What to change
Validate the distributed link as an entire route. Compare the approved long URL with the short-link mapping and final landing address, checking each intentional label. If the service cannot preserve the required behaviour, use an approved alternative rather than compensating with guessed reporting. Keep the final tested short link in the campaign record so staff do not accidentally distribute an earlier version that looks almost identical.
A worked example
Illustrative example
Illustrative test: The distributed short link preserves both the intended destination and approved campaign labels. The final campaign artwork may contain a short link whose mapping was created before campaign labels were agreed. The original long address passes its test, but following the distributed short link reveals missing information. The supplier corrects that mapping and retests the actual asset. Keeping the verified short link in the campaign record helps staff avoid distributing an older near-identical version during a later resend.
What this means for your practice
A shortened address can open the right page while losing campaign labels needed for reporting. Ask your supplier to compare the approved long address, the short-link mapping and the final landing address. Use the link copied from the finished campaign asset, since an earlier version may look almost identical. If the shortening service cannot preserve the intended behaviour, agree an alternative rather than compensating with guessed attribution. Keep the tested distributed link in the campaign record. A successful check of the original long address proves that destination works, but it does not verify the extra service through which recipients will actually travel.
How to check the result
The test evidence concerns the link recipients will actually receive.
A mistake to avoid
A successful test of the original long URL does not validate the shortened version.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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