Event Technology

Are Event Organizers Wasting Money on Paid Social Media Ads, and How Can Event Tech Ensure They Aren't?

Nov 23, 2023 / 3 min read

By: Adis Jugo, President

In the fast-moving world of event planning, using social media ads is common. Event organizers often spend a lot of money on platforms like Google, Facebook, and LinkedIn to promote their events. This is a key part of their marketing plan, designed to grab the attention of potential attendees online. But, there's a big question: Are event organizers really using their money wisely without knowing their return on investment (ROI)?

The problem starts with tracking ROI. Tools like Google Analytics can show some user actions, like clicking on social media ads. However, when someone clicks an ad and then goes to buy a ticket, they usually move to a different domain - this is a technical barrier, which makes it is hard for analytics tools to track actual ticket sales. That creates a big unknown for event organizers, who have to guess where their ticket sales are really coming from. Which social media site, and specifically which ad campaign, is bringing in sales? This question is often left unanswered, confused by the complex online behaviors and the limits of tracking tools.

View Internet Users Sitting Circle Among Social Media Activity Tags Icons Surfing Net Devices

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3 rules for using social media to improve your conference

run.events' "Precision Marketing Tracking" solves this problem and enables event organizers the full insight into results of their social media ads. It's a key tool in getting exact, useful marketing information. run.events looks for the social media campaigns that bring users to the ticket buying page. It then links this information with actual ticket sales. The result? A clear picture of which social media campaign led to each ticket sale – a level of detail event organizers didn't have before.

run.events now also gives valuable information about purchases that were started but not finished. Why do some people start buying a ticket but stop halfway? Event organizers will get detailed data on where people are leaving the process and why. This feature lets event organizers understand the ways their potential attendees behave as consumers.

run.events' Precision Marketing Tracking is a major change in event marketing. It gives event organizers data-based insights, helping them use their ad budgets more effectively. With this understanding, wasted money on ineffective ads can be greatly reduced or even completely avoided. The guessing that used to be common in the industry is replaced by a confident, informed way of using social media ads. Event organizers can now pick out and focus on the ad campaigns that really lead to ticket sales, making their marketing work better and have a bigger impact.

Recap

The effects of this are huge. For one, it means using marketing money more wisely, making sure every dollar spent on social media ads is well used. It also means a deeper understanding of what the audience likes and how they act, leading to more focused, personal marketing plans in the future. This isn't just about selling more tickets; it's about making stronger, more meaningful connections with potential attendees. The insights from run.events' Precision Marketing Tracking go beyond just selling tickets right away. They lay the groundwork for long-term marketing plans, helping event organizers improve their approach over time.

Precision Marketing Tracking feature in run.events is a major step forward in event marketing. It gives a clear answer to whether event organizers are wasting money on paid social media ads. Event organizers are now able to make sure that every cent spent on social media ads is a good investment, getting them closer to their main goal: successful, well-attended events that really connect with their audience.

I am happy to say that run.events isn't just changing the event marketing game; it's completely reshaping it.