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When do we use a tracking URL?

This is a guide to the use cases for tracking URLs across our brands and channels.

Whether or not to use a tracking URL depends on how granular we want or need to be in reporting results for our campaigns, events or branded materials. Generally:

  • Digital ads and sponsorships should always use a tracking URL.

  • Print ads that have a vanity URL or QR code should use a tracking URL.

  • Trade show signs and LCDs that link to campaign pages or content are typically tracked to evaluate engagement at the show. For materials connecting to speaker landing pages, a business partner may elect to track or not track. Generally, links to RSVP pages, giveaway information or other temporary content is not tracked unless specifically requested.

  • Social advocacy posts, paid social campaigns and video/multiphoto social posts that must be shared natively on corporate channels should always incorporate tracking URLs.

  • Articles placed on third-party sites that link back to our content can use a tracking URL to identify engagement.

A unique vanity URL can be set up for print materials. It must be unique to allow specific use cases to be tracked it data. For example, one campaign may use several vanity URLs: burnsmcd.com/recip on a mailer; burnsmcd.com/RecipWebinar on a postcard promoting a webinar; burnsmcd.com/RecipPaper. If detailed differentiation of use cases are not needed, campaign may use a single vanity URL across all materials. 

Similarly, a QR code can track specific instances or broader campaigns. A tracking URL is used in developing the QR code placed in print materials or on large screens at trade shows, etc.

Digital materials (emails, online ads, etc.) should not have a visible vanity URL or QR code. They are clickable. They should, however, have a unique tracking URL for each instance that needs to be evaluated separately in the data.