Link tracking and attribution metrics | Nevent
Link tracking and attribution in Nevent
Section titled “Link tracking and attribution in Nevent”When you send a campaign with a link to buy tickets, do you know how many fans clicked that link and how many ended up purchasing? Nevent’s link tracking answers those questions precisely, assigning the revenue from each sale back to the link that originated it.
What link tracking metrics can you measure?
Section titled “What link tracking metrics can you measure?”| Metric | What it answers | When to use it |
|---|---|---|
| Clicks per link | How many times was this link clicked in total? | Measure the gross interest generated by a link |
| Unique clicks per fan | How many different fans clicked this link? | Distinguish between fans who click multiple times and unique fans |
| Post-click conversion | What % of fans who clicked ended up buying? | Measure the effectiveness of the link’s destination |
| Revenue attributed to the link | How much money did purchases originating from this link generate? | Calculate the economic value of each link |
What is a unique click and why does it matter?
Section titled “What is a unique click and why does it matter?”Total clicks count every time the link was pressed, including multiple clicks by the same fan. Unique clicks count each fan only once, regardless of how many times they clicked.
The difference matters for interpreting data correctly. If a link has 500 total clicks but only 200 unique clicks, it means a subset of very interested fans is clicking several times — likely comparing options or returning to the purchase page. If all clicks were unique, the level of interest would be more broadly distributed.
For calculating true conversion, unique clicks are the correct denominator: it is more meaningful to know that 15% of fans who clicked ended up buying than to say that 6% of all clicks resulted in a sale.
What is post-click conversion?
Section titled “What is post-click conversion?”Post-click conversion measures what percentage of fans who clicked a link completed the target action (normally, buying a ticket) within a defined time window.
Imagine you send an email for the presale of a flamenco event in Seville. Of the 3,000 fans who receive the email, 600 click the purchase link (20% click rate). Of those 600, 90 buy a ticket. Your post-click conversion is 15%.
A healthy post-click conversion rate for ticket sales campaigns typically sits between 10% and 25%, depending on campaign urgency, ticket price and audience temperature.
How does revenue attribution to a link work?
Section titled “How does revenue attribution to a link work?”When Nevent detects that a fan clicked a specific link and then completed a purchase, it assigns that revenue to that link. This lets you compare two links within the same campaign — for example, a link at the top of the email versus one at the bottom — and see which generated more revenue.
You can also use this to compare channels: the same purchase link shared via email, SMS and WhatsApp. Nevent distinguishes which channel generated the most attributed revenue.
Practical example
Section titled “Practical example”Suppose you launch a campaign for a classical music event in Barcelona with two variants: one with the purchase link at the top of the email and another with it at the bottom. With Nevent’s tracking you can see that the version with the link at the top had a 22% post-click conversion while the version with the link at the bottom had 14%. For future campaigns, you always place the key link at the top.
Summary
Section titled “Summary”- Unique clicks are the most reliable indicator of genuine interest in a link
- Post-click conversion measures how many of those who clicked actually bought
- Attributed revenue tells you exactly how much money each link generated
- Comparing link variants lets you optimise campaigns on an ongoing basis