Link management basics for marketing teams

Every campaign produces links: social posts, emails, ads, printed QR codes. A few months later you have hundreds, and a simple question like "which link did we use in the March newsletter?" becomes hard to answer. Link management is not a luxury — it is part of data hygiene.

Start with a naming rule

Pick a consistent pattern for link titles, such as channel – campaign – date. Visitors never see the title, but it is what you will search for later. Use notes to record the goal and who requested the link.

Folders for structure, tags for flexibility

• Use folders for a stable split: client, product or department.
• Use tags for cross-cutting attributes: "paid ad", "print", "A/B test".
• Keep tags few; ten deliberate tags beat a hundred random ones.

When to use a custom alias

Custom aliases such as /spring-offer are easier to remember and read aloud on print or podcasts. Random slugs are better for many short-lived links. Changing an alias later can break printed links, so choose carefully.

Plan the end of a link’s life

Set expiry dates for temporary offers and archive old links instead of deleting them so their analytics history is preserved. Archiving removes a link from your daily list without losing data.

Tip: review links monthly and archive those without clicks for 90 days.