Campaigns

How the Advocate Referral Program works

What is the Advocate Referral Program? Premagic's advocate referral program turns the people connected to your event (attendees, speakers, judges, and partner associations) into a promotion channel. Each advocate gets a personalized, ready-to-share poster. When they post it on LinkedIn or other channels, their network sees it and clicks through to your registration page. Those clicks are your referrals, and they are a powerful, low-cost way to drive registrations from audiences you couldn't otherwise reach. Key terms - Advocate: A person who shares their personalized poster. Advocates are usually segmented into groups such as attendees, speakers, and judges. - Referral: A person who lands on your registration page after clicking through from a poster an advocate shared. One advocate can generate many referrals, because their whole network sees the post. - Pending advocate: Someone who opened the link and started creating their poster (generated the poster) but did not actually share it. These are warm prospects worth a follow-up nudge. - Estimated ticket impact: An indicative number of registrations driven by referrals, calculated by applying your registration conversion rate to total referrals. How it works 1. Import your audience. Add your attendees, speakers, judges, and partners into Premagic so each person can be issued a personalized poster. 2. Distribute the poster. Share the campaign through the embedded registration widget, or send it directly by email if you can't add the widget in time. Each recipient gets a unique link to their own poster. 3. Advocates share. The advocate opens their link, generates their poster (with their headshot and details pre-filled), and posts it to LinkedIn or another channel. 4. Referrals come in. Everyone who clicks the shared poster lands on your registration page and is counted as a referral. 5. Track results. The dashboard shows advocates, referrals, spending advocates, and estimated ticket impact, broken down by audience segment. Reading your dashboard A few numbers people often misread: - Referrals are not the number of people who posted. They are the number of people who landed on your registration page because of those posts. A single advocate can drive dozens of referrals. - Referrals per advocate tells you how effective your posters are. As a benchmark, attendee advocates average around 4 to 5 referrals each. Anything well above that is a strong result. - Spending advocates are people who started but didn't finish sharing. A reminder email to this group is one of the easiest ways to lift your numbers. Estimating ticket sales from referrals To translate referrals into an estimate of actual registrations, multiply your total referrals by your registration conversion rate (the share of people who open the registration link and complete sign-up). For example, if a campaign generated 2,025 referrals and your conversion rate is 20%, the estimated impact is roughly 405 registrations. Using your own conversion rate gives you a realistic figure and a baseline to plan against for future events. Tips for getting the most out of it - Start early. The biggest driver of results is lead time. Launching the program well before the event, rather than a few weeks out, gives more advocates time to share and compounds your referrals. - Use the widget where you can. Embedding the registration widget makes sharing seamless. If your registration provider can't add it in time, email distribution works as a fallback. - Recruit more advocates. Referrals scale with the number of people sharing. Personally invite speakers, judges, and partner associations, who tend to have the largest, most relevant networks. - Follow up with spending advocates. They've already shown intent; a gentle reminder converts many of them into active sharers. - Find your conversion rate. Ask your registration team for it once, and your estimated ticket impact becomes a number you can actually plan budgets around. Need help? If you'd like help setting up an advocate referral campaign or interpreting your results, reach out to the Premagic team and we'll walk you through it. Related articles - Advocacy Campaign Best Practices: benchmarks, the five biggest drivers of success, and a campaign timeline.

Advocacy Campaign Best Practices

Overview Advocacy campaigns help turn attendees, speakers, sponsors, exhibitors, and partners into advocates for your event by having them share personalized event posters. By sharing personalized event posters with their networks, participants increase event visibility, generate referrals, and create buzz leading up to the event. This guide covers the key factors that drive successful poster campaigns and the benchmarks you should aim for. What Good Performance Looks Like Every event is different. These numbers come from Premagic campaigns across more than 200 events, read in September and October 2026. | Metric | Typical | Strong | | --- | --- | --- | | Advocacy rate | 15% | 20% or more | | Poster engagement rate | 50% | more than 50% | | Referrals per post, attendees | about 4 | 6 or more | | Referrals per post, speakers | about 6 (about 8 at tech events) | 11 or more | | Referrals per post, exhibitors | about 4 | 6 or more | The biggest factor is how people reach their poster. About half of the people who open the poster from the registration widget go on to share it. Of a list that only gets emails, about 3 to 5% share. Events with the widget on the registration success page and in the confirmation email reached 20% or more. A successful campaign combines a healthy advocacy rate with strong referral performance. Poster Engagement: Aim for 50% or More On your event's Insight page, the Participants card has a "Drill down" button. It shows how people move through each channel: "Registration flow integration", "Campaigns" and "Gallery". For the poster, it shows an engagement rate: - Who it counts: people who opened, edited or shared their poster. - Out of: people who were shown the poster creator. On your registration page, the poster creator shows once someone finishes registering. - Aim for 50% or more. - A rate only shows once 20 or more people have seen the poster creator. If your rate is below 50%, you will see a note like this: "Poster is low: 11.5% engaged. Aim for 50%+." Example: 1,000 people finish registering and see the poster creator. 400 of them open their poster. Your engagement rate is 40%. That is below the target. How it differs from advocacy rate | | Poster engagement rate | Advocacy rate | | --- | --- | --- | | Counts | People who opened, edited or shared their poster | People who shared their poster | | Out of | People shown the poster creator | Your expected attendee count | | Aim for | 50% or more | 15% or more | Engagement comes first. A person has to open their poster before they can share it. If engagement is low, advocacy will be low too. How to raise poster engagement 1. Put the widget on your registration success page. People are most keen right after they register. Place it where they see it without scrolling. See Everything about Registration Widget. 2. Send reminders. People who made a poster but did not share it show as Pending Advocates on your Insight page. A reminder campaign brings them back. 3. Launch early. Start 6 to 8 weeks before the event. More time means more chances to open and share. 4. Add more touchpoints. Put the widget in your confirmation email, attendee portal and event app too. Each one is another chance to open the poster. The sections below explain each of these in more detail. The 5 Biggest Drivers of Success 1. Implement the Registration Widget The registration widget is one of the strongest drivers of participation. By allowing attendees to generate and share their poster immediately after registration, events typically see higher advocacy rates and overall campaign engagement. We recommend implementing the widget on: - Registration success pages - Confirmation emails - Attendee portals 2. Launch Early The most successful campaigns begin at least 6-8 weeks before the event. Starting early gives participants more opportunities to share their posters and helps maintain momentum throughout the event lifecycle. 3. Prioritize Speaker Campaigns Speaker posters usually bring the most referrals per post. | Who shares | Typical referrals per post | Most events fall between | | --- | --- | --- | | Attendees | about 4 | 3 and 6 | | Exhibitors | about 4 | 2 and 6 | | Speakers | about 6 | 3 and 11 | Speakers at tech and cybersecurity events do best, at about 7 to 8 referrals per post. We do not have enough sponsor campaigns yet to give a number. Treat sponsors like speakers: invite them by name, with a personal note. We recommend running dedicated campaigns for speakers rather than grouping them with general attendee communications. 4. Run Regular Reminder Campaigns One campaign is rarely enough. Participants often require multiple touchpoints before they take action. Regular reminders help maintain engagement and improve participation rates. 5. Use Multiple Touchpoints The best-performing campaigns reach participants through multiple channels, including: - Registration Widget - Confirmation Emails - Campaign Emails - Attendee Portals - Event Apps - Speaker Communications - Sponsor Communications The more opportunities participants have to engage, the stronger the overall campaign performance. Common Reasons Campaigns Underperform The Registration Widget Was Not Implemented Without the widget, fewer attendees discover and share their posters, resulting in lower participation rates. Campaigns Started Too Late Launching campaigns shortly before the event limits sharing opportunities and reduces overall reach. Limited Speaker Participation Speaker posters are often the highest-performing campaign asset. Low speaker participation can significantly impact referral performance. Inconsistent Campaign Activity Long gaps between campaigns often result in reduced engagement and lower advocacy rates. Limited Stakeholder Participation Sponsors, exhibitors, judges, partners, and VIPs can all contribute to campaign reach. Focusing only on attendees may limit overall performance. Recommended Campaign Timeline 6–8 Weeks Before the Event - Launch attendee campaigns - Launch speaker campaigns - Enable the registration widget 4–6 Weeks Before the Event - Run reminder campaigns - Share updated poster assets - Encourage speaker participation 2–4 Weeks Before the Event - Increase campaign frequency - Run sponsor and partner campaigns - Review performance metrics Final 2 Weeks - Send final reminder campaigns - Focus on speakers and high-value advocates - Drive final visibility and registrations Frequently Asked Questions What is Advocacy Rate? Advocacy Rate is the number of people who shared their poster, divided by the expected attendee count you set for the event. Aim for 15% or more. What is Poster Engagement Rate? Poster Engagement Rate is the share of people who opened, edited or shared their poster, out of everyone who was shown the poster creator. Aim for 50% or more. What is a Referral? A referral is generated when someone visits the event registration page through a poster shared by an advocate. Why are speaker posters important? Speakers usually have large professional networks. A typical speaker post brings about 6 referrals, against about 4 for an attendee. How often should campaigns be sent? We recommend maintaining regular communication throughout the event lifecycle, with increased activity as the event approaches. Do poster campaigns work without the registration widget? Yes. However, events that implement the registration widget typically see higher participation and advocacy rates. Summary The strongest poster campaigns start early, implement the registration widget, prioritize speaker participation, and maintain consistent engagement throughout the event lifecycle. By focusing on these areas, event organizers can increase advocacy rates, generate more referrals, and maximize event visibility through participant-led promotion. Related articles - How the Advocate Referral Program works: definitions of advocates, referrals, and spending advocates, plus how to read your dashboard. - Understanding Your Insights Dashboard: what each number on your Insight page means.

Understanding Your Insights Dashboard (Advocacy Report)

This guide explains every metric on your event’s Insights page, so you can read your advocate referral performance at a glance. The Insights tab (under Admin in the left-hand menu) shows how your advocate referral campaign is performing for a single event - who’s sharing, how far it’s reaching, and what it’s driving in registrations. Top Summary Cards Advocate Rate The percentage of advocates against the expected number of registrations for the event. This is calculated as advocates ÷ expected attendee count - the expected attendee number you set on the event creation page (not the number of people imported). For example, 22.2% means 222 advocates against an expected 1,000 registrations. Registration Widget Warning If you see a note that the registration widget doesn’t seem to be installed, it means Premagic widget is not set up on the registration confirmation page. Install the widget on your event site for better engagement. Advocates vs. Pending Advocates These are two tabs above the metric cards: • Advocates - people who generated and shared their poster. This is your active promoter count. • Pending Advocates - people who opened their link and generated a poster but haven’t shared it yet. These are warm leads; a reminder nudge is one of the fastest ways to convert them into active advocates and lift your referral numbers. Performance Metrics Metric and What It Means Advocates - Total number of posters shared, and the number of unique advocates behind those posts (one advocate can post more than once). Potential Reach - The combined network size (e.g. LinkedIn connections) of everyone who actually shared a poster - an estimate of how many people could have seen the posts. Referrals- The number of people who clicked through from a shared poster and landed on your registration page - not the number of people who posted.\ Also shown as referrals per advocate, which tells you how effective your posters are on average. As a benchmark, attendee advocates typically drive 4–5 referrals each, so anything meaningfully above that is a strong result. Ad Spend Saved - The equivalent paid-media value of the reach and clicks generated organically through advocate sharing - an estimate of what it would cost to buy that same reach through paid ads. **Direct / Estimated Ticket Sales & Total Estimated Impac - Direct attributed ticket sales are actual, tracked purchases - this requires the conversion tracker to be set up. You can get the details to set this up by click on "set up". Estimated (modelled) ticket sales apply a conversion-rate assumption to your referrals when direct tracking isn’t set up yet: multiply total referrals by your registration conversion rate (e.g. 2,025 referrals × 20% conversion ≈ 405 registrations). Once the widget is installed, the dashboard shifts from modelled to directly conversion numbers. Advocates by People Group / Source This section breaks advocates and referrals down by segment (Attendee, Exhibitor, Judge, Speaker) or by source, showing each group’s advocate count, referral count, and referrals-per-advocate rate. Use this to see which audience segments are driving the most sharing - speakers and judges typically have larger, more relevant networks and often outperform attendees. Advocate Activity Table The table at the bottom lists individual advocates with their post, when it was posted, source, poster type, platform (e.g. LinkedIn), network size, referrals, and clicks - useful for spotting your top-performing advocates or following up with pending ones. Related Articles • How the Advocate Referral Program Works • Advocacy Campaign Best Practices

How to give each attendee their own event link in shared posts

Give each attendee their own link, so when they share their campaign poster, the post sends people to that attendee's tracked registration or ticket page instead of the campaign's shared Event URL. Before you start. Every campaign has one Event URL. It is where shared posts send people (see How to Set Up Campaigns). If some attendees already have their own link, for example a unique registration link from your ticketing tool, you can store it against each attendee as a Personalised Event URL. Premagic then uses that link for their share post. Step 1: Add the field to your registration form 1. Go to “Events” and open your event. 2. Open the “Attendees” tab, then click “Registration Form”. 3. Click “+ Question”. Under “Quick add”, click “Personalised Event URL”. 4. Click the three dots on the new “Personalised Event URL” row, then click “Hide on event registration”. The row now shows “HIDDEN”. Attendees never fill this in themselves. Hiding it keeps it off the public form, the same way you would hide a promo code field. Step 2: Prepare your CSV 5. Open the attendee list you plan to import, or click “Download a sample CSV” on the import screen. 6. Add a column called “Personalised Event URL”. You can also name the column “Personalized URL”, “Unique link”, “Registration link”, “Link” or “URL”. Premagic maps all of these to the field automatically. 7. Paste each attendee's own link into that column. Leave the cell empty for anyone who should use the campaign's Event URL instead. Your link can already carry query parameters, such as a ticket code. Premagic keeps them and adds its own tracking on top. Step 3: Import the file 8. Back on the “Attendees” tab, click the three dots beside “+ People”, then click “Bulk import/update”. 9. Click “Add new attendees”, or “Update existing attendees” if the people are already in your list. 10. Drag your CSV onto “Drag & drop your CSV here”, or click it to browse. 11. On the “Map your columns” screen, check that your link column maps to “Personalised Event URL”. Hover the info icon on that row to confirm: “The attendee's own link to your event page, like a tracked registration or ticket link. When set, it replaces the campaign's link in that attendee's share post.” If the row says “Select a field...”, open the dropdown and pick “Personalised Event URL”. 12. Click “Import”. For the full import flow, see How to upload attendee data in your Premagic Account. Step 4: Edit one attendee's link (optional) You can also set or change the link for a single attendee, without a new import. 13. On the “Attendees” tab, click the attendee, then click “More details”. 14. Click the three dots at the top right of the profile, then click “Edit”. 15. Fill in “Personalised Event URL”, then save. Step 5: Check what people see 16. Open a share post for an attendee who has a Personalised Event URL. The post shows a short Premagic link, like https://p-2.link/p/abc123. It never shows the attendee's raw link. When someone clicks that short link, Premagic sends them to the first of these that is set: • The attendee's Personalised Event URL • The campaign's Event URL • The campaign landing page Premagic adds tracking to the destination so you can see who brought in each registration: pkey, utm_source=premagic, utm_medium=advocacy, utm_campaign=<your event name> and utm_platform=<linkedin, and so on>. Any parameters already on the attendee's own link stay as they are. If your registration page is on a different domain from your event site, read Troubleshooting Conversion Tracking with Advocacy Posters so the pkey is not lost on the way. Good to know • The attendee CSV download only includes the “Personalised Event URL” column when that field is on your event's registration form (Step 1). • Attendees without a Personalised Event URL keep using the campaign's Event URL. Nothing breaks if you only set it for some people. Need help? Reach out to your customer success manager or contact support.

How to deploy your campaign

How to deploy your campaign Once your campaign is ready, the next step is to deploy it. Deploying means getting your poster in front of your attendees so they can share it on LinkedIn, whatsapp and other platforms. When they share, their network sees your event, and the link in their post brings more people to you. This guide explains the four deploy options and when to use each one. How to open the Deploy page 1. Open your event and go to the Campaigns tab. 2. Open the campaign you have finished setting up. 3. Click the Deploy button on the top right right next to the preview link. You will see the Deploy campaign page with four options. Option 1: Embed poster widgets on your registration confirmation page What it does: It adds a poster widget to the page people see right after they register. Attendees can create and share their “I’m attending” poster straight away, while they are most excited. The preview link next to the Deploy button can also be shared directly with your audience. Copy it and send it to anyone who needs to see the campaign. How it works for your attendee: 1. They see the poster widget on your confirmation page. 2. They click Get Started with LinkedIn. 3. Their name, photo, role and company are filled into the poster from their LinkedIn profile. 4. They review it and share it. When to use it: Use this if you have a registration or confirmation page where you can add a small piece of code. How to set it up: 1. On the Deploy page, click Customize & Embed Code. 2. The Embed poster creator page opens. Use the Desktop and Mobile buttons at the top to see how the widget will look on each device. 3. On the right, choose a Widget Style from the drop-down list. 4. Click the blue Widget code button to copy the code. 5. Paste the code on your confirmation page, in the spot where you want the poster box to appear. If you aren’t sure how, send it to your web developer. Option 2: Set up Email and WhatsApp campaigns What it does: It sends reminders to people who registered but haven’t shared their poster yet. A friendly nudge by email or WhatsApp often gets more people to share. When to use it: Use this when you want Premagic to send the reminders for you. How to set it up: 1. On the Deploy page, click Setup Campaign. 2. The Setup Campaigns page opens. The form is on the left, and a Sample Preview is on the right. The preview shows how your message will look. 3. Under To, choose who the message is for: Attendees, Exhibitors or Speakers. 4. Choose the Email or WhatsApp tab. You can set up both. 5. Fill in your details (see below). 6. Scroll to the bottom of the page and click Raise setup request. Our team will then set up the campaign for you. Email campaign The email is fully customizable. You can change: - Sender name - Email ID (the address the email is sent from) - Subject - Content, including the headline and body WhatsApp campaign Click the WhatsApp tab to see a phone preview of the message. Please note: WhatsApp messages can’t be edited. WhatsApp must approve every change to a message template before it can be used, so the wording stays as shown in the preview. If you need a custom WhatsApp message, click Raise setup request and our team will help you. What happens after you raise a request The Raise setup request button is at the very end of the page, just below a short note that explains the email and WhatsApp options above. Once you click it, the Premagic team will contact you to finish the setup. Option 3: Email campaign template What it does: It gives you a ready-made email with the poster already inside, so you can send it with your own email tool. When to use it: Use this if you prefer to send emails yourself, for example with Mailchimp, SendGrid, Constant Contact, Gmail, Outlook or Yahoo. How to use it: 1. Click Open Template. 2. Choose a layout: Side CTA (button beside the poster) or Classic (button below the poster). 3. Copy the template in the way that suits your email tool: - Mailchimp, SendGrid, Constant Contact or similar (recommended): click Copy HTML Code and paste it into your email campaign. - Gmail, Outlook or Yahoo: click Copy Preview and paste it straight into your email message. Do not copy the HTML code for these tools. 4. Send the email to your attendees. Following step: Track ticket sales What it does: It shows which advocates bring in real ticket sales. You can see who shared the most, who got the most clicks, and whose link led to the most purchases. When to use it: Use this if you sell tickets on your own website and want to know how much revenue your advocates bring in. Note: This needs a small change on your website, so you may want to ask your developer. Click Copy setup to copy all the steps as plain text, or Email setup to send them directly. Step 1: Add the tracking script Click Copy script and add it to the section of every page on your website. Step 2: Track purchases Add the purchase code to your checkout success page, so it runs after someone buys a ticket. Replace the example values with the real order details: - orderId: your unique order number - orderCount: how many tickets were bought - value: the total order amount, without a currency symbol - currency: the currency code, such as USD, EUR or GBP Purchases are also sent to Google Analytics as POSTER_CONVERSION events. Step 3: Check that it works 1. Install the Premagic Widget Test Tool from the Chrome Web Store. 2. Open your website. The extension shows a tick when the script is found. 3. Open any poster share link and make a test purchase. 4. The extension shows the purchase and which advocate it was linked to Quick Summery |Need help? If you get stuck at any step, contact the Premagic support team and we will help you out.