5. January 2022

Track campaigns with dynamic values

Tips & Tricks

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Track campaigns with dynamic values.

by 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:

Campaign segment	etracker parameters	Google Ads	Facebook/ Instagram Ads	Microsoft Advertising	Baidu Ads	Yandex.Direct	LinkedIn
Medium	etcc_med	SEA	Social%20Ads	SEA	SEA	SEA	Social%20Ads
Partner	etcc_par	Google	{{site_source_name}}	Bing	Baidu	Yandex	LinkedIn
Campaign	etcc_cmp	{campaignid} or manual input	{{campaign.name}}	{Campaign}	Manual input	{campaign.name}	{{CAMPAIGN_ID}}
Group	etcc_grp	{adgroupid} or manual input	{{adset.name}}	{AdGroup}		{gbid}	{{CAMPAIGN_GROUP_NAME}}
Booked keyword	etcc_bky	{keyword}		{keyword:default}	{keywordid}	{keyword}
Match type	etcc_mty	{matchtype}		{MatchType}		{match_type}
Placement	etcc_plc	{placement}	{{placement}}		{placement}	{source}
Display	etcc_ctv	{creative}	{{ad.name}}	{AdId}	{creative}	{ad_id}	{{CREATIVE_ID}}
Booked device	etcc_bde	{device}		{Device}		{device_type}
Variant	etcc_var	{gclid}		{msclkid}
Keyword	etcc_key			{QueryString}		{matched_keyword}

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Track campaigns with dynamic values.