Reference links are addresses that are available or embedded within documents that can redirect readers to additional sources of information that may help them. Trackable reference links may be embedded within a document or media object to identify reader interaction and interest areas.

Link Tracking - Link tracking is the process of counting or gathering information about the selection or use of web links. Link tracking can be performed by the use of identification codes or labels which are added to the link. Link tracking for white papers may be unique to the document (relatively simple) or unique to the user (a bit more complicated).

Link Tracking Code - A link tracking code is a number or label that is added to a link to allow for the identification of the person or device that selected or used the link. Link tracking codes are created and tracked from a link tracking server. The new created link (web address and link code) is used as the hypertext part of the link (the address is hidden from the viewer).

Link Reporting - The selection of links can be recorded and organized into reports that identify which links were selected, the IP address that was used to click them, and the number of times they were clicked. Link reports may contain the link identifier, unique clicks per link, IP address for link clicks, and geographic region in which the click originated (as associated with the IP address).

Link Tracking Analysis - Link tracking analysis is a review of link clicks over a period of time to determine the amount of activity and/or effectiveness of generating web traffic. The information about link selection within white papers can be used to identify which subjects were of interest to their readers (categories associated with the reference links).

This figure shows how link tracking may be performed. The first step in the link tracking process is to identify a link by providing the desired destination link to a link tracking server (such as an email service provider or ESP). The link tracking server creates a unique link that can be inserted after the display web address (the tracking link is hidden from the viewer). When the viewer selects the link, it connects to the link tracking server which records the link selection (click log), and redirects the link to the ultimate destination. When the link is received by the destination server, the desired content (web page) is provided back to the viewer.