Articles on: Personalise module

Personalise through URL parameters

You can personalise a published publication by adding parameters to its URL. Each parameter fills a replaceable text or image with a value from the URL, such as a visitor's first name, so every link you share can show different content.

Image: example of a personalised publication

Before you start

URL parameters only change elements that you have made replaceable in the editor. Before you build a personalised URL:

Make the texts or images replaceable in the Personalise elements pop-up, and give each one a field name. See Make texts and images replaceable for the full setup.
Publish the publication. URL parameters read the personalisation settings of the live publication, so publish again after you change those settings.

Building a personalised URL

A personalised URL is the publication's live URL followed by ?replace=true and one parameter for each replaceable field:

[publication URL]?replace=true&[field name]=[value]

The replace=true parameter is required. Without it, the other parameters are ignored and every replaceable field is treated as empty: it shows its default value or is hidden, depending on its "When field is empty" setting.

To build a personalised URL:

Make sure the elements you want to personalise are replaceable and the publication is published.
Copy the publication's live URL.
Add ?replace=true to the end of the URL.
For each field you want to fill, add &, the field name in lowercase without spaces or special characters, = and the value. For example: &name=Marvin.
Open the URL in your browser to check the result.

For example, for a publication with a replaceable field called "Name":

https://example.com/your-publication?replace=true&name=Marvin

This URL shows "Marvin" wherever the "Name" field is used. If the live URL already contains a ?, add &replace=true instead of ?replace=true.

Image: personalising a publication through URL parameters

How field names become URL parameters

A URL parameter matches a replaceable field when its name equals the field name, as set in "What do you call this field", converted as follows:

All letters are lowercase.
Spaces are removed.
Special characters are removed. Only the letters a to z without accents, numbers and hyphens (-) are kept, so a field called "Prénom" becomes prnom.

Field name	URL parameter
Name	`name`
First name	`firstname`
first_name	`firstname`
E-mail	`e-mail`

The parameter name must be written in this converted form. For example, Name=Marvin with a capital N does not fill the "Name" field; name=Marvin does.

If several elements use the same field name, they all receive the same value.

Image: personalising an element through the editor

How the value is shown

The value of a URL parameter replaces the content of the matching replaceable field. For a text, how it is used depends on the option chosen under "What do you want to replace?" in the Personalise elements pop-up. For an image, the value is always used as the image source:

Replace part of text: the value replaces every variable in square brackets with that field name, such as [NAME]. The rest of the text stays the same. A variable's field name is the variable name by default, so [NAME] becomes the field "Name" and the URL parameter name.
Completely replaced: the value replaces the whole text of the element.
Image: the value is used as the image URL, so the parameter value must be the plain URL of an image.

Text values are shown as plain text. HTML tags or formatting in a parameter value are displayed as typed and are not applied. Spaces in a value must be URL-encoded as %20, for example &name=Marvin%20Smith.

When a parameter is missing or empty

When a URL has no value for a replaceable field, including when the publication is opened without any parameters, the "When field is empty" setting of that field decides what the visitor sees:

Show default value: the text set in "What is the default value" is used instead. With "Replace part of text", only the variable is replaced by that text. For an image, the original image stays visible.
Delete element completely: the element is hidden.

You set this per field in the Personalise elements pop-up in the editor.

Personalisation across pages

URL parameters personalise every page of the publication, not only the page the link opens. When the visitor moves to another page, the parameters stay in the URL, so the replaced content stays personalised throughout the visit.

Personalising links in Mailchimp

You can send one publication to a whole mailing list and personalise it for each recipient by using a Mailchimp merge tag as the parameter value. Mailchimp fills in the merge tag for each recipient, so each person opens the publication with their own value.

To add a personalised link to a Mailchimp email:

In the Mailchimp email editor, add a button or link to your email.
Set the link to the publication's live URL followed by ?replace=true and the parameters, with a merge tag as each value.
Check that each parameter name matches the Maglr field name in its converted form: lowercase, without spaces or special characters.

For example, to show each recipient's first name in a field called "Name", use this link:

https://example.com/your-publication?replace=true&name=*|FNAME|*

*|FNAME|* is Mailchimp's merge tag for the first name of each contact in your audience. To personalise a different field, use the merge tag that holds that information and the parameter name of the matching Maglr field.

Image: adding a personalised link to an email in Mailchimp

Frequently asked questions

Why isn't my text being replaced?

Check these three things. The URL must contain replace=true, for example ?replace=true&name=Marvin. The parameter name must be the field name in lowercase, without spaces or special characters, so the field "First name" needs the parameter firstname. And the publication must be published after you set up or changed its replaceable elements, because URL parameters read the live publication.

Does the personalisation stay when the visitor goes to another page?

Yes. URL parameters personalise every page of the publication, and they stay in the URL when the visitor moves between pages.

Can I put HTML or formatting in a parameter value?

No. A URL parameter value is shown as plain text. HTML tags in the value are displayed as typed and are not applied.

What does the visitor see if the URL has no value for a field?

That depends on the field's "When field is empty" setting in the Personalise elements pop-up. With "Show default value", the field shows its default text, or the original image for an image field. With "Delete element completely", the element is hidden.

Can I replace an image through the URL?

Yes. Make the image replaceable in the Personalise elements pop-up, then add a parameter with the image's field name and the plain URL of the new image as the value.

Updated on: 20/10/2026