Multi-Language Deep Linking: Routing Campaign Traffic by Visitor Language Preference

Most global brands automatically route international traffic to local websites by detecting various signals from the device. This automatic detection and redirect typically occurs without the visitor having to select choose their location each time they visit the site. The most popular signals are IP address (geo) and the language preference setting in the browser. In addition to automatic routing capabilities, some brands also allow the user to select their location the first time they visit the site but remember that selection for subsequent visits.

Yet despite having these automatic routing capabilities, global brands and ecommerce companies often need further deep linking control at the campaign link level to optimize conversion when routing consumers to select campaign content.

Multi-Language Campaign Routing for Apps and Websites

Multi-Language Deep Linking: Routing Campaign Traffic

Deep linking platforms like URLgenius allow marketers to route campaign traffic to one international site or to multiple sites and app destinations based on the language preference in the visitor’s browser. Agencies or marketing managers have complete control over routing without the need for costly technical resources.

Platforms like URLgenius can provide marketers with more intelligent campaign links that enable campaign managers to:

Route to one site or as many language sites as needed from a single link
Change routing on the fly while campaign links are in production
Route to mobile apps and\or mobile websites from the same campaign link
Avoid mobile website logins when app is installed
Use multi-language deep links in any marketing channel including display ads, paid search, email
Append UTM parameters for Google Analytics or other web or channel analytics other solutions

Step-by-Step Example

1. Select your web URL.

In this example, we’ll use a product link on Amazon that is sold in the United States, Canada and Germany:

United States: https://www.amazon.com/gp/product/B000UVZ2DE
Canada (EN): https://www.amazon.ca/gp/product/B000UVZ2DE
German: https://www.amazon.de/gp/product/B000UVZ2DE

Choose a link for default destination for all other languages
In our example it will be United States English
Paste the link into the URLgenius home page
Notice Amazon icon is highlighted
You can also customize the end of the URL to make it easy to identify the link in reporting
If you don’t customize end of the link, URLgenius will assign 4 random characters
You can also append UTM parameters either before or after you create the link

2. Compose the multi-language deep link
After composing the link, you’ll be brought to the settings page
From here you can copy the URL for use in your campaign activities
Notice that you also create QR code which can be downloaded for offline marketing
Tip: Learn how to create a QR code for any URL

3. Turn on and adjust multi-language routing and app deep linking

From the settings page, platforms like URLgenius let you turn on multi-language routing at the link level allowing different routing for different campaign links
In our example, we will enter the routing for the English (United States), English (Canada) and German (Germany)

You can click any field to enter the routing for that device
Set the routing for each country including a mobile app address and a web fallback URL
If there is no mobile app simply leave that field blank
Enter routing for all four device types

Here’s our multi language deep link for Amazon shopping that routes to a product page for U.S. English, Canadian English, German. To test this link yourself, try it from a mobile device after changing the language setting on your mobile browser.

https://urlgeni.us/amazon/nesspresso/en68

Testing Multi-Language Campaigns

Platforms like URLgenius typically give marketers free test clicks. Since there is nothing to install and links take minutes to setup, multi-language routing features may it easy for marketers to determine potential return on ad spend before making significant investments. Marketers can test such links in email, display advertising or even a simple Facebook post.

Signup and get your test started!