Event campaign attribution
Follow consented journeys from an advert, organiser website, campaign link, or branded EventGen portal through to registration completion. Then compare results in EventGen without confusing first-party reporting with Google Ads measurement.
EventGen attribution is included on every plan and proven through a controlled production pilot. Activation remains rollout-controlled, while Google conversion delivery is separately gated and not yet proven live.
A consented registration journey
UTMs describe the campaign; Google may add gclid, gbraid, or wbraid when an advert is clicked.
The journey lands on an organiser website, EventGen portal, or verified bring-your-own domain.
A direct link or consent-aware external-site hand-off carries eligible journey authority into registration.
EventGen records the authoritative completion once and applies the selected reporting model.
Registration remains available if tracking is declined, unavailable, paused, or fails.
The short answer
EventGen recognises UTMs and the Google advertising click identifiers gclid, gbraid, and wbraid. With the appropriate configuration and consent, it links eligible portal landings and external-site hand-offs to registration starts and authoritative completed registrations. It keeps Google Ads, other organiser campaigns, and EventGen communications distinct in reporting.
Current rollout status
These three states are separate. EventGen reporting can be production-ready for an approved pilot without implying that Google has received or attributed a conversion.
Production pilot proven
A consented production campaign journey has completed registration, reconciled through the deployed workers, and appeared in the exact campaign report and audited registrant drill-down with raw click identifiers hidden.
Not yet provider-proven
A real organiser Google connection and conversion-action mapping exist, and delivery infrastructure is deployed. Live send remains off because no genuine paid-ad click has completed a real Google validateOnly request.
Separate scope
Importing spend, impressions, clicks, CPC, CPA, or ROAS is not part of the current capability and is not a prerequisite for registration attribution or optional conversion delivery.
Three ways into registration
EventGen favours direct registration links and bring-your-own domains. An iframe is not required or positioned as the standard journey.
External website
Keep your main marketing site and send visitors into EventGen registration without placing raw click identifiers in every onward URL.
Set-up: Verify the exact website origin, connect its consent authority, and install the EventGen GTM template, browser helper, server integration, or a reduced-capability fixed-UTM link.
Branded direct journey
Land directly on an EventGen portal served on your own verified domain, then continue into registration in the same EventGen journey.
Set-up: Use the canonical branded portal or registration destination from Campaign Tracking and configure the EventGen cookie settings and permitted purposes. Bring-your-own domains are available from Starter upwards; Free portals use an EventGen domain.
Direct campaign link
Build trackable links for paid social, partners, email, QR, newsletters, and other owned or earned campaign activity.
Set-up: Choose an approved destination and add source, medium, campaign, and optional term/content values. Advertising click IDs are added by the ad platform, not typed into EventGen.
Keep the sources clear
| Source | What EventGen can recognise | Where results appear |
|---|---|---|
| Google Ads | Consented UTMs plus an eligible gclid, gbraid, or wbraid. EventGen chooses one valid click identifier for any configured conversion delivery. | EventGen aggregate attribution and delivery diagnostics; Google’s own attributed conversion and advertising performance remain in Google Ads. |
| Other organiser campaigns | UTMs, safe referral/direct classification, and the approved entry route for paid social, partner, newsletter, QR, organic, or other organiser activity. | EventGen Campaign Attribution using first touch, last touch, or last non-direct reporting. |
| EventGen communications | Validated EventGen campaign-send provenance when an eligible recipient follows the rendered registration link. | The EventGen campaign funnel can show audience, sent, delivered, opened, clicked, registration started, and registration completed. Opens are approximate. |
Privacy by purpose
EventGen presents one conventional cookie experience while keeping organiser analytics separate from advertising storage and ad-user-data permission. First-party status alone is not presented as a consent exemption, and an analytics exception never grants advertising permission.
EventGen records only the purposes granted. Google click capture and delivery require current advertising storage and ad-user-data permission as well as an eligible click.
Non-essential campaign and advertising detail is not recorded. Registration continues, and reporting keeps only a safe coverage reason for a completion.
Consent-required purposes fail closed. The visitor can still register, but EventGen does not treat browser access or an unverified external CMP assertion as permission.
The later choice wins. New tracking stops and pending delivery is suppressed; a provider request already in flight may not be reversible.
How organisers set it up
For the active event, go to Integrations → Campaign Tracking and choose portal, BYO domain, external website, or a mixed journey.
Use EventGen’s approved portal destinations and verify the exact external website origins that will hand visitors into registration.
Record controller and notice details, regional policy, retention, consent authority, and the analytics and advertising purposes actually used.
For an external website, cover each registration CTA and complete the exact-origin installation test. Direct portal/BYO journeys do not need the bridge.
Add bounded UTM source, medium, campaign, term, and content values to an approved destination. Never paste a Google click ID manually.
EventGen capture is activated deliberately for an approved organiser and event. Google validation and delivery, when used, additionally require a genuine eligible click sample, successful provider validation, account-manager confirmation, an active destination, and the live-send gate.
EventGen reporting
For an activated organiser and event, Analytics → Campaign Attribution is the designed reporting location for privacy-suppressed campaign results using first touch, last touch, or last non-direct attribution. Reports cover consented landings, identified starts, completed journeys, all authoritative completions, assisted campaigns, coverage reasons, and delivery diagnostics.
Optional Google delivery
Production has a real organiser-owned Google connection and a mapped upload-from-clicks registration action. Delivery remains separately disabled because no genuine eligible paid-ad click has yet completed a real Google Data Manager validateOnly request. No live Google conversion has been proven or sent.
Common questions
EventGen recognises UTM source, medium, campaign, term, and content values, plus Google advertising click identifiers gclid, gbraid, and wbraid. The capability is included on every plan. With rollout access, event configuration, and consent, it can connect eligible landings and external-site hand-offs to registration starts and authoritative completed registrations.
No. EventGen separately reports Google Ads journeys, other external paid or organic organiser campaigns, direct and referral traffic, and eligible EventGen communication sends. Optional Google conversion delivery is one destination within the broader organiser attribution capability.
The organiser verifies the exact website origin and installs the EventGen GTM template, browser helper, or server integration. After the website’s consent authority permits it, the bridge issues a short-lived opaque hand-off for the registration CTA. A fixed decorated link is a reduced-capability option for fixed UTMs, but it cannot preserve a visitor-specific Google click identifier after an external-site landing.
A campaign can land directly on an EventGen portal served on the organiser’s verified domain. EventGen handles the portal consent choice and links the eligible journey to registration. The external-site bridge is unnecessary when the landing and registration journey stay on the EventGen portal. Bring-your-own domains are available from Starter upwards; Free uses an EventGen domain.
The exact legal basis depends on the organiser’s approved regional policy. EventGen normally requires the current analytics choice for first-party campaign reporting. Google click capture and conversion delivery separately require current advertising storage and ad-user-data permission. Declining or withdrawing consent never blocks registration.
For an activated organiser and event, campaign configuration is under Integrations → Campaign Tracking. Analytics → Campaign Attribution shows aggregate attribution, consent coverage, delivery health, and modelled registration results. Eligible EventGen communications have their own send-to-registration funnel, while authorised registrant detail is a separate audited report. This EventGen reporting path has been proven in a controlled production pilot.
No. Spend, impressions, clicks, CPC, CPA, ROAS, and Google’s own attribution remain in Google Ads and are deliberately outside the current scope. That import is not required for EventGen registration attribution or optional conversion delivery.
EventGen campaign attribution, reconciliation, retention, aggregate reporting, and audited campaign-to-registrant drill-down are deployed and proven for a controlled production pilot. The capability is included on every plan, but activation still requires rollout approval and event configuration. Optional Google conversion delivery is not yet provider-proven: no genuine paid-ad click has completed a real Google validateOnly request, and live send remains off.
Yes. Campaign attribution and optional consent-gated Google Ads conversion delivery are included on Free, Starter, Pro, Enterprise, and Enterprise+. Each organiser and event still requires rollout approval, configuration, and the relevant consent gates. Free can use an EventGen-hosted portal or an external-site hand-off; bring-your-own domains require Starter or above. Google performance-data import is a separate, unavailable capability.
Related capabilities
Build the attendee journeys whose authoritative completions become the campaign outcome.
Learn moreUse an EventGen portal on a verified bring-your-own domain for the simplest branded direct journey.
Learn moreKeep EventGen campaign-send funnels distinct from external organiser advertising and organic activity.
Learn moreTell us where campaigns land, which domains you use, and what your consent set-up looks like. We’ll confirm the current rollout fit before you plan around the capability.
Talk to EventGen