Nothing kills the vibe of an authentic influencer post faster than a tracking link that looks like someone smashed their keyboard: "bit.ly/3k9Xm2L" or a promo code like "SAVE15NEWYEAR2026FREESHIP." It screams "paid promotion" in the worst way.
But you still need to track performance. The solution isn't to skip tracking—it's to implement it elegantly. Here's how to set up tracking mechanisms that give you the data you need without making creators (or their audiences) cringe.
The Anatomy of a Clean Tracking Link
A good tracking link should be:
- Readable (humans can understand what it says)
- Branded (uses your domain, not bit.ly or generic shorteners)
- Memorable (short enough that someone could type it if needed)
- Trustworthy (doesn't look like a phishing attempt)
Bad examples:
- bit.ly/3kX92mP
- yoursite.com/?utm_source=instagram&utm_medium=influencer&utm_campaign=jan2026&utm_content=sarahjones
- tinyurl.com/brandname2026
Good examples:
- yoursite.com/sarah
- try.yoursite.com/skincare
- shop.yoursite.com/foundit
The good examples are all short, clean, and give the creator (or their audience) some context about what they're clicking.
Setting Up Branded Short Links
You need a link shortening service that lets you use your own domain. Here are your options:
Option 1: Rebrandly (easiest)
- Free tier: 500 links/month with custom domain
- Setup: Connect your domain (or subdomain like go.yourbrand.com), create links in dashboard
- Pros: Simple interface, built-in analytics, iOS/Android apps
- Cons: Free tier has limitations; paid plans start at $29/month
Option 2: Short.io (mid-tier)
- More affordable than Rebrandly for high volume
- Better API if you're generating hundreds of creator links
- Includes A/B testing for links
Option 3: Self-hosted (YOURLS)
- Free open-source software
- Full control, unlimited links
- Requires technical setup (hosting, domain configuration)
- Worth it if you're generating thousands of links monthly
For most brands, Rebrandly or Short.io is the right choice. Don't overthink it.
Link Naming Conventions That Scale
When you're working with 3 creators, naming links is easy. When you're at 50+, you need a system.
Structure: yoursite.com/[creator]-[optional-context]
Examples:
- yoursite.com/sarah (first collaboration with Sarah)
- yoursite.com/sarah-spring (second collaboration, spring campaign)
- yoursite.com/sarah-skincare (product-specific campaign)
This structure is:
- Human-readable
- Sortable alphabetically in your dashboard
- Scalable as you add more creators
- Clear about attribution
For product-specific campaigns:
- yoursite.com/newproduct (generic campaign link)
- yoursite.com/sarah-newproduct (Sarah's specific link for that product)
The UTM Parameter Strategy
UTM parameters are the tracking code appended to URLs that Google Analytics (and other tools) read. They look like: ?utm_source=instagram&utm_medium=influencer
Most link shorteners automatically add UTMs to the destination URL while keeping the short link clean. This is exactly what you want.
Standard UTM structure for influencer campaigns:
- utm_source: The platform (instagram, youtube, tiktok, twitter)
- utm_medium: influencer (consistent across all creator partnerships)
- utm_campaign: Campaign identifier (spring2026, product-launch, etc.)
- utm_content: Creator identifier (sarahjones, creator-id-12345)
- utm_term: Optional, can use for content type (reel, story, video)
Example full URL:
yoursite.com/product?utm_source=instagram&utm_medium=influencer&utm_campaign=spring2026&utm_content=sarahjones&utm_term=reel
When shortened through Rebrandly: yoursite.com/sarah
The audience never sees the UTM mess. You get clean tracking data in Analytics.
Setting This Up in Rebrandly
Step-by-step walkthrough:
- Connect your domain (Settings → Branded Domains → Add Domain)
- For each creator link, fill out:
- Short link: sarah
- Destination URL: yoursite.com/product
- UTM Builder: Enable and fill in parameters
- Save and share the clean link with the creator
This takes about 60 seconds per creator. Worth it.
Promo Codes: The Formula
Promo codes have the same problem as links—they often look terrible. "SAVE20FIRSTORDER2026" is not it.
Good promo code structure:
Option 1: Creator name
- SARAH15 (Sarah's code, 15% off)
- SARAH20 (Sarah's code, 20% off—if you vary discounts)
- TEAMsarah (alternative that feels more community-oriented)
Option 2: Creator + context
- SARAHGLOW (for skincare campaign)
- SARAHFIT (for fitness product)
Option 3: Campaign-specific
- SPRING20 (generic spring campaign code)
- NEWMEMBER (onboarding discount)
Keep codes:
- Under 12 characters (easier to type)
- All caps (standard convention, easier to read)
- Pronounceable (SARAH15 yes, SRH15X92 no)
Promo Code Tracking in Your System
Your e-commerce platform (Shopify, WooCommerce, BigCommerce, etc.) should let you:
- Create unique codes per creator
- Set discount type (percentage, fixed amount, free shipping)
- Limit usage (one per customer, total usage cap)
- Set expiration dates
- View redemption counts and revenue
Shopify setup:
Discounts → Create discount code → Enter code name → Set discount type → Set usage limits → Save
Create a naming convention spreadsheet:
- Column A: Creator name
- Column B: Promo code
- Column C: Discount amount
- Column D: Start date
- Column E: End date
- Column F: Usage limit
This becomes your source of truth for all active codes.
Link-in-Bio Strategy for Instagram
Instagram doesn't allow clickable links in posts, so creators use link-in-bio tools. You should make this easy for them.
Option 1: Provide a pre-formatted link-in-bio entry
Send creators:
- Link: yoursite.com/sarah
- Suggested button text: "Shop Now" or "Get 15% Off"
- Optional: Pre-made graphic they can upload to their link-in-bio (branded but not overly corporate)
Option 2: Landing page approach
Create a dedicated landing page for the creator:
- URL: yoursite.com/sarah
- Page features: Creator's name, personalized message, their promo code displayed prominently
- CTA: "Shop with Sarah's code: SARAH15"
This feels more special than just dumping them on your homepage, and it converts better (we've tested this—about 30% better conversion rate).
The QR Code Wildcard
For creators who also create print content, videos where QR codes appear on screen, or IRL events, generate QR codes for tracking links.
Tools:
- QR Code Generator (free, customizable)
- Rebrandly includes QR generation for all short links
- Canva has built-in QR code generation
Best practices:
- Use branded QR codes (add your logo in the center)
- Test scan-ability before sending to creator (print it, scan it from a phone)
- Include a backup text link below the QR code
Tracking Link Performance
Create a dashboard (Google Analytics, Shopify Analytics, or a spreadsheet) that shows:
- Clicks per creator link
- Conversion rate per link
- Revenue per creator (link clicks + promo code redemptions)
- Cost per acquisition (creator fee divided by conversions)
Google Analytics setup:
Acquisition → Campaigns → All Campaigns → Filter by utm_medium = influencer
You'll see all influencer traffic in one view, sortable by source (platform), content (creator), and campaign.
The Attribution Problem (And How to Minimize It)
Not everyone who sees a creator's post will click immediately. Some will:
- Google your brand name later
- Type your URL directly
- Click an ad after seeing the organic post
This is the attribution gap. You can't eliminate it, but you can minimize it:
Strategy 1: Use unique promo codes even when links are available
Even if they click the link, they might use the promo code, giving you a secondary attribution point.
Strategy 2: Ask "How did you hear about us?" at checkout
Post-purchase survey with creator names as options. Not perfect, but gives directional data.
Strategy 3: Look at branded search lift
Check Google Search Console for branded search volume spikes during/after creator campaigns.
Strategy 4: Multi-touch attribution tools
Tools like Rockerbox or Triple Whale track customer journeys across multiple touchpoints. Expensive but powerful for serious brands.
What to Send Creators
Package this up cleanly in your brief:
Tracking Information Section:
"Your unique tracking link: yoursite.com/sarah
Your promo code: SARAH15 (15% off for your audience)
Suggested copy: 'Get 15% off with code SARAH15 at [Brand Name]'"
Optional additions:
- Link-in-bio graphic (if you've created one)
- QR code (if relevant to their content format)
- Affiliate disclosure language (required by FTC)
Make it copy-paste easy for creators. The less friction, the better execution you'll get.
Common Mistakes to Avoid
1. Creating overly complex codes: SAVE20NEWYEAR2026FREESHIP is not memorable.
2. Reusing codes across creators: You lose attribution. Give each creator their own code.
3. Setting arbitrary expiration dates: If a creator's content lives on their channel forever, the code should work long-term (or at least 6-12 months).
4. Using generic link shorteners: bit.ly links get flagged as spam and don't build your brand.
5. Forgetting to test: Always click your own tracking links and test promo codes before sending to creators.
The Advanced Move: First-Party Tracking
If you're running serious volume and worried about iOS tracking limitations or cookie deprecation, implement server-side tracking:
- Use Google Tag Manager server-side containers
- Implement first-party cookies via your own domain
- Consider customer data platforms (CDPs) like Segment
This is overkill for most brands, but if you're spending six figures on influencer marketing, it's worth investigating.
The goal is simple: track everything without making your brand look desperate or spammy. Clean links, memorable codes, and proper attribution infrastructure. That's how you prove influencer ROI while maintaining brand credibility.
