Link Management Best Practices for Marketing Agencies

Marketing agencies juggle multiple clients, each with their own campaigns, brands, and reporting requirements. A solid link management strategy can make the difference between chaos and clarity.

The Agency Challenge

Agencies face unique link management challenges:

• Multiple clients with different branding requirements

• Dozens of campaigns running simultaneously

• Team members who need different levels of access

• Clients who want transparent reporting

• Custom domains for each client's brand

Setting Up Workspaces

The first step is creating separate workspaces for each client. This ensures:

• Links and analytics are isolated between clients

• Team members only see the clients they work on

• Custom domains are properly associated

• Billing and usage are tracked separately

Custom Domains Per Client

Every client should have their own branded short domain. Instead of sharing a generic link shortener domain, set up domains like:

• links.clientbrand.com

• go.anotherclient.com

This maintains brand consistency and builds trust with the client's audience.

Team Access Management

Use role-based access to control who can do what:

• **Admins**: Account managers who handle client settings and billing

• **Editors**: Campaign managers who create and modify links

• **Viewers**: Clients or junior team members who only need to see analytics

Campaign Organization

Use tags and folders to keep campaigns organized:

• Create folders for each campaign or quarter

• Tag links by channel (email, social, paid, organic)

• Use consistent UTM naming conventions across the agency

• Document your tagging standards in a shared playbook

Proving ROI to Clients

Link analytics provide concrete data for client reporting:

• Show total clicks and unique visitors per campaign

• Break down performance by channel and geography

• Compare campaign performance over time

• Export data for inclusion in client presentations

Scaling Your Agency

As your agency grows, link management becomes more critical. Standardizing your approach early saves time and reduces errors. Invest in:

• A link naming convention that scales

• Template UTM parameters for common campaign types

• Regular analytics reviews with each client

• Automated monthly performance reports