- You will need a custom short url tool.
- UTM link tracking capabilites
- Someone who knows their way around ppc ad campaigns, and who wishes to know where the clicks are coming from.
Well, maybe you are not working in the right industry to know the challenges one has when trying to understand how many people click, from where do they do it, at what time they did it.
Being able to make a long web address like http://www.googlekeywordplanner.com/2016/01/how-to-implement-adsense-anchor-ad.html into a short : http://goo.gl/Upa24Y that still points to the long one... is a big advantage.
Not only is it easier on the eyes for whoever would click, it also saves you characters when they are an expensive commodity. (And I'm clearly thinking of Twitter's 140 character limit in tweets).
But, how about all those stories and statuses and comments on multiple platforms like stumbleupon, linkedin, facebook, and others where you can promote a new article or a new case study or even a new page on a site with a longer then usual name?
Wouldn't you want to know which of these targetted audiences respond better to your link promotion when building awareness?
How about this: Imagine you are an agency, and you just released a report or a press release, then you get dozens if not hundreds of people re-sharing or retweeting your link. Would you not want to know who is the best influencer, who got you the most clicks?
Another scenario is, when you bought a piece of sponsored content with a social media publisher. Lets say with buzzfeed.com. Now instead of giving them your naked url, your full lenght web address... why not shorten it, give it only to buzzfeed, and then see how many click they get you to your targeted page or section on your site.
UTMs help track your visitors behaviour and much more data is provided through Google Analytics. They always appear at the end of your url, and they generate a lof of data. Much of it is lost when you make it short with a custom url shortener like bitly. So it renders your study and your efforts to gather data..... like return on investment from earned or paid media.. obsolete.
So what is the real solution when utm tracking is important when you want to make website address shorter at the same time? Stay tuned ;) I will let you know in a following article.