Without tracking links, it can be difficult to know what promotional channels are the most effective. You could be spending the majority of your budget on Facebook, when in reality your marketing push is the most successful on Twitter. Without data, it’s impossible to know.
Recently, I saw an event change their entire strategy due to data they received via tracking links. It was a foodie event and they had been spending on Facebook. After about two weeks of promotion, they realized that food-influencers on Instagram were actually driving the most sales. As a result, they targeted those people and comped them tickets in exchange for a post. They sold out the thousand person event in two weeks. It was wild.
Tracking links ensure that you optimize your advertising spend against the channel that deliver the highest ROI. That could be a social channel, a Google ad, or even your sales team. This information will also help inform your marketing strategy for future events.