What are the source types for tracking URLs and how do I know which type to create?
This article explains the five source types of tracking URLs and when to use each.
The five source types of tracking URLs are:
- Email marketing
- Paid search
- Organic social
- Paid social
- Other campaigns
Email marketing
This type is rarely used, as HubSpot is our primary email system, and it tracks engagement with links embedded in emails. It is used for links in HTML email code provided to the business for sending on their own and it email content we provide to third parties (publications, conferences or vendor partners, for example) to send on our behalf.
Detailed instructions for creating a tracking URL for email marketing >
Paid search
This type is used for all paid ads (not only search ads), despite the name. This includes programmatic ads (Multiview), display ads with publication or conference websites, or any search term-based advertising.
Detailed instructions for creating a tracking URL for paid search >
Organic social
This type is used in limited instances for social posts made natively to brand channels. This is because we post to most channels through HubSpot, which automatically tracks those links. For example, if a post cannot be scheduled through HubSpot (examples: Instagram story link, LinkedIn multiphoto post or LinkedIn video post), we would create a tracking URL manually to share.
Detailed instructions for creating a tracking URL for organic social >
Paid social
Paid social posts are built and published directly in the social tool (usually LinkedIn), so tracking URLs are created for each post. We also would create a tracking URL for a sponsored post.
Detailed instructions for creating a tracking URL for paid social >
Other campaigns
Track URLs are created under this type for various purposes, including: employee advocacy; vanity URLs; QR codes; email signature lines; and recruiting platforms.
Detailed instructions for creating a tracking URL under other campaigns >