Adding URL parameters to links

Adding URL parameters to your emails' links enables you to better track and analyze customers' interactions with the messages you send from From your email settings, you can enable and set custom URL parameters. Then, once enabled, those parameters are appended to all links in your emails.

How to view your URL parameters

URL parameters are set on a per-Workspace basis. You do this in Workspace Settings > URL Parameters. By default, they’re disabled. You’ll see the following:



We create four best-practice defaults for you, to let you know which campaign and message the link is associated with:

  1. utm_source, which by default is set to
  2. utm_medium, which by default is set to {{message.type}} This would be something like email_action
  3. utm_campaign, which by default is set to {{}}
  4. utm_content, which by default is set to {{}}

These are common parameter names used for tracking in Google Analytics, with values set from Liquid variables. You can edit or delete these, of course, add any other UTM or custom parameters you like, or add some more liquid.

What happens when I enable?

Once you click the big green button to enable these, they’re appended to every link, across campaigns.

How do I check they’re working?

In your emails, click the ‘Review Links’ button in the composer to see your URL parameters in action.


Adding and removing parameters

Edit your parameters by clicking the Edit Parameters link at the right of the table. You’ll be taken to an edit view, where you can add and remove these as you see fit:

image.png The changes you save are applied to all emails going forward! It’s possible to disable them for a single link, however.

To guide you in your changes, here’s an example of a link URL that might be created with the following information and the above defaults:

  • Campaign name: Retention Campaign 1 [Marketing] [Internal]
  • Email name: Hello World Email

Tip: If you have a really long campaign or newsletter name, you can use the Liquid truncate filter to make it shorter, like this:
{{ | truncate: 15, "" }}
This would truncate your campaign or newsletter name in the URL to fifteen characters.

Link tracking in is used to track general click percentages, as well as let you know which links specifically are being clicked. URL parameters are separate from that, and allow you to set more custom options to track email performance and engagement.


Can I use liquid here?

Yes! To a point. The Liquid tags available to you here are:

Tag Output
{{}} The numerical ID associated with the email layout you've used.
{{}} The name you've assigned to the email layout you've used.
{{}} Your campaign's numerical ID. This can be found in your campaign URL. For example, the campaign ID here is 2000:
{{}} This tag will output the name you've given your campaign or newsletter in the interface. For example: "Q2 Anvil Onboarding Campaign [Coyotes]"
{{campaign.type}} This returns whether or not your campaign is behavioral (segment triggered), transactional (event triggered), or a newsletter
{{delivery_id}} A URL-compatible base64 string that identifies a specific message created for an end-user. This is generated when the message is drafted or sent but will be set to "unsent" in test messages and composer previews.
{{}} The numerical ID associated with a message action in the workflow— i.e. an SMS action might have a {{}} of 200 while every SMS it generates will have a different {{delivery_id}}.
{{}} The name you give your message in the workflow. E.g. "Welcome to ACME!"
{{message.type}} This refers to a particular message's type. Possible values are: email_action, twilio_action, slack_action, webhook_action, urban_airship_action, attribute_update_action
{{}} Whatever you're using to uniquely identify your customer — usually numeric*.
Note: Your analytics provider (Google, for example) may prohibit you from sending personal information or have specific guidelines for tracking; make sure you’re aware of any restrictions.

Disable Params

Can I set these per-message?

Right now, you enable and set these globally. If you’d like to prevent URL parameters from being added to specific links within emails, you can switch to Code mode and you’ll want to add class=“disable-url-params” to the link’s code, like this:

<a href="" class="disable-url-params">CLICK HERE</a>


If you use the drag and drop editor, please note that the standard linking process in that editor will not allow you to add the class=“disable-url-params” code that we need in order to disable link tracking. You can still add no-parameter links in the drag and drop editor but you must do it inside an HTML block. If you are not familiar with HTML and CSS, you’ll want to consult a web developer who is familiar with code designed for email.


If you have any questions or feedback on this feature, please let us know!

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