you to track the success of your virtual event and make informed decisions about how to optimize it.

To integrate UTM tagging with your virtual event platform, you'll need to follow these steps:

  1. Choose a virtual event platform: Choose a virtual event platform that allows you to add UTM tags to your URLs and integrates with your analytics tool. Some popular virtual event platforms include Zoom, Webex, and GoToWebinar.

  2. Create UTM tags: Use a UTM builder tool to create UTM tags for your virtual event. Make sure to use clear and descriptive names for your campaigns, ads, and sources, and test your tags to ensure that they're working properly.

  3. Add UTM tags to your virtual event URLs: Add your UTM tags to the end of your virtual event URLs, making sure to separate them from the rest of the URL with a "?" or "&".

  4. Integrate with your analytics tool: Make sure to integrate your UTM tags with your analytics tool, such as Google Analytics, so that you can view detailed reports on your virtual event's performance.

By integrating UTM tagging with your virtual event platform, you'll be able to track the success of your virtual event and make informed decisions about how to optimize it. Whether you're looking to increase attendance, improve engagement, or drive more conversions, UTM tagging is a simple and effective way to get the results you want.

Using UTM tagging to optimize virtual event campaigns

Using UTM tagging to optimize virtual event campaigns is the process of using the information gathered from UTM tags to make informed decisions about how to improve your virtual event strategy.

By adding UTM tags to your virtual event URLs and integrating them with your analytics tool, you'll be able to see detailed reports on your virtual event's performance, including the sources of your traffic, the specific campaigns and ads that are driving the most engagement, and the conversion rates for your event.

Using this information, you can make data-driven decisions about how to optimize your virtual event campaigns and achieve your goals. For example:

  1. Allocate your budget: See which campaigns and ads are driving the most traffic and conversions, and allocate your budget accordingly.

  2. Improve your content: See which sessions or presentations are the most popular and which links are getting the most clicks, and use that information to inform future virtual events and improve your content.

  3. Refine your targeting: See where your visitors are coming from and which sources are driving the most traffic, and refine your targeting accordingly.

  4. Experiment with different strategies: Try different strategies for your virtual event campaigns, such as different types of ads or different targeting methods, and see what works best.

By using UTM tagging to optimize virtual event campaigns, you'll be able to make informed decisions about how to achieve your goals and take your virtual event to the next level. Whether you're looking to increase attendance, improve engagement, or drive more conversions, UTM tagging is a simple and effective way to get the results you want.

Common mistakes to avoid when using UTM tagging for virtual events

UTM tagging is a powerful tool for measuring the success of virtual events, but it's important to use it correctly in order to get the most out of it. Here are some common mistakes to avoid when using UTM tagging for virtual events:

  1. Not using clear and descriptive names: When naming your campaigns, ads, and sources, make sure to use clear and descriptive names that accurately reflect what they are. This will make it easier to understand your results and make informed decisions about how to optimize your virtual event strategy.

  2. Not testing your tags: Before you start using your UTM tags, make sure to test them to ensure that they're working properly. This will help you avoid any potential issues and ensure that you're getting accurate results.

  3. Not using UTM tags on all of your links: Make sure to add UTM tags to all of the links associated with your virtual event, including registration links, session links, and any other links that you want to track. This will give you a complete picture of how your virtual event is performing.

  4. Not integrating UTM tags with your analytics tool: Make sure to integrate your UTM tags with your analytics tool, such as Google Analytics, so that you can view detailed reports on your virtual event's performance.

  5. Not using consistent naming conventions: Make sure to use consistent naming conventions for your campaigns, ads, and sources. This will make it easier to analyze your results and identify trends over time.

By avoiding these common mistakes, you'll be able to use UTM tagging to its full potential and get the insights you need to measure the success of your virtual event and make informed decisions about how to optimize it. Whether you're looking to increase attendance, improve engagement, or drive more conversions, UTM tagging is a simple and effective way to get the results you want.

Final thoughts

Measuring virtual event results with UTM tagging is a simple and effective way to get insights into how people are engaging with your virtual event and make informed decisions about how to optimize it. UTM tagging works by adding a small piece of code to your virtual event URLs, which provides information about the source of the traffic and how people are interacting with your event. By using a UTM builder tool to create UTM tags and integrating them with your analytics tool, you can see detailed reports on your virtual event's performance and make data-driven decisions about how to achieve your goals.

Whether you're looking to increase attendance, improve engagement, or drive more conversions, UTM tagging is a powerful tool that can help you get the results you want.

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