Under certain circumstances, using a URL Shortener for your links makes sense. For example, this can be the case if you assume that the link will be copied manually. Instead of writing https://mapp.com/de/uber-uns/ on a billboard, using a URL Shorteners like Bitly is a more pleasant variant for the user (besides other variants like QR codes).
Tracking these URLs is easily possible by attaching a media code to the target URL. So the long target URL https://mapp.com/de/uber-uns/?wt_mc=shortlink becomes the shorter version https://bit.ly/2CJnk0X
| Note: The media code must be added to the target URL, not the Short URL. |
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Instead of using a service provider, you can create short URLs yourself. The procedure is similar here; the media code is attached to the target URL. You can also attach the media code directly to the short link, but you must ensure it is passed on in this case.
If you append the media code directly to the target URL, please note that this short URL cannot be used for different channels, but a separate short URL must be created for each channel.
You can view statistics and the target URL at the short link if you have forgotten the corresponding media code for a Short URL. You can often simply add a "+" to the short link (for example, https://bitly.com/2CJnk0X+).
A referrer analysis at Marketing > Referrer > Referrer URLs would also be an option. This is only possible if the referring link forwards the referrer to the target URL and you know on which domains the short link was placed. Since the referrer only contains the domain, this variant is somewhat inaccurate. If two short links have been implemented in the same domain, it is impossible to differentiate between the links in the referrer analysis. Therefore, it makes sense to document Short URL creation from the start accurately.
You can find further information on recording external marketing campaigns here.