Summary
When email tracking links display errors or fail to load in browsers like Chrome, it often points to underlying technical misconfigurations, particularly concerning secure connections. The prevalent issue, as highlighted by discussions among experts and marketers, is related to the absence or misconfiguration of HTTPS and valid SSL/TLS certificates for these tracking domains. Modern browsers increasingly enforce secure connections (HTTPS) due to standards like HTTP Strict Transport Security (HSTS), rejecting insecure (HTTP) links or those with expired certificates.
Key findings
- HTTPS enforcement: Chrome and other modern browsers prioritize secure connections. Tracking links that are not HTTPS-enabled will likely be blocked or trigger security warnings, preventing proper redirection and data collection.
- SSL/TLS certificate issues: Expired or improperly installed SSL/TLS certificates on tracking domains are a major cause of broken links. Browsers will refuse to connect to sites with invalid certificates, leading to errors.
- HSTS policy: HTTP Strict Transport Security (HSTS) can force browsers to only interact with a domain over HTTPS, even if the user attempts to connect via HTTP. This policy, once set, can persist in the browser, causing issues for HTTP tracking links. This is a critical factor why HTTP tracking links can affect email deliverability.
- Inconsistent configurations: Sometimes, different servers or CDN configurations for the same tracking domain might have varying SSL setups, leading to intermittent link failures. One part of your infrastructure might be correctly configured, while another is not, causing a subset of links to break.
Key considerations
- Proactive SSL management: Ensure all tracking domains (and any associated subdomains used for click tracking or link branding) have valid, up-to-date SSL/TLS certificates. Set up automated renewal processes to prevent expiration. This is crucial for avoiding privacy errors when clicking email links.
- Full HTTPS adoption: Transition all tracking links to use HTTPS consistently. This not only resolves immediate browser errors but also enhances security and improves overall email deliverability and sender reputation. Troubleshooting browser errors often involves ensuring secure connections.
- DNS and server configuration review: Verify that DNS records (A records, CNAMEs) for tracking domains point correctly to servers with proper SSL configurations. Inconsistent DNS resolution across different geographic locations or CDNs can lead to sporadic issues.
- Leverage ESP features: Most Email Service Providers (ESPs) offer branded tracking domains with automatic HTTPS support. Ensure this feature is enabled and correctly configured within your ESP settings.
What email marketers say
Email marketers often encounter issues with tracking links in Chrome when changes occur in browser behavior or email platform configurations. They typically report problems where links that previously worked suddenly display errors, especially when the links are not secured with HTTPS. The immediate response is often to investigate whether the problem is localized or widespread, and to quickly escalate to internal IT teams or their Email Service Provider (ESP) for resolution.
Key opinions
- Inconsistent behavior: Marketers frequently note that tracking link issues can be inconsistent, working on some devices or Chrome versions but not others, which makes diagnosis difficult.
- HTTPS is critical: There is a growing understanding that non-HTTPS tracking links are increasingly problematic with modern browser updates, confirming the need to ensure HTTPS for engagement tracking.
- Seeking external validation: When issues arise, marketers often turn to communities or external tools to determine if the problem is widespread or specific to their setup.
- Reliance on IT/ESP support: Many marketers are not equipped to diagnose deep technical issues like SSL certificate validity or HSTS policies and rely heavily on their technical teams or ESP support for resolution.
Key considerations
- Regular testing: Implement a routine for testing email links across various browsers and devices, especially after any email platform updates or Chrome browser updates. This is a critical step in running an email deliverability test.
- Collaborate with IT: Foster close communication with IT or web development teams to ensure that all domains used for email tracking, including subdomains, have valid and current SSL certificates. This prevents common broken link issues.
- Review ESP branding: Ensure that if branded tracking links are used, the branding setup with the ESP is complete and includes HTTPS. Issues like those discussed in Mailchimp's troubleshooting guide often stem from this.
- Understand browser updates: Stay informed about browser updates, particularly those related to security protocols, as these can impact how tracking links behave.
Marketer view
Marketer from Email Geeks notes encountering an issue where tracking links are not loading in Chrome, suspecting a global problem rather than a local one. The user observed that their tracking links were not using HTTPS, leading to Chrome blocking them. This highlights a common concern among marketers regarding browser security updates impacting link functionality.
Marketer view
Marketer from Email Geeks provided an error log from a redirect trace tool, indicating a need for technical interpretation. This demonstrates how marketers often rely on diagnostic tools to gather initial data, even if they can't fully interpret the technical details themselves. The shared log suggests an effort to troubleshoot systematically.
What the experts say
Experts emphasize that tracking link errors in Chrome are predominantly rooted in fundamental web security protocols, particularly HTTP Strict Transport Security (HSTS) and the validity of SSL/TLS certificates. They highlight that modern browsers aggressively enforce secure connections, and any deviation, such as an expired certificate or an attempt to redirect to an HTTP link on an HSTS-enabled domain, will result in blocked access and errors. Diagnosing these issues requires inspecting certificate details and DNS configurations.
Key opinions
- HSTS enforcement: The HSTS header strictly dictates that browsers must only access a site using HTTPS, even if an HTTP link is clicked. This is a common culprit for seemingly broken tracking links.
- SSL certificate expiration: An expired SSL certificate immediately invalidates a secure connection, leading to browser warnings and blocked access. This is a direct and common cause of link errors.
- Global visibility of failures: If a third-party SSL checker reports a failure, it's highly probable that most users worldwide will experience the same issue, indicating a widespread problem rather than a local one.
- Inconsistent DNS resolution: Experts suggest that varying DNS A records for a tracking domain might point to different servers, some correctly configured for HTTPS and others not, leading to intermittent link functionality.
Key considerations
- Regular SSL certificate audits: Implement robust processes for monitoring and renewing SSL/TLS certificates for all tracking and web domains. This helps prevent unexpected outages and ensures consistent link functionality. Check your SSL certificate status regularly.
- Enforce HTTPS universally: Configure all email tracking systems to use HTTPS by default for all links. This aligns with modern web security practices and improves email deliverability and trust signals. This is also important in understanding Chrome's mixed content blocking.
- DNS consistency checks: Verify that all DNS records for tracking domains resolve to properly configured and HTTPS-enabled servers across all geographic points of presence (PoPs), especially if using a Content Delivery Network (CDN). Ensuring tracking URL subdomain alignment is part of this.
- Monitor redirects: Use redirect trace tools to observe the full path of your tracking links, ensuring that all redirects (from tracking domain to final destination) maintain HTTPS and do not encounter expired certificates.
Expert view
Expert from Email Geeks explains that HTTP Strict Transport Security (HSTS) is a key factor, effectively telling browsers to 'use HTTPS or get out.' This powerful web security policy enforces secure connections, meaning if a tracking link attempts to use HTTP on a domain that has previously sent an HSTS header, it will be automatically blocked by Chrome.
Expert view
Expert from Email Geeks quickly identified an expired SSL certificate as the direct cause of the tracking link issue. An expired certificate renders the secure connection invalid, prompting browsers like Chrome to block access and display security errors. This emphasizes the critical importance of keeping SSL certificates current for all web properties, including tracking domains.
What the documentation says
Official documentation from browser developers and web standards bodies consistently emphasizes the shift towards a more secure web, primarily through the widespread adoption of HTTPS. They outline how insecure connections, expired certificates, and mixed content (HTTP content on an HTTPS page) lead to browser warnings or outright blocking. This push for security directly impacts how tracking links behave, as they are often treated like any other web resource.
Key findings
- Security warnings for insecure content: Browsers like Chrome issue explicit warnings or block content (including redirects) that is not served over HTTPS. This includes tracking links attempting to load insecurely.
- Certificate validation failures: Any issue with the SSL/TLS certificate – be it expired, revoked, or mismatched – results in a security error (e.g., ERR_CERT_DATE_INVALID) that prevents access to the linked resource.
- Address unreachable errors: Errors like ERR_ADDRESS_UNREACHABLE can stem from network issues, DNS problems, or even overly aggressive browser caching, all of which can prevent a tracking link from resolving.
- API key/billing issues: For tracking links tied to specific services (like Google Ads conversion tracking), API key misconfigurations or disabled billing can lead to tracking failures, even if the link itself resolves.
Key considerations
- Protocol consistency: Always use HTTPS for all tracking links to ensure compatibility with modern browser security policies and avoid mixed content warnings.
- Certificate management: Regularly verify that all associated domains and subdomains used for tracking have valid and up-to-date SSL/TLS certificates.
- Browser compatibility testing: Test tracking links across different browser versions and operating systems to catch inconsistencies and ensure broad compatibility.
- Debugging tools: Utilize browser developer tools and specialized SSL checkers to diagnose the exact nature of the error when a tracking link fails.
Technical article
Documentation from Kinsta explains that the ERR_ADDRESS_UNREACHABLE error in Chrome often means the browser couldn't reach the specified IP address or hostname. Solutions range from basic network troubleshooting, like restarting your router, to more technical fixes such as clearing browser caches or adjusting DNS settings. This indicates that network-level issues can directly prevent tracking links from loading.
Technical article
Google for Developers documentation on Maps JavaScript API error messages indicates that issues with API keys or billing can prevent services from loading. While specific to maps, this principle applies broadly to any tracking or analytics service that relies on external APIs. If tracking links leverage such services, ensuring correct API configuration and active billing is paramount.
Related resources
14 resources
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