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Revenue and Conversion Tracking

Home > English > Revenue and Conversion Tracking > Tracking IDs & Parameters > How To Articles: Tracking IDs & Parameters > Tracking Parameters and the Tracking ID Parser

Tracking Parameters and the Tracking ID Parser

Introduction

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. 

Tracking ID settings can be used interchangeably in MarinOne or Marin Search, depending on which is best for your workflow. We'll outline both workflows in this article.

How to Set Up Tracking Parameters

If you would like to learn more about tracking parameters, check out our Tracking Parameters Advanced Guide.

In MarinOne

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. 

 

  1. The first step, as always, is to log into MarinOne. 
     
  2. Next, click on the Admin tab in the bottom-left navigation. 
     

    m1idp1.jpg


     
  3. From the top navigation, select Revenue & Tracking
     

    m1idp2.jpg


     
  4. Then, select the Tracking IDs sub-tab. 
     

    m1idp3.jpg


     
  5. To add a new Tracking ID, click on the Create button ('plus sign' icon)m1idp4.jpg
     
  6. From the Parameter Type drop-down, select the ad information you'd like Marin to start tracking (i.e. Keyword, Ad, etc.). 

     

    m1idp5.jpg


     
  7. Under Parameter Name, you can provide the string that uniquely identifies where in the URL this information can be found. This will be the name portion of the name=value pair. 

    For example, if your full parameter is mkwid=[distribution][uniq_id], then the Parameter Name would be mkwid
     
  8. Next, from the Stop Character drop-down, select the stop character you would like to use. This indicates the character immediately following your parameter value and it tells the parsing system when to stop looking for a certain piece of information. This is optional for some types of parameters and required for other types of parameters.

    In the example used above:  

    mkwid=[distribution][uniq_id]&pcrid=[creative_id] 

    T
    he stop character for our mkwid parameter is is &
     

    m1idp6.jpg


     
  9. For some tracking parameters, we will also require that you populate the Value Separator character, selecting the character you would like to use from the drop-down. This will indicate the character that comes between the parameter name and the parameter value. 

    For example, if your full parameter is mkwid=[distribution][uniq_id], then the Value Separator would be = ('equal sign').
     
  10. When you're ready to add your new parameter, select Apply
     

    m1idp7.jpg


     
  11. If you'd like to add another parameter, simply click on the Create button ('plus sign' icon) once more and repeat the process until all of your parameters have been added. 

    In our example parameter, we have one more parameter to add, which would be set at the Ad level using the Parameter Name of pcrid. There is no Stop Character required for this example. 
     

    m1idp13.jpg

     

    Note: When using the Platform Tracker, you need to fill out all of the sections (i.e. Tracking ID, Keyword, Creative, Match Type, etc.) for them to appear in the revenue file. If you are on any other integration method, you only need to fill out the Tracking ID.
     
  12. When all of your new parameters have been added, select Save in the bottom right-hand corner of the page.
     

    m1idp9.jpg


     
  13. If you do not wish to save your changes, simply click Revert in the bottom right-hand corner of the page (next to the Save button).
     

    m1idp10.jpg


     
  14. If you try to navigate away from the Tracking IDs tab without hitting Save, you will receive a notification indicating that there are unsaved changes. You will have an opportunity to either Discard Changes or Save Changes
     

    m1idp11.jpg
     

  15. To delete any previously-created parameters, simply select the check-box next to the parameter and choose the Delete button ('trash can' icon). m1idp12.jpg

    Then, as normal, you will still need to select Save in the bottom-right in order to finalize this update. 

    Note: Approach this step with caution, as there is not currently a way to restore deleted parameters, however if you have not yet saved your updates, you can simply click Revert

In Marin Search

The goal here is to identify the tracking parameters which are seen in URL Builder. In this scenario, URL Builder will include the following parameters: mkwid=[distribution][uniq_id]&pcrid=[creative_id]

Below is the process you need to follow to set up Tracking IDs for keywords that use a mkwid parameter for the tracking ID and pcrid parameter for the creative ID:

  1. Go to the Tracking ID Settings Page (Admin > Revenue > Tracking IDs). 
     

    ti1.png
     

  2. Enter mkwid on the Tracking ID tab. The stop sequence is optional and is usually only required in more complex URLs. In this scenario, the stop sequence value is &
     
  3. Enter “pcrid” on the {Creative} Parameter tab. The value for the {Creative} parameter must be the publisher-inserted Creative ID parameters. (Google: {creative}, Yahoo: {YSMADID}, Microsoft: {AdID}). In this scenario, no stopping sequence value is needed since [creative_id] will be located at the end of the URL.
  4. To test a URL, copy a keyword destination URL and paste it in the Try out a URL field on lower part of the page, and click the Test URL button. If tracking is correctly set up, the Keyword ID will be extracted and displayed.
     
  5. Enter the remaining parameter values if needed:
     
    1. Keyword Text: input this in the {Keyword} Parameter tab.
    2. Placement: input this in the {Placement} Parameter tab.
    3. Match Type: input this in the {MatchType} Parameter tab.
       
  6. If you would like to set up another parameter, click the Add/Remove Parameter button to add another row.
     
  7. Enter src as the second parameter. Check the Concatenate with next checkbox to indicate that the tracking ID will come from both parameters.

    Note: If the Concatenate with next checkbox is not selected, our application will look for any of the parameters as the Tracking ID, but they will not be combined into a single value. This is useful if you have multiple URL formats with different parameter names.
     
  8. (Optional) You can specify a character to be inserted between the two parameter values when the IDs are extracted by entering it in the Revenue Upload Delimiter. Leave the box blank if you do not wish to have a character inserted between the values.
     
  9. Test Keyword ID settings on an actual URL.

    Please note that the Revenue upload must use the same concatenation format, including the concatenation character.

Supported parameters

The full list of parameters that are supported in the Tracking ID Parser is listed below. 

  • Marin tracking ID
  • Marin sitelink ID
  • Publisher creative ID
  • Publisher keyword text
  • Publisher placement
  • Publisher match type
  • Publisher device
  • Publisher product ID
  • Publisher group ID
  • Publisher target IDs
  • Publisher audience ID

Guidelines for keyword ID parameters

  • Parameters are case insensitive.
  • Distribution parameters ({ifsearch:s}{ifcontent:c}, {MatchType}) can be used as part of the Tracking ID.

Important notes

  • The Tracking ID settings can be used interchangeably in MarinOne or Marin Search, depending on which is best for your workflow. If you make updates in MarinOne and wish to see them reflected in Marin Search, simply navigate to the relevant screen in Marin Search and refresh the page. Vice versa is also true if changes have been made in Marin Search and you would like to see them reflected in MarinOne.
  • If you use a distribution parameter with your Tracking ID, the application will save IDs with and without the distribution string. For example, if the tracking id for a keyword is {ifsearch:s}{ifcontent:c}123abc, then the application will save s123abc, c123abc, and 123abc as IDs for the keyword.
  • When using the Platform Tracker, you need to fill out all of the sections (i.e. Tracking ID, Keyword, Creative, Match Type, etc.) for them to appear in the revenue file. If you are on any other integration method, you only need to fill out the Tracking ID.
  • Parameters must have a non-alphanumeric character on either side to delimit them, for example ?mkwid= , /mkwid/, -mkwid= etc. By default the value is assumed to be terminated by the next &. You can specify a different character by entering it in the stop after sequence for the Tracking ID.
  • Our application does not support positional values (where the parameter is implied by the location of the value in the URL).
  • Please do not consecutively click Save on this setting multiple times because this will take a longer time for the system to process each request. After you have clicked Save once, please wait for this job to finish processing before clicking Save again. This job can be monitired by checking on the spinning tasks that appears on the upper-right corner of the Platform.
  • If you're using Product-level tracking for Google Shopping Campaigns, please refer to our dedicated Support Center article for more information
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