We ask what you plan to use the URL for so that we can track the effectiveness of different types of campaigns. This will help us to help you understand what is working to generate ticket sales, and in the future will help us help all venues more effectively market.
Note that this is really only effective if you intentionally create different short URLs for the different things you're doing. If you don't wish to participate, that's perfectly fine. Please simply select the generic option at the bottom of the list.