DNS Setup (OSG)

Email Deliverability is something we take very seriously at WhatCounts. We strongly encourage anyone using the platform to modify their DNS settings by adding records as indicated below.

Record Type: CNAME

The CNAME record allows you to brand your email Campaigns in two ways:

  1. Base URL: Tracked URLs contained in your email Campaigns will be branded to match your domain. Without this, the links will appear to be going to, which could create confusion for your contacts
  2. Bounce Domain: Setting up this CNAME will allow you to use a branded domain with your WhatCounts Bounce Address. This is important for authentication as well as so that replies received from your Campaign can be processed by WhatCounts.

To set up this record, create a subdomain on your domain with a CNAME to  For example:

  • Host Name:
  • CNAME record points to:

Note: You do not have to use 'response' as your subdomain. Choose whatever works best for your company.

Record Type: DKIM

After your CNAME record is created, request a DKIM record from WhatCounts. This record will be sent to you along with instructions for adding to your DNS.  The DKIM is a digital ‘signature’ designed to prevent spoofing.

Example: IN TXT "k=rsa\;

Please contact Support after your DNS setup is complete. We will confirm that it is set up correctly and do the necessary configuration in your account to allow for use of a branded Base URL and Bounce Host. 

List Configuration

Once your DNS set up is complete and WhatCounts has provided you with a Bounce Address, set up a your List with these settings so that your email Campaigns will be branded and have proper authentication:


  • Subdomain with CNAME and DKIM records:
  • Bounce Address (created for you by WhatCounts): example??EMAIL_REF??

From Address: "My Company" <>

Reply-to Address: "My Company" <example??EMAIL_REF??>

Bounce Address: example??EMAIL_REF??

NOTE: The ??EMAIL_REF?? tag helps the system to process bounces, but only needs to be included with a WhatCounts Bounce Address in the Reply-To and Bounce Address fields.


A simple way to see if your message is passing Authentication is to send an email to a gmail address.  Open the email in your inbox, then click the three dots in the upper right and select MORE > SHOW ORIGINAL.

Gmail will report whether or not your message is passing SPF, DKIM, and DMARC.


NOTE: Your sending IP(s) will be different from the one above.

Please feel free to contact the WhatCounts Support team if you need any help testing or your results.

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