This feature is available with some paid plans
Quick Answer: Dynamic routing lets a single Bitly link send visitors to different destination URLs based on conditions like their country, region, device, or platform. Instead of creating a separate link for every audience, you set routing rules on one link, and Bitly handles the redirect and reports results in one place. Dynamic routing is available on some paid plans.
This article explains how dynamic routing works, who can use it, and how to set up, manage, and monitor routing rules on your Bitly Links.
How dynamic routing works
Without dynamic routing, a Bitly link always sends every visitor to the same destination. If you wanted to send mobile users somewhere different than desktop users, or route by country, you'd have to create and track a separate link for each audience.
Dynamic routing allows you to add that logic directly to a single link. You can set up to 10 rules on a link, each with one or more conditions (country, region, device, or platform) using simple is or is not logic. When someone clicks your link, Bitly checks the rules from top to bottom and sends the visitor to the destination for the first rule that matches. If nothing matches, the visitor goes to your link's default destination.
Rules you set on a link automatically apply to its paired QR Code. For details on dynamic routing and QR Codes specifically, see What Is dynamic routing for Bitly QR Codes?
Dynamic routing and deep links
When dynamic routing is enabled on a link that also has deep linking configured, deep linking rules are displayed at the top of the dynamic routing rules list and take priority over any other rule behavior that's configured. Learn more about deep linking in the Help Center.
How is each condition defined?
Each condition in a dynamic routing rule is defined a little differently:
Country
A distinct territorial body. Countries are defined using ISO 3166-2, a universal standard.
Region
You must select a Country before you can select a Region.
A more localized area within a country, such as a state, province, or territory. Available regions vary by country and are also defined using ISO 3166-2.
Platform
The operating system running on a visitor's device: iOS or Android. Useful for sending mobile visitors to the correct app store.
Device
The type of equipment used to view your link: Mobile, Tablet, or Desktop. Useful if you have a different experience built for each device type.
Set up dynamic routing on a new link
You can turn on dynamic routing while creating a link. See How do I create links with Bitly? for the full link creation flow.
Here's what happens at the dynamic routing step:
- While creating your link, toggle the Dynamic routing switch under Advanced settings.
- For If: Choose (Country, Region, Device, or Platform), select is or is not, then choose the value to match. Click + Add condition to add more audience to that rule.
- For Then go to: Enter the destination URL for that rule.
- Select + Add rule to add up to 10 rules.
- Drag a rule to reorder it. Visitors are matched to the first rule that fits, top to bottom.
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Click Create your link.
Manage dynamic routing on an existing link
To add, edit, or remove dynamic routing rules on a link you've already created, use the link's details page.
The standard edit link page doesn't include dynamic routing controls.
- Log in to your Bitly account.
- Click Links in the left sidebar.
- Select the link you want to edit from the list. If you have a lot of links, use search or filters.
- On the details page, find the Dynamic routing section and click Edit for existing rules. To add new rules to an existing link, click +Add rule.
From here, you can:
Click +Add rule to create a new rule, or select an existing rule to edit it.
Drag a rule to reorder it. Visitors are matched to the first rule that fits, top to bottom.
Click the trash can icon to delete a rule. Once a rule is deleted, the action cannot be undone. - Click Save dynamic routing to save your changes.
Deleting rules
You can delete individual rules or turn off dynamic routing entirely from the details page. What happens next depends on whether you have rules left:
- If other rules remain: Your remaining rules are still evaluated top to bottom. Visitors who previously matched the deleted rule are now checked against your other rules and routed to the first one that fits. Only visitors who don't match any remaining rule are sent to your default destination. The deleted rule's past clicks are grouped under previous destinations in your analytics rather than broken out separately.
- If you delete your only rule or remove all rules: All visitors go to your default destination. Each removed rule's past clicks are grouped under previous destinations in your analytics. The dynamic routing metrics module in link details is also removed.
View dynamic routing analytics
Once a link has at least one dynamic routing rule, an analytics view appears on its details page showing clicks by rule and destination. This view reflects your current rules and destinations only, it doesn't retain previous destinations. This view follows your plan's standard look back window, starting from the date you added dynamic routing. Adjust the date picker to see a different range.
Frequently asked questions
What happens if none of my rules match a visitor?
The visitor is sent to your link's default destination.
Can I reorder my rules after I've created them?
Yes. From the link's details page, drag a rule to a new position. Rules are matched top-down, so order matters.
Does dynamic routing work with my QR Code too?
If your QR Code is paired to this link, yes. The rules you set on the link apply to the QR Code automatically. See What Is dynamic routing for Bitly QR Codes?
How does dynamic routing work with deep links?
When dynamic routing is enabled on a link that also has deep linking configured, deep linking rules are displayed at the top of the dynamic routing rules list and take priority over any other rule behavior that's configured. Learn more about deep linking in the Help Center.