Custom Tracking Domain: What It Is & How Does It Work?
Custom tracking domains improve email deliverability, build trust, and provide precise analytics. They replace generic tracking links with branded ones like track.yourcompany.com, enhancing professionalism and reducing spam risks. By isolating your sender reputation, they ensure your email campaigns are evaluated based solely on your activity, not others' behavior. Setting one up involves configuring your DNS with a CNAME record, enabling branded tracking links and pixels for accurate data collection. This setup strengthens your email strategy, making it more reliable and effective for cold outreach and marketing campaigns.
Benefits of Custom Tracking Domains
Switching to a custom tracking domain can improve email deliverability, reinforce your brand identity, and build stronger relationships with your prospects. Let’s break down how custom domains can elevate deliverability, build trust, and improve analytics.
Better Deliverability and Sender Reputation
Using a custom tracking domain helps isolate your sender reputation, ensuring that your email deliverability depends solely on your practices, not the actions of others. Branded links also reduce the likelihood of being flagged by spam filters, allowing positive interactions to enhance your domain’s reputation over time.
The results? Better inbox placement, fewer spam complaints, and consistent delivery performance. Plus, you’ll have the ability to measure and refine your campaigns based entirely on your own email activity.
Stronger Brand Trust and Professional Image
Generic URLs (like https://track.emailplatform.com/abc123) can look suspicious and undermine your credibility. On the other hand, a branded URL - such as https://track.yourcompany.com/abc123 - creates a polished, trustworthy impression.
This level of professionalism is especially important in B2B cold email campaigns, where recipients often scrutinize unfamiliar links. A custom tracking domain signals that your business has a reliable email infrastructure and takes communication seriously, which can help build trust with decision-makers.
More Accurate Tracking and Analytics
Custom tracking domains provide cleaner, more reliable data. Shared tracking domains often combine data from multiple senders, making it harder to pinpoint your campaign’s actual performance. With a custom domain, every open, click, and engagement is tied directly to your campaigns, offering clearer insights for optimization and troubleshooting.
| Tracking Domain Type | Reputation Control | Data Accuracy | Brand Trust | Deliverability Risk |
|---|---|---|---|---|
| Shared Domain | Shared among multiple users | Data mixed with other senders | Generic/Unfamiliar | High (impacted by others’ actions) |
| Custom Domain | Exclusive to your organization | Data specific to your campaigns | Branded/Professional | Low (only your activity matters) |
How Custom Tracking Domains Work
Custom tracking domains operate through three key steps: DNS setup, link creation, and data gathering. These components work together to enhance email deliverability and maintain brand consistency.
DNS Setup and Configuration
The first step in setting up a custom tracking domain involves configuring your Domain Name System (DNS) records. This process connects a branded subdomain to your email platform's tracking system.
Start by selecting a branded subdomain, such as track.yourcompany.com, to ensure your tracking links align with your brand identity. Then, you'll need to add a CNAME record to your DNS settings. This record directs your chosen subdomain to your email platform's tracking servers. For instance, if you're using Mailforge, the CNAME record would point track.yourcompany.com to tracking.mailforge.com. This setup ensures that any requests to your custom tracking domain are routed through Mailforge’s servers.
Keep in mind that DNS propagation can take 24 to 48 hours as internet service providers update their records globally. Once propagation is complete, your custom tracking domain is ready to handle email tracking. At this point, your email platform can start converting direct URLs in your emails into branded tracking links.
How Tracking Links Are Created
When you send an email through your platform, it scans the message for any included links. Instead of leaving them as plain URLs, the platform generates wrapped tracking links that use your custom domain.
Here’s an example of how this works: if your email originally includes a link to https://yourcompany.com/product-demo, the platform transforms it into a branded tracking link like https://track.yourcompany.com/c/abc123xyz. The random string (e.g., abc123xyz) is a unique identifier that maps back to the original URL, allowing precise tracking of clicks.
The same principle applies to tracking pixels, which monitor email opens. These are invisible 1x1 pixel images embedded in your emails, with URLs such as https://track.yourcompany.com/o/def456uvw. When a recipient’s email client loads the pixel, it registers as an email open in your analytics.
This seamless conversion of links and pixels ensures real-time tracking and smooth integration with your reporting tools.
Data Collection and Reporting
When recipients engage with your emails - whether by opening them or clicking links - the tracking system captures detailed data through your custom domain. This process is instantaneous and happens behind the scenes.
For email opens, the embedded pixel sends a request to your custom domain, logging the event along with metadata like the timestamp, IP address, and device type. For clicks, the tracking link records the interaction and redirects the recipient to the intended destination.
All this data is then fed into your email platform’s reporting dashboard. There, you can analyze metrics such as open rates, click-through rates, geographic patterns, and engagement timing. This level of detail is invaluable for adjusting and improving your email campaigns. Since all tracking activity is routed through your custom domain, the data remains specific to your campaigns, free from interference by other senders.
Setting Up Custom Tracking Domains with Mailforge
Mailforge simplifies the process of setting up custom tracking domains, so you can focus on running your campaigns instead of wrestling with technical details.
What You Need Before Starting
Before jumping into the setup, make sure you have everything you need to avoid unnecessary delays. First, domain ownership is a must - you’ll need administrative access to a domain where you can create subdomains like track.yourcompany.com or mail.yourbusiness.com. It’s a good idea to use a domain separate from your main website to improve email deliverability.
You’ll also need DNS management access, which means having the ability to add CNAME records to your domain’s DNS settings. This typically involves logging into your domain registrar’s control panel, such as GoDaddy, Namecheap, or Cloudflare, or accessing your hosting provider’s DNS management tools.
In addition, you’ll need a Mailforge account with at least 10 mailbox slots. Pricing starts at $30 per month, or $25 per month if you opt for an annual plan.
Lastly, plan your subdomain naming strategy. Choose subdomains that represent your brand but don’t exactly match your main domain. Examples like track.yourcompany.com, mail.yourbusiness.com, or links.yourorg.com work well to maintain professionalism in your tracking links.
Step-by-Step Setup Process
Mailforge makes setting up custom tracking domains straightforward with its automated DNS configuration. Here’s how to do it:
- Log in to Mailforge and navigate to the Domain Management section.
- Enter the subdomain you want to use.
- Copy the CNAME record Mailforge generates.
- Add this record to your domain’s DNS settings.
- Wait for the DNS changes to propagate (typically 4–24 hours).
When adding the CNAME record, the Name field should include your subdomain (e.g., just the "track" part), and the Value or Points to field should point to the Mailforge tracking address. Once you’ve saved the changes, head back to Mailforge and click the Verify Domain button. The platform will confirm when the DNS changes are active, and your custom tracking domain will be ready to use. After verification, Mailforge will automatically route your tracking links through your branded domain.
Using Mailforge Features for Setup
Once your domain is verified, Mailforge offers several advanced features to streamline your tracking setup. The platform’s automated DNS configuration takes care of the heavy lifting, such as SSL certificate provisioning, domain validation, and ongoing maintenance, so you don’t have to worry about manual monitoring.
For an added layer of security and trust, you can enable SSL and domain masking for $2 per domain per month. This enhances the professionalism of your links and ensures they’re secure.
For businesses with more complex requirements, Mailforge offers additional tools:
- Infraforge: A private email infrastructure with multi-IP provisioning and API access.
- Primeforge: Seamless integration with Google Workspace or Microsoft 365, using US-based IPs.
- Bulk DNS updates: Upload CSV files to process multiple domains at once.
- Workspace management: Organize domains by client, campaign type, or region for better oversight.
With these features, Mailforge goes beyond basic tracking, making it a powerful tool for businesses of all sizes.
Best Practices for Custom Tracking Domains
Setting up a custom tracking domain is just the beginning. To protect your sender reputation and improve campaign performance, it’s essential to follow these best practices.
Choosing the Right Domain Names
The domain name you choose for tracking can influence how recipients view your emails and how email providers handle them. Avoid using your primary domain (e.g., yourcompany.com) for tracking purposes. Instead, register a separate domain to protect the reputation of your main domain.
Opt for short, descriptive subdomains like mail.yourbrand.com that are professional and easy to remember. Ideally, keep subdomains under 15 characters to ensure compatibility across devices and email platforms.
Stay away from generic terms like click.domain.com or link.site.com, as these can raise red flags with spam filters and appear untrustworthy.
Think about your industry and audience when selecting a domain. For example, B2B companies might use something like insights.companyname.com or resources.businessname.com, while e-commerce brands could go with offers.storename.com or deals.retailer.com. The goal is to align with your audience's expectations while maintaining consistency with your brand.
Once you’ve chosen an appropriate domain, the next step is to keep a close eye on its performance to address potential issues early.
Monitoring Performance and Reputation
After setting up your tracking domain, continuous monitoring is key to maintaining its reputation and ensuring smooth performance. Regularly check metrics like domain reputation, click-through rates, engagement levels, and bounce rates to detect problems quickly.
Pay attention to delivery failures or bounces that reference your tracking domain, as they might signal that email providers are flagging your links.
Review your DKIM, SPF, and DMARC records at least once a month to confirm they are still accurate, especially after making changes to your email infrastructure. While platforms like Mailforge automate much of this, it’s still a good idea to double-check for accuracy.
Test your emails with major providers like Gmail, Outlook, and Yahoo to confirm that your tracking links work as intended and aren’t being blocked. This proactive approach helps you catch and resolve issues before they affect your campaigns.
Security and Compliance Requirements
Securing your tracking domain is critical for maintaining trust and adhering to legal standards.
Always use SSL certificates for your tracking domains. Recipients and email providers expect secure connections when clicking on links. Mailforge offers SSL and domain masking for $2 per domain per month, ensuring your links use HTTPS to build trust and avoid security warnings.
Update your privacy policy to clearly explain how tracking domains are used and what data is collected. Regulations like GDPR and CCPA require transparency about tracking practices, so be specific about the information gathered from email opens and link clicks.
Establish data retention policies to automatically delete personal information when it’s no longer needed. Set up systems to remove old tracking data and respond quickly to requests for individual data removal.
Conduct regular security audits of your tracking domain infrastructure. Check for DNS vulnerabilities, review access controls, and ensure that only authorized team members can make changes to tracking settings.
Stay compliant with laws like CAN-SPAM, GDPR, and other relevant regulations. This includes providing clear unsubscribe options and promptly honoring opt-out requests. Remember, using a tracking domain doesn’t exempt you from following standard email marketing rules.
If your campaigns target international audiences, be aware of specific data processing and email tracking requirements in different countries. Plan your domain strategy to meet these regulations and avoid compliance issues down the line.
Conclusion
Switching to custom tracking domains moves you from shared systems to having full control over your tracking. By setting up a custom tracking domain, you take charge of your sender reputation, reduce the risks tied to shared domains, and present a professional image that inspires trust in your recipients.
The benefits are clear: custom tracking domains not only protect your deliverability by isolating your sender reputation but also strengthen your brand with recognizable links. Branded links - like track.yourcompany.com - instantly convey your identity and encourage recipients to engage with confidence.
While setting up a custom domain involves some initial DNS configuration, the long-term rewards are worth it. Your tracking data becomes more reliable and specific to your campaigns, letting you fine-tune performance based on your own sending habits.
For any organization looking to scale email outreach effectively, custom tracking domains are a must-have. They improve deliverability, build trust with your audience, and provide accurate analytics - key elements for growing your email marketing and cold outreach efforts.
Whether you're starting out or refining your current setup, prioritizing custom tracking domains can lead to better inbox placement, increased engagement, and greater control over your email strategy.
FAQs
What is a custom tracking domain, and how does it improve email deliverability?
A custom tracking domain is a domain that's dedicated solely to your organization for tracking email activity, like clicks and opens. Unlike shared domains, which multiple senders use, a custom domain is exclusively tied to your brand.
Why does this matter? Using a custom tracking domain helps protect your sender reputation and improves email deliverability. Shared domains run the risk of being flagged or blacklisted if other users engage in spam-like behavior, which could harm your email campaigns. By using a dedicated domain, email providers are more likely to trust your messages, decreasing the chances of them landing in spam folders and boosting both delivery rates and engagement.
How do I set up a DNS for a custom tracking domain, and how long does it take to update?
To configure DNS for your custom tracking domain, start by logging into your domain registrar's account and locating the DNS settings. From there, create a CNAME record that connects your custom domain (like track.yourdomain.com) to the specific tracking service URL provided by your email platform. After setting this up, make sure to save your changes.
Keep in mind that DNS updates can take anywhere from 2 to 72 hours to fully propagate across the internet, though most changes are usually completed within 24 to 48 hours. You can track the progress with DNS propagation tools or test your custom tracking domain after a brief waiting period to confirm it's working.
What steps can I take to secure my custom tracking domain and ensure compliance?
To keep your custom tracking domain secure and compliant, the first step is enabling HTTPS. This ensures data is encrypted, shielding it from interception. Next, set up DNS records like SPF, DKIM, and DMARC to guard against spoofing and stop unauthorized use of your domain.
It's also important to keep an eye on your domain for any unusual activity, such as sudden traffic surges or unauthorized modifications. Use role-based access controls to restrict who can alter domain settings. These steps not only protect your domain and sender reputation but also help you stay aligned with industry standards.