When you publish articles on social media, your posts will contain links pointing back to your site. How these links are structured and shared is important because it impacts tracking and attribution of your traffic. Amplify allows users to add links to posts in three ways:
- 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.
Marfeel Amplify adds intelligence to your links by:
- Adding
mrfcidas a click tracking query param - Adding
utm_campaign - Doing dynamic variable substitution
- Replacing long url’s with a better-looking shortened version
Click Tracking
Amplify automatically adds 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 & Source
Marfeel Amplify doesn’t 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:
- Traffic coming directly from the social networks.
- Traffic coming from other sources (i.e. Dark Social) with a link that was shared from a social network.
UTM Campaign Tracking
Marfeel Amplify uses utm_campaign to encode information like the social account where a link is posted or the layout.
utm_campaign 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 you will see a UTM icon. Click on it and you’ll be able to set the value you would like to use.
Link Shortener
Marfeel 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.
Marfeel Amplify short links are served via mrf.lu domain.
Link in first comment
Marfeel automates the “link in first comment” that is commonly used on many social media platforms to avoid reach throttling. Link in first comment can be inserted 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}}.
To guarantee consistent linking across all domains, you can automate account settings doing the following:
- Go to Marfeel Amplify Settings.
- Set each account’s first comment to:
Read more here: https://mydomain.com{{uri}}
