Why it matters
Tracking and attribution for event organisers
Most organisers cannot say which channel produced which registration. The registration platform sits on a different domain, browser tracking is blocked, the CRM is not connected, and the report at the end is a guess. Every other decision, including how much to spend next edition, is built on that guess.
We build the tracking before a single naira, shilling, cedi or rand goes into media: GA4, server-side tagging, platform conversion APIs, CRM integration and registration platform tracking, tested end to end.
What is included
Measurement plan
The numbers that matter for the show, how each is captured, and what the weekly report will contain.
GA4 and server-side tagging
Cross-domain tracking through the registration platform, server-side tagging so events are captured where browsers block them.
Platform conversion APIs
Meta, LinkedIn, Google and TikTok conversion APIs so the platforms optimise on real registrations.
CRM integration
HubSpot, Salesforce and registration platforms connected so exhibitor leads and delegate sales carry their source into the sales pipeline.
Attribution and reporting
A weekly report and a final benchmarked report by channel, audience and market.
What it moves
Outcomes we are measured on
- Registrations attributed to channels with confidence
- Platforms optimising on real conversions
- Exhibitor leads that arrive in the CRM with their source
- A budget for next edition based on data, not opinion
Best fit
Events this suits
When it runs
Across the show cycle
- Nine months to one month out
Pre-show
- Doors open
Show days
- The two weeks after
Post-show
- The other ten months
Between editions
Markets
Tracking and attribution in Nigeria, Kenya, Ghana, South Africa, Rwanda and Egypt
The same service, run differently in each market because the audience, the platforms and the costs are different. Each country has its own page.
Tracking and attribution in Nigeria
Tracking built for the registration platforms and CRMs Nigerian organisers use, with country-level reporting for shows in Lagos and Abuja that draw regional and international visitors.
Event marketing in NigeriaTracking and attribution in Kenya
Tracking built for the registration platforms and CRMs Kenyan organisers use, with country-level reporting for shows in Nairobi and Mombasa that draw regional and international visitors.
Event marketing in KenyaTracking and attribution in Ghana
Tracking built for the registration platforms and CRMs Ghanaian organisers use, with country-level reporting for shows in Accra and Kumasi that draw regional and international visitors.
Event marketing in GhanaTracking and attribution in South Africa
Tracking built for the registration platforms and CRMs South African organisers use, with country-level reporting for shows in Johannesburg, Cape Town and Durban that draw regional and international visitors.
Event marketing in South AfricaTracking and attribution in Rwanda
Tracking built for the registration platforms and CRMs Rwandan organisers use, with country-level reporting for shows in Kigali that draw regional and international visitors.
Event marketing in RwandaTracking and attribution in Egypt
Tracking built for the registration platforms and CRMs Egyptian organisers use, with country-level reporting for shows in Cairo and the New Administrative Capital that draw regional and international visitors.
Event marketing in Egypt
Questions
Questions about tracking and attribution for events
Short answers. Ask us anything else on a call.
Which registration platforms do you work with?
The common ones used by organisers in Africa and internationally. If yours is unusual we test it first and tell you what can and cannot be tracked.
Can you fix tracking on a campaign that is already live?
Yes. It is one of the most common jobs we do, often in the final weeks before a show. Clean numbers for the last month are better than none.
Is this a one-off or ongoing?
The build is a one-off per show, with a check before each edition. The reporting runs with the campaign.
Related
Services that usually run alongside
Start here
Send us the show.
Event, dates, targets and a budget if you have one. You get a one-page plan with scope, deliverables and a price within five working days.
Prefer email? hello@seorill.com