What is RaceInsights?

RaceInsights is like a custom Google Analytics designed specifically for endurance events. You can find your RaceInsights reports right on your race dashboard – dive in to learn how to get your data to work for you.

Overview Reports

Your Overview Report is the first set of graphs and numbers on your dashboard. The top graph shows you the pattern of conversions on your site (defaulting to the previous 7 days, but with customizable date ranges).

What Conversions Does RaceInsights Track?


Pageviews are every view of any page on your RunSignup website


A Signup is counted as a completed registration


This is the total money paid to the race (including add-ons, donations, etc.)

Signup $

This category is the total money paid to the race for registrations only

Donation $

Donation $ is the money paid to the race for donations only

View an overview of your conversions and sources.

What Are Your Data Sources?

Referral Sources

Referral Sources are other sites (like Google, RunningInTheUSA.com, or your own non-RunSignup website)

Custom Sources

Custom Sources are sources you set up to track (see below)

Email Sources

Email Sources are all emails sent from the RunSignup system

Dig into your referral sources.

Track Every Marketing Action with Custom Source Tracking

Custom source tracking lets you create a unique link to your race website that can be shared for a specific marketing action – allowing you to track the exact results of every action. For example, you can create unique links for each Facebook Ad, partner email blast, and ad in your local event calendar to see how much interest and action each item takes. Make it even easier to understand your ROI by adding your budget (where applicable).

Set up of Custom Source Tracking is easier than you think – learn how to create your custom links in seconds here.

Reports for comprehensive data on your event…

Transaction Reports

Transaction reports show you your year-over-year transactions to help you understand how your current transactions map onto previous patterns.

It’s not just transactions, though. From this page, you can also link to Participant Graphs that show you a similar year-over-year comparison of your registrations.

Promotion Reports

This set of reports breaks down the results of two key marketing efforts and provides the basis to improve participant loyalty by targeting previous participants.

The real power of this report is those buttons at the bottom, though.

The Repeat Participant Report shows you a downloadable list of all your repeat participants (and how many times they’ve returned) so you can make a custom reach-out to your most loyal fans. Want to target the ones who haven’t come back? There’s a checkbox at the top of the top of the report to show previous participants who haven’t yet joined this year.

The Loyalty Program lets you take action on your loyalty lists by linking you to the set up for a loyalty program. A loyalty program lets you open up registration to your previous participants before the general public – rewarding and incentivizing your fans.

Demographic Reports

Most of these reports are exactly what they sound like: a quick snapshot of the demographic profile of your event. Analyze data by:

  • Age
  • Gender
  • City
  • State
  • Country

Heat Map

The Heat Map is the most actionable report amongst these. While it pulls up a fun map view of where all your participants originate, the true power is in the export at the bottom. From there, you can use the zip codes to learn more about where your participants originate – and make better decisions about what regions you want to target all your advertising money.

Registration Reports

The final set of reports on your dashboard are your Registration Reports. For many of these, there are downloadable, comprehensive versions of these reports to utilize. However, these versions give you a quick snapshot of your registration trends

Knowing your Data

Learn how to understand the reports within your RaceInsights and leverage the data collected.

Looking for More Reports?

All the Latest Blogs on RaceTrends

Single and Multi-Event Reporting for Google Analytics 4

In February, we announced support for Google Analytics 4. This is a significant improvement providing new reports, moving to an event based system and improved user tracking among other improvements. In July 2023, Google Analytics stopped processing data for its old universal…

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Update to YoY Dashboard Transactions Graph

The year-over-year Transaction insights graph on your dashboard has a new update. Rather than displaying YoY transactions by calendar year, it now uses registration periods to display YoY reporting that is relevant and actionable for events. You can update the chart to…

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Email V2 in RaceInsights Analytics

Email V2 stats now show in RaceInsights Analytics. This gives you even more insight into how your emails drive website views, registration numbers, and revenue. RunSignup email is free and you can send unlimited emails. However, it’s important to balance frequency and…

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CRM RaceInsights Source Tracking

We have integrated the power of RaceInsights with the power of the RunSignup purpose-built CRM with source tracking. This gives races the ability to understand the source of a registration on a per person basis, as well as market to specific channels…

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Custom Source Tracking Now on Dashboard

We have added the Custom Source Tracking to be visible right on your dashboard. This enables you to track specific promotional activities like Facebook posts and ads, partner websites, newsletter, expo booths, etc. to see what is having a good return. This is shown…

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Custom Source Tracking for RaceInsights

We are introducing a major new feature for RaceInsights – custom source tracking. This gives races the ability to track the ROI on specific campaigns – such as Facebook ads, race promotions on other sponsor or running store websites, or emails sent…

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RaceInsights – Donation and Registration $

RaceInsights now allows you to see specifically the amount of money coming from Registrations and Donations. Here is an example. Note how the table at the bottom shows the amount of each coming from website referrals and from email (you can drill…

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RaceInsights Into Bayshore Marathon

Bayshore Marathon opened this morning. This is a very popular Marathon, Half Marathon and 10K in Traverse City, MI. The Half Marathon is already sold out, and when they opened at 9:00 this morning there were a crush of people waiting to register….

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Email Trends

With the recent release of RaceInsights, we are giving customers in depth insight into how your marketing efforts are being received. But how is your race doing compared with others? What can you learn from others? In February, we will be releasing the…

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A Detailed Look at RaceInsights

We introduced the basics of RaceInsights in this blog; now, we’ll delve deeper into the technology and how you can use it. The basic theory behind RaceInsights is that race directors (you) need access to the actions behind your race registrations to make…

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