Cross-Domain Tracking: Connecting Marketing to Registrations

Most organizers want to send people to their own website before directing them to register. After all, your website is where you tell your story, build excitement, answer questions. However, that extra step has historically meant losing visibility into which channel actually drove the registration.

It's a problem that sits right at the seam between your marketing stack and your registration platform. We built a cross-domain tracking solution to fix this.

The problem

Here's the journey that plays out hundreds of thousands of times a year…

A runner sees your Instagram ad, clicks through to your website, reads the course details and hits "Register now." They complete their registration on your registration provider's checkout.

From your perspective, that registration happened. From your data's perspective, it arrived from nowhere. When that runner moved from your site to the Let's Do This checkout, the UTM parameters tracking their journey got dropped. The registration completed but you can't attribute it to any channel.

Our solution

We've developed a small, privacy-safe script that sits on your website. When a visitor arrives via a UTM-tagged link, from any channel, any campaign, the script captures the UTM parameters and carries it through to the Let's Do This checkout. When they register, the campaign information travels with them.

Every registration is now tied to the campaign, channel, and creative that drove it. The script sets no cookies, doesn't slow your site down, and has zero impact on your visitors' experience.

With this in place, Nova and our marketing dashboards can better guide you to:

• Invest more in the channels that are actually working
• Identify campaigns that look good on click-through rate but don't convert

Atlanta Track Club are already using this solution to track registrations and lottery applications for the 2026 Northside Peachtree Road Race.

Getting started

Speak to your account manager to get set up or view the full setup guide here.