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Capture UTM Parameters for Events

Updated

WHY UTM PARAMETERS ARE IMPORTANT

UTM parameters help you understand where your event registrations are coming from – whether from a newsletter, a social media campaign, or a paid Google ad. This allows you to better evaluate and optimize your marketing efforts.

CURRENT PROCESS ON YOUR LANDING PAGE

Even though there is currently no native integration for UTM tracking, you can already capture UTM parameters for your event today – via custom and hidden fields in the registration form.

STEP-BY-STEP INSTRUCTIONS
CREATE CUSTOM FIELDS FOR THE UTM PARAMETERS

Go to your event’s field settings and create a new custom field each (field type = text) for the following parameters:

  • utm_source
  • utm_medium
  • utm_campaign
  • (optional: utm_term, utm_content)
  • (optional: utm_term, utm_content)

Important: Name the fields clearly, e.g., “UTM Source,” “UTM Medium,” etc., so you can recognize the fields again in the export.

Before you can use UTM tracking, you must first configure the query string parameter settings for each UTM field.

  1. Open the detail view of your UTM field in the registration form.
  2. Switch to the Settings tab in the detail view of your UTM field.
  3. Enable the option Enable prefill from query string parameter and enter the corresponding UTM parameter name (e.g., utm_source, utm_medium, utm_campaign).
  4. Then click Save to apply the changes.

INCLUDE UTM PARAMETER FIELDS AS HIDDEN FIELDS IN YOUR REGISTRATION

  • Go to your registration form and select the created UTM parameter fields.
  • Enable the Hidden option so the fields remain invisible to guests.
  • The hidden fields will automatically capture the UTM values from the URL if they are present when the registration page is accessed.

UTM PARAMETERS IN YOUR CAMPAIGN URL

When linking to your registration page, use URLs with the desired parameters, e.g.:

https://your-domain.com/event?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale

If a guest accesses the form via this URL, the parameters will be automatically saved in the corresponding fields as soon as the form is submitted.

ANALYSIS

The captured UTM parameters are saved with each guest. You can:

  • analyze them in the guest list export
  • or view them in the detail view of individual guests

ADVANTAGES OF THIS APPROACH

  • No coding required
  • Easily configurable through the interface
  • Works with any campaign

NOTE

Please note: The parameters must be included in the URL on the first page visit.
Direct accesses without parameters or redirects cannot capture the values.

EXAMPLE OF A COMPLETE UTM URL

https://your-event.airlst.com/form?utm_source=linkedin&utm_medium=social&utm_campaign=autumn_webinar

This URL tracks:

  • Source: LinkedIn
  • Medium: Social Media
  • Campaign: Autumn Webinar

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