What dynamic URL parameters does OWOX BI export: The complete list

While exporting cost data from ad services to Google Analytics, OWOX BI also transmits the values of dynamic parameters you use in ad URLs. Thanks to this, you can match visits and ad expenses by UTM tags in the Google Analytics Cost Analysis report.

However, the ad services' APIs doesn't provide data on some dynamic parameters. In the reports, these parameters will be displayed as their names instead of values. For example, the name {position} instead of the value 1.

In order to keep matching visits and ad expenses in the Cost Analysis report, such unsupported parameters have to be moved from UTM-tags to additional custom GET-parameters and collected to custom dimensions in Google Analytics.

  • Cost data will be available only for UTM-tags' values.
  • Session data will be available for unsupported parameters (through custom dimensions) and UTM-tags' values.

Below in this article is the complete list of all supported and unsupported URL parameters you can export from ad services to Google analytics.

Click on the ad service you need to get to its list:

Yandex.Direct

Facebook

VK.com

myTarget

Bing Ads

Yandex.Direct

Supported parameters:

Name Description Values
{ad_id} ID of ad Number
{banner_id} ID of banner ad Number
{addphrases} Whether the impression was initiated by related keywords yes — ad impression according to related keyword

no — ad impression according to one of the source keywords
{campaign_id} Ad campaign ID Number
{device_type} Device type on which impression was made desktop / mobile / tablet
{gbid} Group ID Number
{keyword} The keyword for which the ad was displayed (Text & Image Ads or Ads for Mobile Apps) keyword text without negative keywords
{phrase_id} The ID of the keyword for the Text & Image Ads or Ads for Mobile Apps Number
{retargeting_id} Audience target ID that links an ad group with a retargeting list or mobile app interests Number
{coef_goal_context_id} Bid adjustment ID for the retargeting list Number
{adtarget_name} Dynamic text ad target Name of a dynamic text ad target
{adtarget_id} Идентификатор условия нацеливания динамического объявления  Number
{position_type} Ad block type if the ad appeared on a Yandex search results page premium — premium placement

other — block to the right or at the bottom

none — ad was displayed in the ad networks (YAN or ad exchanges)
{source} Placement Ad network publisher domain (for example, travel.ru) for impressions in ad networks (YAN or ad exchanges)

none — for impressions on Yandex search
{source_type} Ad network type search — search site

context — ad network site
{region_name} Name of the region where the ad has been displayed Name of the region
{region_id} ID of the region where the ad has been displayed Number
{param1} Custom parameter 1   
{param2} Custom parameter 2   

 

Unsupported parameters:

Name Description Values
{addphrasestext} The text of related keyword keyword text — when serving ads for the related keyword

none if this impression was not triggered by a related keyword
{campaign_type} Campaign type type1 — Text & Image ads

type2 — Ads for Mobile Apps

type3 — Dynamic ads

type4 — Smart banners
{creative_id} Creative ID from the Ad Builder Number
{position} Exact position of an ad within a block. Passes only the position number, which doesn't define the block type where the ad is displayed position number in a block (for example 1)

 

Read more about dynamic URL parameters in Yandex.Direct help

Facebook

Supported parameters:

Name Description
ad_id={{ad.id}} Ad ID 
adset_id={{adset.id}} Ad set ID 
campaign_id={{campaign.id}} Ad campaign ID
ad_name={{ad.name}} Ad name 
adset_name={{adset.name}} Ad set name
campaign_name={{campaign.name}} Campaign name

 

Read more about dynamic URL parameters in Facebook help center

VK.com

Supported parameters:

Name Description
{ad_id} Advertisement ID
{campaign_id} Ad campaign ID

 

Unsupported parameters:

Name Description
{random} Random number
{campaign_name} Campaign name set in VK (for ads with buttons and carousel ads only)
{platform} User's platform (for ads with buttons and carousel ads only)
{price_list_id} Parameter for the dynamic targeting tags
{product_id} Parameter for the dynamic targeting tags

 

Read more about dynamic URL parameters in the VK help center (in Russian)

myTarget

Supported parameters:

Name Description
{{advertiser_id}} Advertiser ID
{{campaign_id}} Campaign ID
{{campaign_name}} Name of campaign
{{banner_id}} Banner id

 

Unsupported parameters:

Name Description
{{geo}} ID of the myTarget geotree region where the click was registered
{{gender}} Gender of the user who clicked
{{age}} Age of the user who entered the clicked
{{random}} Random digit. Often used in the AUDIT-pixels for more accurate counting of impressions
{{impression_weekday}} Temlpate for weekday of the impression
{{impression_hour}} Temlpate for hour of the impression, in Moscow time zone, 24-hours format
{{user_timezone}} Temlpate for user timezone. Used for tag links

 

Read more about dynamic URL parameters in myTarget help

Bing Ads

Supported parameters:

Name Description
{CampaignId} The ID of the campaign that triggered the ad
{AdGroupId} The ID of the ad group that triggered the ad
{MatchType} The match type used to deliver an ad
{BidMatchType} The keyword bid match type
{Network} The Ad network type on which the ad was served
{Device} The device the click came from. m=mobile device
t=tablet device
c=desktop or laptop computer
{IfMobile:string} The string text (that you define) to the right of the colon if the ad is displayed on a mobile device
{IfNotMobile:string} The string text (that you define) to the right of the colon if the ad is displayed on a desktop, laptop, or tablet device
{IfSearch:string} The string text (that you define) to the right of the colon if the ad is displayed on the search network
{IfContent:string}  
{keyword:default} Substitutes the keyword that matched the user's search term. Spaces in the keyword will each be substituted with "%20" to ensure the URL is valid
{AdId} The numeric ID of the displayed ad
{OrderItemId} The numeric ID for the keyword that triggered the display of your ad
{QueryString} The search query text that the user entered
{param1} Substitutes {Param1} in the URL with the Param1 setting of the keyword that matched the user's search term
{param2} Substitutes {Param2} in the URL with the Param2 setting of the keyword that matched the user's search term
{param3} Substitutes {Param3} in the URL with the Param3 setting of the keyword that matched the user's search term

 

Unsupported parameters:

Name Description
{Campaign} The name of the campaign that triggered the ad
{AdGroup} The name of the ad group that triggered the ad
{TargetId}

The ID of the keyword ("kwd"), remarketing or audience list ("aud"), dynamic ad target ("dat"), or targeted location ID ("loc") that triggered the ad.

If there are more than one ID, they will appear in the following order: aud, dat, kwd.

{IfNative:string} The string text (that you define) to the right of the colon will be substituted into the URL if the ad is displayed as a Microsoft Audience Ad
{IfPLA:string} The string text (that you define) to the right of the colon will be substituted into the URL if the ad is displayed as a product ad
{ignore} Ignores the tracking elements of your Final URL to help to reduce the crawl load on your website. It can only be used in your Final or Final mobile URL
{lpurl}{lpurl+2}{escapedlpurl+2}{lpurl+3}{escapedlpurl+3}{unescapedlpurl}{escapedlpurl} Tracking template parameters: Final URLs 
{ProductId} For Bing Shopping Campaigns only: The numeric ID of the product that triggered your ad. This comes from your Bing Merchant Center catalog and is used with Product Ads
{CriterionId} For Bing Shopping Campaigns only: The identifier of the Bing Shopping product group used with Product Ads
{product_country} For Bing Shopping Campaigns only: The country of sale for the product in the clicked ad. For example, US, UK, etc
{product_language} For Bing Shopping Campaigns only: The language of your product information, as indicated in your Merchant Center data feed. For example, EN, FR
{seller_name} For Bing Shopping Campaigns only: The value associated with the seller for that product, which can be the seller name from the feed or the store name based on if the advertiser is an aggregator or not

 

Read more about dynamic URL parameters in Bing Ads help

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