Marketing
Campaign tactics that use links well.
UTM hygiene before launch and after the first clicks
Use a small campaign dictionary, a tested sample and a repair log to keep traffic labels consistent from the first link to the final report.
Planning link expiry without abandoning late visitorsFIELD NOTES / 111 4 min readPlanning link expiry without abandoning late visitors
Choose an expiry rule, prepare the after-campaign destination and test the boundary before a limited-time link goes into a message or a pri…
Structuring links for a multi-region campaignFIELD NOTES / 099 4 min readStructuring links for a multi-region campaign
One campaign in eight markets is eight campaigns that must still roll up into one report.
Short links in SMS and RCS: the constraints that matterFIELD NOTES / 093 4 min readShort links in SMS and RCS: the constraints that matter
Character counts, carrier filtering and link previews behave differently in messaging than anywhere else you publish.
Measuring offline campaigns with links and codesFIELD NOTES / 071 2 min readMeasuring offline campaigns with links and codes
Billboards, packaging, direct mail and radio can all be measured, imperfectly, if you plan the identifiers first.
Getting more out of the single link in your bioFIELD NOTES / 070 2 min readGetting more out of the single link in your bio
One slot, many things you want to promote. The trade-off is between choice and conversion, and it is measurable.
Templating seasonal campaigns so you stop rebuilding themFIELD NOTES / 069 2 min readTemplating seasonal campaigns so you stop rebuilding them
The same campaign runs every year. Turning it into a template makes it faster to launch and possible to compare.
The link plan for a product launchFIELD NOTES / 068 2 min readThe link plan for a product launch
Set up the links a week early, freeze them at launch, and change destinations rather than URLs when things move.
Links and codes for events, before during and afterFIELD NOTES / 067 2 min readLinks and codes for events, before during and after
An event is three campaigns with different audiences. The link plan should reflect that instead of using one URL for everything.
Tracking influencer and partner campaigns fairlyFIELD NOTES / 066 2 min readTracking influencer and partner campaigns fairly
One link per partner, one link per placement, and an honest conversation about what the numbers can and cannot prove.
Managing affiliate links without losing attributionFIELD NOTES / 065 2 min readManaging affiliate links without losing attribution
Affiliate URLs are long, ugly, and change often. Short links fix the presentation, but only if the parameters survive.
Link strategy for newsletters that you can actually measureFIELD NOTES / 064 2 min readLink strategy for newsletters that you can actually measure
Email platforms already wrap your links. Here is how to add short links without double-counting or breaking anything.
Link retargeting: building audiences from clicks on other people's contentFIELD NOTES / 047 2 min readLink retargeting: building audiences from clicks on other people's content
Attach a pixel to a short link and every click becomes an audience member — with real limits worth knowing.
Short links in SMS marketing (with notes for India)FIELD NOTES / 016 2 min readShort links in SMS marketing (with notes for India)
Character budgets, why link previews do not exist in SMS, and the DLT registration reality for Indian senders.
WhatsApp click-to-chat links: the practical guideFIELD NOTES / 015 2 min readWhatsApp click-to-chat links: the practical guide
Pre-filled messages, short branded wrappers, and how to actually count how many conversations a campaign started.
How to track clicks from an Instagram bio properlyFIELD NOTES / 014 2 min readHow to track clicks from an Instagram bio properly
The bio link is the only clickable link most accounts have. Here is how to make it measurable without ten separate URLs.
Link expiration for flash sales, betas and time-boxed offersFIELD NOTES / 013 2 min readLink expiration for flash sales, betas and time-boxed offers
Expiry by date, by click count or by age — and what should happen after the door closes.
A/B testing landing pages with a single short linkFIELD NOTES / 012 2 min readA/B testing landing pages with a single short link
Split traffic across variations at the redirect, keep visitors sticky, and read the result without fooling yourself.
Geo-targeting one link for a global campaignFIELD NOTES / 010 2 min readGeo-targeting one link for a global campaign
One URL on the poster, the right regional page for every visitor — and the edge cases that make people angry if you get it wrong.
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