Piero Nanni
Founder
Founder of OctoURL. Writes about link tracking from the inside of a link tracker.
I build and run OctoURL, from the redirect engine that resolves every short link to the analytics pipeline that records the clicks behind it.
That means the things I write about here - UTM tagging, click attribution, branded domains, QR codes - are things I have had to make work in production rather than topics I researched for an article.
Areas of expertise
- Link redirection and short-link infrastructure
- Campaign tracking and UTM conventions
- Click analytics and attribution
Articles by Piero Nanni
Updated August 21, 2026 · 7 min read
The UTM Builder Bug That Silently Kills Your Campaign Data
We shipped a UTM builder with a one-line bug that broke every URL that already had a query string. Here is what it does to your reports, and how to test the builder you use in about thirty seconds.
Read articleUpdated August 21, 2026 · 3 min read
How to Choose a Free URL Shortener: 7 Things to Check
Most free URL shorteners look the same until you need them to do something. Here are the seven features that actually separate a keeper from a throwaway.
Read articleUpdated August 21, 2026 · 2 min read
What Is a Branded Short Link? And Why It Gets More Clicks
A branded short link swaps a generic domain for your own. It looks more trustworthy, reinforces your brand, and - studies consistently show - earns more clicks.
Read articleUpdated August 21, 2026 · 2 min read
QR Codes vs Short Links: When to Use Each (and Why Not Both)
QR codes and short links solve the same problem in different worlds - print versus screen. Here's how to choose, and why the smartest setup uses both together.
Read articleUpdated August 21, 2026 · 3 min read
How to Track Link Clicks: 5 Methods That Actually Work
From UTM tags to short-link analytics, here are five reliable ways to see who clicks your links, where they came from, and what they do next.
Read articleUpdated August 21, 2026 · 2 min read
What Is a UTM Parameter? A Plain-English Guide for Marketers
UTM parameters are the tags that tell your analytics where a click came from. Here's what each one means and how to use them without breaking your reports.
Read article