Track campaigns with dynamic values.
Important information for campaign measurement and optimisation can be transferred as static or dynamic parameter values:
Static: The transferred value is fixed, e.g. etcc_cmp=brand (campaign name).
Dynamic: The values are added automatically by the ad platforms using variables, e.g. etcc_bky={keyword}. {keyword} stands for the booked keyword that triggered the display of the ad.
Unfortunately, marketing platforms don’t offer matching variables for all desired information. For example, Google Ads only offers variables for the campaign and ad group IDs, but not for their labels. Therefore, a mix of static and dynamic values is often useful.
Use variables as consistent as possible across all platforms. Creating a table in this form helps with this:
| Campaign segment | etracker parameter | Google Ads | Facebook/ Instagram Ads | Microsoft Advertising | Baidu Ads | Yandex.Direct |
|---|---|---|---|---|---|---|
| Medium | etcc_med | SEA | Social%20Media | SEA | SEA | SEA |
| Partner | etcc_par | {{site_source_name}} | Bing | Baidu | Yandex | |
| Campaign | etcc_cmp | {campaignid} or manual input | {{campaign.name}} | {Campaign} | manual input | {campaign_name} |
| Group | etcc_grp | {adgroupid} or manual input | {{adset.name}} | {AdGroup} | {gbid} | |
| Booked keyword | etcc_bky | {keyword} | {keyword:default} | {keywordid} | {keyword} | |
| Match type | etcc_mty | {matchtype} | {MatchType} | {match_type} | ||
| Placement | etcc_plc | {placement} | {{placement}} | {placement} | {source} | |
| Creative | etcc_ctv | {creative} | {{ad.name}} | {AdId} | {creative} | {ad_id} |
| Booked Device | etcc_bde | {device} | {Device} | {device_type} | ||
| Variant | etcc_var | {gclid} | {msclkid} | |||
| Keyword | etcc_key | {QueryString} | {matched_keyword} |