Abstract: Systems and methods for tracking and managing the distribution, activation, and redemption of online coupons are provided. In one aspect, the online coupon may be transmitted to one or more users as an electronic mail (“email”) coupon. A user may then act upon the online coupon to view, activate and redeem the incentive offered by the coupon. A user's actions in response to the online coupon, such as the viewing actions, activation actions, and redemption actions, may be tracked and managed to reduce the possibility of fraud or misuse, and to identify the efficacy of the incentives offered by the coupon.