Instead of relying solely on your own marketing to reach new participants, you can turn the people who already love your event into a team of promoters.
You can decide how you want to reward them, from a fixed amount or percentage of credit for each successful referral, to a discount for the person they refer.
Once set up, Eventrac tracks the referrals and manages the rewards automatically.
It’s a simple way to turn your existing participants into a source of new entries.
How does it work?
Each ambassador is given a unique personal referral code. When they share this and someone completes an entry through it — the referral is recorded as successful and the reward is applied automatically.
Types of Schemes
Single-Sided — only one party receives a reward; you choose whether that's the referrer or the referee
Double-Sided — both the referrer and the referee receive a financial incentive
Locating this Feature
From the left-hand menu, click Ambassador Schemes.
Creating an Ambassador Scheme
Click Create Ambassador Scheme and fill in the following details:
Name — give your scheme a recognisable name (e.g. Bronze).
⚠️ This name will be visible on the participant's profile when they earn credit.
Description — a short description for your internal reference only.
Currency — select the currency for the credit offered. This is usually fixed based on your connected Stripe account.
Who do you want to reward? — choose between a single-sided referral (referrer only) or double-sided (both referrer and referee).
Setting the Ambassador Reward
This is the reward given to the person making the referral.
Type of credit — choose either a fixed amount (e.g. £2) or a percentage of the ticket value (e.g. 5%)
Credit validity period — set how long the earned credit remains valid (e.g. 3 months). Select Other if you'd like to enter a specific number of days.
📌 How credit validity works
Each new referral a user completes will extend the validity of all credit currently on their account — not just the new credit earned. Older credits won't expire separately.
Example: A user earns £2 credit in March under a 6-month scheme, valid until September. In July, you update the scheme to £3 with a 9-month validity and they complete another referral. Their total credit is now £5, all valid until April the following year.
Setting the Referee Reward (Double-Sided schemes only)
This is the discount applied at checkout for the person using a referral code.
Type of discount — choose Percentage (a % off the ticket price) or Absolute (a fixed amount off)
Amount — enter the discount value accordingly
How Participants Share Their Referral Link
Each participant has a unique referral link and code they can share in several ways:
From the event page, via the Invite Your Friends button
From their profile, via the Invite Your Friends button
Through email — use the %referral_url% merge field in your email templates (e.g. Entry Confirmation) to automatically include their personal link and draw attention to the scheme
How a Referee Uses a Referral Code
If you're running a double-sided scheme, the person receiving the referral can benefit from the discount by entering the referral code in the Discount Code box at checkout.
Linking a Scheme to a Participant
You can link an ambassador scheme directly to a specific participant to attribute their bookings to them. They'll then be able to use their standard referral link as normal.
📌 Participants must have an account with you in order to generate a referral link and track their referrals.
To do this:
Go to Customers (CRM) and locate the participant
Click Manage, then Edit User
Assign the relevant ambassador scheme from there
Reporting on Referrals
All Referrals
Once your scheme is live, you can track successful referrals by going to Ambassador Schemes > Referrals. Results can be viewed and exported for offline use.
💡 Even if you're not using automated credit, this page can be used to manage any manual rewards or incentives you offer.
You can also filter for ambassador scheme activity via All Sign Ups > New Reports using the Ambassador Scheme filter.
Individual Participant Reporting
Each participant profile includes an acquisition source, so the referrer's name will appear there directly.
✅ For more on managing participants, see our guide here:
Activating & Deactivating an Ambassador Scheme
To activate a scheme, go to the All Referral Schemes dashboard, select Edit next to the relevant scheme, review the details, check the box at the bottom to set it as active, and click Submit.
To deactivate a scheme, you can either select Deactivate directly from the dashboard, or go into Edit and uncheck the active box before clicking Submit.
⚠️ Activating a new scheme will automatically deactivate any scheme that is currently active. Deactivating without switching means no scheme will be running until you activate another.
Referral Confirmation Emails
When a referral is successfully completed, the referring participant receives an automatic email with the referral details, the credit amount applied, and a link to view their balance. This email can be customised under System Options > Email Templates > General Emails.
💡 For guidance on customising email templates, see our guide here: [link]
Viewing credit balance
Participants can view their credit balance at any time under the Gift Cards/Credits tab in their profile. Clicking Receipt shows the full breakdown.
To redeem credit, they simply copy their code and apply it in the basket at checkout. If the credit exceeds the basket total, the basket is discounted in full and the remaining credit is retained on their account.