Campaign measurement · 7 min read
How to Measure Email Link Clicks
Set up tracked links, separate scanner activity from likely human clicks, and use campaign tags without overstating attribution.
Updated October 23, 2026 · Definitions and caveats are stated in the text.
Measure the redirect, not a guessed destination visit
A tracked link sends the reader through a first-party redirect endpoint that records the requested link and then redirects to the destination. Keep the destination mapping server-side, validate it as HTTP or HTTPS, and reject unsafe schemes. The redirect request is an observed click request; it is not proof that the destination finished loading or that a person engaged with it.
Security scanners and prefetchers may request a link before a recipient clicks it. Where your system can classify these patterns, keep automated-suspected requests separate and document the classifier's limits. Never evade scanners or use tracking to identify a recipient beyond the purpose disclosed to them.
- Use descriptive link names so each placement is understandable in reports.
- Keep source links pointed to the exact original reference page.
- Do not count retries as additional unique people without a documented deduplication rule.
Use campaign tags consistently
Campaign parameters such as utm_source, utm_medium, and utm_campaign help a destination analytics system label incoming traffic. Choose a naming convention before sending and reuse it consistently. Avoid placing names, email addresses, or other sensitive values in query strings: URLs may be copied, logged, or shared.
A UTM label is a campaign marker, not causal proof. It tells a reporting system how a tagged link was configured; it does not prove that the email alone caused a later purchase. Make sure the destination site has the analytics and consent setup needed to receive the parameters.
Report a rate only with a real denominator
If you report click-through rate, name the denominator—for example, unique classified click sessions divided by provider-reported delivered messages—then state whether suspected scanners, duplicate retries, and missing sends are excluded. If the provider denominator is unavailable, report a click count and mark the rate unavailable.
For destination engagement, instrument the landing site separately. A click request and an active website session are different measurements with different collection rules.
Questions
Does a tracked click prove a human clicked?
Not by itself. Mailbox scanners, link previewers, and security tools can request links. Use cautious classifications and never describe a heuristic as perfect identification.
Should I put an email address in a UTM parameter?
No. Use non-identifying campaign and placement labels. Personal data in a URL can leak through logs, browser history, copied links, and referrers.
Official references
Source links are click-counted by this site and redirect to the exact official page shown. They are not affiliate recommendations.