UTM parameters vs. custom aliases: when to use each
UTM parameters and custom aliases both answer 'where did this click come from,' but they live at different layers. UTMs tag the destination URL for your analytics tool; aliases make the short link itself readable and memorable.
Use aliases for humans, UTMs for machines
If a person will see or type the link — a business card, a slide, a printed QR — a clean alias like urlr.io/launch wins. If a link is going somewhere it'll be parsed by an analytics pipeline, keep your UTMs intact on the destination.
The good news: they compose. urlr preserves your UTM-tagged destination while giving you a short, branded front door and its own click analytics on top.
Start shortening with urlr — free, with real analytics and QR codes built in.
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