Advice and answers from the BudURL Team

What is Dynamic Link Routing?

This feature allows you to set rules about where your shortened URLs take your audience, based on a variety of use cases. You can use link routing to personalize what is seen based on who is clicking! This prevents you from having to create multiple links to the same campaign, and from spending unnecessary extra time changing link destinations to match business goals.

This feature allows you to skip the step of sending a user to page to select location or language- which means they see your content with less clicks! It also saves the day when using links and/or QR codes on print materials - never worry about a link going out of date, or having to go through the hassle and expense of printing multiple versions of collateral in order to include different links.

How Does Link Routing Work?

Link routing is designed in an “If, Then” format. A route will look something like this: If the click comes from the United States, then route it to the U.S. home page. If the click comes from Canada, then route them to the Canadian home page.”

Best Practices for Utilizing Link Routing, (plus example use cases!):

  • Route by Day of the Week:
    Use to promote a changing daily special or a promotion that happens once a week - route to special links during the promo time, and route the same link to different content during non-promo times. You never have to go back and change or create new links to support a rotating promotion schedule!
  • Route by Time of Day:
    Use to push different products based on time of day. You can talk about breakfast items until 10am, lunch specials from 11-2, then happy hour starting at 4- using the same link and without ever having to go in and change anything, once the route is set up!
  • Route by Date:
    This is especially useful for special promotions with an expiration date. Make sure you have no dead links or expired content by routing your special promo link to static content on the date your promotion ends.
  • Route by Location:
    Make sure you are showing the most relevant content to your global audience! Route links based on country, city, and even latitude / longitude for a hyperlocal promotion.
  • Route by Language:
    BudURL can detect the language setting on the device being used to click, so you can make sure your audience gets routed to content in their language.
  • Route by Device:
    Do you optimize content for mobile? Offer an app for iPhone but not Android? Route your traffic to the best experience for your audience’s device!

How to Create a Route
Before you create a route, make sure that all links you’d like to include in the route are created! You’ll need them to create the rules.

Start by using the “Add New” dropdown to menu to select Route. The “Create a Route” form is quite similar to the “Create a Link” form:

  1. Ensure you are creating a route in your desired domain.
  2. A shortcut if you only plan to route by mobile vs desktop device - checking this box will allow you to choose a link for desktop and mobile, and the desktop link will automatically be set as the catchall link. (That is, where all traffic that does not identify as mobile will go.) You’ll be able to skip the rest of the steps in this case!
  3. You’ll need to create a short URL for your route. This does not go to an existing link, rather helps to identify the group of rules you are creating. Choose a custom hashtag or leave it blank and the system will generate one. You’ll set up your rules and connect them to links after creating the route.
  4. Optional - enter a short description to help reference the intent of your route.
  5. Choose a redirect type for your route.
  6. Save!

Now you’re ready to select a Catch All link, and add rules to route your traffic. The Catch All is where any traffic that does not satisfy a rule will go. Here’s what you’ll see after creating your first route:

Use the Pencil icon to edit the components of the route, such as the description and redirect type. Select the Rules icon to choose your catchall link, and add and edit routing rules. Here’s our new route, with only our Catch All selected so far:

Now let’s add rules using the Add Rule link near the top left of the page.

Use the dropdown menus to select your rule. Remember to think it of rules in terms of “IF this happens, THEN I want traffic to route in this way.” Choose your rule and then choose the “Save and Select Destination” button.

For the screenshot above, I’ve chosen to add a rule to route traffic that comes from a device with the Spanish language enabled.

Now you’ll need to select the link you want traffic satisfying your rule to route to. **Reminder** Make sure all of the links you need for routing are created before setting up routes. You cannot route to a link that does not exist in BudURL yet.

Once you’ve selected a destination, you can view your route to easily determine where your traffic is going and add more rules if needed. The route below has one rule determined (route Spanish language traffic to a blog link), plus the required Catch All link determination.

BudURL allows for many different rule determinations within the same route! Below is a route with multiple rules for many different types of traffic. Use the sort fields in the right column to rank rules in order of importance, in the event that you have traffic that satisfies more than one rule. Make sure to read through all of the rules dropdowns to understand the many routing options you have with BudURL!

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