Pardot Knowledge Base

Email Link Tracking Overview

Last Updated: Jul 08, 2016 | Print this Article
 

Pardot uniquely tracks links in emails to the recipient, allowing you to determine who clicked on your links and track any further activity on your website.

Because tracked links are associated with individual prospects, members of your organization should never forward an email sent with Pardot or post a tracked link from an email online via social media or your website. This can cause a variety of problems, including a visitor association change. Although you can't stop prospects from forwarding emails, you can add social sharing tools to emails to help prevent forwarding.

Which links get tracked?

When you click the Send button on an ad-hoc list email, email in the app to an individual prospect, email using one of our email client plug-ins, or a form autoresponder or drip email is sent on your behalf, all links beginning with http, https, or populated partially by a variable tag are automatically rewritten using your tracker sub-domain. Because these links are unique to each recipient, it can cause occasional reporting false positives in the event that the email is forwarded. If for example, Prospect A forwards his email to Prospect B and Prospect B clicks a link, it will appear as though Prospect A has taken the action.

Note: email address links, and links that are populated with a variable tag alone are not tracked. See Inserting URLs in Emails with Variable Tags for complete information, and for instructions to insert trackable links with variable tags.

Prevent a link from being tracked

To prevent a link from being tracked you have two options. The first is to remove http from the beginning of your link before sending your email. The second is to edit the HTML source code of the email template and surround your link with a block quote. Additionally, we will never rewrite links ending in the following extensions:

  • .gif
  • .jpg
  • .jpeg
  • .png
  • .bmp
  • .css
  • .js
  • .ico
  • .dtd
  • .woff
  • .ttf
  • .otf
  • .svg
  • .eot

Note: By default Yahoo! Mail doesn't accept links that begin www. and requires the full http URL. If your prospect base is using Yahoo! Mail, you may want to consider including http on all your links. Don't know if they are using Yahoo? Our advanced email analytics can help you find out.

Hiding Tracked Links

Any URL beginning with http:// (or https://) will be rewritten and tracked. You can "hide" tracked links in your emails by placing your URLs behind text as hyperlinks. This can be done in the Pardot Email Wizard via the "hyperlink" button, or directly in the source code of your email:
<a href="http://pardot.com">pardot.com</a>
This allows you to track clicks in your email, without the recipient seeing the re-written link.

Will Pardot Rewrite Your Link?

URL In... Yes No
<blockquote> tags X
Embedded CSS stylesheet <style> tags X
HTML Signature X
<link> tag (absolute URL) X
Plugin Email X
Dynamic Content X
Variable Tags (full URL, not in dynamic content) X
Variable Tags (partial, placed at the end of the URL, not in dynamic content) X
Prospect Field variable tag inside dynamic content X
Prospect Account Field variable tag inside dynamic content X

Need more? Start a conversation with other Pardot users in our Success Community