Business rule, not magic
A routing rule adapts a destination: country, device, language, source or referer. It does not prove visitor identity and should not be sold as absolute protection.
Routing guide
URL routing by country, device and source: a careful method
Routing helps serve a better destination based on context. It should remain readable, authorized and understandable: a business rule, not a smokescreen.
Useful for
- Multi-country campaigns
- Mobile versus desktop
- Partner sources
Business impact
- More relevant destinations.
- Clear fallback.
- Explainable rules.
Guardrails
- Do not sell as anti-fraud.
- Keep authorized destinations.
Plan the fallback
Every rule needs a default destination if no criterion matches. Without a clear fallback, a campaign becomes fragile as soon as a signal is missing or changes.
Limit rule count
Too many rules make the campaign hard to explain. A few useful rules with clear names, priority and easy-to-check destinations are better.
Read after publishing
After launch, check clicks by country, device, source and served rule. The goal is to confirm routing helps the campaign, not that it makes reading harder.
Related guides
Continue with the closest workflows.
For the next step, see read click analytics.
For the next step, see choose a campaign URL shortener.
For the next step, see UTM campaign naming conventions.
For the next step, see URL rotation campaigns.
Is country or device routing cloaking?
Not if rules are readable, authorized and consistent with the campaign. Routing is meant to send a better destination based on context, not hide a forbidden or misleading destination.
How many rules should be created at the start?
As few as possible. Start with one rule that answers a real need: country, mobile, partner source or language. Too many rules make analytics harder to explain.