Skip to main content
Marketing teams don’t just need short links — they need links that adapt. Middlewr lets you build one branded URL that routes visitors to the right page based on who they are, A/B tests landing pages, and injects the right UTM parameters — all without creating dozens of separate links.

One Link, Many Destinations

A single campaign link can route US visitors to one page, EU visitors to another, and mobile users to a third — automatically.

Built-In A/B Testing

Split traffic between landing page variants directly from the link. No external tools needed.

​
Campaign Automation with Rules

Instead of creating separate links for each audience segment, build one link with routing rules:
1

Create a branded link

Set your destination URL, pick your custom domain, and choose a memorable slug.
2

Add routing rules

Open the Routing tab and add conditions: route by country, device type, or referrer source. Chain conditions for multi-level targeting.
3

Add A/B splits

Test different landing pages by splitting traffic with configurable weights. Combine with conditions to run experiments on specific segments.
4

Add UTM transforms

Use transform nodes to inject different UTM parameters based on which rule branch matched — automatic attribution without spreadsheets.
Use transform nodes to automatically inject utm_source, utm_medium, and utm_campaign based on the routing path. This gives you clean attribution data without manually building separate UTM URLs for each channel.

Email Campaigns

One branded link per CTA that routes mobile readers to a mobile-optimized page and desktop readers to the full experience.

Social Media

A single bio link that A/B tests which landing page converts better, with per-variant analytics.

Paid Ads

Geo-route ad traffic to localized landing pages. Inject ad-specific UTM parameters via transforms.

​
Real-Time Per-Branch Analytics

Stop waiting for end-of-week reports. Middlewr streams click data in real-time, including which rule branch each visitor was routed through.
Use per-branch analytics to identify winning A/B test variants, then adjust split weights to send more traffic to the winner.

​
Team Collaboration

Role-Based Permissions

Assign Owner, Admin, Editor, or Viewer roles. Editors can build rules while Viewers get read-only access to analytics.

Shared Workspaces

All links, rules, domains, tags, and analytics live in a shared workspace. Everyone works from the same source of truth.

​
Get Started

Quickstart

Create your first automated link in under 5 minutes.

Conditional Routing

Explore all supported conditions for marketing targeting.