Append Analytics for Advertising Macros to Google Campaign Manager 360 Ad Tags

Advertisers with an Adobe Advertising-Adobe Analytics Integration Only

Applicable to Advertising DSP only

If you use ad tags from Google Campaign Manager 360 for your Advertising DSP ads, append Analytics for Advertising parameters to your landing page URLs using the %p macro. The parameters record s_kwcid and ef_id query string parameters in the landing page URL, allowing Adobe Advertising to send click data for the ads to Adobe Analytics.

Use macros for Campaign Manager 360 display and video ads for the following types of Analytics for Advertising implementations:

• Advertisers with the Adobe Analytics for Advertising JavaScript code implemented on their websites: The JavaScript code already records the s_kwcid and ef_id query string parameters. However, using macros extends tracking to include click-based conversions when third-party cookies aren’t supported. The best practice is to add the macros in the following sections to your ad tags to capture additional click-through data that isn’t captured through the JavaScript code.

• Advertisers whose websites don’t use the Analytics for Advertising JavaScript code and instead rely on Analytics server-side forwarding for click-through data only (without any view-through data): The following macros are required to report on-site click activity driven from ads you buy through Adobe Advertising.

Append the Macros to Your Google Campaign Manager 360 Ads

Within Google Campaign Manager 360, append to the following parameter to the landing page URL for each of your display and video ads: %pamo=!;

You can specify the landing page URL in several ways. Instructions for each option are included in the following subsections.

The following is an example of the landing page URL formatted with the suffix.

https://www.adobe.com/home?someparam1=somevalue1&%pamo=!;

Configure the Advertiser-Level Landing Page URL Suffix

1. See the instructions to open the advertiser properties.
2. In the Landing page URL suffix settings, include %pamo!; in the URL suffix field.

Configure the Campaign-Level Landing Page URL Suffix

1. See the instructions to open the campaign properties.
2. In the Landing page URL suffix settings, include %pamo!; in the URL suffix field.

Configure the Creative-Level Landing Page URL Suffix

1. Open the creative properties.
2. In the Click tags setting, include %pamo!; in the Landing page column for the click tag.

How Analytics for Advertising Macros Are Expanded in DSP

In DSP, when you create an ad that includes the Analytics for Advertising parameter (amo), the ef_id and s_kwcid macros are automatically appended to the click URL. The best practice is to check the tag in DSP to ensure that the ef_id and s_kwcid macros are present.

The following is an example of a Google Campaign Manager 360 ins tag as it appears in DSP.

<ins class='dcmads' style='display:inline-block;width:160px;height:600px'
data-dcm-placement='N6482.2155306TUBEMOGUL/B23486129.261313631'
data-dcm-rendering-mode='iframe'
data-dcm-https-only
data-dcm-resettable-device-id=''
data-dcm-app-id='' data-dcm-click-tracker='${TM_CLICK_URL}'
data-dcm-param-amo='ef_id=${TM_USER_ID}:${TM_DATETIME}:d&s_kwcid=AC!${TM_AD_ID}!${TM_PLACEMENT_ID}'>
<script src='https://www.googletagservices.com/dcm/dcmads.js'></script>
</ins>

When a user clicks the ad, Google Campaign Manager 360 sees %pamo in the URL suffix and dynamically inserts the value of the amo parameter into the URL.

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