How to track ticket sales with UTM links
Last updated at: Oct 20, 2026A UTM link is your event link with a few tags added to the end, like ?utm_source=instagram. Use a different link for each place you promote, and TixFox shows in your event's Analytics how many clicks and how much revenue each one brought in. The easiest way to make one is the free TixFox UTM Link Builder.
Build a UTM link
- Copy your event link. On your event's Event Summary tab, click Copy Link.
- Open the UTM Link Builder and paste it into Website URL.
- Fill in Campaign Source, where the link will go, like instagram or email. Tap a suggestion or type your own.
- Fill in Campaign Medium, the type of channel, like social, paid or email.
- Fill in Campaign Name, a name you'll recognise later, like rooftop-jazz or earlybird.
- Optional: add Campaign Term for paid search keywords, or Campaign Content to tell two posts or ads apart, like story and reel.
- Click Copy link and use it in that one place.
See which link sold tickets
- Open your event and go to the Analytics tab.
- Switch to Sales to see revenue, or stay on Clicks for visits.
- In the box below the chart, choose UTM Parameters.
- Choose Source, Medium, Campaign, Term or Content to compare your links.
Visits without tags show up as Direct.
Ideas for using UTM links
- Compare channels: one link for Instagram, one for Facebook and one for your email list. After a week, you'll know which actually sold tickets.
- Track partners and influencers: give each one their own link, with their name as the source or content.
- Recurring events: keep the same sources and mediums, and change the campaign name each time.
Common questions
Do I need the builder to make a UTM link?
No. You can add the tags to your event link by hand, like https://tixfox.co/e/your-event?utm_source=instagram&utm_medium=social&utm_campaign=launch. The builder just saves typing and mistakes.
Will UTM links hurt my search ranking?
No. Search engines understand UTM tags and don't count them as separate pages.
Why do some Instagram visits have tags I didn't add?
Instagram can add its own tags to links, for example to links tapped in your bio. They show up in UTM Parameters next to yours.
Can I use UTM links with ads tracking?
Yes. UTM links and tracking pixels work together. See How to set up tracking pixels.