Checking links and tracking parameters in an email

Open every clickable item in the final received test email, including buttons and linked images. Check both the destination and any campaign parameters. A working link can still lead to the wrong product, an expired offer or a page that does not match the email.

Make a link inventory

List each distinct action: the primary button, text links, linked images, navigation, view-in-browser and unsubscribe controls where applicable. Record the intended destination beside each item. Check separately edited copies of a button even when they appear to point to the same place.

Open links from a received test message. Confirm that the landing page matches the email’s wording, shows the relevant product or form, and remains usable after redirects. Check on a phone when mobile use matters. If sign-in is required, decide whether that is expected for the intended readers.

An automated checker can identify some invalid URLs but cannot judge whether a destination is appropriate. Manually review each destination against the intended action.

Check campaign parameters

If the organisation uses Google Analytics campaign tagging, agree the values before adding them. Google Analytics provides URL builders for collecting campaign data with custom URLs. utm_content can distinguish two links or creative variants in the same email. Follow the team’s naming convention.

For example, a proposed newsletter might use utm_source=newsletter, utm_medium=email and utm_campaign=october_guide. These are illustrative labels, not measured results.

Inspect each tagged link in the received message. Check that the intended values occur once and that redirects preserve the information needed by the organisation’s analytics setup. A redirect may change the visible final URL, so the final address alone does not prove whether tracking was captured. If reporting is critical, the analytics owner should verify the data flow in the organisation’s system.

UTM Parameter Best Practices

Check special links safely

A personalised destination needs a recipient-aware preview or controlled live test. Check that contact-specific merge tags resolve as intended. For a mailto link, confirm the address and any prepared subject or text in a mail app.

For unsubscribe links, verify that the destination is the intended one using the organisation’s established test process.

After a link edit, generate a fresh test from the final version and recheck the affected item. Record any unresolved exception before scheduling.