Angelfish Software

External MVs: Inbound Link Builder

Step 1: Landing Page

Enter the URL of the Page on your website | web application that you want to promote. e.g.
Landing Page:

Step 2: Marketing Variables

Use these variables to describe the link being clicked. Source, Medium, and Campaign are required, and we recommend using Variation whenever possible. Keyword is automatically populated, if available.
Source (agfs):
Medium (agfm):
Campaign (agfc):
Variation (agfr):
Keyword (agfk):

Step 3: Create Inbound Link

Click the field above to highlight the entire link, then copy & paste.

External Marketing Variables: Definitions

Source (agfs):

The Source refers to the location where the inbound link is placed. Sources can be websites, ad networks, emails, documents (with an embedded link), or anything that contains an inbound link to your website | web application. We recommend using a YYYYMMDD date stamp at the start of the Source for anything date-specific, like an email or a press release - this lets you sort Sources by date in the reports.

Source Examples: Description
20211102-tech-launch press release
slack-finance web-based application for a department
20220124-corpnews email newsletter
mediavine ad network
linkedin ad network

Medium (agfm):

The Medium describes the type of link being clicked, like a banner ad, text link, or a link in an email. We recommend using as few Mediums as possible - it's easy to see & compare the performance of all your email newsletters when they all use the same Medium.

Medium Examples: Description
email email, newsletter, etc.
banner banner ad
text text link
image clickable graphics
social link on a social network

Campaign (agfc):

The Campaign variable lets you combine multiple promotional efforts into a single initiative. The Campaign name should be brief AND descriptive: use a date, a season, a product / service name, or whatever describes the initiative. Similar to Mediums, the Campaign reports are most useful when the fewest options are used.

Campaign Examples: Description
spring-clearance annual spring clearance event
2023-open-enrollment 2023 healthcare open enrollment
employee-retention inititiatives targeted at retaining employees
202212-conference Dec 2022 company conference

Variation (agfr):

The Variation lets you differentiate between unique characteristics of your inbound links, like copy, images, size, or placement. It's also used to differentiate between multiple links in the same email: each link uses the same Source, Medium, and Campaign, and the Variation identifies each inbound link. We recommend using a "location-type-description" naming convention for Variations, as "footer-button-login" is easier to understand than something like "v98423.jpg".

Variation Examples: Description
top-banner-registernow email link: banner graphic at top of email with a "register now" headline
body-text-registernow email link: text link in message body, "Register now!"
left-image-survey email link: clickable image on left side for a survey
footer-400x100-login image in the footer with a size component (400x100)

Keyword (agfk):

The Keyword variable lets you specify a targeted search phrase used in a search engine. Angelfish auto-detects keywords if they're available (most major search engines mask keyword data), so this variable is only used if you have access to the bid term. For example, AdWords has a dynamic keyword function that populates agfk with the bid term that triggers the ad.

Keyword Examples: Description
holiday list -
web hosting -
{keyword} AdWords dynamic keyword function