Standard feedback collection with Feefo is uploading your sales data to the Feefo Hub which in turn sends out email feedback requests to your customers via email. Smartlink is not part of the standard Feefo offering, this a different method of feedback collection that's typically only leveraged in specific use cases. To enquire about the use of SmartLink, please get in touch.

SmartLink is Feefo's method of allowing customers to leave feedback about a business without the business needing to send Feefo their sales order information in advance. Instead of the customer receiving a feedback request email from Feefo, they will receive the Feefo SmartLink integrated into a form or email that the merchant chooses to provide or send. When the SmartLink is clicked, the customer is taken directly to the feedback form on Feefo and then from this stage, they follow the same consumer journey as any other customer leaving feedback on Feefo. 

All the information required to collect feedback is embedded in the link itself. There is also a security hash to prevent this information from being modified or corrupted between the merchant constructing the link and the customer clicking it. 

As Smartlink isn't sent to customers via a trackable campaign, it isn't possible to monitor response rate within the Feefo Hub using the reporting suite. 

Due to the nature of the link, it must be generated uniquely for each order. The script to generate the link is straightforward and can be completed in all major scripting languages. Feefo can supply sample code in several languages, for example, JavaScript. If the customer purchases multiple items, the SmartLink submits multiple order lines.

The technical structure of the link is as follows: 

  • The first part of the URL points to Feefo's servers. 

  • The second part is an argument string composed of the required fields separated by delimiters, converted into machine readable code. 

  • The third part is a passworded hash of the argument string used to verify that the parameters have not been altered.


This is a list and brief description of the parameters used as part of a Feefo SmartLink, extending the API endpoint, which remains static.

The API Endpoint for a SmartLink is below, but will not function without the additional parameters: 
The table below lists all parameters for a SmartLink.

Parameter Name 




The unique identifier for a merchant on Feefo which can be found in 'Settings > Business Details' within the Feefo Hub.



The customer's email address for sending the feedback request email. 



The sale date when the purchase was made. We recommend that this parameter is present with a valid value but if not:.  



When date is supplied incorrectly or without a value, the function will return an error message with a list of supported date formats. 

When date is not present, Feefo will use the current date as the sale date and the feedback request will be sent immediately (assuming that feedbackdate is not specified).  



The customer's name that will be used in the feedback request. We recommend that this parameter is present with a valid value. 


When name is present with no value, the customer's name will be assigned the value 'Customer'.  


A unique identification for the order made by the customer. We recommend that this parameter is present with a valid value. 


When orderref is present with no value, it will be assigned a value that is the concatenation of date and email. 


The description of the product purchased by the customer. 



Similar to an SKU, used in identifying a product. We recommend that this parameter is present with a valid value. 


When vendorref is not present or present without a value, it will be assigned the value of description. 
vendorref does not support values that include the hash (#) character or the URL ASCII code %23. 


Tagging data provides a method of filtering sale data when reporting. Tags are assigned to the sale and any associated feedback. 


The tag format is a list of comma-separated key-value pairs in the format key=value (where the '=' is replaced with the HTML encoding %3D and any spaces between the words of the value are replaced with the HTML encoding %20) located within square brackets. For example: 


The merchant’s unique identifier for the customer. 



The 3 letter ISO code for the sale value amount. For example: GBP. 



The date when a feedback request email should be sent to the customer who made a purchase. 


When feedbackdate is not present, this will default to 7 days from the sale date (date) or the number of days specified by the Feedback Request Delay parameter in the campaign trigger's Feedback Preferences within the Feefo Hub. 


The link to the product on the merchant’s website. 


When productlink is present but is an invalid value, it will be rejected with an error message displayed. 


The cost of the product purchased. It must not include any currency symbols or labels as this is provided by currency. 


When amount is present but is an invalid numeric value, it will be rejected with an error message displayed.