Policies

If there is a gated version (behind a form fill), you will be able to select the gated or ungated (direct to the content) link.

Most common Zipline sources are:

• linkedin
• salesloft
• paid
• sales
• qr-code
• newsletter

The 'Source' is where the traffic is coming from, or the referrer.

Most common Zipline medium are:

• social
• email
• banner
• sem
• event

Medium describe 'how' the traffic is coming to the site. So for example, clicks from LinkedIn or Twitter are coming through social media, so we simply call it 'social'. Another example is for email newsletter or direct sales email, the medium would be 'email'.

Current campaigns include:

• zipline360
• retail-talent
• nrf
• abm
• holiday-comms

The campaign is an internal description of whichever campaign the link is a part of. Are you promoting an event like NRF? use 'nrf'. Maybe it's part of a new marketing campaign, then use the name of that campaign!

Term is optional, but can be used if there is a keyword associated with where you're sharing the link. This parameter is generally used to identify the search term used to find a paid ad for example.

Content is a good parameter to use when you are sharing multiple links from the same source/medium. If you have the same link in two different LinkedIn posts, you could use 'content' to differentiate based on the thumbnail used, or time of day. For example, 'Content' could be 'wed-afternoon' and 'thurs-morning' to describe when it was posted, or 'platform-thumbnail' or 'man-holding-clipboard' to describe the image associated with the link.