DocumentationAnalyticsIntegration Guide

Tracking Type

Last update: Mon May 13 2024 00:00:00 GMT+0000 (Coordinated Universal Time)

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Tracking type determines how the Adobe Analytics implementation tracks your search engine data. This tracking type is a required step to augment the Adobe Analytics data properly with search engine data.

Two tracking modes are supported: Auto and Manual.

Auto Tracking concept_C4C6107838C947CFBB7F4E0CB94264F0

Auto tracking lets the Advertising Cloud engine decide how the search engine data should be handled. Auto tracking is the simpler approach, but may not result in the best integrated dataset.

As a consequence, you need to check an acknowledgment checkbox when you select Auto before you can save the account setting.

Note that to configure a search engine account with Auto type, you are responsible for taking the following actions:

  • The s_kwcid parameter and value is added to the account tracking templates or landing page URLs in the account being added. This parameter and value is inserted at the end of the URL. Additional action may be required on your part if your web server requires a certain key=value pair at the end of the URL. Or an update to support any new key=value pair in the URL. It is your responsibility to ensure that the added URL parameters persist correctly to the final landing page.
  • In addition, keywords can be inserted into the landing URL as part of the s_kwcid value. If they contain special characters or symbols, please confirm that your web server can support these characters. For example, a common special character is +, which is used in “Broad Match Modified” keywords.
IMPORTANT
Learn more on whether you should add the s_kwcid parameter to your Content Security Policy.

Manual Tracking concept_87B28BA9E7F84BA5972F69E6F3482A33

Manual tracking enables you to specify how the Advertising Analytics data integration process should treat the search engine data.

Add Manual tracking to Google Account section_41C1EB1AEB034544A5BC291F53C05C67

The string that needs to be added to your Google account is shown below. You need to add the string to all your tracking templates used throughout your account.

IMPORTANT
The <Advertising Analytics ID> value (in bold below) is generic and must be replaced with your specific account ID string. You can get your specific account ID string from the account screen under the Tracking section.

Tracking String for Campaigns:

s_kwcid=AL!
<b><Advertising Analytics ID></b>!3!{creative}!{matchtype}!{placement}!{network}!{product_partition_id}!{keyword}

Google

Examples of tracking codes in various tracking template formats:

{lpurl}

{lpurl}?s_kwcid=AL!9999!3!{creative}!{matchtype}!{placement}!network}!{product_partition_id}!{keyword}

{lpurl} with additional URL parameter

{lpurl}?campaign=PPC&s_kwcid=AL!9999!3!{creative}!{matchtype}!{placement}!network}!{product_partition_id}!{keyword}

3rd-party (DoubleClick) {unescapedlpurl}

https://clickserve.dartsearch.net/link/click?{_dssagcrid}&{_dssftfiid}&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_e_network={network}&{ifpla:ds_e_product_group_id={product_partition_id}&ds_e_product_id={product_id}&ds_e_product_merchant_id={merchant_id}&ds_e_product_country={product_country}&ds_e_product_language={product_language}&ds_e_product_channel={product_channel}&ds_e_product_store_id={product_store_id}}&ds_url_v=2&ds_dest_url={unescapedlpurl}?s_kwcid=AL!9999!3!{creative}!{matchtype}!{placement}!{network}!{product_partition_id}!{keyword}

3rd-party (DoubleClick) {lpurl}

To ensure that the string persists through the redirect to the final landing page URL, you need to encode the string sufficiently:

  • if the URL goes through a redirect, and
  • is not using an “unescapedlpurl” value.
https://clickserve.dartsearch.net/link/click?{_dssagcrid}&{_dssftfiid}&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_e_network={network}&{ifpla:ds_e_product_group_id={product_partition_id}&ds_e_product_id={product_id}&ds_e_product_merchant_id={merchant_id}&ds_e_product_country={product_country}&ds_e_product_language={product_language}&ds_e_product_channel={product_channel}&ds_e_product_store_id={product_store_id}}&ds_url_v=2&ds_dest_url={lpurl}?s_kwcid%3DAL!9999!3!{creative}!{matchtype}!{placement}!{network}!{product_partition_id}!{keyword}

Add Manual tracking to Bing Account section_094F8ACA493C4D65B1F54A695558EBF2

The string that needs to be added to your Bing account is shown below. You need to add the string to all the final URL suffixes used throughout your account.

IMPORTANT
The <Advertising Analytics ID> value (in bold below) is generic and must be replaced with your specific account ID string. You can get your specific account ID string from the account screen under the “Tracking” section.

Tracking String for Campaigns:

s_kwcid=AL!<Advertising Analytics ID>!10!{AdId}!{OrderItemId}

Bing

Examples of tracking codes in various final URL suffix formats:

{lpurl}

{lpurl}?s_kwcid=AL!9999!10!{AdId}!{OrderItemId}

{lpurl} with additional URL parameter

{lpurl}?campaign=PPC&
s_kwcid=AL!9999!10!{AdId}!{OrderItemId}

3rd-party (DoubleClick) {unescapedlpurl}

https://clickserve.dartsearch.net/link/click?{_dssagcrid}&{_dssftfiid}&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_e_network={network}&{ifpla:ds_e_product_group_id={product_partition_id}&ds_e_product_id={product_id}&ds_e_product_merchant_id={merchant_id}&ds_e_product_country={product_country}&ds_e_product_language={product_language}&ds_e_product_channel={product_channel}&ds_e_product_store_id={product_store_id}}&ds_url_v=2&ds_dest_url={unescapedlpurl}?s_kwcid=AL!9999!10!{AdId}!{OrderItemId}

3rd-party (DoubleClick) {lpurl}

To ensure that the string persists through the redirect to the final landing page URL, you need to encode the string sufficiently:

  • if the URL goes through a redirect, and
  • is not using an “unescapedlpurl” value.
https://clickserve.dartsearch.net/link/click?{_dssagcrid}&{_dssftfiid}&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_e_network={network}&{ifpla:ds_e_product_group_id={product_partition_id}&ds_e_product_id={product_id}&ds_e_product_merchant_id={merchant_id}&ds_e_product_country={product_country}&ds_e_product_language={product_language}&ds_e_product_channel={product_channel}&ds_e_product_store_id={product_store_id}}&ds_url_v=2&ds_dest_url={lpurl}?s_kwcid%3DAL!9999!10!{AdId}!{OrderItemId}
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