Set Up Custom Web Analytics Connection

Once you have enabled this connection, we will automatically begin adding tracking parameters onto the end of all URLs contained in messages you send via the application.

About this task

You will need to specify which keys and values you want appended. Within the options tab of this connection, you can create as many parameters as you need. It's a best practice not to pass PII in URLs over the internet, so we recommend not including key and value pairs that might expose PII. For example, email addresses are considered PII.

To setup the Custom Web Analytics Connection:


  1. Go to Settings > Integrations > Partner Tools.
  2. Click the Custom Analytics box.
  3. Click Options.
  4. Check the Enable Custom Analytics box.
  5. Add custom Keys and Values in their respective text boxes.
    The Key should be used to designate the type of data being tracked in the URL. The Value is the actual data you want to track. You can hard code values by adding them into the Value text box, or use the dynamically populated Keys and Values we provide. The dynamically populated Keys and Values we provide are:
    Key Value Description
    message_name %%!message_name%% The name of the message is set as the value.
    message_subject %%!message_subject%% The name of the message subject is set as the value.
    contact_eid %%!contact_eid%% The external identifier of the contact receiving the message is set as the value. This is the same as a contact's API ID.
    Important: You should use the contact_eid instead of using a contact's email address. An email address is considered PII and it's a best practice not to pass PII in a URL.
    When you use this, you may need to add contact_eid as an excluded query parameter in the View Settings for your Google Analytics account. This prevents Google Analytics from reporting URLs that contain contact_eid as unique. See Adjust Google Analytics Settings for more information.
    link_title %%link_title%% The title of the link pointing to the online version of the message
    link_url %%link_url%% The actual URL pointing to the online version of the message
    date_sent %%date_sent%% The date the message was sent is set as the value.
  6. Once changes have been made, click Save at the bottom of the page.

What to do next

One last thing you may wish to do within this section is restrict which links we place tracking data onto. By entering your domain name (for example, into the Only include tracking for the following domains text boxes, we will not place web analytics parameters onto links that go to other sites. These extra parameters do not usually cause any problems, but you could potentially be sending your campaign tracking information to other sites.

Nothing needs to be done within your web analytics solution for this connection to work. However, now that you will be identifying email traffic separately, you may wish to set up new goals or conversions that reflect your marketing efforts.