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Can you use URLs in Tokens? YES - here's how.

Question asked by 9576 on Feb 11, 2014
Latest reply on Jan 4, 2016 by Ashley Ayan
I've had a fair amount of questions recently around using URLs in tokens.

There is a right way and a wrong way to use a URL in a plain text token in an email. 

When sending emails, Marketo converts links to tracking links.  The tracking links allows Marketo to listen for "clicks link in email" behavioral activity. When converting links into tracking code, Marketo looks for the following string to know what to convert to tracking code: 

<a href="http://

The italicised string above must be completely inside the (plain text) token or in the HTML of the email.

Good URL Tokens that will render as tracking links:

Token: {{my.URL1}}
Token Value: www.marketo.com
Token in HTML of email: <a href="http://{{my.URL1}}">Marketo Token URL 1</a>

Token: {{my.URL2}}
Token Value: <a href="http://www.marketo.com">Marketo Token URL 2</a>
Token in HTML of email: {{myURL2}}


Bad URL Tokens that will only appear as links, but links will not be converted to trackable links:

Token: {{my.URL3}}
Token Value: http://www.marketo.com
Token in HTML of email: <a href="{{my.URL3}}">Marketo Token URL 3</a>


Happy Tokening!

Outcomes

    • 51201
      This is awesome, I had done it using the Bad URL Tokens but my campaign starts tomorrow so this has already been fixed. :) Thanks for sharing!!
      • 9576
        Cheers, glad I could help.
        • Edward Masson
          Very cool sir!
          Will this token tip fire a Clicks Link in an Email Trigger?
          • 9576
            Yes - thanks for clarifying.  That's exactly what I mean by "converting link to tracking code".  I'll update the post.
            • 9576
              Added: When sending emails, Marketo converts links to tracking links.  The tracking links allows Marketo to listen for "clicks link in email" behavioral activity.
              1 person found this helpful
              • Josh Perry
                Good tip. 
                • Edward Masson
                  The great thing here is finally we can see the links being clicked on in a Email Link Performance report.
                  But... When used with a trigger Clicks link in email, email link is the Token, it wont fire.

                  When tokens came out, that link would not appear in the pick list to select, its there now to select but wont fire.

                  • Josh Hill
                    Wow I had no idea that was the correct wya.
                    • 9576
                      If a link is converted to tracking code (you can tell via the mouse over before clicking the link in the email), then all click link triggers will fire.

                      I just tested it, triggers fire on link clicks for me and will even create intertesting moments with the url in it via token:{{trigger.Link}}


                      Can you try retesting?

                      Token Values:
                      URL-1 = <a href="http://www.marketo.com">Marketo Token URL 1</a>
                      URL-2 = www.marketo.com
                      URL-3 = http://www.marketo.com

                      HTML Code pulled from WYSIWYG Editor:
                      <p>URL1: {{my.URL-1}}</p>
                      <p>URL2:<a href="http://{{my.URL-2}}"> Marketo Token URL 2</a></p>
                      <p>URL3: <a href="{{my.URL-3}}">Marketo Token URL 3</a></p>
                      <p><a href="http://www.marketo.com">Plain link, no token</a></p>
                      • Tom Kerlin

                        I've come across several articles like this one discussing how to properly use URLs in plain text tokens so that they can be tracked and show up in reporting.

                         

                        I'm using rich text tokens where I can edit the text color, text size, and overall style for usually 1 or 2 words that have a URL applied to it. 

                         

                        Is there anything to keep in mind from a reporting or tracking standpoint with rich text tokens described above?

                         

                        Thanks, Tom

                        • Ashley Ayan

                          I did not know about URL2 way Thanks for sharing