Create and name ref links

Learn how to create a ref link for each traffic channel and name them consistently, so your reports show exactly where your leads are coming from.

A campaign page with no visitors captures zero leads. Once you're driving traffic to it—through social posts, paid ads, community and forums, or your existing email list—give each channel its own ref link before you start sending traffic through it.

A ref link is a version of your page URL with a small tracking tag added, so Launch Oracle knows which link someone came in through. Tagging each channel this way is what lets your report break leads out by source later (see How to Read and Analyze Your Report), instead of giving you one blended number that hides which channels are working and which aren't worth your time or money. For a more in-depth guide on creating and naming ref links, see How to Drive Traffic to Your Page.

Steps

Navigate to the campaign you're creating ref links for. From your dashboard, go to Properties, then select Campaigns.

Go to the campaign summary and click Links.
Name your ref links using a consistent format. You can edit a ref link's title anytime by clicking .

[Audience or geography]: Who this traffic is aimed at or where it's coming from — a country or region (US, ROW for "Rest of World"), a platform (Instagram, Discord), or a specific audience type (Lookalike, Retargeting).
[Campaign type]: Which campaign this link supports, especially once you're running more than one at a time (Leads, Reservation, Quiz).
[Specific detail]: Enough detail to tell two similar links apart — usually the actual targeting you used (an interest category, an ad's creative name, a specific post or email).

Helpful abbreviations for the [Audience or geography] segment:
Abbreviation
Stands for
US
United States
ROW
Rest of world

Abbreviation	Stands for
US	United States
ROW	Rest of world

Info

A lookalike audience is an ad-platform feature (Meta and Google both offer versions of it) that takes a group of people you already have data on—say, your existing email list or past backers of a Kickstarter—and finds new people who share similar characteristics and behaviors. You're not targeting the people on your original list directly; you're asking the platform to say "find me more people who look like these people." The idea is that if your past backers skew toward, for example, 25–40 year olds who follow tabletop design accounts and shop online for board games, a lookalike audience built from that group should over-perform compared to random cold traffic, since it's already been filtered toward people statistically similar to the ones who converted before.

Retargeting (sometimes called remarketing) means showing ads specifically to people who've already interacted with you in some way, such as visiting your page but not signing up, watching part of a video, adding something to a cart but leaving, rather than to people encountering you for the first time.

A retargeting ref link, then, would be tagging traffic that's coming from one of these "second chance" ads. The reason it's worth its own ref link is that retargeted traffic almost always converts differently than cold traffic, since these are people who already showed some interest but didn't follow through the first time. Tracking it separately lets you see whether that second touch is actually working. If your retargeting link converts well, it suggests your page and offer are fine. These people just needed a second exposure before they were ready to act. If your retargeting link converts poorly too, that points at a problem with either the page or offer itself, not just a timing issue. People who've already visited once and are still passing suggests something about what you're asking them to do (or what you're offering in exchange) isn't landing.

Add your ref links to groups. Launch Oracle provides default groups and you can also create your own custom groups.
Leave Include campaign attributes in links toggled off, unless you have a specific reason to need them. Turning it on produces extremely long links.
Your ref links are listed out according to their groups. You'll also see a Default group, which gives you the full and short ref link to your campaign page, along with a QR code to it.

Your ref links are listed out according to their groups. You'll also see a Default group, which gives you the full and short ref link to your campaign page, along with a QR code to it.

A ref link's name should always follow a consistent pattern, whether or not you adopt Launch Oracle's recommended naming conventions. Keep abbreviations consistent (US, ROW, LAL, RT) and avoid vague names like "Link1." Where possible, mirror your ad platform's own naming so a link in your Launch Oracle report maps directly to the ad set it came from.

This discipline matters because it's what makes your report legible: a consistent naming convention lets you tell, at a glance, exactly where each stream of traffic came from, without clicking into every link or trying to remember what you meant three weeks ago.

Now that you know how to create and name ref links, you're ready to start sharing your ref links.