Content Gifting allows your paying subscribers to share selected paywalled stories with non-subscribers. Each gifted article includes a unique share link that bypasses content gating for the recipient and displays a built-in call-to-action encouraging them to become a member themselves.

Enabling Content Gifting

  1. In Newspack, go to Audience -> Configurations -> Content Gating.
  2. Toggle on Content Gifting. This activates a new “Gift this article” button for logged-in members on gated content.
  3. Configure sharing limits
    • Gifting limit: Set how many articles each member may gift within a defined period.
    • Article link expiration time: Set how long the shared link stays active.
  4. Optionally edit the recipient banner styles and text.

How paying subscribers gift an article

When a logged-in member views paywalled content:

  1. They see a “Gift this article” button as an option with other share buttons.
  2. Clicking opens a modal displaying a pre-generated share link containing a unique content_key=XXXXXXXX parameter. When a member reaches their share limit, the share URL generation will automatically disable until the period resets.

A recipient clicking the shared link will be able to access the full gated article with no content gate, as well as see the hardcoded CTA bar along the bottom of the article encouraging them to become a paying subscriber.

Watch the video below for a demo.

Tracking article gifting activity in GA4

Newspack includes a special query parameter in every gifted URL:

?content_key=UNIQUE_ID_HERE

This parameter allows you to measure:

  • How many gifted links were opened
  • Which articles are shared most frequently
  • How many gifted readers converted

Below are recommended GA4 reports and exploration setups.

Track Gifted Article Opens

  1. Go to GA4 → Reports → Engagement → Pages and screens.
  2. Add a filter:
    • Page query string contains “content_key=”
  3. Apply.

This will display:

  • Total “views” of gifted pages
  • Engagement time on gifted articles
  • Which stories are being gifted most often

Build an Exploration for deeper insights

For publisher teams that want more detail:

  1. Go to Explore → Free form.
  2. Dimensions to add:
    • Page location
    • Page path + query string
    • Session source / medium
    • Event name
  3. Metrics to add:
    • Sessions
    • Event count
  4. Add filters:
    • Page URL contains “content_key=”
    • Event name contains “np_modal_checkout_interaction“

Insights you’ll gain:

  • How many gifted links were opened
  • Which articles get shared most
  • Which traffic sources lead to gifted page engagement
  • Time between opening a gifted article and conversion

If you have subscription or membership conversion tracking set up:

  1. Go to Reports → Engagement → Conversions.
  2. Add a secondary dimension:
    Page path + query string
  3. Search for entries containing:
    content_key=

You’ll be able to see:

  • Conversion count attributed to gifted links
  • Percentage of gifted readers who subscribed
  • Which articles gift → convert most effectively