A tracking link is a specially formatted URL that lets you monitor how recipients interact with links in your emails. When a recipient clicks a link in your email, they are first routed through a tracking server that records the click event, capturing data such as who clicked, when, and from which device, before redirecting them to the intended destination.
Tracking links are the foundation of email engagement analytics. They enable you to measure click-through rates, understand user behavior, and optimize your campaigns over time. Every link in your emails can be wrapped with tracking, giving you full visibility into how your audience engages with your content.
The Tracking Link Management step gives you control over how these tracking links look and behave. You can configure link shortening, apply your own branded domain, and enable universal link behavior for mobile app experiences, all from a single setup step.
In this step you will be able to configure:
Link Shortener
Example (default): https://u1234567.wl.sendgrid.net/abc123
Link Shortener automatically shortens tracking URLs created by click tracking to improve readability and deliverability. This means long tracking URLs are converted into shorter, system-generated links before being sent to your users. By default, Link Shortener is enabled for your account.
Branded Links (Link Branding)
Example: https://links.yourbrand.com/abc123
Link Branding allows you to use your own domain for the links and tracking URLs inside your emails instead of a system-generated one.
Link branding:
Enhances brand recognition. Recipients see URLs that match your brand.
Builds trust and improves CTR. Branded links look legitimate and reduce user drop-offs.
Improves deliverability. Many inbox providers treat branded links as more trustworthy, reducing the risk of spam filtering.
Ensures consistent tracking. All engagement metrics are routed through your verified domain.
Universal Links
Example: https://links.yourbrand.com/abc123. Clicking it opens your mobile app.
Universal links open your mobile app when installed, and fall back to the web when not. It ensures users have a smooth experience no matter what device they use. This option requires Branded Link setup.