How to Redirect and Keep Referrer Data for Web Analytics

How to Redirect and Keep Referrer Data for Web Analytics


by Rob Newhouse
Analytics & Measurement Consultant

8 July 2010

As many will have heard, cool URLs don’t change, but in the course of the life-cycle of a typical website it invariably happens. And when it does, the only reasonable solution is to redirect users to the new location for content.

Best practice is to use a server-side 301 (permanent) redirect as this is the only reliable method that works for SEO – helping search engines update your URLs, but what happens if you use other methods? Does the same thing happen in all browsers?

This is particularly important for URLs that are entry points on your site, as without original referrer data, you cannot know the source of sales and conversions on your site. Anyway, on to the results.

Redirect method Browser Result Impact on analytics
Meta refresh – 0 Firefox 3 Blank referrer Lost data
IE8 Blank referrer Lost data
Opera 9 Internal referrer Lost data
Javascript:location.href Firefox 3 Internal referrer Lost data
IE8 Blank referrer Lost data
Opera 9 Internal referrer Lost data
Javascript:location.replace Firefox 3 Internal referrer Lost data
IE8 Blank referrer Lost data
Opera 9 Internal referrer Lost data
Server-side 301 Firefox 3 Original referrer
IE8 Original referrer
Opera 9 Original referrer
Server-side 302 Firefox 3 Original referrer
IE8 Original referrer
Opera 9 Original referrer
Server-side 301 – chained Firefox 3 Original referrer
IE8 Original referrer
Opera 9 Original referrer
Server-side 302 – chained Firefox 3 Original referrer
IE8 Original referrer
Opera 9 Original referrer


Conclusion

While there’s nothing too unexpected in the results, it’s clear that the only way to redirect visitors and have reliable web analytics data is to use a server-side redirect. No javascript or meta-based method works, in all cases resulting in an empty or internal referrer (which will misleadingly show up as bookmark/direct in most analytics packages). Interestingly, javascript and meta redirects can result in totally blank referrer data in some browsers.

Server-side methods worked across all major browser tested, and you can get away with chaining redirects together while still keeping the referrer data.

Get our news, insights & advice delivered to your inbox

Related articles

top-ten-takeaways-brighton-seo-pr-digital

Top 10 Takeaways from the Online PR Show, Brighton SEO

We share our top 10 takeaways from Brighton SEO, a jam-packed day where industry professionals share their digital PR knowledge, tips and tricks!

Read now

How to Build a Killer Media List

Media lists are the backbone of any PR strategy, learn how to create a killer media list so your team can effectively pitch to journalists.

Read now

A neon hand stands-out like sports betting and iGaming brands should

How Sports Betting & iGaming Brands Can Stand Out from the Forest of Neon

Many sports betting brands are adopting the same Vegas-inspired look and feel. Find out how to do something different, through a long-term brand strategy.

Read now

Contact us

Call us on 01525 715 520 or complete the form below, and one of the team will get back to you.