Short URLs & QR Codes

Short URLs and QR codes are best used on materials where the audience is unable to click on a link, such as print pieces, posters/signage, radio and TV. Short URLs and QR codes can be used alongside each other on print pieces. 

On emails and social media, where the audience can click, create tracking links and embed them in the HTML link instead. 

Using Short URLs and QR Codes

You should use short URLs and QR codes on materials where the audience is unable to click on a link, such as print pieces, posters/signage, radio and TV​. The purpose of them is to encourage your audience to learn more or take action​.

Deciding Where to Use a Short URL vs QR Code

Short URLs and QR codes are best used on specific types of media.​ Don’t use QR codes in emails and social media – use embedded HTML tracking links, unique short URLs and link shorteners instead.​

Medium	Short URL	QR Code	HTML link
Audio (e.g. radio)	X
Billboard	X	X
Brochure	X	X
Digital Document	X	X	X*
Poster/Signage (including digital)	X	X
Email			X*
Flyer/Letter/Handout/Postcard​	X	X
Magazine/Newspaper​	X	X
Social Media​			X*
Texts	X
Video	X	X	X*
Website			X

*Use a tracked HTML link.

Deciding When to Use a Short URL vs QR Code

When thinking about whether to use a short URL or QR code, consider the following questions.

How long will i use the link?

QR codes are typically better for short-term use, whereas short URLs tend to be better for long-term use.

How will users interact with the link?

QR codes are best if the user will interact with them and use them immediately. Short URLs are best if you want people to remember and access the link later. Or if the link will be used multiple times as part of a single, long campaign.

Is my audience comfortable with technology?

Use QR codes when you are confident your audience knows how to use them. If you're unsure or have a mixed audience, use a short URL alongside the QR code. If your audience may not know how to use QR codes, stick with the short URL.

Are there space limitations on my document?

QR codes need a square space and need to be large enough to scan. Short URLs are short and wide, fitting well in-line within paragraphs of text. They tend to take up less space overall than QR codes.

Is it easy to think of a usable, unique short URL?

Create your short URL using one-two words that relate to the content of the page. The words can be literal/direct or creative/inspirational. You can pull from the copy itself. If it's too hard to think of a unique URL, use a QR code.

How many things do I need to track?

If you have a lot of specific uses to track, use a QR code because it can be difficult to create many unique short URLs. If it's only one thing that needs to be tracked, a short URL or QR code would work.

Tracking Links

Short URLs and QR codes are always set up with tracking links. Tracking occurs via UTM tracking links, which:​

• use UTM parameters to set a campaign name, source, medium and content​
• allow us to identify traffic arriving at a TU website (after clicking/scanning the links) with Google Analytics​

Discerning a Tracking Link

A tracking link will look like the following:

• https://www.towson.edu/public-safety/police/services/comfort-dog/?utm_source=tupd-handout&utm_medium=print&utm_campaign=public-safety&utm_content=comfortdog 

The tracking parameters can be found at the end of the link after the "?."

Using Tracking Links

In addition to short URLs and QR codes, tracking links should be used in places such as email campaigns or sharing links with partners or media in which you want to known information about the source of traffic coming to the website. 

Specific examples of when to use tracking links with UTM parameters include:

• Sharing news stories with the media​
• Sending links to partners, bloggers, news outlets​
• Creating email campaigns that direct readers to landing page(s)
• Creating videos with a call to action at the end (never use a QR code)
• Creating digital documents read on users’ phones (never use a QR code)

Note: Be mindful of re-using and sharing links that already have tracking parameters. These links are set up for very specific purposes and using them in other ways can skew the data.

If you have any questions about tracking links or need a tracking link with UTM parameters for your project, please email Digital Strategy, digitalstrategy AT_TOWSON.