Outbound link tracking
three ways to count the click.
Which partner links, affiliate offers and downloads do visitors actually click? Here's how to find out in GA4, in Adobe Analytics, and with tracked links that work where analytics can't.
Quick answer
Outbound link tracking records clicks on links that leave your website. In GA4, enhanced measurement logs them automatically as a click event with outbound set to true. In Adobe Analytics they are exit links, collected when external link tracking is on. For per-link counts that also work in emails, PDFs and apps, use a tracked link that counts the click on its own server.
1. Google Analytics 4
Automatic, once you can see the URL.
- 1Admin → Data streams → your web stream → Enhanced measurement: make sure Outbound clicks is on. It is by default.
- 2Admin → Custom definitions → Create custom dimension: scope Event, event parameter link_url. Do the same for link_domain if you want it.
- 3Read it in Reports → Engagement → Events → click, or build an Exploration with the new Link URL dimension. Custom dimensions only fill in from the day you create them.
Domains under Configure your domains count as internal, not outbound. GA4 with Track Link
2. Adobe Analytics
Called exit links.
- 1AppMeasurement: set s.trackExternalLinks = true and list your own domains in s.linkInternalFilters. Any link to a domain not on that list is sent as an exit link.
- 2Web SDK: turn on click collection in your configuration. Clicks on links to other domains are recorded as exit links.
- 3Report on the Exit Link dimension in Analysis Workspace to see which external URLs get clicked.
Setting names vary by implementation version. Adobe Analytics with Track Link
3. Tracked links
No code, and it works off your site too.
- 1Create one tracked link for each outbound destination — a partner, an affiliate offer, an app store page, a download.
- 2Use it as the link on your site. Keep rel="sponsored" on paid and affiliate links.
- 3See clicks per link, per day and per country. Add utm_content to tell two placements of the same link apart.
Selling through these links? Add a postback to see the sales too.
Which one should you use?
Often more than one: analytics for every link on the site, tracked links for the few that matter.
| GA4 | Adobe Analytics | Tracked link | |
|---|---|---|---|
| Code on your site | GA4 tag | Adobe tag | None |
| Counts clicks in emails, PDFs and apps | No | No | Yes |
| Affected by ad blockers or declined consent | Yes | Yes | No — counted on the server |
| Per-link report out of the box | After adding a custom dimension | Exit Link dimension | Yes |
| Sees the sale on the other site | No | No | With a postback or conversion tag |
Outbound link tracking FAQ
What is outbound link tracking?
Recording clicks on links that take visitors away from your website — to partners, affiliate offers, social profiles, app stores or downloads. It tells you which external links people actually use.
Does GA4 track outbound links automatically?
Yes, if enhanced measurement's Outbound clicks setting is on, which it is by default for web streams. Each one is sent as a click event with outbound set to true and the destination in link_url. To see link_url in reports, register it as a custom dimension.
What is an exit link in Adobe Analytics?
Adobe's name for a click on a link that leaves your site. With external link tracking turned on, Adobe sends a link-tracking call for it, and the URL appears in the Exit Link dimension.
Why don't my outbound clicks show up in GA4?
The usual reasons: Outbound clicks is switched off in enhanced measurement, the domain is listed under Configure your domains (so GA4 treats it as internal), the link is opened by JavaScript rather than a normal link, or the visitor blocked analytics or declined consent.
Do tracked outbound links hurt SEO?
No. Search engines follow redirects, and outbound links pass no special penalty. Label paid and affiliate links with rel="sponsored" as Google asks, whether or not they redirect.
Can I track outbound links without Google Analytics?
Yes. Replace the link with a tracked link. Every click is counted on the tracker's server before the visitor is forwarded, so it works without any analytics on your site — and in places analytics can't reach, such as emails and PDFs.
More link tracking guides
What is a tracking link?
How tracking links work, what they record, and real examples.
UTM tracking
Clicks per source, medium and campaign on every link.
Link tracer
See every redirect a link takes, without opening it.
TinyURL stats
Where TinyURL clicks live and how to get free stats.
How to track clicks on a link
A free click counter for any URL.
Count the clicks that leave your site
One tracked link per destination, no code to install. Free forever, no credit card.
Create a tracked link