Mechanisms are provided for tracking link sharing in a messaging environment of a data processing system. Message information is received that identifies a plurality of links to content included in one or more messages exchanged via the data processing system. A relationship measure is determined based on the message information. The relationship measure measures a likelihood that a first link is related to a second link in the plurality of links and points to a same source of content. An association data structure associating the first link with the second link is generated based on the relationship measure. User interactions with the first link and the second link are tracked based on the generated association data structure.