What to change
Campaign parameters can describe the arrival without creating a different article. Ask the supplier to compare the full content, preferred-address declaration and internal links across representative variants. Keep parameters required by approved measurement, while using a clean content address for ordinary browsing. The evidence should demonstrate both a working tagged arrival and a coherent preferred route, avoiding a broad query-removal rule that might break other features.
A worked example
Illustrative example
Illustrative test: Open the guide with two harmless campaign codes and compare both responses. A newsletter and a poster may use different campaign labels while opening the same appointment-enquiry guide. The supplier shows that both deliver the same article and identify the same clean preferred address, while approved reporting retains their different arrival labels. Your team keeps the ordinary library link clean. This demonstrates that useful campaign context and a consistent content identity can coexist without pretending there are three separate guides.
What this means for your practice
A campaign link may add extra information to an article address so reporting can recognise where a visit came from. That does not necessarily create a different article. Your supplier may call this preferred content address the canonical URL. Ask them to keep the clean guide address consistent across normal navigation while preserving the campaign details your measurement plan needs. Do not ask for every extra address parameter to be stripped away indiscriminately, since some may serve a genuine function. Review two harmless campaign examples alongside the ordinary library link. Visitors should read the same intended guide, and reporting should retain the approved information about how they arrived.
How to check the result
Campaign context remains available to approved measurement while preferred-address signals agree on the content route.
A mistake to avoid
Removing every query parameter indiscriminately may break functional website behaviour.
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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