Under certain circumstances, it makes sense to use a URL Shortener for your own links. This can be the case, for example, if you assume that the link will be copied manually. Instead of writing
https://mapp.com/de/uber-uns/ on a billboard the use of a URL Shorteners like Bitly is a more pleasant variant for the user (besides other variants like QR-Codes).
The tracking of 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 and not to the Short URL. |
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Instead of using a service provider, you can also 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 in this case, you must make sure that it is passed on.
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.
If you have forgotten the corresponding media code for a Short URL, you can view statistics and the target URL at the short link. In many cases, you can simply add a "+" to the short link (example https://bitly.com/2CJnk0X+).
A referrer analysis in the frontend 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 different short links have been implemented in the same domain, it is not possible to differentiate between the links in the referrer analysis. Therefore, it makes sense to document the creation of Short URLs accurately right from the start.
You can find further information on recording external marketing campaigns here.