What is a token?
A Token is a unique, trackable link that measures the exact engagement and revenue generated by a specific digital or physical marketing effort.
Why not just create one token and point it to my overall organization page with all my events and projects?
While you could simply use one global Token for your Organization Landing Page across every email, doing so leaves valuable data on the table. The true power of CUR8 Connect comes from targeting your strategy. By creating distinct Tokens for individual campaigns, physical poster placements, and strategic partnerships, you can easily identify which efforts drive the most sales and lean into what works.
If that sounds overwhelming, start small.
Try tracking clicks on a single button in one email for an upcoming show. Over time, you will learn how to plan your tracking, discovering which data points matter most to your organization and what information you still need to capture.
How to Create a Token for Engagement Tracking
How to Create a New Engagement (Marketing Email)
When you are ready to expand your token tracking strategy, here are some practical ways to think about and use Tokens:
Physical vs. Digital Marketing
Every Token automatically generates a downloadable QR code. This allows you to track real-world physical marketing just as accurately as your digital emails.
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The Approach:
Create one Token named "QR Code - High School Bulletin Board" and another named "QR Code - Main Street Coffee Shop."
Print the respective QR codes on the posters you hang in those locations.
The Result: Your dashboard will tell you exactly which physical location is generating more ticket sales. This helps you decide if it is worth sending volunteers to those locations next time, or if you should adjust your strategy. If coffee shops are getting a lot of traction, for example, you can confidently expand your reach to similar local businesses.
A/B Testing Your Email Campaigns
Not sure what type of messaging your attendees respond to best? Try a couple at a time. Tokens can help you test it.
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The Approach:
Split your audience list roughly in half.
Send one half an email with the subject line "Tickets on Sale Now!" and the other half an email with the subject line "Don't Miss Our Biggest Show of the Year!"
Inside the emails, use two different Tokens (e.g., "Token A - On Sale" and "Token B - Biggest Show").
Both Tokens point to the exact same ticketing page, whether for an individual project or your entire organization's landing page.
The Result: You will be able to see not only which subject line received more clicks, but which one ultimately drove more completed purchases. Maybe one email subject generated a lot of clicks, but the other subject resulted in more sales.
Tracking Call to Action Placement - Does "Buy Now" work?
You can use multiple Tokens inside a single email to see how your attendees prefer to navigate. Do they prefer a prominent "BUY NOW" button at the top without scrolling, or do most people read the entire message and select "Get Your Tickets" at the bottom?
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The Approach:
Create three separate Tokens for your upcoming show.
Attach one to the main header image, the second to a bright "Buy Tickets" button in the middle of the email, and the third to a simple text link at the very bottom.
The Result: You will learn exactly where attendees tend to click most often, helping you design better, more productive layouts for future engagements.
Cross-Promotion and Collaboration Tracking
If other local organizations, sponsors, or community partners agree to promote your show in their newsletters or on their social media, tokens allow you to track their success.
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The Approach:
Generate a unique Token., for example: "Partner Token - Dance Company 2026"
Provide that specific link or QR code to the partner to use in their marketing.
The Result: You will be able to see exactly how much your partnership impacts your clicks and carts, allowing you to report back to them on the collaboration's success or adjust your future marketing for their specific audience.
Multi-Show Flex Passes
If you are advertising a Flex Pass (or season tickets) across multiple different show announcements, you can track which audience is most inclined to purchase passes over single-show tickets.
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The Approach:
Create a unique Token for each show's email such as "Flex Pass - Announced in Annie" and "Flex Pass - Announced in Into the Woods").
Both point to the exact same Flex Pass page.
If your season features 4 to 6 shows, create a unique Flex Pass Token for each announcement.
The Result: You will know exactly which specific show announcement drove the most FlexPass ticket purchases.
These are just a few suggestions to help you start tracking. Ultimately, you will find your own unique ways to use Tokens to learn exactly what engages and motivates your specific audience.
A Couple Notes on Token Click Data:
Tokens track raw clicks.
If an attendee opens your email, clicks the Token, leaves to think about it, and comes back later that evening to click the link again, CUR8 tracks that as two clicks. We do this because repeated clicks indicate a high level of continued interest from that attendee.
However, email opens are unique. An email open is only recorded the first time it occurs, even if the recipient marks the message as unread and re-opens it later.
Also, if you decide to use a custom URL, CUR8 only tracks the click. We cannot track further clicks once the recipient has navigated away from CUR8.
How to Create a Token for Engagement Tracking
How to Create a New Engagement (Marketing Email)