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Marketing links are unique URLs for your event that include UTM parameters — labels that tell your analytics which campaign, channel, and source sent each participant. You create them from the event dashboard, share them through your marketing channels, and then review performance in the analytics view. When you first open the Marketing Links tab for an event, eight default links are created automatically. These cover Website, Email, Facebook, and Instagram, each pointing to both the event page and ticket selection. Events with category selection enabled also get four category selection links. You can start sharing them immediately. Ask Nova to create marketing links for a named event and edition. For distance-specific links, say which races or ticket groups each link should show. Nova checks the races and tickets, then asks you to confirm any unclear edition, virtual grouping, hidden tickets, or meaning of an all-distances link. You also confirm each campaign name, source, and medium before Nova saves anything. Nova can save up to six links in one request. It returns each saved URL with an event and distance label. If some links fail, Nova names those failures and returns only the URLs that were saved. Asking again with the same details reuses saved links. An unrestricted all-tickets link is different from a link limited to selected tickets. Hidden tickets are excluded by default. Ask to reveal them only when you intend to give people with the URL access to those tickets. Marketing links are per-event and managed from the Marketing Links tab of your event setup screen.
1

Open the Marketing Links tab

In your dashboard, open the event and navigate to Event Setup → Marketing Links.The eight default links are created the first time you visit, with four more when category selection is enabled. To copy a URL, hover over it in the URL column and click the copy icon.
If your event is set to unlisted, marketing links still work and are the main way participants find it. The page displays a reminder so you don’t share a link to an event participants can’t search for.
2

Create a campaign link

Click Create campaign link to open the link builder.Fill in the required fields:
  • Campaign name — a label for this campaign (for example, “Spring newsletter” or “London Marathon expo”).
  • Destination — choose Event page to send participants to the event listing, or Ticket selection to take them directly to the checkout step.
  • Source — where the link will appear: Email, Facebook, Google, Instagram, LinkedIn, Strava, TikTok, Website, or X.
  • Medium — the channel type: Affiliate, CPC, Display, Email, Organic, Referral, or Social.
Click Add to add that source and medium combination to the campaign. You can add multiple source/medium pairs to the same campaign name before confirming — useful when one campaign runs across several channels at once.
3

Set advanced options (optional)

Expand Advanced options to access additional settings:
  • Region — pre-selects the regional checkout for participants landing through this link. Defaults to the region matching your account country. Available regions: United Kingdom, United States, Canada, Portugal, and Slovenia.
  • Tickets to display — limit which tickets appear on the ticket selection page for participants arriving through this link. By default, all tickets are shown.
  • Reveal hidden tickets — makes tickets marked as hidden visible to anyone arriving through this link. Use this to share access to a hidden early-bird or invitation-only ticket type.
  • Display unavailable tickets — shows sold-out or closed tickets alongside available ones for participants arriving through this link.
4

Confirm and copy your links

Click Confirm to save the campaign. The new links appear in the table immediately.To copy a link URL, hover over the URL column cell and click the copy icon. To get a QR code for a link, click View in the QR Code column — you can download it as an SVG or PNG file.
The table lists all marketing links for the event. The default “General” links are pinned to the top; custom campaigns appear below, sorted newest first. From the table toolbar you can:
  • Search by campaign name, source, medium, or destination.
  • Toggle columns to show or hide Campaign, Source, Medium, Destination, URL, QR Code, and Created At.
  • Export all visible links to a CSV file — useful for sharing with your marketing team or dropping into a spreadsheet.

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Viewing campaign performance

Click View analytics at the top of the page to open the marketing analytics view for this event. This shows how many sessions and registrations each campaign, source, and medium generated. The default links are grouped under the General campaign. There are eight for event page and ticket selection, plus four for category selection when that step is enabled. Default links are always pinned to the top of the table regardless of when your custom campaigns were created.

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Unlisted events

If your event is set to unlisted (not discoverable through search), marketing links are the primary way participants find and book. The page shows a notice as a reminder. The links themselves work the same way — participants who have the URL can still reach the event and complete checkout.