How to Track Your Add-to-Calendar Performance With AddCal Analytics

You published an event. People clicked the "Add to Calendar" button. But how many people? From where? On what devices? And which of your marketing channels actually drove those clicks?

If you can't answer those questions, you're flying blind. And most add-to-calendar tools leave you exactly there - with a single number and no context.

AddCal's analytics dashboard changes that. It tracks every click and calendar add across your events, then breaks the data down by referrer, country, device, browser, and full UTM campaign parameters. You get a clear picture of what's working, not just a vanity metric.

This guide walks through every feature in the analytics dashboard, what each metric means, and how to use the data to make better decisions about your event promotion.

The Analytics Dashboard at a Glance

When you open the analytics page, you'll see four summary cards at the top:

• Clicks - Total and unique click counts for your Add to Calendar buttons and event links
• Adds - Total and unique calendar adds (when someone actually saves the event to Google Calendar, Apple Calendar, Outlook, or downloads the .ics file)
• Average Daily Clicks - Your click volume averaged across the selected date range
• Total Referrers - The number of distinct traffic sources sending people to your events

The distinction between clicks and adds matters more than most people realize. A click means someone interacted with your event. An add means they committed it to their calendar. The gap between those two numbers tells you something about friction in your flow or intent of your audience.

Filtering: Zoom In on What Matters

The dashboard isn't a single fixed view. You can filter by:

• Calendar - Narrow down to a specific calendar if you manage multiple
• Event - Drill into a single event's performance (available after selecting a calendar)
• Date Range - Pick any custom date range to analyze specific campaign periods, launch windows, or seasonal trends
• Series Analytics - For recurring events, toggle this on to see aggregated data across every occurrence in the series rather than a single instance

Series analytics is particularly useful for weekly webinars, monthly meetups, or any repeating event. Instead of checking each occurrence individually, you see the full picture of how the series performs over time.

The Click Overview Chart

Below the summary cards, a time-series area chart plots your clicks and calendar adds day by day. Two lines, two colors, one clear trend.

This chart answers the most basic performance question: is engagement going up or down? But it also reveals patterns you might miss in raw numbers. Maybe your events get a spike of adds on Mondays when your newsletter goes out. Maybe clicks plateau mid-week. These patterns inform when and how you promote.

You can also toggle between total and unique views. Total counts every interaction. Unique deduplicates by visitor, so you can see how many distinct people engaged rather than how many times they clicked. If your total-to-unique ratio is high, the same people are clicking repeatedly - that might mean your "Add to Calendar" button placement is causing accidental clicks, or that people are coming back to re-add events they removed.

Top Performing Events

When viewing analytics across a calendar or your entire account (not a single event), you'll see a ranked table of your top events by click count. Each row shows the event name, total clicks, and total adds for the selected period.

This ranking is straightforward but valuable. It tells you which events resonate with your audience and which ones aren't getting traction. If one event has 10x the clicks of another, that's a signal about topic interest, promotion effectiveness, or timing.

Each event name links directly to that event's individual analytics page, so you can dig deeper in one click.

Referrer Tracking: Where Your Traffic Comes From

The Top Referrers table shows which domains are sending people to your events, ranked by click volume. Each referrer displays its favicon for quick visual scanning, along with click count and percentage of total traffic.

This is where you discover whether your social media posts, email campaigns, partner websites, or organic search actually drive engagement. If you're spending hours on Twitter promotion but 80% of your traffic comes from a partner's blog embed, that's a reallocation signal.

AddCal even recognizes mobile app referrers. If someone clicks through from the Gmail Android app or the LinkedIn app, it shows up as a named source rather than a cryptic package identifier.

Geographic Distribution

The Top Countries table breaks down where your visitors are located, complete with country flags. Each row shows the country name, click count, and percentage share.

For global events, this data helps you understand your actual reach versus your intended audience. If you're running an event targeting the US market but 40% of your clicks come from outside North America, your promotion channels might be broader than you think. That could be an opportunity or a sign of wasted spend, depending on your goals.

Geographic data also helps with timing decisions. If a meaningful portion of your audience is in a different timezone, you might schedule events - or send promotional emails - at times that work better for them.

Device and Browser Breakdowns

Two additional tables show the device types (desktop, mobile, tablet) and browsers (Chrome, Safari, Firefox, Edge) your visitors use.

Device data has practical implications. If 60% of your audience is on mobile, your event landing pages and calendar embed need to work flawlessly on small screens. If you see high desktop usage, your audience is probably engaging during work hours from a computer.

Browser data is less actionable day-to-day, but it's useful for troubleshooting. If you notice a sudden drop in adds from Safari users, there might be a compatibility issue worth investigating.

Full UTM Campaign Tracking

This is where AddCal's analytics go beyond what most calendar tools offer. The dashboard tracks all five standard UTM parameters:

• UTM Source - Where the traffic originates (google, facebook, newsletter)
• UTM Medium - The marketing channel type (email, social, cpc, organic)
• UTM Campaign - The specific campaign name (summer-launch, weekly-digest, partner-promo)
• UTM Term - The search keyword or targeting term, commonly used for paid campaigns
• UTM Content - Differentiates between multiple links in the same campaign (header-cta, sidebar-banner, footer-link)

Each parameter gets its own card with a breakdown table showing the parameter value, click count, and percentage. You can switch between table view and pie chart view depending on whether you prefer precise numbers or a visual distribution.

Why UTM Tracking Matters for Calendar Marketing

Without UTMs, you know someone added your event to their calendar. With UTMs, you know they did it because they clicked the link in your Tuesday newsletter, not the one in your Instagram bio.

That level of attribution lets you prove ROI on specific channels. If your paid social campaign drove 200 calendar adds at $0.50 each but your email newsletter drove 500 adds at $0, the budget conversation becomes much simpler.

How to Set Up UTM Tracking With AddCal

UTM tracking works automatically. You don't need to configure anything inside AddCal. Just append UTM parameters to the URLs you share, and the dashboard picks them up.

For example, if your event page URL is:

https://addcal.co/your-calendar/your-event

You'd share it as:

https://addcal.co/your-calendar/your-event?utm_source=linkedin&utm_medium=social&utm_campaign=q1-webinar

Create a different tagged URL for each channel or placement. Share the LinkedIn version on LinkedIn, the email version in your newsletter, the partner version on partner sites. The dashboard aggregates and separates the data automatically.

Google's Campaign URL Builder is a free tool that makes generating these URLs quick and consistent.

UTM Naming Tips

Keep your UTM values lowercase and consistent. "Facebook", "facebook", and "fb" will show up as three separate sources in your reports. Pick one convention and stick with it across your team.

Use hyphens instead of spaces or underscores for readability: utm_campaign=spring-conference-2026 reads better in reports than utm_campaign=spring_conference_2026.

You don't need to use all five parameters every time. Source, medium, and campaign cover most use cases. Add term and content only when you need that extra granularity, like A/B testing two different email subject lines or comparing multiple ad creatives.

Free vs. Premium Analytics

Every AddCal user gets access to the four summary cards: total clicks, total adds, average daily clicks, and total referrers. These give you a baseline understanding of your event performance at no cost.

Premium subscribers unlock the full analytics suite: the time-series chart, unique visitor counts, top performing events ranking, referrer details, geographic data, device and browser breakdowns, and the complete UTM tracking section. If you're running events as part of a marketing strategy where you need to report on performance or optimize spend, the premium analytics pay for themselves quickly.

Putting It All Together

Analytics are only useful if they change what you do. Here's a practical workflow:

1. Before launching an event, set up UTM-tagged links for each promotion channel
2. During the promotion period, check the dashboard weekly to see which channels drive the most adds
3. After the event, pull the full date range and review the referrer, geographic, and UTM breakdowns
4. For recurring events, use series analytics to compare performance across occurrences and spot trends
5. For your next event, double down on channels that performed and cut or adjust the ones that didn't

The goal isn't to obsess over numbers. It's to build a feedback loop where each event teaches you something about your audience and channels that makes the next one perform better.

Start Tracking

If you're already using AddCal, your analytics dashboard is waiting. Every click and calendar add is being recorded. Head to Analytics in your dashboard to see what your data looks like.

If you're not using AddCal yet, create a free account and start tracking your event performance from day one. When you're ready for the full picture, Premium unlocks everything covered in this guide.