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There are different types of shortened links that can be created. Shortened links are used when you want to enable someone to quickly type a URL into an address bar, and go to a specific website page. They make URLs more manageable and easier to share on emails, web pages, advertisements and social media. Each type of shortened link is used for different purpose. The following is a basic outline of the different types of links, their use cases, and how to request these links be created by the marketing and web team. 

Site Short Links ( and shortened links are no longer being used. Instead the web team recommends the use of links. Alternatively, if your page is a micro-site you can request an or website page.

Campus Redirect Short Links ( shortened links normally are used on print pieces, advertisements, or other specific campaign pieces at the Wisconsin School of Business (WSB). Examples of digital pieces that use go links are the monitors in the west atrium, in the library, and in the collaborative classrooms. (Digital experiences that are static/non-interactive.)

Go links: 

Custom Go Links Guidelines

The web team can create custom go links. These links should named in a way that the Wisconsin School of Business is not competing with Campus for specific go links. All web team created/registered go links are reviewed periodically.  

  • ALC Example: The Accenture Leadership Center (ALC) requested a go link be created. Campus already owned the go link So a Wisconsin School of Business specific signifier was added to the go link
  • Remember go links are shared across campus with all the schools. Always ensure the links are WSB specific. They need to be in some way unique, so it is less likely that Campus will need the same link.
  • Adding wsb is one way to help ensure a go link is specific to the Wisconsin School of Business. 
  • Programs that are unique to WSB may not need a WSB signifer.
    • BBA
    • Full-Time MBA
    • Evening MBA
    • Executive MBA
    • For Example:
  • Consider how a go link might be used within the WSB. 
    • For example could be used for a student campaign or general giving to WSB.
    • Try to make go links so that they will not conflict with other possible uses.
  • Always use dashes (-) in go links.
    • Do not use spaces ( ), periods (.), or underscores (_).
  • Before setting up a new go link check to make sure a similar shortened link or go link does not already exist.
  • Go links do have use/hit information available through the main dashboard. 

In your request please include the following information:

    • Requested go link:*
    • Forward to: The full URL of the website page that the short link should redirect/forward to. 
  • Expiration Date or Update Frequency:
    • If the link is only going to be used short term, include an expiration date.
    • If the link will be used long term, please state that it will never expire and include how often the link should be updated: monthly, quarterly, yearly, etc.
  • Requester: The contact information of the individual/unit, who is requesting the link.
  • Use: Please provide details on how the short link will be used (examples include email, social media, print ad, digital ad, etc.). 

Full URLs  with tracking (Inline text links, calls to action, and buttons) are used in social media posts, emails, and on website pages. These items all have text or an area that is a hyperlink to a full URL. This full URL can have tracking and UTM codes included.

Web Team Internal Resources

Can only be viewed by marketing and web team members.