Optional tracking parameters for click-tracking URLs
Google Ads, Microsoft Advertising, and Yahoo! Japan accounts only
Instead of using only the standard tracking parameters for a final URL or destination URL, you may add more parameters to track specific data for an ad network account. You can add add any combination of the following parameters in the account settings or the campaign settings:
-
You can append any static text string as a parameter in the base URLs for the account/campaign.
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You can append Adobe Advertising- and ad network-specific parameters in the base URLs for the account/campaign to track more data:
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Adobe Advertising parameters are semi-static. Adobe Advertising inserts a data value when it uploads the base URL to the ad network. For example, when you append
campaign={ef_campaign}
to the base URL, Adobe Advertising replaces{ef_campaign}
with the actual campaign name (such as “Back-to-school-Campaign”) when it uploads the URL.Note: Once the values are inserted, they remain static. If you move a keyword or ad to a different ad group, or move the ad group to a different campaign, then the {ef_adgroup} or {ef_campaign} parameter isn’t automatically updated, so you must manually generate a new destination URL or base (final) URL.
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Ad network-specific parameters are dynamic, and the search engine inserts a data value when the user clicks an ad. For example, when you append
{param1}
to the base URL, the ad network replaces it with the actual {param1} value when an end user clicks the ad.
-
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Separate multiple parameters with commas or ampersands (
&
). -
The following parameters aren’t case-sensitive.
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Special characters in the appended parameters are substituted as follows in the generated destination URL or base (final) URl:
=
is substituted with%3D
?
is substituted with%26
- an empty space is substituted with
%2B
For example, when you append the parametercampaign={ef_campaign}
to the base URL http://www.example.com for a keyword, then the base URL for that keyword is generated ashttp://www.example.com/campaign%3D{ef_campaign}
.
Search, Social, & Commerce static tracking parameters
You can use the following parameters for accounts on any ad network and can combine them with parameters for a specific ad network as needed. Some of these parameters duplicate the parameters that are added automatically for specific ad networks when the account’s tracking method is “EF Direct.”
All of the following parameters must be specified as a key-value pair; you can include multiple parameters for one value pair. For example, to insert the campaign name, use <your_parameter_name>={ef_campaign}
, such as campaign={ef_campaign}
. To insert the match type using specified match type names, use <your_parameter_name>={ef_mt_broad:<value>}{ef_mt_exact:<value>}{ef_mt_phrase:<value>}
, such as matchtype={ef_mt_broad:<b>}{ef_mt_exact:<e>}{ef_mt_phrase:<p>}
. The non-applicable match types don’t appear in the resulting URL.
{custom_code}
a={custom_code}
; a={ef_campaignid}{custom_code}
; a={ef_campaignid}{custom_code}&b={custom_code}
Note: To insert the custom value from the bulksheet file into the tracking URL, upload the bulksheet file using the “Generate Tracking URLs” option. For more information about using bulksheet files, see “About managing campaign data using bulksheets.”
{ef_uniqueid}
{ef_userid}
{ef_sid}
{ef_searchengine}
{ef_campaign}
{ef_campaignid}
{ef_adgroup}
{ef_adgroupid}
{ef_keyword}
{ef_keywordid}
{ef_matchtype}
{ef_adid}
Google Ads dynamic tracking parameters
See https://support.google.com/google-ads/answer/2375447.
Microsoft Advertising dynamic tracking parameters
See https://help.bingads.microsoft.com/#apex/3/en/51091/2.
Yahoo Native dynamic tracking parameters
See https://developer.yahoo.com/nativeandsearch/guide/resources/dynamic-parameters.
Yahoo! Japan Ads dynamic tracking parameters
See https://ads-help.yahoo-net.jp/s/article/H000044463?language=en_US.
Yandex dynamic tracking parameters
See https://yandex.com/support/direct/statistics/url-tags.html.