The Short Answer
A link rotator is a single link that sends each click to one of several destinations. You share one URL; the rotator decides where each visitor goes, either in turn, at random or by percentages you set.
It's a traffic distribution tool. It doesn't create traffic, and on its own it isn't a proper testing tool. That difference matters, and we'll come back to it.
How Rotators Split Clicks
| Mode | What happens | Typical use |
|---|---|---|
| Sequential | Clicks go to each URL in turn | Sharing leads evenly |
| Random | Each click goes to a random URL | Simple distribution |
| Weighted | Clicks follow percentages, such as 70/30 | Sending a little traffic to something new |
| Sticky | Returning visitors see the same URL again | Keeping each visitor's experience consistent |
What People Use Them For
Spreading Offers
Rotating several affiliate offers from one link in your email or bio.
Sharing Leads
Distributing clicks across team members or partner pages.
Capping Destinations
Moving traffic on once a page has had its share.
Rough Testing
A quick look at which page gets more engagement.
Rotator vs Split Test
This is where people trip up. A rotator moves clicks. A split test is built to measure results. ClickMagick's own help documentation draws the same line: split tests track conversions for each version, keep showing a returning visitor the same page, and exist to find a winner.
| Link rotator | Split test | |
|---|---|---|
| Main job | Distribute traffic | Find the better-converting version |
| Conversion tracking | Often limited | Built in, per version |
| Returning visitors | May see a different URL | See the same version |
| Best for | Sharing leads, spreading offers | Pages, offers, headlines |
If the question is "which page makes more money?", you want a split test. See our split testing guide.
Things to Avoid
- Judging winners from clicks alone. Clicks don't tell you which page converts.
- Using a non-sticky rotator for funnels. A visitor who returns and lands on a different page gets a confusing experience.
- Rotating indexed pages without care. Use temporary redirects and canonical tags so search engines see one main version.
- Breaking ad network rules. Some traffic sources don't allow rotator links; check first.
Where ClickMagick Fits
ClickMagick includes split testing with conversion tracking, so you can send one link to several pages and see which one produces sales, not just clicks. Its tracking links also support device and mobile redirects for routing traffic. See ClickMagick's features.
Split traffic and see which destination actually converts.
Try ClickMagick FreeFrequently Asked Questions
What is a link rotator?
A link rotator is one link that sends each click to one of several destination URLs, either in turn, at random or by percentages you set.
What is a link rotator used for?
Common uses are spreading traffic across several offers, sharing leads between team members or partners, and rough testing of pages or offers.
What's the difference between a rotator and a split test?
A rotator distributes clicks. A split test is built to measure conversions on each version and find a winner, and it shows a returning visitor the same version each time.
What is a sticky rotator?
A sticky rotator remembers which destination a visitor saw and sends them there again on later clicks, so the experience stays consistent.
Do link rotators affect SEO?
Rotators are normally used for paid, email and social traffic. If you split traffic between pages that search engines index, use temporary redirects and canonical tags so search engines see one main version.