- Put yourself in the shoes of someone who is responsible for the marketing expenditure and demonstrating a return on investment for your spend. Let’s say you’re spending $50K a month on digital advertising and need to know which of your paid and organic channels and campaigns are performing best.
- If you require any type of redirection, then choosing to use Netlify is a choice to compromise your ability to report on return on investment. To elaborate further:
- UTM parameters are the bread and butter of campaign and channel tracking for most marketers. Let’s say you serve a translated or localised site based on country and language.
- When you launch a new campaign via email, social media, mulitple paid advertising channels, you want to be able to customise the utm_source, utm_campaign and sometimes others such as utm_term.
- Using Netlify, if you post links to those marketing channels, and you use your primary domain for the links, then when the user is redirected to their language/location subdomain, Netlify will nuke your utm parameters, eliminating the ability as marketers to measure the effectiveness of the campaign.
- This is currently affecting our business to the tune of close to a million dollars in expenditure that we can’t track effectively and a high prospect of missed growth opportunities due to poor feedback cycles on marketing campaigns.
- I would also argue that it is unexpected behaviour. The fact that you can put a * wildcard on your redirects and Netlify picks and chooses what included in the wildcard is a strange indeed. It has that feel about it that there is a technical concern that’s driving a poor product management position. I can’t understand otherwise why Netlify would hold a position that the current behaviour should be expected.