Migrating to routing links

The links you know about are the easy part. The ones in year-old email templates are where the traffic actually is.

6 August 2026 · PAD team

Find them first

• Social bios, on every platform including the ones you forgot
• Ad destinations, per campaign, including paused ones you may revive
• Email templates, especially automated sequences nobody has opened in months
• Website buttons and footers
• Support macros and canned replies
• Partner and creator placements you cannot edit yourself
• Printed material and QR codes already in the wild

The last two decide the order of everything else, because they are the ones you cannot change later.

Order of replacement

Start with placements that carry the most iOS social traffic, since that is where the failure is. Bio links and ad destinations usually account for most of it, and they take an afternoon.

Printed material and partner placements go next, because each one you miss keeps failing indefinitely.

Keeping attribution continuous

Use the same campaign names as before. If you rename during the migration, your before and after numbers become incomparable, and you lose the ability to prove the migration was worth it.

Proving it worked

Record click to install by channel for the two weeks before the switch, then compare. The channels with the largest gaps should improve most, and if nothing changes, the problem was somewhere else and you have learned that cheaply.

What not to do

Do not migrate everything in one evening across every channel. Move one channel, confirm the numbers behave, then continue. A routing layer that misbehaves everywhere at once is harder to diagnose than one channel that misbehaves alone.