You clicked a link in an email campaign. The URL looked right. But when you checked Google Analytics, the traffic showed up as “direct” instead of your carefully tagged email source.
What happened? A redirect stripped your UTM parameters.
Understanding URL redirect types is not just for developers. As a marketer, the redirect configuration behind your campaign links directly impacts your tracking accuracy, SEO performance, and user experience. Choose the wrong redirect type, and you could lose valuable attribution data or tank your search rankings.
This guide covers the seven URL redirect types every marketer needs to understand. You will learn when to use each type, how they affect your campaign tracking, and the best practices that protect your marketing data.
What is a URL Redirect?
A URL redirect is an instruction that automatically sends visitors from one web address to another. When someone clicks a link or types a URL, the server responds with a redirect code telling the browser: “The content you want is actually over here.”
Here is how it works in practice:
- A user clicks your campaign link (yoursite.com/summer-sale)
- Your server receives the request
- The server sends back a redirect response with a status code (like 301 or 302)
- The browser automatically follows the redirect to the new destination
- The user lands on the final page
This entire process happens in milliseconds. Most users never notice it occurred.
For marketers, redirects power several essential functions:
- Link shorteners transform long URLs into shareable links
- Branded links redirect from your custom domain to destination pages
- Campaign tracking routes clicks through tracking systems before reaching landing pages
- Site migrations preserve traffic when you move content to new URLs
The redirect type you choose determines whether search engines transfer ranking signals to the new URL, whether browsers cache the redirect, and critically, whether your UTM parameters survive the journey intact.
The 7 URL Redirect Types Every Marketer Should Know
HTTP defines several redirect status codes, each with different implications for SEO and tracking. Here are the seven types you will encounter most frequently in marketing contexts.
1. 301 Redirect (Moved Permanently)
The 301 redirect tells browsers and search engines that a page has permanently moved to a new location. This is the most common redirect type and the one marketers use most often.
When to use a 301 redirect:
- Permanently changing a page URL
- Migrating to a new domain
- Consolidating duplicate content
- Implementing branded short links that will never change
- Switching from HTTP to HTTPS
SEO impact:
According to Google, 301 redirects pass “most, if not all link equity” to the destination URL, with only a slight loss between 1% and 5%. Google recommends keeping 301 redirects in place for at least one year after implementation to ensure full signal transfer.
Marketing example:
Your branded link link.yourbrand.com/webinar permanently redirects to your registration page. Since this branded link will always point to that webinar, a 301 redirect is appropriate. Search engines will eventually index the destination URL and transfer any link value the short URL accumulated.
UTM parameter handling:
When properly configured, 301 redirects preserve UTM parameters in the destination URL. However, misconfigured server rules can strip these parameters, causing your analytics to misattribute traffic. Always test your redirects with UTM tags before launching campaigns.
2. 302 Redirect (Found / Temporary)
A 302 redirect indicates that content has temporarily moved to a different location. Unlike a 301, this redirect signals that the original URL should remain indexed and may return to use.
When to use a 302 redirect:
- A/B testing different landing pages
- Temporary maintenance or site updates
- Seasonal campaign pages that will change
- Geotargeting visitors to regional content
- Rotating promotional offers
SEO impact:
302 redirects do not immediately pass link equity to the destination. Search engines continue indexing the original URL, expecting the content to return. If you accidentally use a 302 for a permanent move, search engines may split ranking signals between both URLs, weakening your overall performance.
Marketing example:
You are running a two-week A/B test, sending 50% of traffic to a new landing page design. A 302 redirect is appropriate because you might revert to the original page. Once you decide on a permanent winner, switch to a 301.
Common mistake:
Many marketers default to 302 redirects without realizing the SEO implications. If your URL change is permanent, always use 301. The best practices for UTM tracking emphasize this distinction for maintaining clean campaign data.
3. 307 Redirect (Temporary Redirect)
The 307 redirect works similarly to a 302 but with one critical difference: it preserves the HTTP request method. If a user submits a form via POST, a 307 ensures the subsequent request also uses POST.
When to use a 307 redirect:
- Temporarily redirecting form submissions
- API endpoints that must preserve request methods
- Payment processing flows
- Any situation where GET/POST method matters
SEO impact:
Like 302 redirects, 307s signal temporary relocation and do not pass link equity immediately. Most search engines treat 307s similarly to 302s for ranking purposes.
Marketing example:
Your checkout flow temporarily routes through a different payment processor during a system upgrade. Using 307 ensures that POST data from the shopping cart correctly reaches the temporary checkout URL.
Technical note:
For most marketing purposes, the distinction between 302 and 307 rarely matters. The 307 becomes important only when your redirect involves form submissions or API calls where the HTTP method must remain unchanged.
4. 308 Redirect (Permanent Redirect)
The 308 redirect is the permanent counterpart to 307. It indicates a permanent move while preserving the HTTP request method exactly as submitted.
When to use a 308 redirect:
- Permanently moving form submission endpoints
- API migrations where method preservation matters
- Sites with complex POST-dependent workflows
- Any permanent redirect involving non-GET requests
SEO impact:
Like 301 redirects, 308s pass link equity to the destination URL. Google treats 301 and 308 as equivalent signals for canonical selection.
Marketing example:
Your marketing automation platform permanently moves its form submission endpoint. A 308 redirect ensures all form data reaches the new URL using the original POST method, while signaling to search engines this is a permanent change.
Browser support:
308 redirects enjoy broad modern browser support. However, some older systems may not handle them correctly. For purely GET-based marketing links, 301 remains the safer choice for maximum compatibility.
5. Meta Refresh Redirect
Unlike server-side redirects (301-308), meta refresh redirects happen in the browser using HTML. A meta tag in the page header instructs the browser to redirect after a specified delay.
Example code:
html
When meta refresh is acceptable:
- Pages where you cannot control server configuration
- Displaying a brief message before redirecting
- Legacy systems without server-side redirect options
SEO concerns:
Search engines discourage meta refresh redirects. Google associates delayed meta refreshes with “sneaky redirects” and may penalize sites using them inappropriately. They also violate Web Content Accessibility Guidelines when delays exceed a few seconds.
Marketing recommendation:
Avoid meta refresh redirects for campaign links. They add unnecessary page load time, provide a poor user experience, and create SEO risk. Always prefer server-side 301 or 302 redirects when possible.
6. JavaScript Redirect
JavaScript redirects execute in the browser after the page loads. They require JavaScript to be enabled and depend on the browser rendering the page before redirecting.
Example code:javascriptwindow.location.href = "https://newpage.com";
When JavaScript redirects are useful:
- Conditional redirects based on user behavior
- Device or browser detection routing
- Redirects that depend on client-side logic
- Situations where server-side redirects are impossible
SEO implications:
Google states that JavaScript redirects are legitimate when used appropriately. However, because search engine crawlers must render the page before following the redirect, JavaScript redirects process more slowly than server-side alternatives.
Marketing example:
You want to redirect mobile users to a mobile-optimized landing page based on screen size detection. A JavaScript redirect can check the viewport and route users accordingly. However, for simple marketing campaigns, server-side redirects perform better.
Performance impact:
JavaScript redirects require the browser to load and execute code before redirecting. This adds latency that server-side redirects avoid entirely. For marketing campaigns where every millisecond of page load affects click-through rates, prefer server-side options.
7. Server-Side vs Client-Side Redirects Comparison
Understanding the fundamental difference between server-side and client-side redirects helps you make better choices for your campaigns.
| Characteristic | Server-Side (301, 302, 307, 308) | Client-Side (Meta Refresh, JavaScript) |
|---|---|---|
| Processing | Server responds before page loads | Browser must load page first |
| Speed | Fast (milliseconds) | Slower (requires page render) |
| SEO Preference | Strongly preferred | Discouraged by Google |
| Caching | Configurable per redirect type | Limited caching options |
| UTM Handling | Generally preserves parameters | More likely to cause issues |
| JavaScript Required | No | Yes (for JS redirects) |
Marketing recommendation:
Always use server-side redirects (301-308) for campaign links. They process faster, handle UTM parameters more reliably, and align with search engine preferences. Reserve client-side redirects for edge cases where server configuration is impossible.
How Redirects Affect Campaign Tracking
For marketers, the most critical redirect consideration is how they handle your tracking parameters. A single misconfigured redirect can break attribution for an entire campaign.
UTM Parameter Preservation
UTM parameters travel as part of the URL query string. When a redirect occurs, the server must explicitly pass these parameters to the destination URL. If the redirect rule does not include the query string, your tracking data disappears.
What goes wrong:
- You create a campaign link: link.brand.com/sale?utm_source=email&utm_medium=newsletter
- A redirect rule sends visitors to yoursite.com/summer-sale
without preserving parameters - Google Analytics records the visit as “direct” traffic
- Your email campaign appears to generate zero clicks
How to test:
Before launching any campaign with redirects, click your tagged link in an incognito browser window. Check that:
- The final URL contains all UTM parameters
- Google Analytics real-time report shows the correct source and medium
- No unexpected redirects strip your parameters mid-journey
Redirect Chains and Tracking
Redirect chains occur when one redirect leads to another, which leads to another. Each hop increases the risk of losing tracking parameters and adds latency.
Example chain:bit.ly/abc123 (302) →
yourbrand.link/campaign (301) →
yoursite.com/landing (200)
Impact on tracking:
- Each redirect in the chain can potentially strip UTM parameters
- Search engines may stop following chains after 15 redirects
- Each redirect adds 60-70 milliseconds of latency
- Longer chains significantly impact Core Web Vitals scores
Best practice:
Limit redirects to a single hop whenever possible. If you use a branded link shortener, ensure it redirects directly to your final destination with all parameters intact. The benefits of branded links only materialize when they are properly configured.
Common Tracking Problems
Several redirect-related issues frequently break marketing attribution:
HTTP to HTTPS transitions: Moving from unsecured to secured pages can drop UTM parameters if not handled correctly.
Regional redirects: Geolocation-based redirects that change URLs based on visitor location often strip query strings.
Mobile redirects: Sending mobile users to m.site.com versions without preserving parameters.
CMS rewrites: Content management systems that “clean up” URLs by removing query strings.
Prevention strategy:
Work with your development team to audit all redirect rules affecting marketing URLs. Ensure every redirect explicitly preserves query string parameters, and test thoroughly before campaign launch.
How Redirects Impact SEO
Beyond tracking, redirects significantly affect your search visibility. Understanding these impacts helps you make informed decisions about redirect implementation.
Link Equity Transfer by Type
| Redirect Type | Link Equity Transfer | Best For |
|---|---|---|
| 301 | ~95-99% | Permanent URL changes |
| 308 | ~95-99% | Permanent changes with method preservation |
| 302 | Minimal (temporary) | A/B tests, temporary changes |
| 307 | Minimal (temporary) | Temporary form redirects |
| Meta Refresh | Varies (discouraged) | Avoid for SEO purposes |
| JavaScript | Varies (slower processing) | Client-side logic only |
Redirect Chain Performance Impact
Each redirect in a chain creates measurable performance costs:
- Latency: 60-70 milliseconds per redirect on average
- Total impact: Chains can add 0.3-0.7 seconds to page load
- Core Web Vitals: Redirects delay First Contentful Paint and Largest Contentful Paint
- Crawl efficiency: Search engines may abandon long chains
Research shows that reducing redirect chains can improve Time to First Byte by 0.2-0.5 seconds and LCP by over one second, potentially cutting total page load times by 15-30%.
Google’s Official Guidance
Google treats permanent redirects (301/308) as strong canonical signals and will consolidate ranking signals to the target URL. Since 2016, PageRank is not lost across 30x redirects. However, canonical selection still depends on multiple signals including internal links, canonical tags, sitemaps, and content matching.
Key recommendations from Google:
- Keep 301 redirects in place for at least one year
- Update internal links to point to final destinations
- Minimize redirect chains to reduce latency
- Use the technically correct redirect type for your situation
Redirect Best Practices for Marketing Campaigns
Apply these best practices to protect your campaign tracking and SEO performance.
Choosing the Right Redirect Type
Use 301 when:
- The URL change is permanent
- You are migrating to a new domain
- You are implementing permanent branded short links
- You are consolidating duplicate pages
Use 302 when:
- The change is genuinely temporary
- You are running A/B tests
- You are displaying seasonal content that will change
- You might revert to the original URL
Use 307/308 when:
- You need to preserve HTTP methods (POST/PUT/DELETE)
- You are redirecting form submissions
- You are handling API endpoint migrations
Testing Before Launch
Every redirect-based campaign should go through this testing checklist:
- Parameter preservation: Click the full URL with UTM tags and verify they appear in the final destination
- Real-time analytics: Confirm Google Analytics shows correct source/medium
- Chain length: Use a redirect checker tool to identify any unexpected hops
- Mobile testing: Test on actual mobile devices, not just desktop browser simulation
- Incognito mode: Always test in private browsing to avoid cached redirects
Monitoring Redirect Performance
After launch, continue monitoring:
- Bounce rates: Sudden increases may indicate redirect problems
- Traffic sources: Watch for unexpected “direct” traffic that should be attributed
- Page speed: Monitor Core Web Vitals for redirect-related degradation
- 404 errors: Check for broken redirects that fail silently
Common Redirect Mistakes to Avoid
Learn from these frequent errors that derail marketing campaigns.
Using 302 When 301 is Appropriate
The most common redirect mistake is defaulting to temporary (302) redirects for permanent changes. This splits ranking signals and confuses search engines about which URL to index.
Fix: Audit your existing redirects. Any 302 that has been in place for more than a few weeks should probably be a 301.
Creating Unnecessary Redirect Chains
Each link in a redirect chain adds risk and latency. Chains often accumulate accidentally when marketers layer new tools without auditing existing redirects.
Fix: Map the complete redirect path for every campaign URL. Eliminate intermediate hops by configuring direct redirects from source to final destination.
Redirecting to Non-Equivalent Content
Redirecting old pages to your homepage instead of relevant content creates soft 404s. Search engines recognize this pattern and provide “no upside” for your SEO.
Fix: Always redirect to the most relevant equivalent content. If no equivalent exists, let the page return a proper 404 or 410 status.
Forgetting About UTM Parameters
Redirect rules that do not explicitly preserve query strings silently destroy your campaign tracking data.
Fix: Configure all redirect rules to pass through query strings. Use regex patterns that capture and forward the complete URL including parameters.
Not Testing Redirects Before Launch
Assumptions about redirect behavior frequently prove wrong. Untested redirects have broken countless campaigns.
Fix: Build redirect testing into your campaign launch checklist. No campaign goes live without verified tracking in analytics.
How linkutm Handles Redirects for Branded Links
When you create branded short links with linkutm, understanding the redirect implementation helps you maximize campaign performance.
linkutm uses 301 redirects for branded short links by default. This ensures:
- Link equity transfer: Any backlinks to your branded URLs pass value to destination pages
- Reliable caching: Browsers cache the redirect for faster repeat visits
- UTM preservation: All UTM parameters pass through to your destination URL intact
- Clean analytics: Traffic correctly attributes to your campaigns in Google Analytics
The platform also provides:
- Real-time click tracking before the redirect completes
- Automatic UTM parameter handling that never strips your tags
- Redirect chain elimination by going directly from branded link to destination
- Monitoring dashboards to verify redirect performance
For marketers managing multiple campaigns, the UTM link builder automatically creates properly configured branded links with reliable redirect behavior built in.
Conclusion
URL redirect types might seem like a technical detail, but they directly impact every marketing campaign you run. The wrong redirect choice can strip your UTM tracking, dilute your SEO authority, and slow down your landing pages.
Here is what to remember:
- 301 redirects are your default for permanent changes and branded links
- 302 redirects work for genuinely temporary situations like A/B tests
- 307 and 308 matter when preserving HTTP methods for forms and APIs
- Server-side redirects always beat meta refresh and JavaScript alternatives
- Test every redirect with UTM parameters before launching campaigns
The difference between a 301 and 302 redirect can mean the difference between accurate campaign attribution and months of data showing mysterious “direct” traffic. Invest the time to understand these redirect types, audit your existing implementations, and build proper testing into your campaign workflows.
Your analytics will thank you.
Frequently Asked Questions
What is the difference between 301 and 302 redirects?
A 301 redirect indicates a permanent move and passes most link equity to the new URL. A 302 redirect signals a temporary move and does not transfer ranking signals because search engines expect the original URL to return. Use 301 for permanent URL changes and 302 only for genuinely temporary situations.
Do redirects affect SEO rankings?
Yes, but not necessarily negatively. Properly implemented 301 redirects preserve approximately 95-99% of link equity. However, redirect chains, incorrect redirect types, and soft 404 redirects can harm rankings. Google recommends minimizing redirects and using the technically appropriate type for each situation.
Which redirect type should I use for marketing campaigns?
For most marketing campaigns using branded links or URL shorteners, 301 redirects are appropriate because the short URL will permanently point to the campaign destination. Use 302 only when you might change the destination, such as during A/B testing or rotating promotional offers.
Do redirects strip UTM parameters?
Redirects can strip UTM parameters if not configured correctly. The redirect rule must explicitly preserve the query string. Always test campaign URLs with full UTM tags before launching to verify parameters reach the final destination and appear correctly in Google Analytics.
How many redirects is too many?
Aim for a maximum of one redirect between your campaign link and the final destination. Each additional redirect adds 60-70 milliseconds of latency and increases the risk of parameter loss. Search engines may stop following chains that exceed 15 redirects, and chains of 3-5 redirects already create noticeable performance issues.
Can I change a 302 redirect to a 301 later?
Yes, and you should if the redirect has been in place for more than a few weeks. Changing from 302 to 301 tells search engines to treat the move as permanent and begin transferring link equity. The sooner you make this change for permanent moves, the sooner you recover any lost ranking signals.