Amplify link tracking, UTM campaigns, and shortening

Amplify automatically tracks, shortens, and attributes every link in your social posts. How links are structured and shared directly impacts traffic tracking and attribution, so getting this right matters.

Amplify supports three post types for adding links:

• As a Link Preview post type
• In the post’s copy, using the {{url}} variable
• In the first comment, using the {{url}} variable

Research suggests that link placement has a significant impact on the reach (unique views) that posts yield on social platforms.

Amplify adds intelligence to your links by:

1. Adding mrfcid as a click tracking query param
2. Adding utm_campaign
3. Doing dynamic variable substitution
4. Replacing long URLs with a compact shortened version

Click tracking

Amplify automatically appends an mrfcid (Marfeel Click ID) to all links in a post and when using {{url}} or {{uri}} replacement variables. This ensures:

• Accurate social post attribution (even for first-comment clicks, which social platforms don’t report).
• Reliable reconciliation between platform metrics and first-party traffic data.

UTM medium and source

Amplify does not add utm_source or utm_medium parameters to the links it generates. Traffic medium and source are inferred automatically from the referrer. This allows publishers to track:

1. Traffic coming directly from the social networks.
2. Traffic coming from other sources (i.e. Dark Social) with a link that was shared from a social network.

For advanced UTM configuration beyond what Amplify sets by default, see custom traffic attributions via UTM tags.

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UTM campaign tracking

Amplify uses utm_campaign to encode information like the social account where a link is posted or the layout. This parameter can be customized at the global, account, or campaign settings level. By default it takes the value mrf-{{socialNetwork}}-{{accountName}}.

The utm_campaign supports these replacement variables: {{socialNetwork}}, {{accountName}}, {{profileName}}, {{layoutName}}, {{accountId}}, {{profileId}}

When publishing to multiple accounts at once, utm_campaign is resolved for each account.

To customize the utm_campaign for a given campaign, hover the article’s name in Amplify and click the UTM icon. You can then set the value you need.

Link shortener

Amplify provides a built-in link shortener that converts long URLs into compact links. This is especially useful for social media where character limits matter and clean, concise posts perform better, enhancing both control and credibility in social sharing.

Short links are served via the mrf.lu domain.

Link in first comment

Amplify automates the “link in first comment” strategy commonly used on social media platforms to avoid reach throttling. You can insert a first comment in two ways:

• Manually in Amplify: Click the comment bubble icon next to the preview and enter the text (e.g., Click here to read the article {{url}}). The {{url}} parameter will automatically insert the article’s URL.

• Automatically (Global/Account Level): Standardize the first comment by configuring it in the Global or Account Settings.

Linking cross-domain syndicated content

If you have a content syndication strategy to publish identical content across different domains but matching paths and canonical, you can simplify linking by using the {{uri}} variable instead of {{url}}. For a full walkthrough of multi-domain syndication workflows, see the syndicated content guide.

To guarantee consistent linking across all domains, automate account settings as follows:

1. Go to Marfeel Amplify Settings.
2. Set each account’s first comment to: Read more here: https://mydomain.com{{uri}}

Automatic article linking

When Amplify detects a social post without a link that was not published through Amplify, it automatically attempts to associate that post with a recently published article based on content similarity.

When the match succeeds, the inferred link is used consistently across:

• The article details page
• Analytics and exploration views
• The Link in Bio page, where the post will point to the inferred article

The matching logic is highly effective, but not perfect. If an incorrect association is detected, you can use Amplify to:

• Edit the post to link it to a different article, or
• Remove the link entirely for standalone posts

When no link is assigned, the post image shown on the Link in Bio page will redirect users to the original post on the social platform instead.

How does Amplify track clicks on social post links?

Amplify automatically appends an mrfcid (Marfeel Click ID) query parameter to every link in a post and to {{url}} or {{uri}} replacement variables. This provides accurate social post attribution, including first-comment clicks that social platforms do not report, and reliable reconciliation between platform metrics and first-party traffic data.

Can I customize the utm_campaign parameter in Amplify?

Yes. utm_campaign can be customized at the global, account, or campaign level. It supports replacement variables such as {{socialNetwork}}, {{accountName}}, {{profileName}}, {{layoutName}}, {{accountId}}, and {{profileId}}. The default value is mrf-{{socialNetwork}}-{{accountName}}.

How does Amplify handle first-comment links?

Amplify automates first-comment linking to avoid reach throttling on platforms like Facebook and LinkedIn. You can add the first comment manually per post using the comment bubble icon, or configure a standard first comment at the global or account level in Amplify Settings.