The link records no one.
No cookie, no visitor id, no network address. Beside the count, it keeps only a hash of the browser's ordinary headers, to spot a double click.
OPTIMIZE · CAMPAIGNS AND LINKS
Every campaign, from its first link to what it earned.
A campaign in Praxis is a record of its own: its tracked links on your own domain, the people it brought, what they were shown, the experiments it ran, and what it earned. One page holds all of it, and every link waits for your approval.
Every figure on this page is as of October 2026.
What it does
Links and Campaigns sit in Optimization, beside Experiments, Personalization and Audiences, and what each campaign earned is read in Insights › Analytics.
Tracked links
A link on your own domain that counts the click.
- "+ New link": a destination, its campaign, its channel and its source. Praxis makes the address on your own domain, /l/<key>, and adds the UTM tags for you.
- Each link's counts: "Redirects", "Landed visitors", "Opens" and "Opened, then landed", with its status and its last activity.
- Works with the email tool you already use. You place the tracked links and the pixel in the messages it sends.
The open pixel
Opens counted, people respected.
- An email link also gets an open pixel, /px/<key>.gif, which you place in the message your email tool sends.
- An open counts for the campaign. On its own it identifies nobody, because mail programs fetch images through their own servers.
- If your sending tool adds a reference for each recipient, Praxis keeps only a keyed hash of it, so that a later landing can be joined to a person, and only once that person has consented.
A campaign is a record
One page for everything a campaign touched.
- "+ New campaign": a name, its channels, its dates, a goal and its pages. It starts as a draft, with its own audience, "Came from this campaign".
- Its status keeps itself honest. A campaign reads "live" the moment one of its tracked links is live, and "draft" when none is. Only archiving is ever set by hand.
- The campaign's page: "Overview", "Links", "Audience", "What they see", "Experiments", "Outcomes" and "Activity".
- Everything starts from it: "+ New link for this campaign", a new rule for its audience, "+ New targeted content for this campaign" and "+ New experiment for this campaign".
- "Outcomes": a conversion is credited the moment someone in the campaign reaches a goal.
- "Archive" retires the campaign and its links together.
What a campaign earned
The people, the visits and the money, campaign by campaign.
- Insights › Analytics › "Campaigns": people, visits, engaged visits, engagement rate, time per visit, conversions and revenue for every campaign, by first touch or by last touch.
- Revenue is purchases minus refunds. A paid order counts in your site's revenue even when the shopper declined analytics, without their identity.
Aim content and tests at its arrivals
The people a campaign brought, treated as an audience.
- "Came from this campaign" holds anyone for whom one of the campaign's ways in is true: a first arrival tagged with its key, from any channel; a view of one of its pages since the campaign began; or any condition you add on its page, such as "Email link clicked" for its email.
- Show those people their own version of a section or their own page order, under "What they see", or run a test on them, under "Experiments".
- The campaign's tag is recorded on arrival, and every page a visitor opens after it can be shaped for the campaign.
- Audience rules can also use "Email link clicked", "SMS link clicked" and "Email opened" for any campaign of yours.
In a sentence
- "Make a tracked link for the autumn newsletter" · "Register the spring campaign" · "Archive the old campaign". The copilot has 8 actions for campaigns and links, and every link it makes or changes, and every change to a campaign, waits at an approval card.
How it works
A click, from inbox to landing
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The link answers.
/l/<key> sends the visitor on to its destination with the link's UTM tags added. The link's tags win over any of the same name already there, and every other parameter is kept. An unknown key is a plain "not found".
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It counts once.
One counter per link per UTC day. A mail scanner's HEAD check never counts, a browser's prefetch or prerender never counts, and a repeat of the same click within 2 seconds counts once.
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Nothing about the person is recorded at the link.
No cookie, no visitor id and no network address. Beside the count, it keeps only a hash of the browser's ordinary headers, to spot a double click.
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The landing does the rest.
On your site, and only with the visitor's consent, their arrival is recorded with its tags: as their first touch if it is their first arrival, and as their latest. The campaign's audience and its numbers follow from there.
First touch and last touch
- First touch is written once for each visitor and never rewritten. Last touch is the latest tagged arrival. Every campaign's numbers can be read either way.
Archived, not broken
- An archived link keeps redirecting, so a message already in someone's inbox keeps working. It simply stops counting, and no click event follows.
The pixel, precisely
- A transparent image of 43 bytes. Opens are counted per link per UTC day, for live links only, and a HEAD check never counts.
- An unknown key, or an SMS link, which has no pixel, gets a plain "not found".
- A recipient reference is stored only as a keyed hash, never as the value your tool sent.
What keeps it honest
Opens are not people.
An open alone identifies nobody, and "Opens" is kept apart from the visitors a campaign brought.
Consent before identity.
An open joins a person only after that person lands and consents.
Not every request is a click.
A mail scanner's HEAD check, a browser's prefetch and a double click are kept out of the count.
Approval for every link.
Making, changing and archiving a link, and changing or archiving a campaign, each wait at a card.
Sent messages keep working.
Archiving never breaks a link already sent.
Common questions
Do tracked links use my own domain?
Yes. Every link lives on your site's own address, as /l/<key>.
What counts as a click?
A real visit to the link. A mail scanner's HEAD check, a browser's prefetch and a double click within 2 seconds are not counted.
Can I see who opened my email?
Not from the open alone. An open counts for the campaign; it is joined to a person only if your sending tool adds a recipient reference and that person later lands and consents.
Can I use the UTM tags I already use?
Yes. An arrival whose campaign tag matches a campaign's key counts toward that campaign's numbers, from any channel, whether or not it came through a Praxis link. Its audience, "Came from this campaign", counts the tag when it was the visitor's first arrival.
What happens when I archive a campaign?
Its links keep sending people where they should go, and stop counting.
Which attribution do the numbers use?
Your choice of first touch or last touch, for every campaign.