Custom Tracking Domain Setup: Step-by-Step Guide
Want better email deliverability and engagement? Setting up a custom tracking domain is the key. It replaces generic email tracking URLs with branded ones (e.g., track.yourcompany.com), boosting trust and protecting your sender reputation.
Why It Matters:
- 30% higher open rates and 25% more clicks.
- Reduces spam folder risks by 40%.
- Builds trust with recipients and aligns with ISP preferences.
How to Do It:
- Choose a Subdomain: Use something like
links.yourdomain.com(not your primary domain). - Update DNS Records: Add a CNAME record to point your subdomain to your email platform’s tracking server.
- Integrate with Your Email Platform: Configure the custom domain in your ESP settings.
- Secure with SSL: Ensure all links use HTTPS for encryption and better deliverability.
- Test and Verify: Check DNS propagation and test links to confirm everything works.
Pro Tip: Platforms like Warmforge simplify the process by automating health checks, DNS monitoring, and providing analytics.
Setting up a custom tracking domain is simple but impactful. It improves email performance, protects your reputation, and strengthens your brand. Start today!
Requirements Before Setup
Domain and DNS Access
Before diving into the setup, make sure you have full administrative access to your domain registrar. This access is crucial because you'll need to create a CNAME record that links your custom subdomain to your platform's tracking servers. Only domain owners or those with administrative privileges can update zone file information.
If you don't have the necessary access, reach out to the person or team managing your company's DNS settings. This might be your IT department, web developer, or hosting provider. Either request the required credentials or ask them to handle the DNS configuration for you.
To avoid delays, confirm that you can log into your domain registrar's control panel (e.g., GoDaddy, Namecheap, or Cloudflare) and navigate to the DNS management section. Look for existing records like A, MX, and CNAME entries. If you're unable to access or modify these settings, hold off on the setup until you have the proper permissions.
Once you’ve secured DNS access, decide on a dedicated subdomain for your tracking setup.
Choosing the Right Subdomain
It’s important to avoid using your primary domain for tracking activities. This helps protect your main domain's reputation from any potential issues related to email tracking. Instead, set up a subdomain that benefits from your parent domain's positive reputation while maintaining enough separation to prevent conflicts.
The subdomain you choose should align with the domain you're using to send emails. For instance, if your email address is yourname@company.com, your tracking subdomain could be something like track.company.com or links.company.com.
Here are some tips for selecting a subdomain:
- Stick to one custom tracking subdomain per primary domain.
- Avoid using terms like "tracking" that might trigger spam filters.
- Keep the name neutral and professional. Avoid spaces, periods, or anything that might look suspicious to email security systems.
Examples of effective subdomains include:
- mail.yourdomain.com
- links.yourdomain.com
- go.yourdomain.com
These options appear legitimate to recipients and spam filters while clearly serving their tracking purpose. Once you’ve chosen a subdomain, check your email platform's guidelines to ensure it integrates smoothly.
Platform Requirements
With domain access secured and a subdomain selected, it's time to review your platform's technical requirements. Each email platform has specific guidelines for custom tracking domains, including SSL certificate needs and subscription-related limitations.
Here’s what to look out for when reviewing your platform’s documentation:
- Restrictions on domain formats: Some platforms don’t allow special characters or have limits on subdomain length or naming conventions.
- SSL certificate requirements: Ensure your certificates and private keys are valid and match your domain name.
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DNS propagation: Changes can take 24-48 hours to fully propagate. Avoid activating your custom tracking domain until the DNS updates are complete. As Adobe Marketo Engage warns:
"If your CNAME is not set up properly and you activate it as your custom domain in Actions, it can break tracking links and pixels."
Activating your domain too early can disrupt tracking links and conversion recording. If you're transitioning from one tracking domain to another, remember that links and advertiser pixels tied to the old domain will stop working immediately. Plan the switch carefully, especially if you have active campaigns running.
For platforms integrated with Cloudflare, additional configuration steps are required on both the platform and Cloudflare sides. Double-check that your SSL certificates and private keys are properly configured before proceeding to avoid any setup issues.
Step-by-Step Setup Process
To configure your custom tracking domain, you'll need to complete three key steps: setting up DNS configurations, integrating the domain with your email platform, and activating an SSL certificate.
DNS Settings Configuration
Start by logging into your domain provider's control panel - whether it's GoDaddy, Namecheap, or Cloudflare. Navigate to the DNS settings or DNS records section, typically under "DNS Management" or "Advanced Settings." From there, locate the option to add a new CNAME record.
Here’s what to input:
- Host/Name field: Enter your subdomain (e.g., if your subdomain is "tracking.yourdomain.com", input just "tracking").
- Value/Hostname/Points to field: Use the tracking domain provided by your email platform. For example:
Save the record, and keep in mind that DNS propagation can take between 48–72 hours. To confirm the changes, use an online DNS lookup tool to ensure the CNAME record points to the right destination. Once everything is set, you’re ready to integrate the domain into your email platform.
Platform Setup Steps
After the DNS changes have propagated, update your email platform settings to include the custom domain. While the exact process varies by platform, the general steps are similar. Below are examples for some popular email platforms:
| Platform | DNS Configuration | Platform Setup Steps | Verification Method |
|---|---|---|---|
| Saleshandy | CNAME: go/link/get → watch.saleshandy.com | In account settings, select "Custom Tracking Domain", add your domain (e.g., go.yourdomain.com), choose the email account, then verify and save. | Automatic verification after DNS updates |
| Instantly | CNAME: inst → prox.itrackly.com | In the Email Accounts dashboard, select your account, go to Settings, add your custom domain (e.g., inst.yourdomain.com), click "Check Status", and save. | Manual status check within the platform |
| GMass | CNAME: link → x.gmtrack.net | Open the GMass dashboard, head to Tracking settings, and input your domain (e.g., link.yourdomain.com). | Automatic SSL certificate generation |
It’s important to note: your custom tracking domain won’t work until it’s fully integrated with your email service provider. Even if the DNS setup is accurate, emails will default to the provider's tracking domain until the custom domain is configured in your account.
SSL Certificate Setup
Once your domain is linked to the platform, the next step is securing it with an SSL certificate. An SSL certificate ensures your tracking links use HTTPS, which encrypts data and boosts deliverability.
Some platforms automatically generate an SSL certificate once your domain is linked. For platforms that don’t, you’ll need to use a Content Delivery Network (CDN) like Amazon CloudFront or Cloudflare. This process typically involves:
- Generating an SSL certificate using a service like AWS Certificate Manager.
- Configuring a CDN distribution to host the certificate.
- Updating your DNS settings to point to the CDN.
- Enabling HTTPS in your email platform’s settings.
Before issuing an SSL certificate, domain ownership verification is often required. This might involve adding a TXT record to your DNS settings or uploading a specific HTML file to your domain’s root directory. Once verified, notify your SSL provider to proceed with the certification.
To confirm the SSL setup, use an online SSL checker or a tool like openssl. A correctly configured SSL certificate will display a padlock icon when users visit your tracking domain, ensuring all links use secure HTTPS.
If you run into issues, double-check that your DNS records have fully propagated and that there are no conflicting CNAME entries. This will help ensure everything is configured correctly.
Testing Your Setup
After configuring your DNS and integrating your platform, the next step is to confirm that your custom tracking domain is functioning correctly. This involves verifying your DNS records and testing the tracking links.
DNS Verification
First, make sure your DNS records have fully propagated across the internet. Keep in mind that DNS propagation can take up to 48 hours globally, so a bit of patience is necessary during this period.
To check your DNS records, use tools like MXToolbox, DNSChecker, or WhatsMyDNS. These services allow you to verify your CNAME record against multiple DNS servers worldwide. Results typically indicate success with checkmarks (✔️) or issues with crosses (❌).
When using these tools, select CNAME as the record type and input your subdomain (e.g., tracking.yourdomain.com). The results should confirm that your subdomain is correctly pointing to your email platform's tracking domain. For example, if you're using Warmforge, your CNAME record should direct traffic to tracking.warmforge.ai.
Also, double-check for conflicting DNS records. Specifically, ensure there are no A records and CNAME records for the same subdomain simultaneously, as this can cause conflicts. Once DNS propagation is confirmed, you’re ready to test your tracked links.
Link Tracking Test
After verifying DNS propagation, send a test email containing tracked links. Use your email platform to create a test email that includes several links pointing to various pages on your website.
Send this email to yourself or a colleague, and carefully review the results. Hover over each link to view the URL in your browser's status bar - these should display your custom tracking domain (e.g., tracking.yourdomain.com) instead of the default domain provided by your email platform.
Click each link to ensure they redirect correctly to the intended destination. The redirection should be smooth and quick. Additionally, confirm that your unsubscribe link also uses your custom tracking domain, as this consistency is important for branding.
If you're using Warmforge, you can verify your tracking domain's status directly in the Warmforge dashboard. This feature provides real-time analytics and ensures proper redirection. Check your platform's analytics to confirm that clicks are being tracked accurately, including timestamps and click counts.
If any issues arise during these tests, refer to the troubleshooting steps below.
Common Problems and Solutions
Testing often uncovers common issues, but these can usually be resolved with simple fixes. Keep in mind that DNS propagation may take up to 72 hours in certain regions.
- Domain Still "Pending" or "Unverified": If your domain remains unverified after 72 hours, try removing and re-adding the custom domain in your email platform’s account settings. This can prompt a new verification attempt.
- Misconfigured CNAME Records: If you see an error like "Couldn't verify domain: Failed to lookup CNAME", double-check your DNS settings. Look for typos in the subdomain name or the destination address.
- SSL Conflicts: Outdated DNS settings can lead to SSL issues. To resolve this, reissue the SSL certificate after clearing any conflicting records.
- Platform Integration Not Complete: If your emails still use the default tracking domain despite correct DNS settings, it’s likely that the custom domain wasn’t added to your email service provider’s account settings. Ensure this step is completed.
For persistent issues, command-line tools like dig or nslookup can be invaluable. These tools allow you to query DNS records directly, helping to identify caching problems or configuration errors that online tools might miss. Resolving these issues ensures your setup is complete, enabling a polished and branded email experience.
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Best Practices
Once your domain is configured and tested, keeping it in top shape is crucial for maintaining email deliverability and protecting your brand's reputation. These practices will help you sustain long-term success.
Protecting Domain Reputation
Your domain’s reputation plays a huge role in whether your emails land in inboxes or get flagged as spam. In fact, 21% of emails fail to reach inboxes due to poor domain reputation. Clearly, this is an area that demands attention.
To start, use an established domain or subdomain with a good track record instead of buying a brand-new domain. If you’re creating a subdomain under your existing business domain, it will benefit from the credibility of your primary domain.
Keep an eye on key metrics like spam complaints (stay below 0.1%), unsubscribe rates (around 0.5%), and bounce rates (under 2%). If these numbers exceed the recommended thresholds, it’s time to reevaluate your email content and the quality of your subscriber list.
For new domains, warming them up gradually is essential. Begin by sending small batches of emails to your most engaged subscribers, then slowly increase the volume over several weeks. This helps establish a positive sending reputation with email providers.
Monitoring and Health Checks
Ongoing monitoring is your safety net - it helps you catch problems before they escalate. Regularly track key performance indicators like open rates, click rates, unsubscribes, complaints, and bounces. A sudden drop in opens or an increase in complaints can signal deliverability issues that need immediate action.
Run inbox placement tests to verify your emails are landing in the primary inbox across different providers. Since each email provider evaluates domain reputation differently, these tests are essential for staying ahead of potential issues.
Authentication checks are another must. Use online tools to validate your SPF, DKIM, and DMARC records, ensuring they’re up to date. Misconfigured or outdated authentication records can quickly hurt your deliverability.
Tools like Warmforge simplify this process by offering automated health checks. Their platform monitors your DNS and MX records in real time, scans for blacklisting issues, and even provides one free placement test per month to help you stay on top of your email performance.
Beyond monitoring, your choice of domain structure - whether to use a subdomain or a new domain - can also impact your deliverability strategy.
Subdomain vs New Domain Comparison
Deciding between a subdomain and a new domain depends on your specific goals and setup preferences. Here’s a quick comparison to help you weigh your options:
| Feature | Subdomain | New Domain |
|---|---|---|
| Reputation | Inherits trust from the root domain | Starts with no reputation |
| Setup Complexity | Easier to configure under an existing domain | Requires full DNS setup and domain registration |
| Cost | Lower, no extra registration fees | Higher due to registration and renewal fees |
| Branding | Strengthens existing brand recognition | May confuse users if not tied to the brand |
| Risk Isolation | Shields the root domain from tracking issues | Offers full separation but no inherited trust |
| Warm-Up Duration | Faster to establish sending patterns | Longer warm-up period required |
For most businesses, subdomains are the smarter choice. They’re easier to set up, cost less, and benefit from your existing domain’s reputation. As email deliverability expert Laura Atkins from Word to the Wise notes:
"In my experience, it's much harder to condition (aka warmup) a new email address domain or subdomain than repair the reputation of an existing domain or subdomain."
However, if you opt for a new domain, register it and let it sit unused for a few months before sending emails. This waiting period helps avoid the appearance of being a spam domain created solely for bulk email campaigns.
Finally, don’t forget to authenticate each subdomain separately with its own SPF, DKIM, and DMARC records. Email providers treat subdomains independently, so proper authentication is key to maintaining their reputation.
Summary
Using custom tracking domains can improve email deliverability, sender reputation, and engagement rates. By setting them up correctly and keeping an eye on their performance, you can significantly boost your email campaign results.
Setup Process Overview
Here’s a quick breakdown of the process:
- Step 1: Create a subdomain by adding a CNAME record to your DNS.
- Step 2: Link the custom domain to your email service provider (ESP) account.
- Step 3: Double-check that your DNS settings, especially the CNAME record, are configured and active.
Some businesses have reported impressive results, like a 30% increase in open rates and a 25% boost in click-through rates, along with lower spam rates.
Monitoring Requirements
Once the setup is complete, regular monitoring is essential. Keep an eye on your blacklist status, DNS configuration, and overall deliverability to identify and address issues early.
How Warmforge Helps
Warmforge simplifies tracking domain management by automating key tasks. It continuously monitors your DNS and MX records, checks for blacklist entries, and provides placement tests to evaluate deliverability with specific ESPs. The platform even includes one free placement test each month. On top of that, Warmforge’s health check system alerts you to potential spam risks and performs frequent blacklist scans, helping you resolve problems quickly.
FAQs
Why should I use a custom tracking domain instead of the default one provided by my email platform?
Using a custom tracking domain can make a big difference in your email campaigns. For starters, it helps improve email deliverability by reducing the risk of your messages ending up in spam folders. Since the domain is tied directly to your brand, it builds trust with recipients and enhances your sender reputation.
On top of that, it adds a layer of branding by showing links that clearly represent your business. This not only looks more professional but also feels more familiar to your audience, which can encourage higher engagement and better click-through rates.
In short, setting up a custom tracking domain is a straightforward way to elevate your email marketing efforts while safeguarding your brand’s image.
How do I set up a custom tracking domain without affecting my email deliverability?
To safeguard your email deliverability, switching to a custom tracking domain (CTD) is a smart move. Using the default domain provided by your email service provider can be risky since those domains are often shared among many users. If someone else on the shared domain engages in spammy behavior, it could negatively impact your sender reputation. A CTD, on the other hand, is exclusively tied to your emails, helping you maintain control over your reputation.
When setting up a CTD, it’s best to create it as a subdomain, such as track.yourdomain.com, instead of using your primary domain. This approach keeps your email reputation separate from potential issues like spam complaints. Also, ensure that your tracking domain matches your sending domain. This alignment reduces confusion with email service providers and can further boost your deliverability.
If you're using tools like Warmforge, you can take it a step further by monitoring deliverability and running placement tests. These features help ensure your emails consistently land in the primary inbox, giving you a proactive way to maintain a strong sender reputation.
What should I do if my custom tracking domain isn’t working properly after setup?
If your custom tracking domain isn’t working as expected after setup, here are some steps to help you troubleshoot:
-
Check your DNS settings: Make sure the CNAME record is set up correctly in your DNS settings. It should point to the domain provided by your tracking service (like
x.gmtrack.net). Remember, DNS changes can take anywhere from 48 to 72 hours to fully update. - Verify the domain setup: Use a domain verification tool to confirm that your custom tracking domain is recognized. Alternatively, you can ping the domain to check if it resolves properly. If it doesn’t, revisit your DNS settings to spot any misconfigurations.
- Test the domain’s functionality: Send a test email and see if tracking links redirect as they should. Also, check if metrics like opens and clicks are being recorded. If problems persist, you might want to try another DNS provider or contact your email service provider’s support team for assistance.
Taking these steps can resolve most issues with tracking domains, ensuring your setup works smoothly for accurate tracking and reliable email delivery.