Web Analytics Query Parameters (Web Analytics Tracking) is a powerful feature in Marketing Cloud's Content Builder that allows you to monitor how your contacts interact with your email content. Identifying which elements resonate most with your audience provides detailed insights that help optimize your email marketing ROI and enable data-driven decisions about your overall campaign performance.
Rather than manually creating and appending tracking parameters to each individual link, the Web Analytics feature streamlines this process by letting you define the parameters once and automatically applying them to every link in your content. This eliminates repetitive manual effort while ensuring consistent, comprehensive tracking across all your email campaigns.
The result is a significantly enhanced ability to measure campaign effectiveness, track subscriber engagement, and uncover opportunities for improvement. With tracking parameters seamlessly appended to all external links in your email content, you gain a clearer, more complete picture of how your audience engages with your campaigns.
Adding Web Analytics Query Parameters
To add analytics query parameters to your content globally (email campaigns), follow the steps below:
1. To access this feature, click on the Settings icon next to your account’s user profile.
2. Scroll down to the Campaigns category and select Web Analytics Query Parameters.
3. On the query parameters page, enter your default (global) parameters, which apply to all of your content (email messages). To insert additional parameters, click on the Add Parameter button. These fields are as follows:
- Name: The name of the tracking parameter.
- Value: Identifiers such as name, email, personalization tags, and so on. Your tracking parameters can be static or dynamic, based on personalization tags.
Note: Instead of populating the value yourself, you can use our Content Tags (for example, the {{campaign.name}} tag) to set your tracking parameter values dynamically.
4. Save the changes you’ve made for your global query parameters. These parameters prefill for every email campaign going forward.
Configuring Web Analytics Query Parameters for Emails
To modify analytics query parameters for your email content, follow the steps below:
1. To configure query parameters for specific emails, head over to the navigation panel, click on Marketing > Content, and select Email Content from the expanded menu.
2. On the Email Content index page, edit existing content (Actions > Edit Content) or create new content by clicking on the New Content button. Prior to content creation, you'll be asked to select the content builder you wish to use.
3. On the content builder, click on the Advanced tab.
4. In the Web Analytics Query Parameters section, the global query parameters defined via the Settings page are auto-populated under Default Parameters. You can edit the existing global parameters for this specific content by clicking on the Edit For This Content button. Furthermore, you can insert unique custom parameters by clicking on the Add Parameter button.
Note: Once Edit For This Content is clicked, modifying an email campaign’s default query parameters in the content region won’t affect the parameters set up in the settings panel, and likewise, changes made in Web Analytics Query Parameters settings won’t affect the default parameters for a specific email content.
5. Update the changes you've made by either clicking on Save or Save and Close. To learn more about composing email content and the collection of content templates we have to offer, refer to our Content Builders: Overview article.