Track campaigns with dynamic values

von Katrin Nebermann

Track campaigns with dynamic values.

Important information for success measurement and control can be transferred as static or dynamic parameter values:

Static: The transferred value is permanently stored, e.g. etcc_cmp=brand (campaign name).

Dynamic: The values are automatically added by the advertising platforms using variables, e.g. etcc_bky={keyword}. {keyword} stands for the booked keyword that triggered the ad display.

Unfortunately, marketing platforms do not provide suitable variables for all desired information. Google Ads, for example, only offers variables for the campaign and advertising group IDs, but not for their names. A mixture of static and dynamic values is therefore often useful.

Use as consistent an assignment of variables as possible across all platforms. Creating a table in this form helps: