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Revenue and Conversion Tracking

Home > English > Revenue and Conversion Tracking > URLs & URL Builder > How To Articles: URLs & URL Builder > Setting Up Creative-Level URLs (Pre-Upgraded URLs)

Setting Up Creative-Level URLs (Pre-Upgraded URLs)


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.

Automatic URL creation for creative-level URLs

You can apply URL Builder settings to Creative Destination URLs. To use URL builder for Creative Destination URLs, select the checkbox in the Advanced section of the URL Builder page. If selected, the Platform will apply URL builder and automatically fix URL mistakes, when creating and editing creatives.

Additional information

  • If you need to clear out keyword level URL's for creative testing purposes, follow these steps:
    1. Create a keyword report
    2. Save a copy of this report for back-up when you need to reinsert URLs
    3. Make Destination URL column blank and upload it
  • If using re-directs, this same method also works with uploading an empty Destination URL. This will remove the Destination URL while leaving the Click Through URL in place. Once testing is complete, re-upload the Click Through URL and the Destination URL will be re-created.
  • Because we need to use keyword text to attribute conversions, and some keyword texts contain special characters such as & (which we use as delimiters), we may be unable to read the keyword text correctly, This can sometimes lead to unattributed conversions at the keyword level.



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