Tracking (and other short URLs) in Google Analytics

Aug 23, 2023

Welcome to AdAbler, your go-to source for the best tips and techniques in the Business and Consumer Services - Marketing and Advertising category. In today's digital landscape, tracking the performance of your marketing efforts is crucial, and that includes tracking the performance of your short URLs, such as

The Importance of Tracking Short URLs

Short URLs have become increasingly popular with the rise of social media platforms and the need for concise, shareable links. However, without proper tracking, it can be difficult to understand the impact of these shortened links on your website traffic and marketing campaigns.

That's where Google Analytics comes in. By tracking your short URLs through Google Analytics, you gain valuable insights into how these links are performing, allowing you to make data-driven decisions to improve your marketing strategies.

Setting up Tracking for and Other Short URLs

Setting up tracking for and other short URLs in Google Analytics is easier than you might think. Follow these simple steps to get started:

  1. First, ensure that you have a Google Analytics account set up for your website. If you don't, head over to and create an account.
  2. Once you have your Google Analytics account ready, log in and navigate to the Admin section.
  3. Under the Property column, select "All Filters" from the dropdown menu.
  4. Click on the "+ New Filter" button to create a new filter.
  5. Give your filter a descriptive name, such as " Tracking".
  6. In the Filter Type section, select "Custom" and then "Advanced".
  7. In the field that appears, select "Campaign Source" from the dropdown menu.
  8. Enter the regular expression for your short URL domain. For example, if you frequently use, enter "bit\.ly" (without the quotes).
  9. Save the filter and you're done!

Now, every time someone clicks on one of your short URLs, Google Analytics will track it as a separate campaign source, allowing you to analyze its performance independently.

Analyzing the Performance of Short URLs

Once you have set up the tracking for your short URLs, it's time to start analyzing their performance in Google Analytics. Here are some key metrics and reports to pay attention to:

1. Traffic Sources

Under the Acquisition section in Google Analytics, you'll find the Traffic Sources report. This report shows you which sources are driving the most traffic to your website, including your short URLs. Pay attention to the campaigns labeled with your short URL domain to understand how they are contributing to your overall traffic.

2. Conversions

If you have set up goals or conversion tracking in Google Analytics, you can also analyze the conversion rates of your short URLs. This will allow you to see how effective these links are at generating desired actions on your website, such as form submissions or purchases.

3. Behavior Flow

The Behavior Flow report in Google Analytics provides valuable insights into how visitors navigate your website after clicking on a short URL. By understanding the flow of user behavior, you can optimize your website's content and improve the user experience.

4. Campaign Comparison

By comparing the performance of your short URLs to your other marketing campaigns, you can gain a better understanding of their impact and effectiveness. Utilize the Campaign Comparison report to identify trends and make data-driven decisions to optimize your marketing strategies.

Best Practices for Short URL Tracking

To ensure accurate and comprehensive tracking of your short URLs in Google Analytics, keep these best practices in mind:

  • Consistently use the same short URL domain for all your links. This will make it easier to group and analyze their performance.
  • Regularly monitor your short URL campaigns to identify any outliers or sudden changes in performance. This will help you address any issues or capitalize on successful campaigns.
  • Use UTM parameters in conjunction with your short URLs to track specific campaigns or sources. This will provide even more detailed insights into your marketing efforts.
  • Don't forget to track the performance of your short URLs across different devices and platforms. This will help you optimize your marketing strategies for different segments of your audience.

With these best practices and the power of Google Analytics, you can effectively track and analyze the performance of your and other short URLs, enabling you to make more informed marketing decisions for your business.


Tracking the performance of your short URLs is essential in today's digital marketing landscape. By leveraging the capabilities of Google Analytics, you can gain valuable insights into the impact of your and other short URLs on your website traffic and marketing campaigns.

AdAbler, the leading resource in the Business and Consumer Services - Marketing and Advertising category, is committed to providing you with the best tips and techniques to help you succeed in your marketing efforts. Implement the tracking methods outlined in this article and take your marketing analytics to the next level!