Campaigns

Quick start

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

Overview

Some promotions point to a single event. Others promote your venue, your season, or your "what's on" page — a banner outside the building, a flyer for the year ahead, a social post about the organisation rather than any one show.

Organisation-level marketing campaigns let you track those wider promotions. You name each one, share its link or QR code, and Seaty records every visitor who arrives through it and every ticket sale they go on to make — across any event in your organisation.

At its simplest, organisation marketing answers one question: Which of my organisation-wide promotions are bringing customers in?

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

Key capabilities:

How most marketing managers use this: one campaign per channel (Facebook, newsletter, printed flyer), one per physical location (banner outside the venue, poster in the foyer), and dedicated campaigns for each major event push. The more granular the naming, the sharper the picture you'll have at the end of the season.

How It Works

1. Create a campaign for your organisation

You give the promotion a name like "Outside Venue Banner" or "Annual Programme — March Edition", and choose where the link should send people: your What's On page or your organisation about page.

2. Share the link, print the QR code

Seaty generates a short URL with a tracking tag and a downloadable QR code. Use them on banners, flyers, business cards, signage outside the venue, social posts about the organisation, or in your newsletter.

3. Customers explore your events

When someone arrives through the campaign, the tracking tag is quietly remembered by their browser. They can browse around — open one event, change their mind, look at another, finally pick the third — and Seaty keeps the campaign attached to their session.

4. The order is attributed automatically

Whichever event they finally book, the order is tagged with the campaign name. You don't need to know in advance which event the customer will choose.

5. Read the report

The Marketing section shows every organisation-level campaign with running totals: clicks, orders, revenue, and conversion rate. Open a campaign to see the timeline and the full list of attributed orders, with the event name beside each one so you can see which events are benefiting most.

Choosing Between Organisation and Event Campaigns

Both types of campaign work the same way under the bonnet, but they fit different jobs.

If you're not sure, start with an organisation campaign. It captures every sale the promotion drives, regardless of which event the customer chooses.

External attribution (Mailchimp, Facebook Ads, Google Ads)

Seaty campaigns are the right tool when you create the link. But many organisers also use external marketing tools that auto-tag links for you:

You don't need to do anything to make this work — Seaty captures these tags automatically when a visitor arrives at any of your event or organisation pages. The order they place is recorded against the external tool's tags, surfaces on the order detail under External attribution, and is included in the Orders and Tickets reports as separate columns.

This complements organisation-level campaigns: a Mailchimp newsletter promoting your whole season, a Facebook ad campaign across multiple shows, or a Google Ads purchase keyword can all be attributed without you setting up matching Seaty campaigns by hand.

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 What's On, 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 across your organisation 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

To create an organisation campaign:

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

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:

The link looks like a normal Seaty organisation link with a short tracking tag on the end.

Download the QR code

Click QR on the campaign row, then Download to save it as a PNG image. Use it on:

Tips for printing

How to Get the Most Out of Campaigns

A few habits separate organisations that actually improve their marketing year on year from those that just have a record of what they did.

Choose the right scope every time

Use an organisation campaign (with a What's On or About target) when the promotion is for the whole venue or season — banners outside the building, your annual programme cover, posts about who you are. Use an event campaign (with an Event Book or Event About target) when the promotion is specifically about one show.

The wider the campaign's job, the wider its target should be. Both types live side-by-side in this list, so you can compare across the season.

One campaign per place and per channel

Create separate campaigns for each location and channel — the banner outside, the foyer poster, the Facebook post, the newsletter. A single "Promotional materials" campaign tells you very little; a granular set tells you exactly which efforts paid off.

Always test the book page versus the about page

For the same promotion, an "Event book page" link converts higher among customers who already know the show. An "Event about page" link works better for cold audiences who need context first. If you're unsure which fits your audience, try both and let the conversion rate decide.

Name campaigns so future-you understands them

"Outside Venue Banner — Autumn 2026" reads better in a year's time than "Banner". When you're planning next year's marketing budget, you'll thank yourself for the specifics.

Kill underperformers early

If a campaign sits at 100+ clicks with zero orders, it's unlikely to recover. Archive it, free yourself from looking at it, and reinvest the effort somewhere with traction.

Compare like with like

A printed banner and a Facebook post will have very different click-to-conversion ratios — that's normal. Compare banners against banners, social posts against social posts. Trust the relative numbers more than the absolutes.

Look across the whole season

Organisation-level campaigns tell their best story over months, not days. Run them for the duration of a full season and compare totals to last year's numbers (kept around because you archived rather than deleted).

Reading the Report

The Marketing section shows every organisation-level campaign in a single table.

What each column means

Opening a campaign

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

The event name on each row is what makes the organisation-level report particularly useful: it shows which of your events the campaign is actually selling. A "Spring 2026 Programme" campaign that drives most of its sales toward one show but barely any toward the others is telling you something useful about audience interest.

Reading the three numbers together

Read together they tell you what to do next:

Archiving Campaigns

When a banner is removed, a programme retires, or a campaign has run its course, archive it.

To archive a campaign:

Archived campaigns:

Why no delete? The orders attributed to the campaign already exist in your records. Removing the campaign would leave those orders without a source. Archive is the way to retire a campaign without losing the history of what it earned.

Common Questions

Organisation vs event campaigns

Can the same promotion attribute to both an organisation and an event campaign?

No. Each visitor's session is attributed to whichever campaign link they last clicked. If they click an organisation campaign first, then an event campaign, the order is attributed to the event campaign.

If I have an organisation campaign, do I still need event campaigns?

Only if you also run event-specific promotions. The two coexist happily — use whichever fits the promotion you're running.

Can I create event campaigns from the organisation Marketing section?

Yes. When you create a campaign here, the target dropdown includes the event book page and event about page as well as the organisation pages. Pick an event target and a second dropdown appears so you can choose which of your events the campaign should point at. The campaign is then scoped to that event but lives in the organisation's campaigns list, so you can see it alongside your wider promotions.

How tracking works

Does the customer need to do anything?

No. They click a link or scan a QR code and browse as normal. Tracking happens silently in the background.

The customer clicked my organisation campaign but ended up not booking. Will they ever be re-attributed?

If the same browser comes back later in the same session and books, yes — the campaign is still attached. If they come back days later from a fresh starting point (a bookmark or typing the address), the credit is lost.

What if a customer clicks an organisation campaign and an event campaign before booking?

Whichever was clicked most recently wins.

What about bots and link previews?

When platforms like Facebook or Google fetch the link to make a preview, that counts as a click. Expect a small uplift in click counts when you first post a link — most are not real customers.

Reports and accuracy

Revenue looks higher than what I received — why?

The Revenue column shows the face value of attributed orders. Refunds and cancellations aren't deducted. Use the order list to check status order by order.

One event gets all the attributed orders even though my campaign is general — why?

This is normal and useful. It tells you that of the customers your campaign reached, most were drawn to that one event. Plan future programming and promotion accordingly.

My click count is much higher than my order count — should I be worried?

A low conversion percentage from a wide-reach campaign (a city centre banner) is expected. A low conversion from a tightly-targeted campaign (a follow-up email to past customers) is worth investigating. Use the rate as a comparison between your own campaigns rather than against any external benchmark.

Permissions

Who can see the Marketing section?

Anyone in your organisation with the Organisation Marketing permission, granted by an administrator in the permissions area.

Will my campaign reports be visible to anyone outside the organisation?

No. Campaign reports are visible only to admins with the right permission. Customers who use your campaign links never see anything except the normal organisation or event pages.