# Marketing links & sales sources

If you promote your event in more than one place — an Instagram ad, a
newsletter, a partner's story — you want to know **which of them actually
sells tickets**. Tag your links, and the platform records the source on every
ticket sold, then shows you the totals in the **Sales sources** report.

## Tag your links

Add UTM parameters to any link that points at your event page:

```
https://ticketconnect.xyz/events/abc123?utm_source=instagram&utm_medium=paid&utm_campaign=spring-tour
```

| Parameter | What to put there | Example |
| --- | --- | --- |
| `utm_source` | Where the link lives | `instagram`, `newsletter`, `partner-cafe` |
| `utm_medium` | The kind of placement | `paid`, `email`, `story`, `qr` |
| `utm_campaign` | Which push this is | `spring-tour`, `early-bird` |

Meta Ads and Google Ads can fill these in automatically (look for “URL
parameters” in the campaign settings); for posters and print, put the tagged
link behind a QR code.

> **Be consistent.** `Instagram`, `instagram` and `ig` show up as three
> separate rows. Pick one spelling per source and stick to it — the report
> groups by the exact text.

## Read the report

Panel → **Sales sources**. Pick a date range (and optionally a single event)
and you get, per source → medium → campaign: **tickets sold** and
**revenue**, plus summary cards with the share of sales that came from
campaigns versus **(direct)** — buyers who arrived without a tagged link
(typed the address, found you on the platform, clicked an untagged share).

A few things to know when reading the numbers:

* Attribution is **last-touch within 30 days** — if someone clicks your
  newsletter link on Monday and your Instagram ad on Friday, the Friday
  purchase counts for Instagram.
* Revenue is shown **per currency** — amounts in different currencies are
  never added together.
* Guest-list (comp) tickets don't count; only real sales do.
* The report is first-party: it works for **every** buyer, including those
  who decline cookies, so it's your most complete picture — ad-platform
  dashboards will always show less than this.

## Where this data comes from

When a buyer lands on your event page through a tagged link, the tag rides
along until checkout and is saved with the ticket. There's nothing to enable
and nothing to install — every organizer has this from the first tagged link
they share.