I just received an email announcing beta availability of source tracking in Citrix (soon to be GetGo) GoToWebinar.
If you aren't familiar with the concept, it is a technique that marketers use to analyze the effectiveness of different promotional channels. Let's say you promote your upcoming webinar on your website, on a partner's website, in your blog, and in a newsletter. You would like to know which sources attract a lot of people and are worth your time and investment, and which sources don't perform well, so you can ignore them in the future or try alternative approaches.
Instead of having one registration page link that you use everywhere, the idea is to have unique URLs that lead people to the same functional registration. Registrants all see the same thing, but you get reports showing the registration count from each URL they clicked on.
GoToWebinar lets you set up the sources during your webinar scheduling step. You give each source an arbitrary text name (which can include spaces).
The system then generates a URL associated with each source.
I tested it with 12 sources to see if there was a practical limit. It doesn't look like it, which is nice. Actually, it turns out that if you are comfortable with URL parameters, you can skip the setup step in the scheduler entirely. The only difference between URLs is the addition of a parameter named SOURCE. So your registration URLs look like this:
The plus sign is used as a placeholder for a space in the name. Whatever you type after the SOURCE= parameter gets included as data in a new SOURCE column in your registration and attendee reports.
One use for source tracking that marketers often overlook is A/B testing of two design alternatives through the same channel. Let's say you use pay-per-click sponsored ads on a search engine. Even though all the registrations are coming through your search ads, you can assign each ad a different source parameter to see which one gives better results. Similarly, you could try two different versions of a click-through banner ad on your website, maybe only varying something like the background color or the button style. If your website shows both versions equally, you can track which version gives you more registrants.
This is welcome functionality, and to be honest, Citrix is playing catch up on the capability. It's pretty common now. I wrote about it on this blog nine years ago. One thing to remember is that Citrix only tracks completed registrations. There is no way to compare page views to completed registrations in order to analyze abandonment rates. That would be a nice next step once this version of the tracking is stabilized and placed in full production.
During the beta period, source tracking is available to all GoToWebinar users. Once the beta ends, the feature will be included in Pro and Plus plans (500 and 2000 participant capacities), but not in the Starter (100 participant) plan.