This article is valid for the pipelines from Facebook, and Bing Ads to Google Analytics or Google BigQuery.
Please note that OWOX BI does not support the dynamic UTM parameters or macros for the services like LinkedIn, Twitter, Criteo, AdRoll, Outbrain, Yahoo Gemini, Hotline, TrafMag, and Sklik, even if these services do provide the dynamic UTM parameters or macros.
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 don'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.
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.
Find the complete list of supported and unsupported UTM parameters per ad service below.
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 |
Unsupported parameters:
| Name | Description |
|---|---|
placement={{placement}} |
placement of an advertisement (Feed, Stories, Instant Article, Right Column, etc.) |
site_source_name={{site_source_name}} |
name of a site where an advertisement is published (fb — Facebook, ig- Instagram, msg — Messenger, an — Audience Network) |
Read more about dynamic URL parameters in the Facebook help center
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
ImportantIt is highly recommended to keep the UTM tags and ad campaign configurations as they are initially created because of the following reasons:
- OWOX BI attributes ad costs to user sessions following UTM tags;
- OWOX BI uses selected ad campaign configurations to parse the dynamic UTM parameters. For instance, the service uses the current value of an ad campaign from your ad campaign configurations to determine {campaign_name}.
Changes made to UTM tags and ad campaign configurations might lead to data discrepancies during the session cost calculation.
Please refer to an example below:
An advertiser assigns the name Campaign123 to an ad campaign and sets up the dynamic parameter utm_campaign={campaign_name} for an advertisement.
On 01.01.2021, a user clicks on this advertisement. The analytics services (Google Analytics, OWOX BI hit streaming) record this click and place the current ad campaign name Campaign123 into the resulting URL link instead of {campaign_name}.
On 05.01.2021, the advertiser changes the ad campaign name to Campaign777. And the next day, the advertiser set up a pipeline in OWOX BI to import costa data starting from 01.01.2021.
The service will take the value Campaign777, which is relevant at the time of the import, and place it into the resulting URL link for all costs imported from 01.01.2021. The ad campaign name Campaign123 can be used because it no longer exists in ad campaign configurations. As a result, the imported costs won’t be attributed to the corresponding user session.
This scenario is also valid for data actualization in the active OWOX BI pipeline. If you change the ad campaign name in your ad account during the actualization period, then OWOX BI will fully override the data.
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