On this page: Learn how to personalize email URLs with profile attributes, including complete or base URLs and per-link tracking parameters, while keeping links valid and trackable.
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.
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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.
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Use the personalization editor to add the profile attributes you want to personalize the URL with.
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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}}
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" />
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To enable complete or base URL personalization, contact Adobe and provide your list of accepted domains. This is required to help prevent unsafe redirects.
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Dynamically generated URLs — where the entire URL or base domain resolves from a profile attribute at send time — have a known tracking limitation: Journey Optimizer cannot reliably track clicks for these links, and click data may not appear in journey or campaign reports. This occurs because the tracking redirect is applied at design time, before the final URL is known. When the resolved value differs per recipient, the redirect chain breaks and clicks go unrecorded. Additionally, the resolved URL must start with
httporhttpsfor every recipient — if it does not, tracking is silently skipped for that link. To maintain reliable click tracking, use one of the following approaches:-
Use a fixed base URL and append personalized parameters only (for example,
https://www.example.com/page?uid={{profile.person.crmid}}). -
Pre-generate a personalized URL per recipient, store it as a profile attribute, and reference it in your email content.
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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.