What is the best Link Management Platform?
UTM builders, UTM spreadsheets, CID tools, link shorteners, QR code generators…Choosing one Link Management Platform to manage all your campaign tracking links can be a tough task.
In this article we’ve compared Uplifter’s leading competitors, exploring their features and customer feedback, to help you find them perfect all-in-one campaign tracking solution.
Why is link management so important?
Just as a clear street address gets you to the right house, an accurate URL is crucial for getting users to the right page of your website. A mistake in the URL would send a visitor to the wrong page, or worse still, to a dreaded 404.
As campaign links also contain valuable tracking data, a mistake in the UTM code could send the visitor to the right page, but send the wrong data to Google Analytics. Tracking the performance of that campaign is impossible if we can’t separate the campaign traffic from the rest.
So taking complete control of tracking links is crucial for any marketer that is driving traffic to their website - particularly for paid media, social and email marketing, as there is significant cost associated with these activities.
What we need is a platform that generates accurate tracking links, stores them, allows changes to them if needed, and tests them regularly to make sure they are working properly.
Hence the rise of the Link Management Platform: a simple but essential platform that any marketer - digital, print or events - can use to create, manage and test all their campaign links.
Which Link Management Platform is best?
We took a look at the different Link Management Platforms on the market to see how they compare, function by function.
Let's delve into their key features and see which one might be the best fit for you.
Uplifter
Uplifter is a complete link management tool, built for analysts who need error-free UTM codes, and designed so any marketeer can create their own links, shortlinks and QR codes with ease.
Uplifter's links consistently include campaign tracking data. Even if users reject cookies, so you can still access insights into the campaign's performance while adhering to GDPR standards.
Uplifter’s AI-powered features and advanced analytics help optimise clicks and conversions. Unique features like ‘Other links report’, can even monitor links from other platforms and agencies created outside Uplifter.
It is also rated Excellent on Trustpilot!
Pros
Customisable UTM Builder
Custom Branded URL Shortener
Custom Branded QR Codes
Open API
Single Sign-on
Smart Links
Custom parameter
Campaign/Link Analytics
Integration options (Adobe Analytics, Google Analytics, Salesforce, Google Ads, Meta Ads Manager…+more)
Landing Page Monitoring
Deep Link to Mobile App
One Click Reporting
Other Links Reports (audit of links created elsewhere)
Marketing Funnel Reports
Custom Onboarding and Training
Custom Embedded Dashboards (Tableau, Google Data Studio..)
Link Taxonomy Workshop
Campaign Tracking Expert Training and LinkedIn Certificate
Bitly
Bitly.com, the original short-linker, has expanded into a full Link Management Platform. It helps users create and track links, providing a central platform to conduct marketing analytics. Their platform consists of a Bitly URL shortener, QR code generator, Link-in-bio tool to curate and track links for social media. Bitly also provides features for creating branded and mobile links such as short links to use in campaigns
Features
Bitly excels in basic URL shortening. It offers a free plan and is easy to use.
Upgrading to the Growth package unlocks features like custom domains, bulk shortening, UTM parameters, and custom Bitly QR codes.
Bitly also allows you to create link-in-bio landing pages through their platform, with customisable layouts and formats to suit your needs. This feature is great for quick and easy landing page generation, but graphic design customisation is limited.
However Bitly’s price can increase rapidly the more features and links you want to generate - Bitly’s Growth package starts at $29/month/user and only allows you to generate 500 links and 10 QR Codes a month. This may be fine for a marketer in an SME, but could be quite limiting if your needs are greater.
Reviews
Looking at the review platforms, customers frequently complain about the lack of customer service and support, with the majority of customers complaining about their billing and pricing strategy. Some reviews even claim Bitly’s links frequently contain junk and adult sites.
Trustpilot rating = 1.7
Pros
Easy for marketers to use
Well known by end users
Can create link-in-bio links
Free to create limited links
Cons
Poor service reported by users
Cookies dropped without consent
Prices can increase quickly
Low limits on number of links and QR codes you can create
Not great analysts
Doesn’t monitor landing pages for issues or create alerts
Doesn’t allow Deep Linking to Mobile apps
Who is it good for?
Bitly is great for marketeers who create links.
Bitly is a good choice for small companies and one-man bands who prioritise simple and efficient URL shortening and for those who don’t require analytics.
Who is it not good for?
It is not so good for analysts who require robust, granular data.
Be aware
We noticed Bit.ly drops a 3rd party cookie when users are directed through a short link. This cookie can only be rejected on the Bit.ly homepage. For some marketers, this might not be consistent with the GDPR.
How Uplifter compares
Uplifter has all the same functionality of creating links (short links, QR codes) with UTMs, with additional analytics features like our “Other links reports”, which audits links created outside the platform.
Uplifter is proud to have all 5 star reviews on Trustpilot, compared to Bitly’s 1.6 trust score. Their poor score is the result of bad customer service, something we pride ourselves on.
We don’t currently offer a link-to-tool, as it is primarily used by one-man bands and don’t currently have any ambition to build a chrome extension, as most corporate IT security teams block them from being installed. If either of these features are important, Bitly may be a better fit for you.
UTM.IO
UTM.io primarily focuses on building and sharing UTMs, with a built in UTM Builder and Link Shortener. It provides basic UTM code generator with bulk creation, templates and custom parameters.
UTM.io does not have any advanced analytics features associated with it’s link generation tools.
Create custom branded short links with click tracking to understand your campaign performance. Generate QR codes for every short link created.
Provides basic click tracking to assess the total clicks for each link. All links are encrypted with https to protect links from potential security threats.
Features
UTM.io offers Advanced Naming Conventions that are useful for large organisations gathering high volumes of data. Advanced Naming Conventions allow you to quickly group together different UTM parameters for quick link generation, enabling instant comparisons between the sub-parameters of campaigns.
With UTM.io’s Chrome Extension, you can also create UTM links from any chrome browser.
Dynamic Variables generate deeper insights with additional analytics and UTM parameters. Personalise your UTM links with dynamic values and track user behaviours through deeper campaign insights.
Reviews
Customers report great experiences with UTM.io campaign URL builder and URL shortener tools, citing the platform as a user-friendly interface that makes campaign tracking and link management easy and consistent.
UTM.io does not currently have any reviews on Trustpilot, this is concerning to us, as platforms such as G2 can be easily manipulated and may not accurately represent customer experiences.
Pros
Money back gaurentee
Basic click training
Dynamic Variables for advanced UTM conventions
Cons
No campaign analytics
No campaign dashboards
Chrome Extension is not always trusted by IT teams
Who is it for?
Marketers that want to quickly generate UTM’s and links without messy spreadsheets.
Who is it not for?
Marketers and analysts requiring advanced campaign analytics and link performance reports.
How Uplifter compares
Uplifter contains all the features within UTM.io (UTM builder, URL shortener, QR code generator), with more advanced analytics from integrations with Google and Adobe Analytics, as well as our “Other links reports”, Campaign Dashboards and Stakeholder ready reports that make reporting on campaign performance quick and easy.
We don’t currently offer Advanced Naming Conventions or Dynamic Variables, and we don’t plan on adding these features. We have found that these features add no further value to the UTM builder set up and can even complicate this process.
If either of these features are important to you, UTM.io may be a better fit for you.
TerminusApp
Terminusapp is an all-in-one UTM Builder and Link Management Platform.
Terminusapp includes a UTM Builder with custom naming conventions, a URL Shortener and can be accessed as a Chrome Extension to track any URL on any page or within any email.
Terminusapp helps analysts enforce consistent UTM tracking across their marketing campaigns, allowing you to create UTMs in bulk and generate custom URLs based on your own UTM taxonomy.
Track and manage your link generation with collaborative access for your entire team.
Terminusapp can also track the progress and measure the success of your marketing campaigns with integrated campaign analytics and customer engagement metrics.
Features
Naming Conventions feature allows you to define and enforce consistent naming structures for your UTM codes and short links. This ensures uniformity across your campaigns, simplifying organisation and analysis of your marketing data.
The platform is highly configurable and offers many options for customisation and integration. However, from our research Terminusapp’s interface can be difficult to use and can confuse marketers.
Terminusapp also offers a Chrome extension, meaning it can be used in your Chrome browser. Although from our experience, IT teams tend to reject chrome extensions due to security concerns.
Reviews
We couldn’t find Terminusapp reviews on Trustpilot, which is a red flag for us, as other rating systems like G2 can be easily manipulated. The reviews we did find on G2 are very outdated (2016-17) and customers previously reported that Terminusapp is a straightforward platform for campaign management.
Pros
Highly configurable
Reasonably priced
URL Validation/Monitoring
Cons
Hard to use interface
Time and skills required to set up
Link Shortener requires Bitly integration (additional fee)
No QR Codes, Bulk Cloning or Single Sign-on with their £66/month Professional package
Chrome Extension is not always trusted by IT teams
Who is it for?
TerminusApp is great for small marketing teams who have analytical or engineering skills and don’t need any customer service.
This platform is centred around users who have previously owned and managed a UTM spreadsheet.
Who is it not for?
Terminusapp is managed by a small team in India and does not provide support or further training, so it is not so good for teams that needs personal support.
It’s a SaaS product - what you see is what you get - so if you have more complex needs it will be hard for TerminusApp to provide you with further support.
How Uplifter compares
Uplifter contains all the features within Terminusapp (UTM builder, URL shortener, QR code generator), with extra analytics features like our “Other links reports”, Campaign Dashboards and Stakeholder ready reports.
Uplifter prides itself on great customer service and an easy to use interface. Our platform was built by marketers for marketers, with end-to-end support for all of our users from onboarding to team demos. From our experience Terminusapp can be difficult to use and their small team based in India offers little ongoing support to users.
We don’t currently offer a Chrome Extension or Naming Conventions, and we don’t plan on adding these features. We have found that IT teams don’t like to add Chrome Extensions due to security issues and advanced Naming Conventions add confusion to the UTM builder process.
If either of these features are important to you, Terminusapp may be a better fit for you.
Rebrandly
Rebrandly is a URL builder platform, specialising in link shortening and management. They offer features like custom domain mapping for branded short links, bulk link creation with their Core API upgrade. Rebrandly also allows you to set link expiration and create preset templates to use for future link generation.
Analyse data from social media campaigns, email marketing and assess SEO performance. It offers a collaboration features for your teammates, with multiple access levels, workspaces and single-sign on, ideal for large organisations.
Rebrandly offer some integration options with Chrome, Slack, Zapier, or you can request access for a new integration using their support team.
Features
301 SEO Redirect allows you to transfer users from a campaign link to your desired destination. This feature ensures that the SEO value (link equity) is maintained to benefit your website’s SEO rankings.
Rebrandly’s password-protected links also provide a great option for organisations with elevated security concerns - such as healthcare - to ensure that sensitive content is safeguarded.
Reviews
Reviewers have praised the fast and easy nature of the platform, with special adoration of the Own Domain Name feature within Rebrandly’s link generation tool.
However, many customers report feeling scammed by the subscription options, stating they felt deceived by the limited features within the packages. Customers frequently complain the service is overpriced.
Trustpilot Rating = 2.4
Pros
Offers password-protected links
301 SEO Redirect to maintain link equity for website ranking
Domain Name Management
Cons
UTM Builder is less customisable
Restricted Link Generation even with Rebrandly’s £365/month Premium Package
No advanced analytics like our “Other links reports”
Who is it for?
Brand marketers looking to create, track and distribute branded pretty links, with basic reporting options for campaign insights.
Who is it not for?
Rebrandly has received low reviews on Trustpilot for being overpriced and the limited features within their packages. This may not be a great option for those looking for an affordable all-in-one link management platform.
How Uplifter compares
Uplifter contains all the features within Rebrandly (UTM builder, URL shortener, QR code generator), with analytics features like our “Other links reports” that audits links created outside the platform. Uplifter also offers on-click reporting and can track initial link clicks even when users reject cookies.
Uplifter has received only 5 star reviews on trustpilot, with our dedication to supporting our clients, Rebrandly has received a 2.4 star rating, with customers frequently complaining about the lack of customer service and deceitful payment plans and packages.
We don’t currently offer password protected links, however, our links are designed with built in security to ensure your links are safe to use.
If these features are important to you, Rebrandly may be a better fit for your needs.
CampaignTrackly
Campaign Trackly is a Link Management Platform, consisting of a one-click UTM Builder and QR Code Generator, with Link Shortening via a Bitly short link integration. They provide campaign analytics and link management for businesses. Generate UTMs, URLs and QR Codes, with a complete history of all tracking links made.
Eliminate dupes and uncover missing insights through consistent and comparable reporting.
It offers one-click campaign conventions allowing you to build, clone and send campaign data to your preferred CRM.
It also enables you to auto-connect with analytics platforms and integrations such as Bitly to assist in link shortening and advanced analytics.
Features
One-click Integrations streamline the process of connecting campaign data with the marketing analytics tools within the platform. This eliminates the need to manually enter data and avoid a lengthy setup process, allowing you to quickly import and access campaign data.
CampaignTrackly have many useful features including their drag and drop interface, one-click integrations and excel extension. These features can be overwhelming but Campaign Trackly have lots of explainer videos and extensive onboarding resources.
Their Excel extension allows you to build trackable links within a familiar Excel spreadsheet. This means you don’t have to switch from platform to platform, removing the need to drop your existing workflow if you prefer to work within a spreadsheet.
Reviews
Reviewers on G2 have commented on the straightforward nature of CampaignTrackly, with customers reporting that is is easy to navigate and streamlines campaign management. However, we could not find reviews on Trustpilot, which is a red flag for us, because other review platforms like G2 can be easily manipulated.
Pros
Lots of hyper customisation features
Extensive onboarding and help videos
Easy integration and analytics
Cons
The number of features makes the interface complex to use
Does not offer its own Link Shortener (Bitly costs extra)
No reviews on Trustpilot
Who is it for?
CampaignTrackly is a useful tool for marketers and insights teams. With a complete history of tracking links, manage link generation and performance easily.
Share data through integrations and gain consistent data insights to inform your campaign strategy.
Who is it not for?
Marketers looking for an all-in-one link management platform with an easy to use interface.
How Uplifter compares
Uplifter contains all the features within Campaign Trackly (UTM builder, URL shortener, QR code generator), plus advanced analytics features like our “Other links reports” and Marketing Funnel reports.
Like CampaignTrackly, Uplifter also has extensive support and customer service, with onboarding and continued support with demos and training.
Uplifter’s interface is easy to use with a built-in UTM builder, URL shortener, QR code generator and integrates with your chosen analytics tool for all in one campaign analytics.
We don’t have an excel extension, we believe this is going backwards, our platform is much more efficient for link management, with all Uplifter links stored online accessible to people without excel. This eliminates messy spreadsheets and provides an audit of all links generated, so you can go back and edit links from previous campaigns.
If you are looking for one-click integrations or an excel extension, CampaignTrackly may be a better fit for you.
The Verdict: It depends on your needs
Ultimately, the best choice depends on your specific needs and priorities. Consider what features are most important to you, and give both platforms a try to see which one feels more intuitive. If you are looking for an easy to use all-in-one link management platform, give Uplifter a try for free today.
Uplifter - Campaign tracking, made simple.
