Precision Marketing Tracking and Incomplete Orders

run.events records the UTM parameters of every order automatically, so each ticket shows where its buyer came from. Under Marketing, Incomplete Orders lists checkouts started by signed-in visitors and lets you send them a manual retargeting email.

Nina Baras
Head of Customer Success @ run.events
For Event OrganizersMarketing
Article Image Alt

How UTM parameters are captured

When a visitor reaches checkout through a tagged link, run.events reads the four UTM parameters from it — utm_source, utm_medium, utm_campaign and utm_content — or re-parses them from the originating address, and stores them with the order. Every order therefore carries its own attribution; there is no separate tagging step for the organizer to perform.
From utm_source run.events derives a marketing provider. The mapping is data-driven and covers Facebook, Instagram, Google, LinkedIn, TikTok, YouTube, Email (also for newsletter, mail and the sources of several mailing tools), run.events, X, Reddit, Quora, and Other for anything unmapped; a gad_source value without a utm_source maps to Google. The provider is shown as an icon next to the ticket.

Where the UTM data appears

The attribution is shown per ticket, never only as a total.
• In the Tickets list, the Price (net) column shows the provider icon, a chip for the medium and a chip for the campaign; a chip for the content appears only when the ticket has no campaign. The advanced search adds the filters Advertising Source, a choice of marketing providers, and Advertising Campaign.
• The ticket flyout has a Precision marketing tracking section with the derived provider under Marketing provider: and the four parameters under Source:, Medium:, Campaign: and Content:. The same section appears on Reserved Tickets. The incomplete-order flyout shows the same fields in a box without a heading when the visitor reached the checkout itself; it fills them only from an order of the same user that arrived with the same utm_source.

Incomplete orders (abandoned carts)

Incomplete Orders, under Marketing, lists every checkout started by a signed-in visitor, including completed ones. Visitors who weren't signed in don't appear. Each row shows the checkout step reached, the user, company, country, date, time spent, Social provider and Purchase.
Purchase is ticked if the user has ordered for the event, through any checkout.
Social provider shows the marketing provider's icon only if the user has an order for the event with the same utm_source.
To follow up, select rows and send a retargeting email using the organizer or event template. Rows with the same email address are selected together. Follow-up is manual only: there are no automated reminders or sequences.

Guided walkthrough

  1. Open Marketing
    On the event home, open Marketing (address ends in /marketing). Its screens are grouped under Manage, Reports and Configure.
    Interface screenshot displaying the RunEvents marketing module, highlighting sections for managing influencer campaigns, tracking incomplete orders, and generating reports on influencer engagements and performance metrics.

  2. UTM chips in the Tickets list
    In Tickets and Attendees, open the Tickets list. In Price (net), a ticket bought through a tagged link shows the provider icon, a medium chip and a campaign chip. A content chip appears only when there is no campaign. Advanced search adds the Advertising Source and Advertising Campaign filters.
    A screenshot of an event management platform’s ticketing section displays various attendee tickets with statuses, purchase details, and pricing. The interface shows color-coded pass types, assigned customers, and a summary of total tickets and costs.

  3. Ticket flyout
    Open a ticket row. The Precision marketing tracking section shows the marketing provider and the four UTM values: Source, Medium, Campaign and Content. Reserved Tickets shows the same section. This per-ticket view is all the UTM reporting in the organizer portal.
    A screenshot of the RunEvents platform displays a ticket management interface. It shows various attendee tickets categorized by type, status, and assignment details, including personalized and free passes, alongside financial and marketing attribution data for tracking sources.

  4. Incomplete Orders
    In Marketing, open Incomplete Orders. It lists checkouts started by signed-in visitors, with the step reached, user, company, country, date, time spent, Social provider and Purchase.
    Dashboard displaying incomplete orders for event management system, showing user progress through order steps, including social provider verification and purchase completion statuses. Lists incomplete orders for John Smith with details such as date, time spent, and current step in the workflow.

  5. Incomplete-order flyout
    Open a row to see the user, the furthest step, company, country and the step history. If the visitor reached the checkout, a box with the marketing provider and UTM fields also appears. It is filled only when the user has an order for the event with the same utm_source.
    Dashboard displaying incomplete orders for event marketing workflows, showing user progress through steps like creating orders and selecting customers. Lists details such as user names, company information, dates, and time spent on each incomplete action, alongside a LinkedIn social media campaign source.

  6. Send a retargeting email
    Select rows. Rows with the same email address are selected together, and Send Email shows the address count. Set Email from, Reply to and the template (organizer or event), then Subject and Body, and click Send. Emails are sent manually only. Send Email stays disabled until rows are selected and a sender address is configured.
    Dashboard interface for RunEvents showing incomplete orders list with user details, dates, and status indicators. Users can configure email notifications via templates for pending orders.