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Once you have set up tracking parameters in the URL Builder in Marin, you can then identify each tracking parameter so that the platform knows where to look to find an object's tracking ID, creative ID, keyword text, placement, match type, and more information from within a URL. This helps the platform identify the relevant tracking information in order to attribute revenue to the appropriate object(s).
You can find the full list of supported parameters toward the end of this article.
Note: If you do not use Marin Tracker, you will only need to set up Marin IDs (Tracking & Sitelink) in the Tracking ID Parser.
If you would like to learn more about tracking parameters, check out our Tracking Parameters Advanced Guide.
We would like to identify the tracking parameters that are used in the URL Builder and then update our Tracking IDs with the relevant parameters.
In this scenario, the URL Builder has been set up to include the following parameters:
mkwid=[distribution][uniq_id]&pcrid=[creative_id]
Below is the process you need to follow to set up Tracking IDs in MarinOne. We've used this URL Builder setup as an example, but if your own URL Builder setup is different, simply swap out the example parameters for your own.
mkwid=[distribution][uniq_id]
, then the Parameter Name would be mkwid
. mkwid=[distribution][uniq_id]&pcrid=[creative_id]
T
he stop character for our mkwid
parameter is is &. mkwid=[distribution][uniq_id]
, then the Value Separator would be =
('equal sign').pcrid.
There is no Stop Character required for this example.
The full list of parameters that are supported in the Tracking ID Parser is listed below.
Multiple parameters is preferred for readability and future compatibility. Use single parameters with systems like in-house tracking, Omniture, or Google Analytics where only one parameter can be captured. Note that with single parameter, you generally will still have a delimiter and identifying parameter.
Multiple-Parameter
http://www.url.com?mkwid=SU23saCZ6&pcrid={creative}
Single-Parameter
http://www.url.com?mkwid=SU23saCZ6!pcrid!{creative}
Parameter Name |
Value |
Purpose |
mkwid |
SU23saCZ6 |
Unique Keyword/ Creative Level tracking ID |
pcrid |
1234567 |
Creative ID dynamically inserted at the publisher |
You can manage your URLs at the keyword-level, creative-level or both. Your URL setup depends on the revenue integration and sometimes preference. There are a few items to be aware of to manage your URLs corectly.
Beyond keywords and creatives, your Shopping Campaigns, Microsoft PLAs, placements and ad extensions will require tracking if your revenue integration requires tracking. Specific tracking requirements for each of these objects can be found in the relevant Support Center articles.
Parameter Name |
Value |
Purpose |
kw |
{keyword} |
Dynamic insertion parameter for Google/Microsoft keyword |
matchtyp |
{matchtype} |
Dynamic insertion parameter matchype on Google/Microsoft |
pcrid |
{creative}|{adid} |
Dynamic insertion parameter for Google|Microsoft |
crid |
(static ID) |
static ID built by Marin |
mkwid |
(static ID) |
static ID built by Marin |
Marin supports URL re-directs for revenue integrations that require re-directs. Tracking parameters are required for these integrations. A re-direct URL is comprised of two parts - the re-direct and the landing page URL.
Depending on the revenue integration, tracking params may be required in the re-direct, the landing page portion or both. You can review the integration documentation for specific re-direct requirements or submit a support case to review your re-direct setup.
If you solely rely on publisher tracking via Microsoft, Google and/or Facebook, then you do not need tracking parameters. If you rely on another revenue source, such as Tracker, Google Analytics, etc, then you will likely need tracking parameters.