Measuring marketing performance: key indicators to track with link shorteners

Companies often devote significant resources to their marketing activities, whether to promote their products or services, increase their online visibility or generate leads. However, without proper monitoring of marketing performance, it can be difficult to measure the effectiveness of these efforts and optimise the strategies put in place.
This is where link shorteners come in. These tools transform long URLs into short links that are easy to share and track. As well as simplifying the appearance of links, they also offer advanced tracking features to measure marketing performance. In this article, we'll look at the key indicators to track using link shorteners.
1. Click-through rate (CTR)
The click-through rate is one of the most important indicators for measuring user engagement with your links. By using a link shortener, you can track the number of clicks generated by a specific link. This lets you know how many people have actually interacted with your content, whether on social networks, in emails or on your website.
2. Origin of traffic
Another advantage of link shorteners is the ability to identify the origin of traffic to your links. By adding UTM (Urchin Tracking Module) tags to your shortened links, you can identify the sources that generate the most traffic. For example, you can find out whether visitors come from specific advertising campaigns, publications on social networks or newsletters.
3. Conversion and bounce rate
By using link shorteners with advanced tracking features, you can also measure conversion and bounce rates. The conversion rate lets you know how many visitors carried out a desired action after clicking on your link, such as filling in a form or making a purchase. The bounce rate, on the other hand, indicates the percentage of visitors who left your site after clicking on the link, without taking any action.
4. Social sharing
Link shorteners can also help you measure the impact of your content on social networks. By tracking the number of shares of your shortened links, you can assess the reach and virality of your publications. This allows you to identify which types of content are most popular with your audience and adjust your strategy accordingly.
Conclusion
Link shorteners offer powerful features for measuring marketing performance. By tracking key metrics such as click-through rates, traffic origin, conversion and bounce rates, as well as social sharing, you can gain valuable information to optimise your marketing campaigns and maximise your return on investment. Don't forget to use UTM tags to track the origin of traffic and analyse the data regularly to make informed decisions.