AddEvent gives you built-in analytics plus the ability to layer in Google Analytics and UTM parameters for campaign-level measurement.

Built-in AddEvent analytics (Small Business and above)

Your AddEvent dashboard shows:

• Total Add to Calendar clicks (event-adds) per event - how many users completed the add
• Clicks over time - spot campaign launch spikes, email send patterns, and organic traffic
• Calendar app breakdown - what percentage of your audience uses Google vs Apple vs Outlook vs Yahoo. This tells you where your audience lives and how to prioritize platform-specific optimization.
• RSVP conversion rates for RSVP events - registrations vs Add to Calendar completions

UTM parameters for campaign attribution

Append UTM tags to your Add to Calendar links to track campaign-level ROI in Google Analytics or your marketing platform:

?utm_source=email&utm_medium=newsletter&utm_campaign=webinar-july

When users click through to the AddEvent event landing page, the UTM data passes through to your analytics tool. You can then see which campaigns drove the most Add to Calendar conversions.

Google Analytics 4 integration

AddEvent supports GA4 custom event tracking. Configure it in your AddEvent account under Integrations → Google Analytics. Add to Calendar clicks fire as custom events in your GA4 property - attributable to pages, campaigns, and traffic sources.

The attendance correlation metric

The most meaningful ROI signal is simple: compare attendance rates for events with Add to Calendar buttons vs. events without. AddEvent customers consistently report 5–45% lifts. Track registrations vs. actual attendance in your event platform and correlate with Add to Calendar click rates from AddEvent analytics.