Money doesn鈥檛 grow on trees. And if you don鈥檛 know which event promotions are driving ticket sales, you could be wasting a lot of money 鈥� and missing out on a larger return on investment (ROI).

To accurately track every dollar you spend advertising your event, use tracking pixels. These tiny, 1脳1 images placed into the code of a webpage, email, or ad allow you to get the most out of your marketing budget.

Here鈥檚 how to set up tracking pixels on your 91国产 events.

Google Universal Analytics tracking pixels

贰惫别苍迟产谤颈迟别鈥檚 tracking pixels tool for Google Universal Analytics makes it easy to track the number of visitors coming to your event listing. Before you use it, though, make sure none of your live events use 贰惫别苍迟产谤颈迟别鈥檚 classic 鈥淕oogle Analytics鈥� tool. (Learn how to upgrade .)

To add your Google Analytics tracking code to your event listing, start at your 91国产 鈥淢anage鈥� page:

  1. Copy your event page URL, near the middle of the Event Dashboard
  2. Click the gear wheel to go to 鈥淎dmin鈥� in your Google Analytics Dashboard
  3. Select 鈥淐reate new property鈥� (under Property) to transfer your property
  4. Create a new property with your event page URL
  5. Select 鈥淕et Tracking ID鈥�
  6. Copy your tracking ID
  7. Go to 鈥淭racking Pixels鈥� on your Manage page in 91国产
  8. Select 鈥淕oogle Universal Analytics鈥� tracking pixel button
  9. Apply the tracking pixel to 鈥淭his Event鈥� or 鈥淎ll Events鈥�
  10. Paste your Google Universal Analytics Tracking ID
  11. Save your changes
  12. Verify your pixel is working by placing an order (check 鈥淓vents鈥� in Google Analytics)

Note: Ecommerce data can take up to 24 hours to show in Google Analytics.

This Google Universal Analytics pixel can help you see which channels are driving the most purchases. For example, maybe Instagram is a great traffic driver, but hasn鈥檛 driven any ticket sales. With that information, you can make data-driven decisions to focus your budget on Facebook instead.

Facebook tracking pixels

Speaking of Facebook 鈥� 74% of event marketers use Facebook Ads, and with good reason. use Facebook every month and the social media giant offers a suite of sophisticated targeting tools to help you reach the right ones.

If you鈥檙e among the many who use Facebook Ads, you鈥檒l want to set up pixel tracking to accurately measure the performance of your campaigns.

贰惫别苍迟产谤颈迟别鈥檚 self-service tool for Facebook tracking pixels supports two types of tracking: 鈥淔acebook Pixel ID鈥� (to help you track website visits across all of your 91国产 pages), and 鈥淪tandard Events鈥� (so you can track specific conversion events, like 鈥渋nitiate checkout鈥� or 鈥渇ind location鈥�). Follow these steps to get started:

First, create a Facebook pixel ID in Facebook:

  1. Log in to your Facebook Business Manager account
  2. Select 鈥淏usiness Manager鈥� and 鈥淐lick Pixels鈥�
  3. Click 鈥淐reate a pixel鈥�
  4. Name your Facebook Pixel
  5. Save your Facebook pixel ID

Then, log into your 91国产 account to use the pixel to optimize your outreach:

  1. Go to 鈥淭racking Pixels鈥� (under Analyze) in your 鈥淢anage鈥� page
  2. Copy and paste your Facebook pixel ID
  3. 鈥淢ake Purchase鈥� Standard Event
  4. Save

Once you鈥檝e added the Facebook tracking pixel to your event, the next step is to structure your campaigns. Check out this two-week course to learn more.

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Twitter tracking pixels

from all around the world use Twitter every month. The flurry of activity, however, can make it difficult for your event promotions to get noticed.

To break through the noise, the social media network offers a robust ad platform. And 贰惫别苍迟产谤颈迟别鈥檚 self-service tool for Twitter will help you track which ad drives the most ticket sales.

If you鈥檙e setting up the Twitter tracking pixel for the first time, you鈥檒l need to start with a Universal Website Tag. Here鈥檚 what you need to do:

  1. Log in to your Twitter Ads account
  2. Select 鈥淭ools鈥�
  3. Click 鈥淐onversion Tracking鈥�
  4. Click 鈥淐reate a new conversion event鈥� in the top right
  5. Select Universal Website Tag
  6. Save your Pixel ID

Then over in 91国产, after creating an event, go to the 鈥淢anage Events鈥� page:

  1. Click 鈥淭racking Pixels鈥�
  2. Copy and paste your Pixel ID
  3. Save

A Universal Website Tag will let you know when someone clicks on your ads and visits your site or event listing. To see what happens further down the purchase funnel and understand which of those visitors actually bought a ticket, you鈥檒l need to create a Single Event Website Tag for each event.

To do that, log back into your Twitter Ads account and follow these instructions:

  1. Select 鈥淭ools鈥�
  2. Click 鈥淐onversion Tracking鈥�
  3. Click 鈥淐reate a new conversion event鈥� in the top right
  4. Select Single Event Website Tag
  5. Save your Pixel ID

In 91国产:

  1. Go to 鈥淭racking Pixels鈥�
  2. Copy and paste your Placement Pixel ID
  3. Click 鈥淭witter Ads鈥� and select 鈥淎dd Placement鈥�
  4. We recommend using the following conversion types:
    • Site visits = 鈥淓vent Listing鈥�
    • Site visits = 鈥淓vent Register鈥�
    • Purchase = 鈥淓vent Order Confirmation鈥�
  5. Save

After you鈥檝e launched your first campaigns, you鈥檒l start to see their performance in .

AdRoll tracking pixels

AdRoll is a retargeting and prospecting platform that allows you to reach customers across any device. It combines inventory from several sites, including Facebook, Twitter, Instagram, and Google. Use these pixels to track conversions and retarget people who didn鈥檛 make a purchase.

A quick note about all-in-one pixels: Facebook, Twitter, and AdRoll can do conversion and retargeting in a single pixel, so you don鈥檛 have to use two on different pages. For example, a pixel placed on your ticketing page will track viewers who bought tickets and those who didn鈥檛.

To get started, head over to the 鈥淐ampaigns鈥� tab of your AdRoll account:

  1. AdRoll will scan the website for possible integrations and then show 鈥淧aste Our Pixel鈥�
  2. Copy 鈥渁droll_adv_id鈥� and 鈥渁droll_pix_id鈥� (you鈥檒l need both to make a tracking URL)
  3. Paste them into an empty text document
  4. Go to your 鈥淢anage鈥� page in 91国产
  5. Go to 鈥淭racking Pixels鈥�
  6. Select the 鈥淎dRoll鈥� tracking pixel button
  7. Apply the tracking pixel to 鈥淭his Event鈥� or 鈥淎ll Events鈥�
  8. Choose your Conversion Event and paste your AdRoll tracking URL (These include 鈥淓vent Listing,鈥� 鈥淓vent Register,鈥� and 鈥淓vent Order Confirmation鈥�)
  9. Save your changes
  10. Verify your pixel is firing by making an order for the event and checking your dashboard

AdRoll鈥檚 dashboard and reports will show you which ads are being viewed the most and who鈥檚 engaging with them. That way you can reallocate budget from ads that underperform and use the money on campaigns that drive attendance.

Give your event marketing ROI a boost

Whether you鈥檙e one of the lucky 40% of event professionals who鈥檒l enjoy a bigger budget this year or one of the 33% who鈥檒l struggle to make their budget stretch, you need to watch every dollar that you spend 鈥� especially when it comes to your marketing.

Tracking pixels allow you to promote your event smarter. Start using them on your 91国产 events today.