Below you'll find a table which provides a list of common parameters used in the platform's URL Builder, along with their equivalents across the various supported publishers.
Comparision Table
You can use this table to cross-reference any URL Builder parameter to find its equivalent parameter for other publishers. Note that some parameters may not be supported by all publishers, or may be exclusive to the platform. If you have any questions, please reach out to your platform representative.
| Parameter | Microsoft | Gemini | Marin Macro | Custom Paramter | |
|---|---|---|---|---|---|
| publisher | - | - | - | [publisher] | No |
| dimension | - | - | - | [dimension_name] | Yes |
| campaign | - | {Campaign} | - | - | Yes |
| tracker_id | - | - | - | [tracker_id] | No |
| client | {client} | - | - | [client] | No |
| group | - | {AdGroup} | {adgroupid} | [group] | Yes |
| uniq_id | - | - | - | [uniq_ID] | Yes |
| click_though_url | - | - | - | [Click_Through_URL] | No |
| distribution | - | - | - | [distribution] | No |
| matchtype | {matchtype} | {BidMatchType} | {BidMatchType} or {matchtype} | [matchtype] | No |
| creative | {creative} | {AdId} | {AdId} or {creative} | [creative_id] | No |
| keyword | {keyword} | {keyword} | {keyword} | [keyword_text] | No |
| device | Yes | {device} | {device} | [device] | No |
| ifsearch/if content | {ifsearch:s}{ifcontent:c} | {IfSearch:s}{IfContent:c} | - | - | No |
| network | {network} | - | {network} | - | No |
| ifsearch/ifphone | - | - | {IfSearch:string}{IfPhone:string} | - | No |
| Product ID | {product_id} | - | - | - | No |
| placement | {placement} | - | - | - | No |
