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Conversion tracking setup

In this article, you’ll learn how to track conversions for your event in Gleanin, including adding our conversion tracking script to your event pages, setting it up on your registration platform, and adding UTM parameters to your landing page URL.

How conversion tracking works
Conversion tracking page
Conversion tracking setup (standard HTML)
Conversion tracking using Google Tag Manager
Conversion tracking on Cvent pages
Conversion tracking on Visit by GES pages
Conversion tracking on Swoogo pages
Conversion tracking on Pheedloop pages
Conversion tracking using UTM parameters
Tracking URL builder

How conversion tracking works

Conversion tracking shows you which shares of your event turn into registrations. The script comes in two parts:

  • Web page tracking - added to every page of your event marketing website and registration pages, so we know where each visitor came from.
  • Confirmation page tracking - added to your registration confirmation page only, so each registration is counted as a conversion.

Once both parts are in place, you will see conversions in your results.

We also recommend adding UTM parameters to your landing page URL, so your own analytics sees the traffic too. Using both gives you the fullest picture, as conversion tracking can occasionally count fewer conversions than UTM tracking.

Note: The Conversion Tracking page only sets up conversion tracking. To add the Advocacy Tool to your confirmation pages, please follow the instructions in the Advocacy Tool section.

Conversion tracking page

When you open Conversion Tracking, you will see two sections:

  • Web page tracking: answer whether your marketing website and registration pages are on the same provider, then choose the provider to get your code
  • Confirmation page tracking: choose your registration confirmation page provider to get your code. If you are on Gleanin Pro, you can also add Attendee-Level Reporting

The providers you can choose are HTML web page (standard), Visit by GES, Pheedloop and Cvent. To copy a code, click the copy button next to it.

If you are on Gleanin Pro, set Attendee-Level Reporting to Yes to report each registrant’s ID against the advocate who brought them. With HTML web page (standard) or Pheedloop, please replace CHANGE_ME in the code with your confirmation page’s unique registrant identifier. Cvent and Visit by GES fill this in for you.

Please keep in mind that nothing on this page is saved. Your choices are cleared when you leave, and you will get the same code when you choose them again.

Conversion tracking setup (standard HTML)

These instructions are for standard HTML pages. If you are using Cvent, Visit by GES, Swoogo or Pheedloop, please see the instructions for that platform below.

Web tracking code

  1. Go to the Event
  2. Click Conversion Tracking on the left-hand side menu
  3. Click Web page tracking
  4. Under Is your event marketing website/s and registration page hosted by the same provider?, choose Yes or No
  5. Choose HTML web page (standard) in the provider dropdown (in both dropdowns if you chose No)
  6. Copy the code and send it to whoever manages your website and registration pages, asking them to add it to all your event pages: marketing, registration and confirmation

If you are using Google Tag Manager, please see Conversion tracking using Google Tag Manager below.

Confirmation page code

  1. On Conversion Tracking, click Confirmation page tracking
  2. If you are on Gleanin Pro and want to use it, set Attendee-Level Reporting to Yes
  3. Under Registration confirmation page provider, choose HTML web page (standard)
  4. Copy the code and ask your confirmation page provider to add it to the body of your registration confirmation page only

Once both parts of the code are in place, you will see conversions in your results.

Note: This code is only for conversion tracking. To embed the Gleanin Advocacy Tool, please see the Advocacy Tool article.

Conversion tracking using Google Tag Manager

Google Tag Manager (GTM) lets you add the code once as a tag in a container, instead of adding it to each page.

Web tracking code

  1. Go to the Event
  2. Click Conversion Tracking on the left-hand side menu
  3. Click Web page tracking
  4. Under Is your event marketing website/s and registration page hosted by the same provider?, choose Yes or No, then choose HTML web page (standard)
  5. In Google Tag Manager, find a container that is on all of your event pages
  6. Create a new tag named “Gleanin tracking code YEAR”, using the event year or season, such as 2025 or Spring 2026, and set the tag type to Custom HTML
  7. Paste the web tracking code into the HTML box
  8. Apply an existing trigger, or create a new one, that fires on all pages
  9. Save all changes

Confirmation page code

  1. On Conversion Tracking, click Confirmation page tracking
  2. If you are on Gleanin Pro and want to use it, set Attendee-Level Reporting to Yes
  3. Under Registration confirmation page provider, choose HTML web page (standard)
  4. In Google Tag Manager, find the container used for this event
  5. Create a new tag named “Gleanin confirmation page code YEAR” and set the tag type to Custom HTML
  6. Paste the confirmation page code into the HTML box
  7. Apply an existing trigger, or create a new one, that fires only on the confirmation page, for example a page path containing thank-you
  8. Save all changes

If you set Attendee-Level Reporting to Yes, please see the Attendee-Level Reporting article.

Note: Tags can be reused. If your event is held every year, rename last year’s tags and update their code instead of creating new ones. Please make sure the previous event has ended before you edit them.

Conversion tracking on Cvent pages

These instructions apply to your Cvent pages only.

Web tracking code

  1. Go to the Event
  2. Click Conversion Tracking on the left-hand side menu
  3. Click Web page tracking
  4. Under Is your event marketing website/s and registration page hosted by the same provider?:
    1. If your marketing website and registration pages are both on Cvent, choose Yes, then choose Cvent
    2. If your marketing pages aren’t on Cvent, choose No, choose their provider under Which provider hosts your event marketing website?, and choose Cvent under Which provider hosts your registration pages?
  5. Copy the code and log in to your Cvent account
  6. In your Admin panel, click Code snippets on the left-hand side menu, then Create code snippet
  7. Enter the following details:
    1. Name - Gleanin UTM store
    2. Code - GLEANIN_UTM_STORE
    3. Type - Approved
    4. Allow website visitors to turn off code snippet - No, use snippet for everyone on event websites
    5. Code snippet - paste the code from Gleanin
  8. Save. The snippet is now available to all events in your Cvent account, so this is a one-off setup
  9. Go to the event and click Marketing, then Code snippets on the left-hand side menu
  10. Click Add code snippet, click the three dots and choose Gleanin UTM store
  11. Under Snippet type, choose All website and registration pages and save

Confirmation page code

  1. On Conversion Tracking, click Confirmation page tracking
  2. If you are on Gleanin Pro and want to use it, set Attendee-Level Reporting to Yes
  3. Under Registration confirmation page provider, choose Cvent
  4. In Cvent, go to the Website & Registration tab and choose Registration Process
  5. Click Customise for the confirmation page
  6. Under Page Elements, drag Code to where you want it on the page. If you don’t see Code, please ask Cvent to switch it on for you
  7. Paste the code from Gleanin
  8. Click Apply Changes, then Save

Note: This code is only for conversion tracking. To embed the Gleanin Advocacy Tool, please see the Advocacy Tool article.

Conversion tracking on Visit by GES pages

These instructions apply to your Visit (N200) pages only. For any other event pages, please add the web tracking code as in the standard setup above.

Web tracking code

  1. Go to the Event
  2. Click Conversion Tracking on the left-hand side menu
  3. Click Web page tracking
  4. Under Is your event marketing website/s and registration page hosted by the same provider?:
    1. If both are on Visit, choose Yes, then choose Visit by GES
    2. If your marketing pages aren’t on Visit, choose No, choose their provider under Which provider hosts your event marketing website?, and choose Visit by GES under Which provider hosts your registration pages?
  5. Log in to your Visit account and go to the event
  6. Click Form on the left-hand side menu and choose Scripts
  7. On the Event script tab, paste the code. It will be added across all the event’s forms and pages
  8. Click Save

Confirmation page code

  1. On Conversion Tracking, click Confirmation page tracking
  2. If you are on Gleanin Pro and want to use it, set Attendee-Level Reporting to Yes
  3. Under Registration confirmation page provider, choose Visit by GES
  4. In Visit, go to the event, click Forms on the left-hand side menu and choose the form
  5. Choose the Complete page and stay on Current Page Settings. Unlike the web tracking code, this code must be on the confirmation page only
  6. Click Edit JavaScript
  7. Paste the code and save your changes

Note: This code is only for conversion tracking. To embed the Gleanin Advocacy Tool, please see the Advocacy Tool article.

Conversion tracking on Swoogo pages

These instructions apply to your Swoogo pages only. For any other event pages, please add the web tracking code as in the standard setup above.

Web tracking code

  1. Go to the Event
  2. Click Conversion Tracking on the left-hand side menu
  3. Click Web page tracking
  4. Under Is your event marketing website/s and registration page hosted by the same provider?, choose Yes or No, then choose HTML web page (standard) for your Swoogo pages
  5. Copy the code and log in to your Swoogo account
  6. In your Account hub, go to Themes & Assets, choose JavaScript Snippets and click Add snippet
  7. Enter the following details:
    1. Name - Gleanin UTM store
    2. Code - paste the code from Gleanin
    3. Code Position - Foot of page
  8. Save
  9. Go to the event, click Website, and under Tools & Analytics click JavaScript Snippets
  10. Find the snippet (use the search bar if you can’t see it) and under Include On, choose All Pages
  11. Click Save

Confirmation page code

  1. On Conversion Tracking, click Confirmation page tracking
  2. If you are on Gleanin Pro and want to use it, set Attendee-Level Reporting to Yes
  3. Under Registration confirmation page provider, choose HTML web page (standard)
  4. In Swoogo, go to the event and choose Website on the left-hand side menu
  5. Go to Pages, choose the Registration tab and click the edit icon next to the confirmation page
  6. Under Custom Code Settings, paste the code into Custom Code
  7. Set Code Position to Foot of page
  8. Save your changes

Note: This code is only for conversion tracking. To embed the Gleanin Advocacy Tool, please see the Advocacy Tool article.

Conversion tracking on Pheedloop pages

These instructions apply to your Pheedloop pages only. For any other event pages, please add the web tracking code as in the standard setup above.

Web tracking code

  1. Go to the Event
  2. Click Conversion Tracking on the left-hand side menu
  3. Click Web page tracking
  4. Under Is your event marketing website/s and registration page hosted by the same provider?:
    1. If both are on Pheedloop, choose Yes, then choose Pheedloop
    2. If your marketing pages aren’t on Pheedloop, choose No, choose their provider under Which provider hosts your event marketing website?, and choose Pheedloop under Which provider hosts your registration pages?
  5. Copy the code and log in to your Pheedloop account
  6. Go to the Event Website and click Settings
  7. Click Custom code and paste the code

Confirmation page code

  1. On Conversion Tracking, click Confirmation page tracking
  2. If you are on Gleanin Pro and want to use it, set Attendee-Level Reporting to Yes
  3. Under Registration confirmation page provider, choose Pheedloop
  4. In Pheedloop, go to the Event Website and click Settings
  5. Click Custom code and paste the code

Note: This code is only for conversion tracking. To embed the Gleanin Advocacy Tool, please see the Advocacy Tool article.

Conversion tracking using UTM parameters

UTM parameters are added to a URL to tell your analytics which campaign sent the traffic. The three used most in Gleanin are:

  • utm_source - which site sent the traffic. This one is required
  • utm_medium - what type of link was used
  • utm_campaign - the specific campaign

To track conversions on your side, add the parameters to your landing page URL and make sure your Google Analytics setup is correct. For example:

https://www.test.com/registration-page?utm_source=gleanin&utm_medium=gleanin-speakers&utm_campaign=gleanin-11111

We highly recommend setting up both the Gleanin conversion tracking script and UTM parameters, so that no conversions are missed.

Tracking URL builder

With the tracking URL builder, you can add UTM parameters to your landing page URL or check the ones already there. You will find it under Landing page URL on Share text & link in your Speaker or Exhibitor Asset Hub, and on the Share text & link tab of your attendee campaign.

To add UTM parameters to your URL, follow the steps below:

  1. Go to Share text & link in your Asset Hub (under Asset Hubs on the left-hand side menu) or in your attendee campaign
  2. Enter your webpage in Landing page URL, starting with https://
  3. Click Show tracking URL builder
  4. You can either:
    1. Accept our recommendations in the URL health check at the bottom of the builder: click Accept next to a parameter, or Accept all when there are several
    2. Edit the source, medium and campaign fields yourself
  5. To add your own parameter, click Add custom UTM code and enter a key and a value
  6. Click Save configuration in your Asset Hub, or Save changes in your attendee campaign

To check the UTM parameters on your landing page URL:

  1. Go to Share text & link in your Asset Hub or attendee campaign
  2. Click Show tracking URL builder under Landing page URL
  3. Look at the URL health check at the bottom of the builder:
    1. All checks passed means everything looks correct
    2. Incomplete means some parameters are missing, with our recommendations for each one
  4. If you accept any recommendations or make changes, click Save configuration or Save changes

You are free to follow our recommendations or keep your own URL.

If you are on Gleanin Pro or have the Personalisation Plus add-on, you can give each speaker or exhibitor a Custom advocacy URL. Add UTM parameters to it to track conversions from each one.