Introduction

Many advertisers use keyword-level destination URLs because they provide a foolproof approach to ensure uniqueness – by adding an incremental or random ID number to each.

While it is possible to test different ads using this approach (via the {creative} parameter and its cousins), the URL itself is fixed, meaning each ad must go to the same landing page. For this reason, many advertisers will use creative-level URLs when performing creative and landing page testing. Let's find out more about how to set up this type of URL.

How to set up creative-level URLs

1. All creative-level URLs must include the {keyword} parameter, {creative} parameter, and {matchtype} parameter.
    
2. When using the Platform Tracking Pixel to track conversions, the Tracking IDs section needs to be completed for each parameter's individual tab, as explained below:
    
   • Identify the names of your parameters by checking your URL Builder settings. Just click Admin, then select the Revenue sub-tab and choose URL Builder from the left-hand menu.
   • For example, if your URL Builder structure is: mkwid=[distribution][uniq_id]&pcrid=[creative_id]&kw=[keyword_text]&mt={matchtype}. In this case, the {keyword} parameter starts after kw and stops after &, and the {creative} parameter starts after pcrid and stops after &.
   • Go to the Tracking ID settings page by clicking the link in the left-hand menu.
   • Fill in the names of the parameters for the Tracking ID, {Keyword} parameter, {creative} parameter and {matchtype} parameter sub-tabs.
      
3. Following are some guidelines for creative-level parameters:
    

• Parameters for {keyword}, {creative}, and {matchtype} are case-sensitive. This means that when setting up the Tracking IDs section, you should make sure your entries match exactly what you see in the URLs. For example, a parameter of Mkwid would not parse correctly.
• Values are not case-sensitive. For example, when uploading a revenue file with the keyword ID of abcd or ABCD, either of these will attribute to this keyword.
• If you are not using the Platform tracking pixel, you do not need to set up all of the sub-tabs within the Tracking IDs section - just the main Tracking IDs sub-tab. This is because your revenue file will already include the necessary columns (such as Creative ID and Keyword) in order for Platform attribution to work correctly.