Campaigns

Create trackable URLs and QR codes for posters, banners, and social posts. See clicks, orders, and revenue per campaign.

Most organisers guess which marketing works. Seaty shows you exactly which poster, post, or banner sold tickets.

Quick start

Click New campaign and give it a recognisable name, like "Town Square Poster"
Pick where the link should send people — event book page (most common) or event about page
Copy the URL for online posts, or download the QR code for printed material
Watch clicks, orders, and revenue flow into the report as the promotion runs

The customer sees nothing different — they land on your event page exactly as they would from any other link.

What this changes for your budget:

Stop spending on posters and posts that don't convert

Double down on the channels that actually sell tickets

Finally know whether the Facebook ad is earning its keep

Two types of marketing campaigns:

Event campaigns (this section) track one specific show — best when the promotion mentions one event by name

Organisation campaigns track promotions for the venue or season as a whole — useful when you don't yet know which event the customer will book

Where this fits in Seaty's marketing tools: Campaigns track posters, social posts, and banners — anything where you can put a custom link or QR code. Other tools in the Marketing hub cover related needs: Mail for promotional emails to subscribers, and Facebook Pixel for attributing ticket sales back to your Meta ad spend.

Overview

You promote an event in lots of places. Posters at the venue, banners in town, posts on Facebook, links in newsletters. Without a way to tag each one, you never know which channel actually drove sales.

Marketing campaigns solve that. You give each promotion a name, Seaty gives you back a unique link and a downloadable QR code, and from then on every visitor and every ticket sale that came from that promotion is recorded against it.

At its simplest, marketing answers one question: Which posters, banners, and posts are actually selling tickets?

Who uses this: Event administrators with the Event Marketing permission.

Key capabilities:

Create a named campaign for any poster, banner, social post, or link
Get a trackable URL and matching QR code, ready to print or share
Point each campaign at either the event book page or the event about page
See clicks, orders, and revenue per campaign in one place
Open the list of orders attributed to a campaign and click straight through to each one
Archive old campaigns so they stop tracking but keep their history

How most organisers use this: one campaign per physical location (the gate, the town poster, the foyer board) and one per channel (Facebook, Instagram, newsletter). The more granular the naming, the sharper the picture you'll have of which efforts are working.

How It Works

At a glance: Name a campaign, get a link and QR code, share them, and Seaty tracks the rest.

1. Create a campaign

You give the promotion a name you'll recognise later, like "Main Gate Banner" or "Town Square Poster". You also choose where the link should send people — the event book page or the event about page.

Seaty generates a short code, builds the link for you, and gives you a QR code that's ready to download as an image.

The URL is a normal Seaty event link with a small tracking tag added to the end. Customers don't see anything different — they land on your event page exactly as they would from any other link.

Print the QR code on the poster, drop the link into a Facebook post, or paste it into a newsletter. From the moment it's live, Seaty starts counting visits.

3. Customers visit through the campaign

When someone clicks the link or scans the QR code, Seaty records the visit. Their browser quietly remembers the campaign name, so if they come back later from a bookmark or by typing the address, the campaign is still attached to their session.

4. The order is attributed automatically

If that visitor goes on to buy tickets — straight away or later in the same browser session — the order is tagged with the campaign name. There's nothing for the customer to fill in and nothing extra for them to remember.

5. Read the report

Back in the Marketing section, each campaign shows the running totals: clicks, orders, revenue, and a conversion percentage. Open a campaign to see the timeline and the full list of orders it produced. Click any order to open it in the usual order dashboard.

Think of it this way:

A campaign is a name for one specific promotion, like "Town Square Poster"

The link and QR code are how customers find you for that promotion

The report is what you read to decide what to spend more on next time

External attribution (Mailchimp, Facebook Ads, Google Ads)

Seaty campaigns are the right tool when you create the link — a poster QR, a banner URL, a social post you write yourself. But many organisers also use external marketing tools that auto-tag links for you:

Mailchimp, Brevo, Mailerlite and similar email platforms auto-append utm_source, utm_medium, and utm_campaign to every link in a newsletter
Facebook Ads appends fbclid to clicks coming from Meta ads
Google Ads appends gclid to clicks from Google search and display ads

You don't need to do anything to make this work — Seaty captures these tags automatically when a visitor arrives. The order they place is recorded against the external tool's tags, and they show up on the order detail under External attribution, alongside columns in the Orders and Tickets reports.

A worked example. You send a Mailchimp newsletter with a link to your event. Mailchimp turns the link into something like:

https://www.seaty.co.uk/wizard?utm_source=mailchimp&utm_medium=email&utm_campaign=spring-launch

A subscriber clicks, browses, and books two tickets. The order on Seaty has:

UTM Source: mailchimp
UTM Medium: email
UTM Campaign: spring-launch

Three months later when you're reviewing what worked, the Orders report exports show every "spring-launch" mailchimp order in one column — proof the newsletter sold tickets, without you ever needing to set up a Seaty campaign for it.

What about tracking from a Seaty campaign AND a UTM at the same time? No conflict — both are stored. The order shows your Seaty campaign name (e.g. "Town Square Poster") AND the UTM source. They're different attribution lenses on the same order.

Privacy: No personal information is captured by these tags — they only describe the campaign, not the person. Visitors who use private/incognito browsing or who clear cookies won't carry attribution between visits, which is normal and expected.

Seaty mailshots are auto-tagged too

Every link to a Seaty page in a mailshot you send through Seaty is automatically appended with utm_source=seaty_mail, utm_medium=email, utm_campaign={subject-slug}, and utm_content={mailshot-id}. You don't have to do anything — links to your event pages, organisation pages, and ticket-buying flows are tagged for you. Click-throughs that convert show up in the Marketing channels report under seaty_mail so you can compare email performance against posters, social posts, and external campaigns side by side.

External links you include in a mailshot (e.g. a partner site, sponsor page) are left untouched — only Seaty URLs get tagged.

See it in the Marketing channels report

Open the Marketing channels report from the Marketing hub or the Reporting section. It groups every order with attribution against it by (Source, Medium, Campaign, Content) — so each mailshot, each Mailchimp campaign, and each ad-platform click gets its own row showing orders, revenue, average order value, and unique customers. Untagged Facebook and Google ad clicks (where the ad network stripped UTMs but left fbclid/gclid behind) appear as facebook_ad and google_ad synthetic rows so you don't lose paid-ad attribution.

Creating a Campaign

Validation Requirements:

Name is required (maximum 120 characters)

You must choose a target page

To create a campaign:

Open the Marketing section from your event admin menu
Click New campaign
Enter a clear, recognisable name — this is what you'll see in reports months later, so be specific. "Lytham Fair Banner — Main Gate" is more useful than "Banner".
Choose the target page:
- Event book page: sends visitors straight to the booking screen. Use this for posters and adverts where the next step is obvious — buy tickets.
- Event about page: sends visitors to the event description first. Use this for social posts where the customer might not yet know what the event is.
Click Create

The campaign appears at the top of the list with a fresh code, ready to use.

Why two target pages? Different promotions need different first impressions. A returning customer who already knows the event just wants to book. A first-time viewer of a Facebook post probably wants to read about the event before they decide.

Using Your Link and QR Code

Every campaign has two ways to share it.

Copy the link

Click URL on the campaign row. The full link is copied to your clipboard, ready to paste into:

A Facebook, Instagram, or X post
An email newsletter or signature
A WhatsApp message
A web page or blog post
A WordPress button or banner image

The link looks like a normal Seaty event link with a short tracking tag on the end. There's nothing for you to remember or type — just paste it in.

Download the QR code

Click QR on the campaign row. A preview opens with two buttons.

Download saves the QR code as a PNG image. Use it on:

Printed posters and banners
Programme inserts and flyers
Pop-up signage at venues
Business cards and table talkers

Why not just one QR code per event? A single QR code can't tell you which poster the scan came from. With separate campaigns, you can put one QR on the poster at the main gate and another on the poster in town, and find out at the end of the run which location pulled in more bookings.

Tips for printing

Print QR codes at least 3 cm by 3 cm so phones can read them from a comfortable distance
Keep at least a centimetre of clear space around the QR code
Avoid printing QR codes on dark or patterned backgrounds — black on white is most reliable
Test every printed QR code with your own phone before sending to the printer

How to Get the Most Out of Campaigns

A few habits separate organisers who learn from their marketing from those who just track it.

One campaign per place, not per event

If you're putting up six posters, create six campaigns — one for the main gate, one for the town square, one for the foyer board, and so on. A single "Posters" campaign tells you how posters did overall; six separate ones tell you which location is worth keeping for next year.

One campaign per channel for digital

Treat Facebook, Instagram, your newsletter, and your website as separate campaigns. They have very different audiences and conversion rates, and lumping them together hides the differences.

Always test the book page versus the about page

For the same promotion, an "Event book page" link converts higher when the customer already knows the event. An "Event about page" link works better for cold audiences who've never heard of the show. If you're not sure which fits, run both and let the conversion rate tell you.

Name campaigns so future-you understands them

"Lytham Fair Banner — Main Gate — Spring 2026" reads better in a year's time than "Banner". You'll thank yourself when you're planning next year's marketing budget and need to compare like-for-like.

Kill underperformers early

If a campaign is sitting at 50+ clicks with zero orders, it's not going to suddenly turn around. Archive it, free yourself from looking at it, and put the effort somewhere with proven traction.

Compare like with like

A printed-poster campaign and a Facebook campaign will have wildly different click-to-conversion ratios — that's normal. Compare posters against posters, social posts against social posts, and trust the relative numbers more than the absolute ones.

Review monthly, not weekly

Click numbers can be lumpy day-to-day (a single share to a busy WhatsApp group can dwarf a week's organic reach). Look at trends over weeks and across the whole pre-event run, not single days.

Reading the Report

The Marketing section shows every campaign in a single table.

What each column means

Column	Meaning
Name	The name you gave the campaign. Click it to open the detail view.
Target	Which page the link points at — Event book page or Event about page.
Created	The date the campaign was created.
Clicks	Every visit that arrived through this campaign's link or QR code.
Orders	Orders placed by people who came in through this campaign in the same browser session.
Revenue	The combined value of those orders in your event's currency.
Conv.	Conversion percentage — how many of the clicks turned into an order. Measures how effective the campaign was at persuading the people it reached.

Opening a campaign

Click a campaign name to open its detail page. You'll see:

Summary cards showing total clicks, orders, revenue, and conversion rate
A daily chart plotting clicks against orders over time, so you can spot when the campaign was most active
The list of attributed orders — every order that came through this campaign, with the customer name, email, ticket count, and value. Click any order to open it in the order dashboard, exactly the same as clicking through from the Feed.

Note: The chart is hidden if there's no activity yet. New campaigns show a friendly message until clicks start arriving.

Reading the three numbers together

Clicks measure reach — how many people the promotion put in front of your event

Conversion measures effectiveness — how compelling it was once they arrived

Revenue measures outcome — what it actually earned

These three tell different stories, and the patterns are how you decide what to do next:

High clicks, low conversion: the promotion is being seen by the wrong audience. The poster or post may need a clearer message, or the channel may not be a good fit for this event.
Low clicks, high conversion: the promotion is highly relevant but not reaching enough people. Print more, share more, increase the budget.
High revenue, modest clicks: small reach but very strong audience match. Worth scaling up the same approach in similar venues or channels.
Low everything: kill it and put the effort somewhere else.

Archiving Campaigns

When a poster comes down or a social post stops getting traffic, you can archive the campaign.

To archive a campaign:

Find the campaign in the list
Click Archive in its action column
Confirm

Archived campaigns:

Stop accepting new clicks (the link still loads the page, but no further attribution is recorded)
Stop attributing new orders
Stay visible in the list with an "Archived" label, so you can still read their historical numbers
Can no longer be unarchived in this version — create a new campaign if you want to relaunch

Why no delete? The orders attributed to a campaign are already in your records. Removing the campaign would orphan the historical numbers. Archive is permanent in the same way that closed accounts are permanent — the data stays, the link stops being active.

Common Questions

How tracking works

Does the customer have to do anything for tracking to work?

No. The customer clicks a link or scans a QR code, browses normally, and books normally. Seaty handles the rest in the background.

What if a customer clicks the link but books later from a bookmark?

If they book in the same browser session, the campaign still gets the credit. We remember the campaign on their device until they place an order.

What if a customer clicks two different campaign links before booking?

The most recent campaign wins. The order is attributed to whichever campaign they came through last.

What if a customer arrives from a campaign on their phone but books on their laptop?

Tracking is per-browser, so the laptop visit looks like a fresh, untracked one. This is a common limitation of any web-based attribution. For now, treat the click numbers as your most reliable signal of campaign reach, and the order numbers as a directional guide rather than a complete audit.

Do bots and link previews count as clicks?

Yes — when Facebook, Slack, or Google fetches your link to generate a preview card, that counts as one click. If you've just shared a link in a busy channel, expect a small bump in clicks before any real customer arrives.

Creating and managing campaigns

Can I rename a campaign after I've shared the link?

Yes. The link itself is tied to a short code, not the name. You can rename the campaign at any time without breaking any printed posters or shared posts.

Can I change the target page later?

Not currently. If you need a campaign with a different target page, create a new one. The old one's stats are preserved.

How many campaigns can I create per event?

There's no limit. Some organisers create one per poster location; others use one per channel (Facebook, newsletter, printed flyer). Whichever level of detail is useful for your decisions.

Should I use the same campaign for two events?

No. Campaigns are scoped to one event. If you have multiple events being promoted by the same poster, create one campaign per event so each event's report stays clean.

Reports and accuracy

Why does my Revenue figure look higher than what I actually received?

The Revenue column shows the face value of attributed orders. If any of those orders were later refunded or cancelled, the figure won't reflect that. Use the order list at the bottom of the campaign detail page if you need to check status order by order.

Why is my conversion rate so low?

Some clicks come from bots and link previews rather than real customers (see above). Click counts are also affected by people who tap a link, look at the page, and then book later from a different device. Use conversion rate as a comparison tool between your own campaigns rather than a fixed performance benchmark.

My campaign's Orders count is zero but I know someone bought tickets after seeing the poster.

Most likely they typed the event web address rather than scanning the QR code, or they came back later on a different device. Tracking only works for visitors who arrive through the campaign link.

Permissions

Who can see the Marketing section?

Anyone in your organisation with the Event Marketing permission. This is set up by your organisation administrators in the permissions area.

Can a member of the public see my campaign report?

No. Campaign reports are admin-only. Customers using your campaign links never see anything except the normal event page.