Summary
While the question mark ('?') is the standard delimiter for URL parameters, both experts and documentation confirm that web servers and frameworks can be configured to capture parameters using alternative delimiters or URL structures. This configurability, however, comes with considerations. Non-standard delimiters may cause compatibility issues with analytics tools, browsers, and ESPs, potentially impacting tracking, deliverability, and user experience. SEO may also be negatively affected. Custom parsing logic and thorough testing are often required to ensure proper functionality and compatibility when deviating from the standard.
Key findings
- Standard vs. Custom: The question mark is the standard delimiter, but custom delimiters are possible.
- Server Configurability: Web servers (Apache, Nginx) and frameworks (ASP.NET, Express.js) offer options for custom parsing.
- Compatibility Risks: Non-standard delimiters can cause issues with analytics, browsers, ESPs, and SEO.
- Doubleclick exception: DoubleClick uses ';' to delimit rather than '&'
- Usability Issues: Non-standard URLs can lead to user confusion and a poorer UX.
Key considerations
- Configuration: Properly configure servers, frameworks, and analytics tools to handle custom delimiters.
- Testing: Thoroughly test across different browsers, devices, and platforms to ensure compatibility.
- SEO Impact: Consider the potential negative impact on SEO and implement mitigation strategies.
- Maintainability: Ensure custom parsing logic is well-documented and maintainable.
- Best Practices: Consider adhering to standard URL practices when possible to minimize compatibility risks.
What email marketers say
8 marketer opinions
While technically feasible to capture URL parameters without a question mark delimiter, it is generally not recommended. Servers can be configured to parse URLs using alternative delimiters, but this deviates from established standards and can lead to various issues. Using non-standard delimiters may negatively impact SEO, analytics tracking, browser compatibility, and user experience. It's crucial to ensure that analytics tools and servers are configured to handle non-standard delimiters if implemented.
Key opinions
- Technical Feasibility: Servers can be configured to parse URL parameters without a question mark, using alternative delimiters or URL structures.
- SEO Impact: Using non-standard URL structures can negatively affect search engine crawling and indexing.
- Analytics Compatibility: Analytics tools may not automatically capture parameters when the standard question mark delimiter is not used, requiring custom configuration.
- Browser Support: Some browsers might exhibit issues with non-standard URL parameter delimiters, potentially leading to data loss or incorrect behavior.
- Usability: Non-standard URL parameter syntax decreases usability and can cause user confusion due to unexpected URL structures.
Key considerations
- Server Configuration: Ensure the web server is configured to correctly parse URLs with non-standard delimiters.
- Analytics Setup: Configure analytics platforms to properly capture and interpret parameters when a question mark is not used.
- Testing: Thoroughly test the URL structure across different browsers and devices to ensure compatibility.
- SEO Implications: Assess and mitigate potential SEO risks associated with deviating from standard URL practices.
- User Experience: Consider the impact on user experience and provide clear and consistent URL structures.
Marketer view
Email marketer from Developer Forum user explains that some browsers might not correctly handle non-standard URL parameter delimiters. These browser issues can result in loss of data.
2 Dec 2023 - Developer Forum
Marketer view
Email marketer from Email Geeks shares that Doubleclick uses `;` to separate items instead of `&`. They clarify that anything before the first `#` should reach the server, but nothing following it.
19 Dec 2023 - Email Geeks
What the experts say
3 expert opinions
Experts agree that while servers can be configured to accept URL parameters without a question mark delimiter, using non-standard delimiters may cause compatibility issues. One expert indicates that web servers can be configured to handle alternative delimiters, while another warns that non-standard delimiters can cause issues with tracking and deliverability, particularly if ESPs or analytics platforms aren't properly configured. Sticking to standard practices is recommended for broader compatibility.
Key opinions
- Server Configurability: Web servers can be configured to parse URLs with custom delimiters.
- Compatibility Issues: Non-standard delimiters may cause compatibility problems with tracking and deliverability.
- Analytics Impact: Third-party analytics may not function correctly with non-standard URL parameters unless specifically configured.
- Tracking Issues: ESPs and analytics platforms may struggle with non-standard parameters if not properly configured.
Key considerations
- Server Configuration: Ensure the web server is correctly configured to handle non-standard URL parameters.
- Analytics Setup: Configure ESPs and analytics platforms to recognize and process non-standard URL delimiters.
- Compatibility Testing: Thoroughly test how the altered URL structure interacts with various ESPs, browsers, and analytics tools.
- Best Practices: Consider adopting standard URL practices to avoid potential compatibility and tracking issues.
Expert view
Expert from Email Geeks responds clarifying that the web server could be configured to accept something other than `?` or nothing at all as a delimiter. They suggest Doubleclick might be doing it this way on purpose, but the reason is unclear.
22 Mar 2022 - Email Geeks
Expert view
Expert from Word to the Wise responds that using non-standard delimiters for URL parameters can cause issues with tracking and deliverability, especially if ESPs or analytics platforms aren't configured to handle them. She recommends sticking to standard practices for better compatibility.
6 Sep 2022 - Word to the Wise
What the documentation says
6 technical articles
Documentation indicates that while the question mark ('?') is the standard delimiter separating the URI from the query string, web servers like Apache and Nginx, along with frameworks like ASP.NET and Express.js, offer configuration options and tools (such as rewrite rules, custom regular expressions, and routing mechanisms) to parse URLs and extract parameters using alternative delimiters or URL structures. The Node.js 'url' module expects the standard format, necessitating custom parsing logic for non-standard URLs.
Key findings
- Standard Delimiter: The question mark ('?') is the standard delimiter for URL parameters.
- Server Configuration: Web servers like Apache and Nginx can be configured to handle alternative delimiters.
- Framework Flexibility: Frameworks like ASP.NET and Express.js provide mechanisms to define URL patterns without relying on the '?' delimiter.
- Node.js Handling: The Node.js 'url' module expects the standard format and requires custom logic for non-standard URLs.
Key considerations
- Configuration Complexity: Configuring web servers and frameworks to handle non-standard delimiters may require advanced configuration and custom logic.
- Module Limitations: Built-in modules like Node.js's 'url' module might not support non-standard formats out-of-the-box, requiring custom parsing solutions.
- Maintainability: Custom URL parsing logic should be well-documented and maintained to ensure long-term stability and understandability.
- Standard Compliance: Consider the implications of deviating from the standard URL format on compatibility and interoperability.
Technical article
Documentation from ietf.org explains that the question mark (`?`) separates the URI from the query string. The query string consists of name-value pairs, and while the question mark is the standard delimiter, servers can be configured to handle other delimiters.
21 Dec 2021 - ietf.org
Technical article
Documentation from Express.js explains that Express.js allows for defining routes with parameters directly in the URL path, without using the `?` delimiter. These parameters can be accessed within the route handler.
15 Aug 2024 - Expressjs.com
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