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Campaign link uses http instead of https

Campaign links that start with http usually redirect to https, and each redirect can drop UTM tags or click IDs. Switch to https and check the final address.

SymptomThe link starts with http rather than https, browsers may warn users, or tags are missing when the page loads.
Likely causeThe link was typed or copied without the s, or built from an old address.
FixChange the link to https and check that the final address still carries every tag.

Short answer: Most sites now redirect http:// to https://. That extra hop is one more place where UTM tags or click IDs can be dropped, and some browsers warn users about insecure pages. Write every campaign link with https:// from the start and check the final address keeps its tags.

What is the difference between http and https?

https: the secure version of the web's link format, where the connection between the browser and the site is encrypted. Plain http links are not encrypted.

For campaign links, the encryption matters less than what happens next. If your site only runs on https, an http link has to be redirected first.

Redirect: when a server answers a link by sending the browser to a different address. The browser then loads the second address.

Why can an http link lose tracking?

Because a redirect builds a new address, and a badly set up redirect can leave the tags off it. If the tags don't reach the final page, the visit can't be credited to your campaign.

Platforms say the same about redirects in general:

  • Google asks advertisers to make sure the gclid is passed through to the final landing page when redirects are used.
  • X is reported to advise against redirects in ad links because they can strip its click ID, twclid.

A redirect from http to https is usually set up correctly. But you only find out when it isn't, after the campaign has run.

Example

A link that will be redirected before the page loads:

http://example.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=oct

The same link, going straight to the secure page:

https://example.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=oct

Why it matters for apps too

If your app opens from links on your domain, https is part of the deal. Apple requires the file that links your domain to your app to be served over https with no redirects, and Google requires the same for Android's file. Universal links and App Links are built on https links. See the developer notes for details.

How to fix it

  1. Paste the link into the link checker. It flags links that start with http://.
  2. Change http:// to https:// and keep everything after it the same.
  3. Open the link in a browser and look at the address bar once the page loads. Paste that final address into the checker too.
  4. If the tags have gone, ask whoever runs the website to make the redirect keep everything after the ?.
  5. Rebuild links from a clean https address in the UTM builder.
  6. For short links, which always redirect, see short links that lose parameters.
Related

Related problems

Links The link has more than one question markOnly the first ? starts the tracking part of a link, so a second ? turns the next tag into part of a value and it's lost.Links A link you're sharing contains an ad click IDClick IDs such as gclid and fbclid belong to one ad click, so copying them into a link you share ties every visitor to that one click.Links The campaign link has spaces in itA space isn't allowed in a web address, so links with spaces get cut short, encoded differently or split in two.Links UTM tags come after the # in the linkAnything after # stays in the browser and is never sent to the website's server, so tags placed there are easy to lose.

Check a link →

FAQ

Common questions

Will an http link still work?

Usually, because most sites redirect it to https. The risk is not a broken page but lost tags, or a browser warning on sites that don't redirect.

Do redirects always remove UTM tags?

No. A well set up redirect keeps the full query string. Check the final address once to be sure, rather than assuming either way.

Does https matter for Google Ads click IDs?

Google says the `gclid` must be passed to the final landing page when redirects are used. A link that goes straight to the https page removes one redirect where that could fail.

What about www and non-www?

Going from `example.com` to `www.example.com` is also a redirect. Use the exact address your site ends up on, so links load in one step.

What are UTM parameters?

UTM parameters are tags added to the end of a link, such as utm_source and utm_campaign, that tell analytics tools where a visit came from. They let you see which campaign, channel and ad brought each visitor.

Which UTM parameters are required?

Use utm_source, utm_medium and utm_campaign on every campaign link. utm_term and utm_content are optional and help you compare keywords or ad variants.