This week we did a series of 3 webinars on Marketing Analytics for events. Analytics help your event(s) make informed marketing decisions. There are two analytics tools that we covered in our webinar series: RaceInsights and Google Analytics 4.
RaceInsights
RaceInsights is RunSignup’s analytics engine built into every race dashboard. It gives you website traffic and source data correlated with registration, donations, and ticket sales. Dig into analytics by category: Transactions with interactive YOY comparisons; Promotions; Demographics (including an exportable heat map); Registration trends; and more.
RaceInsights has two key advantages: it is purpose-built for events and is easy for everyone to use. RaceInsights eliminates noise with easy answers to all of your key marketing questions. For example, when is the best time to schedule a marketing email? Drill into Registrations by Time of Day to view the time when most people sign up and schedule your email for that window. Additionally, RaceInsights is directly on your Race Dashboard, making it accessible and easy to use. No need to log into a separate platform – get a better understanding of your event’s trends right when you log in.
Google Analytics 4
While RaceInsights is the easiest and most accessible to understand your event data and drive marketing decisions, some organizations have multiple races and ticket events. RaceInsights is per race/ticket event, meaning it does not roll up analytics data across your entire book of business. This is where GA4 becomes useful because you can view analytics across all of your events. GA4 could also be a useful tool for very large events and any organizations with significant digital ad spend.
We did two webinars to help customers start to use and understand GA4. The first webinar covers how to create a GA4 account, how to set up the GA4 – RunSignup integration (it’s really easy!), and how to customize the Reports Snapshot. The second webinar drills into cross domain tracking and more advanced reporting. Some of the advanced reporting we cover includes how to get page views across all events, how to build a custom report with segments via the Explore tab, and how to create a funnel report.
We will create some additional GA4 blog documentation, and put links here:
Marketing Analytics for Events
RunSignup helps marketing analytics be accessible to every single event with RaceInsights. Some customers with many and/or large events may want to use RaceInsights in conjunction with GA4 to enhance their understanding of their entire book of business. This educational series helps events leverage these free tools with the goal of making analytics more informative and actionable.