September 28, 2023
4 minutes read
If you utilise any form of web analytics (we prefer the excellent privacy-focused Plausible Analytics), chances are you’re familiar with UTM URLs. These URLs can be rather lengthy, prompting the need for shortening. (We rely on Rebrandly for creating neat, branded links.)
However, the length of UTM URLs isn’t their only challenge. Firstly, you must construct them consistently; and secondly, effective tracking is paramount.
Managing links and maintaining consistency was becoming a time-consuming task. Recognising this, we needed a solution and - as most of Melotte Consulting is powered by Tape - the obvious solution was to build a UTM tracker alongside our existing apps for lead source tracking and marketing campaigns that were already in Tape.
Tape effortlessly handles the construction of the full URL. Users create a new record, selecting the relevant medium, source, and campaign from related applications. An automation then formats this information into a URL, such as:
Once we’re satisfied with the URL, the next step is generating a shortened version. This is achieved through an ‘Action’ button, triggering a background workflow.
While we could have directly interacted with Rebrandly using Tape automation, we opted for a slightly different approach and leveraged our Make account, using it as the intermediary between Tape and Rebrandly. This could easily have been Zapier if preferred.
With the ‘Action’ button, Tape takes the name of the UTM link, encodes it along with the full link, and sends it to a waiting Make webhook. Make, using its Rebrandly connector, requests a short link. Once obtained, it’s sent back to Tape via an HTTP POST request to a Tape webhook, eagerly awaiting the short URL.
Here’s where Tape truly shines compared to Podio: incoming webhook data in Tape doesn’t necessitate the creation of a new record. This means that the webhook waiting for the short URL can simply update the original record. To achieve this, we include a unique record ID with the original data sent to Make. Make includes this ID when it returns the short URL to Tape, instructing Tape which record in our UTM Tracker to update.
Within our Tape system, we already have a QR Code generation app. Tape generously provided a template which can be found here, so creating a QR Code is as simple as a button click. We create a new QR code record in that app using the shortened URL and link it to our UTM Tracker record.
Effectively managing marketing URLs is no small feat, and that’s precisely where this Tape-powered solution excels. Here’s how it can revolutionise your marketing efforts:
Our Tape-powered UTM URL builder and tracker have a wide range of applications, making it invaluable for various marketing scenarios:
In a fast-paced digital landscape, efficient URL management is the linchpin of successful marketing campaigns. This is just one example of how by using Tape you can streamline processes, save time with automations, and ensure consistency and accuracy. In addition, the advantages of having one system like Tape within which to build many of your business management tools enhances productivity with user familiarity, the ability to find information quickly and also finding related information via links and search.
Our Tape-powered solution not only streamlines the process but also adds a layer of sophistication with branded short links and QR codes. By automating tedious tasks, it frees up time for more strategic initiatives: especially important in a small to medium-sized business in the modern world.
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