UTM tracking

Knowing which campaigns drive ticket sales lets you double down on what works. Usetix captures the standard UTM parameters — plus a free-form ref code — on every booking and shows them next to the order. The same capture runs on organizer signups so you can also see where new Usetix accounts came from.

How it works

When a buyer lands on a page in your shop with utm_* or ref parameters in the URL, those values are read at the moment they complete checkout and saved on the order. There is no client-side storage, no cookie, no consent banner. Practically this means last-click attribution — the source that delivered the buyer to the checkout page is what’s recorded.

The buyer doesn’t have to do anything. As long as the link they clicked carried the parameters, you’ll see them on the resulting order.

The parameters Usetix captures

Parameter	Typical use
utm_source	The platform or partner — google, facebook, instagram, newsletter, radiox.
utm_medium	The channel — cpc, social, email, affiliate.
utm_campaign	The campaign name — spring-launch, dnb-night-promo, summer-2026.
utm_term	Paid-search keyword, if relevant.
utm_content	Variant identifier — ad-a, video-cut-2, header-banner.
ref	Free-form referral code. Use this for partner programs, influencers, or any source where UTM conventions don’t fit.

These are the standard UTM parameters; any analytics tool you already use will recognize them.

Tagging a campaign URL

Just append a query string to the link you share. For example, a Facebook ad pointing at your spring showcase:

https://acme.usetix.io/events/spring-showcase?utm_source=facebook&utm_medium=social&utm_campaign=spring-launch

For a paid Google search ad with a keyword and creative variant:

https://acme.usetix.io/events/spring-showcase?utm_source=google&utm_medium=cpc&utm_campaign=brand&utm_term=concert+tickets+berlin&utm_content=ad-variant-a

For an influencer or partner referral, use ref:

https://acme.usetix.io/events/spring-showcase?ref=influencer-jane

You can combine UTM parameters with ref if you want both — they’re independent.

Where you’ll see the data

In the order detail. Open any order in Admin → Orders. If the buyer arrived with UTM or ref parameters, an Attribution card appears in the sidebar next to Payment.

In the order.* webhook payload. Every order.paid / order.refunded / order.cancelled webhook includes an attribution object. See the Webhooks guide for the field reference and an example payload.

Buyers who arrive via a direct link with no parameters get an empty attribution — the card simply doesn’t appear, and the webhook ships "attribution": {}.

Signups carry attribution too

The same capture runs on the Usetix marketing site. If a prospective organizer clicks a tagged link to usetix.io and ends up signing up, the source is recorded on their User record. There’s no organizer-facing UI for this — it’s visible to Usetix staff for understanding how new accounts are acquired.

A note on what’s lost

Because there’s no persistent storage, Usetix only attributes the click that delivered the buyer to the checkout page. If the same person visits via your Facebook ad on Monday, browses, leaves, and comes back via a Google search on Friday to book — the order will be attributed to Google, not Facebook.

That trade-off is deliberate: persisting attribution across visits would mean storing identifiers on the buyer’s device, which under German and EU law (TDDDG / ePrivacy) would require a cookie / storage consent banner. Last-click captures the most actionable signal — what got the buyer over the line — without any of that overhead.