Macros for detailed efficiency tracking

The system has the ability to add macros in URL parameters. It allows you to get more information for analysis (ext. information in UTM-tags), to deal with caching, etc.

Common Macros

[[TIMESTAMP]]	the time when the impression has occurred
[[RANDOM]]	the random number (13 numeric characters min), eg.forcachebuster
[[CAMPAIGN_NAME]]	the campaign name that won the impression
[[CAMPAIGN_ID]]	the campaign ID that won the impression
[[ADVERTISER_ID]]	the advertiser ID that won the impression
[[HASH_ADV_ID]]	Hashed advertiser Id
[[CREATIVE_NAME]]	the creative name that won the impression
[[CREATIVE_ID]]	the creative ID that won the impression
[[CREATIVE_SIZE]]	the creative size that won the impression
[[CREATIVE_SIZE_X]]	Creative width
[[CREATIVE_SIZE_Y]]	Creative height
[[COST]]	Bid price CPI or win price CPI depending on whether win price is known at the moment of expanding macros values
[[AUCTION_ID]]	the auction identifier
[[WIDTH]]	the width of a video player where the impression was bought
[[HEIGHT]]	the height of a video player where the impression was bought
[[PROTOCOL]]	If SSP returns secure opportunity, replaces itself with https:// otherwise http:// is used by default. Use only for secure creatives.
[[IP]]	the user IP
[[SSP]]	the exchange where the impression was bought
[[URL]]	the URL where the impression was bought
[[DOMAIN]]	the domain where the impression was bought
[[TOP_LEVEL_DOMAIN]]	the top level domain where the impression was bought
[[CLICK_ID]]	the unique click identifier that won impressions
[[PUBLISHER_ID]]	id of the publisher
[[TAG_ID]]	the placement identifier where the impression was bought
[[SEGMENT_BILLED_NAME]]	the segment name that was billed with the impression
[[SEGMENT_BILLED_ID]]	the segment ID that was billed with the impression
[[EVENT_ID]]	the bid request identifier
[[COUNTRY]]	the user's country
[[CITY]]	the user's city, where the impression was bought
[[REGION]]	the user's region, where the impression was bought
[[ALT_UID]]	Alternative user Id
[[LANDING_PAGE]]	Landing page
[[MIME_TYPES]]	The mime type of the video creative
[[VPAID_VERSIONS]]	The version of the VPAID player interface
[[GDPR]]	Shows whether or not the request is subject to GDPR regulations. 0 = No, 1 = Yes, -1 = Unknown.
[[GDPR_CONSENT_OPEN_RTB]]	Consent string passed with bid request. This macros is filled for SSPs working through Open RTB protocol. Represents the value passed in User.ext.consent
[[GDPR_CONSENT_ADX]]	Consent string representing consent provider ids passed with bid request. Filled for "adx" ssp only. To read the ids from the string: 1) decode byte array from Base64. 2) the resulted byte array is gzipped and should be decompressed. 3) the resulted byte array contains a little-endian representation of a sequence of bits to be used as the provider ids
[[OS]]	The operating system
[[OS_VERSION]]	Operating system version of the device

Macros For Mobile In-app Traffic

[[LATITUDE]]	the latitude where the impression was bought
[[LONGITUDE]]	the longitude where the impression was bought
[[APP_NAME]]	the application name where the impression was bought
[[APP_ID]] [[BUNDLE_ID]]	the application identifier where the impression was bought, eg. com.appid.android for Android applications and 9 numeric characters for iOS applications
[[APP_STORE_URL]]	the application store URL
[[DEVICE_MAKE]]	the device manufacturer (e.g., "Apple")
[[DEVICE_MODEL]]	the device model (e.g., "iPhone") where the impression was bought
[[DEVICE_TYPE]]	the general type of device (e.g., "SMARTPHONE", "SMART_TV")
[[CARRIER_ID]]	the carrier where the impression was bought
[[RAW_ADV_ID]]	the AAID or IDFA of the device that won the impression
[[USER_AGENT]]	the user agent of the device that won the impression
[[URL_ENCODED_USER_AGENT]]	the encoded user agent of the device that won the impression
[[UID]]	User Id
[[APP_CATEGORY]]	Category of application in App Store or Google Play

Click Macros (Tracking Macros)

[[CLICK_PREFIX]] [[CLICK_PREFIX_ENCODED]]	returns URL with a possibility to redirect to a URL after the macro
[[CLICK_TRACKING_BEACON]] [[CLICK_TRACKING_BEACON_ENCODED]]	returns transparent gif pixel

Depending on what macro returns we should implement one of the following.

1) The easiest way is to use [[CLICK_TRACKING_BEACON]] macro.

Because this macro returns GIF we just need to implement HTML/JS code to open this image.

Example of the JS implementation

(new Image).src ='[[CLICK_TRACKING_BEACON]]';

Example of 3rd party creative implementation

<script>
    function clickOnBanner() {
        var i = new Image();
        i.src = "[[CLICK_TRACKING_BEACON]]";
        console.log("Click gif URL: " + i.src)
        window.open("http://getintent.com/", "_blank");
    }
</script>
<div onclick="clickOnBanner()" style="background-color: #00AEFF; width: 300px; height: 250px; display: flex; align-items: center; justify-content: center;">
    Getintent
</div>

2) We can use redirection URL with [[CLICK_PREFIX]] macro.

This macro can be in 2 states:
[[CLICK_PREFIX]] = %getintent_click_url%
[[CLICK_PREFIX]] = %google_click_url%%getintent_click_url_ENCODED% -- if a bid comes from Google/Adx.

So we can use this macro in these cases to create a URL:
[[CLICK_PREFIX]]%landing_page_ENCODED%
%tracker_url%[[CLICK_PREFIX_ENCODED]] %tracker_url%[[CLICK_PREFIX_ENCODED]]%landing_page_DOUBLE_ENCODED%

The biggest problem is what %landing_page% may need to be encoded (if unsupportable signs are used).
And we need 2 creatives: one for Google/Adx and one for other SSPs.

Example of 3rd party creative implementation

<script>
    function clickOnBanner() {
        var cp = "[[CLICK_PREFIX]]";
        var lp = "http://getintent.com/";
        var click_url = cp + lp;
        console.log("Click URL: " + click_url)
        window.open(click_url, "_blank");
    }
</script>
<div onclick="clickOnBanner()" style="background-color: #00AEFF; width: 300px; height: 250px; display: flex; align-items: center; justify-content: center;">
    Getintent
</div>

Doubleclick code example

<SCRIPT language='JavaScript1.1' SRC="https://ad.doubleclick.net/ddm/adj/N2375.2383476GOOGLE/B10229977.435656087;sz=300x250;click=[[CLICK_PREFIX_ENCODED]];ord=1495201965;dc_lat=;dc_rdid=;tag_for_child_directed_treatment=?">
</SCRIPT>
<NOSCRIPT>
    <A HREF="[[CLICK_PREFIX]]https%3A%2F%2Fad.doubleclick.net%2Fddm%2Fjump%2FN2375.2383476GOOGLE%2FB10229977.435656087%3Bsz%3D300x250%3Bord%3D1495201965%3F">
        <IMG SRC="https://ad.doubleclick.net/ddm/ad/N2375.2383476GOOGLE/B10229977.435656087;sz=300x250;ord=1495201965;dc_lat=;dc_rdid=;tag_for_child_directed_treatment=?"
            BORDER=0 WIDTH=300 HEIGHT=250 ALT="Advertisement">
    </A>
</NOSCRIPT>

Example of a URL With a Macros:

http://getintent.ru/?utm_source=[[DOMAIN]]&utm_medium=[[SSP]]&utm_term=[[CREATIVE_SIZE]]&utm_content=[[CREATIVE_NAME]]&utm_campaign=[[CAMPAIGN_NAME]]

After Clicking the UTM-tag Will Look Like This:

http://getintent.ru/?utm_source=avito.ru&utm_medium=google&utm_term=240x400&utm_content=banner3&utm_campaign=predict_campaign

Macros can also be used for 3rd-party analytic systems in counting banner impressions pixels and clicking links (parameters transmission to the 3rd-party analytic system is to be set up).

Дерево страниц

Macros for detailed efficiency tracking

Common Macros

Macros For Mobile In-app Traffic

Click Macros (Tracking Macros)