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Home > English > Search Publishers > Yahoo! Japan > How To Articles: Yahoo! Japan > Yahoo! Japan Advanced URLs Overview

Yahoo! Japan Advanced URLs Overview


Yahoo! Japan has announced Advanced URLs, which moves URL tracking from Destination URLs to structured URL components. This is very similar to the change Google made with Upgraded URLs. The benefits for Yahoo! Japan advertisers will be similar, as Upgraded URLs scale across large accounts and reduce or remove delays caused by editorial reviews.

The Basics Of Advanced URLs

Instead of a single Destination URL for each keyword or creative, Advanced URLs makes it so that each URL is now created from three URL 'building blocks' that exist in various parts of your account, similarly to how how Product Group URLs work today. These three building blocks are: 

  • Final URL / Landing Page
  • Tracking Templates
  • Custom Parameters

Yahoo! Japan has announced a tentative migration deadline of mid October. Clients can proactivel migrate to Advanced URLs to leverage some of the benefits mentioned above, and create parity with Google accounts.



Custom Parameters

Final URL

Tracking Template






Ad Group





Advanced URLs In-Depth

The building blocks of Advanced URLs are found in several levels throughout your account. These building blocks come in three distinct flavors and are designed to be the same as Google’s use of Advanced URLs.

  • Final URLs: A landing page / click-through URL.
  • Tracking Templates: A template URL for tracking solutions and extra parameters.
  • Custom Parameters: User-defined URL parameters.

Once adopted, URL building blocks are found throughout the account instead of just at the keyword or creative level. The combination of these three components will then generate and serve a URL just as is done for Google today.

Since the Tracking Template can live at the account level, you can manage common parameters and your redirect logic in one place. Additionally, because Tracking Templates don’t contain the Final URL, updates to the template won’t trigger editorial re-reviews (with the exception of creatives)..

Final URL / Landing Page

Every trackable object (keywords, creative,es and quicklinks) has what Yahoo! Japan calls a Final URL. In our platform, we call this the Landing Page. Yahoo! Japan also has a Mobile Final URL for mobile devices, known as a Mobile Landing Page in our platform.

The Final URL/Landing Page can be thought of as the ultimate page that a user clicking on the ad in Yahoo! Japan will arrive at. This URL must be a domain that the company owns and can only contain redirects if they are within the company’s own domain (no third-party redirects are allowed).

Tracking Template

A Tracking Template is the template that Yahoo! Japan Ads uses to assemble the URL that will actually be served with your ads. Its primary use, as the name implies, is to support third-party tracking solutions, such as Marin Tracker, which use URL redirects. It can also be used to add parameters in non-redirect cases for large numbers of objects.

You can add Tracking Templates to every object in your account, including: quicklinks, ads, keywords, groups, campaigns, and even the account itself. But the power of Advanced URLs comes from having fewer higher-level templates. In fact, the ideal scenario is to have just one at the account-level.

The Tracking Template can be set at the Account Level. Simply navigate to the Channels tab, select the Publisher Client Account, and then click Edit.  From the drop-down menu, select Account Tracking Template.

You can also add a Tracking Template at various other levels, including Campaign and Group, via bulk upload. Simply use the header Tracking Template in your bulk sheet.

Examples Of The Tracking Template  

  • Non-redirect: {lpurl}&pdv={device}
  • Redirect: http://tracker.marinsm.com/rd?lp={lpurl}

Tracking Templates need to include a reference to the Final URL/Landing Page that they are building on. For this, we use the {lpurl} URL parameter. This {lpurl} parameter will always be replaced with the Final URL/Landing Page of whichever keyword, creative, etc. is being served when the ad is shown.

When {lpurl} is at the beginning of the Tracking Template (as in example 1 above), the Final URL/Landing Page will be copied as-is into the combined URL at serving time. If {lpurl} is found anywhere else in the Tracking Template, then the Final URL/Landing Page will be encoded first and then copied into the served URL.

If Tracking Templates exist on more than one level (e.g. account and campaign), Yahoo! Japan Ads will use the lowest-level template when possible; in the case above, this is the campaign-level template.

Custom Parameters

Yahoo! Japan will also use Custom Parameters so that advertisers can pass information into Tracking Template or Landing Page dynamically.

Custom parameters live at all levels except for at the account level (i.e. keywords, creatives, ad groups, campaigns, etc.) You can refer to them in both the Tracking Template or the Final URLs/Landing Pages.

Up to three custom parameters can be defined per object, and they have both a custom name and custom value. The value of a custom parameter can contain any of the characters found in a normal URL, and even Yahoo! Japan-defined URL parameters (such as {device }) -- but cannot reference other custom parameters. Custom parameter values have a maximum length of 200 characters.

Examples Of Custom Parameters  

  • Keyword level: {_marinkwparam1} = “abc123”
  • Campaign level: {_marincampparam1} = “Brand_Shoes”

In the first example, either the Tracking Template or the keyword’s Final URL/Landing Page needs to contain ?mkwid={_marinkwparam1} so that when served, it is substituted with ?mkwid=abc123

In the second example, {_marincampparam1} contains a fully formed query string, so in theory you could add it directly after the Tracking Template without any special characters. In this case http://www.example.com{_marincampparam1} would be served as http://www.example.com/?campaign=Brand_Shoes

Putting It All Together

Let’s look at some examples and see what they might look like when set up using Advanced URLs. We’ll start with a non-redirect case.

Non-Redirect Case:

Account Level Tracking Template: {lpurl}&pdv={device}&{_mkwid}

Keyword Final URL/Landing Page: http://www.powpowsports.com/basketball_shoes

Keyword Custom Parameter: {_mkwid}=abc123



If we set up the Upgraded URL attributes as above, using an account-level template, it becomes clear how Yahoo! Japan Ads uses them to construct the URL at serving time by replacing {lpurl} with http://www.powpowsorts.com/basketball_shoes and by replacing {_mkwid} with mkwid=abc123

Redirect Case:

Account Level Tracking Template: http://tracker.marinsm.com/rd?cid=1t...ve}&lp={lpurl}

Keyword Final URL/Landing Page: http://www.powpowsorts.com/basketball_shoes

Keyword Custom Parameter: {_mkwid}=”mkwid=abc123”

When combined, the above attributes will become the following URL at serving:


In this redirect case, only the Tracking Template is different than in the non-redirect case covered earlier. Here, Yahoo! Japan Ads will again replace {_mkwid} with the keyword-level tracking ID. Additionally, Yahoo! Japan will recognize that {lpurl} is in the query string, so it will be automatically escaped.

It is worth noting that Yahoo! Japan Ads also permits you to put Custom Parameters directly into the Final URL/Landing Page. This is especially useful in the case of redirects, because any Custom Parameters that are found in the Final URL/Landing Page will be automatically encoded when the URL itself is encoded and placed in the Tracking Template.

If, for example, we had placed our Custom Parameter {_mkwid} into the keyword Final URL/Landing Page like this:


and not in the Tracking Template, the combined URL would have looked like this:


Notice how the custom parameter has been encoded along with the Final URL/Landing Page.

URL parameters

Besides {lpurl} (and variations of lpurl, such as {lpurl+1}, Yahoo! Japan will not be introducing any new tracking parameters for Advanced  URLs. You can find out more at this external link: https://help.marketing.yahoo.co.jp/en/?p=115

Platform Upgraded URLs Support

Preview URLs For Google Objects (August 27th)

Similar to showing the combined URL for Google objects, you will be able to see a fully formed URLs for Yahoo! Japan in the platform under Destination URL as well. This is based on the same logic that Yahoo! Japan uses to combine Upgraded URL components when ads serve. In the app, you will be able to see Preview URL for the following Yahoo! Japan objects:

  • Keywords
  • Creatives
  • Quicklinks

With a Preview URL that looks similar to your legacy Destination URLs, we hope that the transition to Advanced URLs will be a little less impactful to your daily workflow. You will be able to quickly review the combined Yahoo! Japan URLs along with Google URLs and destination URLs for other publishers.

Preview URLs are rebuilt whenever a change is made to its URL components or its parents’ URL components. For example when the platform detects a change to a keyword’s Landing Page, the Platform will rebuild the keyword’sPreview URL. Likewise, if the account-level tracking template is edited, the platform will rebuild Preview URLs for every keyword, creative, etc. in the account.


  • If Advanced URL fields in the platform are out-of-sync with the publisher, the Preview URL may not show the same URL that will be shown by Yahoo! Japan.
  • Since Yahoo! Japan (and Google) calculate the full, combined URL at the time of serving, the preview URL in the app for a keyword will not resolve ad-level tracking templates or custom parameters. The same is true for preview URL for for ads with keyword level components. Quicklinks can be attached to any number of campaigns and groups so the Quicklink-level preview URL will only ever resolve quicklink-level or account-level tracking templates.
  • Destination URLs are no longer editable fields. Attempting to make changes to legacy Destination URL fields for Yahoo! Japan objects will have no effect.
  • In Yahoo! Japan Ads, custom parameters that are not able to be matched will not be resolved. For example if a tracking template looks like this: {lpurl}&mkwid={_mkwid} and no custom parameter named {_mkwid} can be found in the currently served keyword or ad, their parent AdGroup, or its parent campaign, then Google Ads will simply replace {_mkwid} with a blank space when serving a URL. For a Marin preview URL, however, the custom parameter will not be substituted. Instead it will be left as-is to indicate that no match could be found.



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