Marketo Measure Parameters

Last update: February 29, 2024

Marketo Measure Parameters Explained

To gain further insight from the use of UTMs, Marketo Measure appends custom parameters to your ads in Google AdWords, Bing Ads and Facebook Ads. Marketo Measure integrates with these platforms to automate most of the setup process. If you select to use auto-tagging, Marketo Measure will automatically append its parameters to the URLs of your ads. Marketo Measure will also automatically download your marketing costs from the platforms and load them into the Marketo Measure app.

Example of a URL without parameters:

http://adobe.com/landing-page?myParam=foo

Example of a URL with Marketo Measure parameters:

http://adobe.com/landing-page?myParam=foo&_bt={creative}&_bk={keyword}&_bm={matchtype}&_bn={network}&_bg={adgroupid}

AdWords Parameters

  • _bk={keyword}

    • Represents the keyword the person used in the search engine.
    • It is similar to the UTM term parameter.

  • _bt={creative}

    • Represents the creative ID or name.
    • It is similar to the UTM content parameter.

  • _bm={matchtype}

    • Represents how closely the keyword was matched.
    • Keyword match types help control which searches trigger your ad. For example, you could use broad match to show your ad to a wide audience or you could use exact match to hone in on specific groups of customers.
    • The three match types are: broad, fuzzy and exact.
TIP
For more information on match types, here’s a relevant AdWords article.

  • _bn={network}

    • Represents the ad network type - display or search.
    • This is similar to the UTM Source parameter.

  • _bg={adgroupID}

    • Represents the ID of the Ad Group the ad belongs to
NOTE
We do not support Redirect URL parameters.

Bing Ads Parameters

  • _bt={adid}
  • utm_medium=cpc
  • utm_source=bing
  • utm_term={keyword}

Facebook Parameters

  • _bf ={creative}
    • This represents the creative ID or name
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