Question & Answer
Question
What is a vanity URL, and how can they, or tiny URLs, be tracked?
Answer
A vanity URL is a domain name typically created by a company to point to a specific product or advertising campaign microsite. In theory vanity URLs are creatively linked to a product or ad concept and easier to remember than a company's landing page for a product or whatever they are marketing to the consumer.
What does this accomplish?
-?????? First you?ll send prospects to the most appropriate landing page. Dumping them off on your home page and making them?search?for what they want could cost you the sale.
-?????? Easier for the consumer to remember the campaign URL.
-?????? By placing the MMC Parameter onto the redirect landing page you will be able to track the visitors coming from that offline ad onto your site and see the actual performance of that offline ad.
For example mycompany.com is wanting to run an offline campaign for their new Whisper products. They have set a vanity URL for the whisper product called www.mycompany.com/whisper . Often a vanity URL redirects to a page on your site. For example www.mycompany.com/whisper redirects to a much longer URL that would not be as friendly to remember to the consumer:http://www2.mycompany.com/consumerelectronics/learn/Building-Products/V…
When a visitor enters the Vanity URL do a page redirect and dynamically append the Coremetrics MMC Parameters onto the land page (persist the MMC through the redirect and onto the landing page). Then when the consumer lands on the page you will know that they came from the offline campaign.
cm_mmc=PHEC-_-VentFans-_-PrintAd-_-Whisper"
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Modified date:
08 December 2018
UID
ibm10751295