If you open the working chat of any marketing company, you're likely to stumble upon a real link soup if you cut through the chaos: link management in a teamIf you open the working chat of any marketing team. The same URL in five variants, links to old campaigns without explanation, broken redirects, duplicates, tags without logic, and all this in a chaotic flow of messages, spreadsheets, and deadlines. Link management is often perceived as a trivial matter - until this triviality causes traffic to be lost, statistics to be destroyed, or a launch to be disrupted.
The key to order is a unified system. Not perfect, not heavy, but stable and understandable for the whole team. The first mistake is the lack of a centralized link repository. Someone saves them in Notion, someone in Excel, someone just searches for them in old emails. As a result, control is lost, and therefore accuracy. The solution is to use a platform where each shortened link is tracked, has tags, history, owner, and a clear structure. Not just “bit.ly/xyz123”, but conscious short URLs with a clear purpose that can be read.
The second mistake is the lack of a standard. Even if you have a good shortening service, but each employee creates links in their own way, without logic in utm labels, without a single structure, you are not managing data - you are watching chaos. The team should have a simple guide: how to name campaigns, which utm to use, how to name short links. It takes half an hour, but it saves hours and money on analytics.
The third mistake is open access without restrictions. When any employee can change or delete links without logging, mistakes are inevitable. Especially in large teams. Therefore, a platform with accounts, accesses, rights, and a change log is important. One wrong click should not cost your reputation budget.
And finally, control of the link life cycle. Many people forget that links get old. The campaign is over, and the link continues to lead to a promotion that no longer exists. Or you have moved to another landing page, but the old link remains in the ad. A good tool should make it possible to set an expiration date, deactivate or redirect outdated links without pain. In Surl.li, for example, you can set the lifetime of a link or disable it in one click, which reduces the risk of errors and makes management more flexible.
Fun fact: according to the Radicati research agency, the average employee receives and sends more than 120 emails a day. If at least 1% of these emails contain links, then without a management system, you lose dozens of contact points every day. And that's just email - not counting social media, ads, and messengers.
Link order is not a matter of convenience, it's a matter of accuracy, efficiency, and professionalism. When a team has a unified approach, a transparent system, and a reliable tool, chaos disappears. What remains is pure analytics, confidence in every click, and respect for time - your own and your audience's.