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Do Not Track Email Opens and Clicks
At send time, in accounts without Do Not Track, Marketing Cloud Engagement tracking IDs are applied while rendering subscriber messages. The Do Not Track functionality adds a send-time check that honors a subscriber’s preference. For subscribers who don’t want to be tracked, the check suppresses Engagement tracking IDs from being applied to the rendered message. So, open and click events aren’t known.
Enable Do Not Track by selecting the DoNotTrack subscriber preference on the subscriber’s properties in Email Studio. In Contact Builder, change the contact attribute to False in Email Demographics on the contact’s properties.
Note Subscriber messages sent before Do Not Track is enabled have tracking IDs. Open and click
events are processed and logged. Also, existing open and click data can still be used in
reporting and extracts.
Configuration
- Add a Do Not Track attribute with a default value.
- Enable the attribute on each subscriber who doesn’t want to be tracked by modifying the subscriber’s data or importing the subscriber data. After the attribute is set, you can't overwrite a subscriber’s DoNotTrack settings with an import. You can only update the setting through the application, preference center, and API calls. When importing, set the DoNotTrack value to 1 or true to indicate that the subscriber doesn’t want to be tracked. Set the value to null, 0, or false to indicate they’re tracked.
- Modify triggered send requests and sendable audiences. A subscriber who passes through a
triggered send request is created as a new subscriber. A subscriber who is found in a sendable
data extension is also created as a new subscriber. In these cases, the DoNotTrack preference
is honored, if provided. To support this functionality for new subscribers in your sendable sources:
- Add a DoNotTrack column to your sendable data extensions. And set each subscriber row with a value of 1 or true to indicate that they don’t want to be tracked. A value of null, 0, or false indicates they’re tracked. Any new subscriber found at send time is added, and the DoNotTrack value is added to the subscriber’s properties.
- Add a DoNotTrack attribute to the subscriber in your triggered sends. Republish all related triggered sends. While processing the request, all new subscribers found are added to the system and the DoNotTrack value persists to the subscriber’s properties.
Note Enabling or disabling Do Not Track is managed on the subscriber’s properties, not through a sendable data extension or triggered send request.
Example
<Objects xsi:type="TriggeredSend">
<PartnerKey xsi:nil="true"/>
<ObjectID xsi:nil="true"/>
<TriggeredSendDefinition>
<PartnerKey xsi:nil="true"/>
<ObjectID xsi:nil="true"/>
<CustomerKey>MyTriggeredSend</CustomerKey>
</TriggeredSendDefinition>
<Subscribers>
<PartnerKey xsi:nil="true"/>
<ObjectID xsi:nil="true"/>
<EmailAddress>example@example.com</EmailAddress>
<SubscriberKey>example@example.com</SubscriberKey>
<Attributes>
<Name>DoNotTrack</Name>
<Value>true</Value>
</Attributes>
</Subscribers>
</Objects>- Configure a Preference Attribute for Do Not Track Email Opens and Clicks
Configure a DoNotTrack preference attribute to store subscriber’s preferences to not track email opens and clicks. You can create a preference attribute only in a top-level business unit.
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