Driving clicks is an important part of any influencer marketing strategy.

Later Influence™ (formerly Mavrck)'s tracking link features enable you to easily track clicks from an influencer's audience, using unique links generated in campaigns. 

In this article:

• Adding Tracking Links
• Generating Unique Tracking Links
• Distributing Tracking Links
• Reporting on Tracking Links

Add Tracking Links

There are two ways to generate tracking links: at the campaign level or influencer-specific.

Tracking links can be added using either method while a campaign is in Draft mode, Paused, or Live.

Campaign-level

Campaign-level links have the same destination URL for all influencers in a campaign.

1. Open the Setup tab of the relevant campaign, then the Influencer Deliverables sub-tab
2. Click the + Add Deliverable button in the bottom right corner
3. Select Tracking Link from the options listed
4. Enter a custom title for the tracking link for recognizability within the platform
5. Enter the destination URL you wish for influencers to share
6. Click Save

Influencer-specific

Influencer-specific links have a unique destination URL for an individual influencer in a campaign.

1. Locate the relevant influencer in the Workflow section of the campaign
2. Click the arrow icon  to open their campaign details
3. Click the Tracking Links tab
4. Click Add tracking link in the bottom-right corner
5. Enter a custom title for the tracking link for recognizability within the platform
6. Enter the destination URL for the specific influencer
7. Click Save

Edit or Archive Tracking Links

Tracking links cannot be deleted, but you can archive them. You can edit the title of a tracking link at any time.

Campaign-level

1. On the relevant campaign, navigate to Setup > Influencer Deliverables
2. Click the pencil icon to edit the link, or the archive icon to archive it

Influencer-specific

1. Locate the relevant influencer in the Workflow section of the campaign
2. Click the arrow icon to open their campaign details
3. Click the Tracking Links tab
4. Click the pencil icon to edit the link, or the archive icon to archive it

Generate Unique Tracking Links

Campaign-level

Unique tracking links are automatically generated for influencers when they are promoted past the Applied stage of the workflow. 

If you have added a campaign-level tracking link after influencers have already been accepted to the campaign, there are two ways to trigger the platform to generate unique links and display them in the influencer campaign manager:

• Send a message containing the merge tag for the new link
• Move influencers backward in the workflow to the Applied stage, then move them back to their current stage

Influencer-specific

Influencer-specific tracking links are generated as soon as you click Save. 

Distribute Tracking Links

Influencer Campaign Manager (ICM)

The influencer campaign manager includes a dedicated section for tracking links, titled Conversion Tracking Links.

All of an influencer's tracking links within a campaign, including campaign-level and influencer-specific links, appear in their personalized campaign manager.

Use the campaign brief that appears in the ICM to direct influencers where they should post or share their links.

Campaign-level tracking links added after an influencer has already been accepted to the campaign will not appear in the ICM until their unique tracking link is generated, as outlined above. Send a message or move the influencer back and forth in the workflow to trigger their unique links to appear.

Messages

A merge tag is created for each campaign-level tracking link, which can be inserted into message templates or one-off messages. When the merge tag is sent, it populates as the unique link for each influencer in their respective messages.

Influencer-specific tracking links can be shared in messages using the "All Tracking Links" merge tag, which populates all the tracking links associated with each influencer, including campaign-level and individual-level links. Tracking links are listed at the bottom of the merge tag dropdown menu.

Reporting on Tracking Links

Clicks are not directly linked to specific pieces of content. The total clicks associated with a tracking link may come from any posts or sources where the link was shared.

To track the performance of the same link across different networks or content types, append unique UTM codes or parameters to the destination URL. These can be used to attribute link data to specific content.

• Campaign-level: Use the campaign performance report to view the sum total of clicks across all influencers and all links. Fields for conversions and conversion value also appear in legacy campaigns.
  
• Influencer-level: Navigate to the Tracking Links tab of an influencer's campaign details panel to view the data associated with each of their unique links. Export an influencer's profile from the Influencers section of the platform to view their lifetime clicks, across all campaigns in your program.
  
• Program-level: Use the Reports tab to report on the sum of total clicks across all campaigns in your program over time.

References

• Adding Influencer Deliverables
• Merge Tags & Campaign Links
• Campaign Performance Report