One link, many audiences: a podcast link heard in two countries, a promo that should send phones straight to the app store, a campaign with a localized landing page. Routing rules attach per-visitor logic to a single link — every rule is a simple "when a visitor matches, send them here instead."
Adding rules
Open the link and choose Routing. Two kinds of rules exist:
- Country rules — pick a country and a destination for it. Visitors from that country go to that destination; everyone else continues to the normal target.
- Device rules — send mobile, tablet, or desktop visitors to different places. The classic use: phones go to the app store, everyone else to the product page.
Add as many rules as you need. When several could match, country rules are checked first, then device rules; a visitor matching nothing sees the link's normal target. Rules never change the link itself — only where each visitor is sent — and every click still lands in your analytics like any other.
Two things to know
- Country rules need geolocation enabled on the platform. Device rules work everywhere, always. If a country rule can't evaluate a visitor, that visitor gets the normal target — routing fails open, never closed.
- Rules compose with everything else. A routed link can still have a split test on it, a schedule window, or a password — the gates run first, routing picks the destination.
Recipes
- Podcast/newsletter link — one spoken URL; country rules send each audience to its localized page.
- "Get the app" link — device rule: mobile → store listing, desktop → a page with QR code and release notes.
- Regional pricing — one campaign link per region without printing five different URLs.