Categorization of visitors in the statistics module

When planning an event, it's important to attract attendees.
Without attendees, it doesn't make much sense to plan an event.

It's about telling the right people that the event exists and then getting them to register.

It is called event marketing.
Marketing can be through our own communication channels, in collaboration with others or through paid adverts.

When you market an event, it is useful to know something about how that marketing works.

The statistics module in EasySignup
It is useful to know how many people have seen an event.

More questions quickly pop up as you look into it:

• How did all those people find the event?
• What website have they seen it on?
• An affiliate mentioned the event in their newsletter, how many clicked on the link to read more?
• How many of the registrations came through that newsletter?
• There were 117 registrations - how did they find the event?
• How many registrations actually came through Facebook?
• Did our paid adverts on Facebook work, or did the registrations come through our own posts?
• Did the first, second or third post on LinkedIn perform the most?

To try and answer these questions, we have created a statistics module in EasySignup.

Compliance of GDPR
There is laws about processing of personal data which must be followed.
When you use EasySignup, it is your organization which is the data responsible. Therefore is it your responsibility that the law is followed - also when you use the statistics part of EasySignup.

At EasySignup we have chosen, that it is better to get a little statistics about all the visitors which gives the correct picture, than more detailed statistics about the few visitors which will give consent to statistics. The last will give a wrong picture of the visitors.

EasySignup does only use necessary technical cookies and does not process personal data in the statistics part, before an registration has been completed.

Therefore does EasySignup not ask for consent to cookies for processing of personaldata on the registration webpages.
It is not possible to configure the system to ask the visitors for consent to process their personal data for statistics use.

It means that you can't use personal data, when you use the linkparameters described below.

Better results if you help the statistics module a little
The statistics module displays data about visitors and registration by default.

However, you can get more detailed data if you help the statistics module a bit.

You can help by telling the statistics module how to categorize visitors.

You do this by adding something extra to the end of the links you and others use when linking to your events.

The extra at the end of a link is also called link parameters.

You can add up to 17 different link parameters when using the EasySignup statistics module.
You can just use a single link parameter and combine several of them if needed.

This is known as "tagging visitors" or "tagging traffic".

Example of categorization of visitors
Here is an example of how to use link parameters.
It also shows examples of information you can use to categorize your visitors.

We make an event with this registration link:
https://showcase.easysignup.com/3/ 

Our event marketing consists of 4 parts.

Part 1 - Section in our own newsletter
We write a section about the event in our own newsletter and send it by e-mail in week 12 using this link:

https://showcase.easysignup.com/3/?utm_source=newsletter-own&utm_campaign=newsletter-week12&utm_medium=email&utm_content=end-of-newsletter 

Explanation:
The basic link is:

https://showcase.easysignup.com/3/

with the following added at the end:
?utm_source=newsletter-own&utm_campaign=newsletter-week12&utm_medium=email&utm_content=end-of-newsletter

At first sight, it looks a bit confusing.

In order for the statistics module to understand what we want to tell it, we need to tell it in a way that computers understand.

The bit at the end of the link consists of 4 link parameters.

Each link parameter has a name, and then we can enter which text should be in each link parameter.
The texts we write become the categories that give an overview of how well our marketing works.

There is a question mark (?) before the first link parameter and an ampersand (&) to separate the following link parameters.

Here are the actual link parameters and the texts we would like to include in each link parameter.

1)
"utm_source=newsletter-own":
We state the source as our own newsletter.

2)
"utm_campaign=newsletter-week12":
We state that the campaign is the newsletter in week 12.

3)
"utm_medium=email":
We state that the medium is e-mail.

4)
"utm_content=end-of-newsletter":
We state that the content, that was clicked on, was at the end of the newsletter.

Part 2 - affiliate mentions the event in their newsletter
An affiliate would like to mention the event in the newsletter in week 13.
We give them this link:

https://showcase.easysignup.com/3/?utm_source=newsletter-company-123&utm_campaign=newsletter-week13&utm_medium=email&utm_content=blue-box-in-newsletter 

Explanation:
"utm_source=newsletter-company-123":
We state the source as our affiliate "Company 123".

"utm_campaign=newsletter-week13":
We state that the campaign is the newsletter in week 13.

"utm_medium=email":
We state that the medium is e-mail.

"utm_content=blue-box-in-newsletter":
We state that the content, that was clicked on, was a blue box at the end of the newsletter.

Part 3 - Post on our own Facebook page
We create a post on our own Facebook page using this link:

https://showcase.easysignup.com/3/?utm_source=Facebook&utm_campaign=Facebook-organic&utm_medium=socialmedia&utm_content=post-week-12-monday&utm_price=organic

Explanation:
"utm_source=Facebook":
We state the source as Facebook.

"utm_campaign=Facebook-organic":
We state that the campaign is Facebook organic.

"utm_medium=socialmedia":
We state that the medium is social media.

"utm_content=post-week-12-monday":
We state that the content is a post on Monday in week 12.

"utm_price=organic":
We state that the price is organic, i.e. it is not a paid advert.

Del 4 - Paid advert on Facebook targeting HR managers
We try paid marketing on Facebook, where the target group is HR managers.
In the advert we use this link:

https://showcase.easysignup.com/3/?utm_source=Facebook&utm_campaign=Facebook-paid&utm_medium=socialmedia&utm_content=advert-with-John&utm_price=paid&utm_audience=hr-managers 

Explanation:
"utm_source=Facebook":
We state the source as Facebook.

"utm_campaign=Facebook-paid":
We state that the campaign is a paid advert on Facebook.

"utm_medium=socialmedia":
We state that the medium is social media.

"utm_content=advert-with-John":
We state that the content is an advert with the keynote speaker John.

"utm_price=paid"
We state that we pay for visitors (traffic).

"utm_audience=hr-managers":
We state that the target group is HR managers.

It was an example with 4 different part of an event marketing strategy.

You can use these link parameters
It is possible to use several link parameters and make a fairly detailed categorization of your visitors.
The more thorough you are with the use of links, the better you can see how well your marketing strategy is working.

Start small and expand as you become more curious about the use of link parameters.

Please note that it is not possible to categorize visitors and registrations already made.

If you are several people in the organization that need link parameters, it is a good idea to agree on how to use them and write them down in a document that you are constantly updating.

If you use the link parameters differently, categorization can quickly become a mess.
It is not possible to change the categorization of visitors who have already visited the registration pages.
You can always correct links going forward.

Some newsletter systems automatically add some link parameters to links when a link is inserted into a newsletter.
If you also add link parameters yourself, test what the final link actually looks like.
The best thing is to add the link parameters yourself.

We have created a tool that makes it easy to generate links with link parameters.
Find the tool under Account->Statistics and click on the "Link Builder" tab.

Here you can enter the various parameters. The system then generates the link that you can copy and use in your marketing.

Here is the list of link parameters that you can use with EasySignup's statistics module:

Original link parameters known from other tools:

• utm_source ( Source, e.g. google, facebook, linkedin, newsletter, email-signature)
• utm_medium (Medium, e.g. email, social-media, paid-search, other-adverts)
• utm_campaign (Campaign, e.g. newsletter-week-12, affiliate-linkedin, facebook-adds, google-adds)
• utm_term ( Search term, e.g startup-seminar, product-launch)
• utm_content (Use utm_content to distinguish between adverts and links linking to the same URL. Examples: logolink or textlink)

Specific link parameters in Easy Signup:

• utm_objective ( The campaign objective, e.g. signups, likes, followers, subscribers)
• utm_audience (Target group for the campaign or advert, e.g. HR-manager, secretaries, PAs, project-managers)
• utm_country (Target country, e.g. Denmark, Germany)
• utm_device_target ( Target device, e.g. mobile, desktop, mixed)
• utm_price ( Price for the visitors (traffic), e.g. paid, swop, free, organic)
• utm_channel_group (Grouping of visitors (traffic), e.g. email, social media, paid search, other adverts)
• utm_tag1 (Can be used if none of the other link parameters matches what you want)
• utm_tag2 (Can be used if none of the other link parameters matches what you want)
• utm_tag3 (Can be used if none of the other link parameters matches what you want)
• utm_tag4 (Can be used if none of the other link parameters matches what you want)
• utm_original_referrer (URL the visitor came from when they arrived on your own website)
• utm_original_lead_source (Where did the original lead come from, e.g. if it is a remarketing campaign for newsletter subscribers)

The link parameter texts can consist of numbers, uppercase and lowercase letters from A to Z, hyphens and underscores. Don't use spaces.

You can just use a single link parameter and combine several of them if needed.

Find the tool that makes it easy to generate links with link parameters under Account->Statistics and click on the "Link builder" tab.