Documentation Journey Optimizer Journey Optimizer Guide

Personalize URLs in emails url-personalization

Last update: May 13, 2026

CREATED FOR:

Intermediate
Experienced
User

Personalized URLs help you deliver contextual experiences through your Journey Optimizer email messages, such as generating recipient-specific links or appending dynamic parameters.

They take recipients to specific pages of a website, or to a personalized microsite, depending on the profile attributes.

Personalize a URL personalize-url

To personalize a URL, follow the steps below.

In the Email Designer, select an element in the content and insert a link using the contextual toolbar.

note important
IMPORTANT
Personalization is only available for External link, Unsubscription link and Opt-Out. Make sure to select an appropriate link type.

Select the personalization icon.
Use the personalization editor to add the profile attributes you want to personalize the URL with.
Save your changes.

Here are some examples of personalized URLs:

https://www.adobe.com/users/{{profile.person.name.lastName}}
https://www.adobe.com/users?uid={{profile.person.name.firstName}}
https://www.adobe.com/usera?uid={{context.journey.technicalProperties.journeyUID}}
https://www.adobe.com/users?uid={{profile.person.crmid}}&token={{context.token}}

NOTE

When editing a personalized URL in the personalization editor, helper functions and audiences membership are disabled for security reasons.

Spaces are not supported in the personalization tokens used inside urls.

For reliable rendering and tracking, follow the best practices and guardrails below.

Personalize a complete/base URL personalize-complete-base-url

Journey Optimizer also supports personalizing the entire URL or the base domain of a URL, for example:

<a href="{{profile.social.link}}" />
<a href="{{profile.social.baseUrl}}/profile" />
<a href="https://{{profile.social.baseUrl}}/profile" />

IMPORTANT

To enable complete or base URL personalization, contact Adobe and provide your list of accepted domains. This is required to help prevent unsafe redirects.

Personalize URL tracking parameters personalize-url-tracking-parameters

URL tracking is managed at the channel configuration level and applies to all URLs included in your message content. You can also personalize URL tracking parameters for an individual link in the Email Designer. This lets you append a recipient-specific parameter to a single link (for example, to pass an identifier to your web analytics tools).

To do so, insert a link, select the personalization icon, add the URL tracking parameter and select the profile attribute of your choice from the personalization editor.

Repeat the steps above for each link you want to add this tracking parameter to.

Now when the email is sent out, this parameter is automatically appended to the end of the URL. You can then capture this parameter in web analytics tools or in performance reports.

NOTE

To verify the final URL, you can send a proof and click the link in the content of the email once you receive the proof. The URL should display the tracking parameter. For example: https://luma.enablementadobe.com/content/luma/us/en.html?utm_contact=profile.userAccount.contactDetails.homePhone.number

recommendation-more-help

journey-optimizer-help