URL slug rules
Keep OmniLab Smart Link slugs short, readable, and unique across your organisation.
Pick a slug that gives you a short, readable public URL and avoids clashes with your other links. A clean slug keeps QR codes simple to scan and makes printed assets easier to manage.
What a OmniLab Smart Link slug does
The OmniLab Smart Link Slug is the short, public ending of the OmniLab Smart Link URL. OmniLab adds it after /l/ — for example, a slug of spring-launch-poster produces a URL that ends in /l/spring-launch-poster.
This is the public address people scan, type, or share, so treat the slug as part of the final distribution asset, not just an internal label.
On the create or edit form, OmniLab Smart Link Slug is the field that becomes the /l/<slug> segment. OmniLab may show the domain in front of it; you only type the slug itself.
Recommended slug rules
Use this conservative pattern for customer-facing OmniLab Smart Links:
| Rule | Recommendation | Why it matters |
|---|---|---|
| Characters | lowercase letters, numbers, and hyphens only | Produces clean, readable public URLs |
| Length | keep it short | Shorter slugs usually produce simpler QR codes |
| Meaning | describe the real share asset or destination | Makes the link easier to identify later |
| Uniqueness | keep it unique across the whole organisation | Prevents save conflicts and accidental overlap |
| Stability | avoid changing it after launch | Printed and shared URLs may already be in use |
Use one organisation-wide naming rule
Folder structure does not make a slug unique. A OmniLab Smart Link slug should stay unique across the whole organisation, even if the link lives in a different folder.
Good slug examples
| Use case | Good example | Why it works |
|---|---|---|
| Poster for one campaign | spring-launch-poster | Short, readable, and specific |
| Venue placement | paris-centre-window | Clear location context |
| Newsletter link | may-newsletter-game | Tied to a real channel |
| App download | brand-app-download | States the destination clearly |
Slugs to avoid
| Example | Why to avoid it |
|---|---|
Spring Launch Poster | Spaces and uppercase letters make public URLs harder to manage |
launch_poster_2026_final_final | Too long and harder to scan or reuse |
link1 | Not descriptive enough once you have many OmniLab Smart Links |
promo!fr | Special characters make URLs less predictable |
Slug best practices for print
If the OmniLab Smart Link will appear in a QR code on a poster, flyer, counter card, or packaging:
- keep the slug as short as you reasonably can
- avoid unnecessary dates, versions, or internal abbreviations
- use words that still make sense months later
- test the final QR code before printing, especially if you add a logo or custom colors
The QR designer gives you more flexibility over size and format, but a clean slug still helps keep the underlying URL compact.
Slug and variant URLs
The main OmniLab Smart Link URL is built from your slug — for example /l/spring-launch-poster.
When you add variants, OmniLab keeps the same base slug and adds a placement identifier to the end — for example /l/spring-launch-poster?v=window-a. The ?v= part identifies the specific variant.
So the slug should describe the main OmniLab Smart Link, while the Variant ID should describe the specific placement, channel, or location.
Related
Create a Redirection OmniLab Smart Link
Use these slug rules while creating the main OmniLab Smart Link type used for campaigns and web destinations.
Your first OmniLab Smart Link
Follow the end-to-end setup once you are ready to create and test a first public URL.
Touchpoint URLs & slugs
Compare OmniLab Smart Link slugs with campaign and touchpoint URL patterns elsewhere in OmniLab.