Dynamic Parameters¶

How It Works¶

When a Yahoo Native user performs a search, several elements of the impression and click events have yet to be determined:

• Is the user on a mobile device or desktop computer?

• What was the user’s full search term?

• How can I capture the keyword and ad id values that led to the click?

• Which keyword match type value led to the ad impression? Broad, phrase, or exact?

Dynamic URL parameters enable you to collect this information the moment a user clicks on an ad.

Using the standard querystring parameter convention, you can utilize this syntax to capture the required information: ?someParam={someParam}&anotherParam={anotherParam}.

If a URL parameter is not supported, the default behavior is to substitute the value in curly brackets with an empty string.

For example:

• If set in Yahoo Ad Manager:

  yahoo.com?someUnknownParam={unsupportedORunknown}&kwid={keywordid}

• Serves as:

  yahoo.com?someUnknownParam=&kwid=1234

To ensure that your landing page can handle this scenario, you need to set default values.

Note that for native ad clicks, the only supported URL parameters are {adid}, {creative}, {device}, {network}, {adgroupid} and {campaignid}. Any other URL parameters will be replaced with empty strings as well.

Supported tracking macros¶

The following tracking macros are supported in Native campaigns. Note that for tracking macros not listed in the following table – and thus not supported – the macro is blanked out.

[New]: Note the addition of this tracking macro: ${REQUESTID}. The macro inserts a GUID to ensure that a browser or proxy server requests a fresh creative on every ad call, rather than serving a previously served creative that remains in the browser’s cache.

For example:

f36d2ea4-d802-11ea-bdbc-2c59e5417fb0-7f6bc5ce2700

Note that the following dynamic URL parameters are supported:

• {matchtype}: The delivered match type of the bidded term that triggers the ad. “e” - exact match, “p” - phrase match, and “b” - broad match.

• {bidmatchtype}: The match type of the bidded term that triggers the ad. “e” - exact match, “p” - phrase match, and “b” - broad match.

• {device}: The device that the click is coming from. The values are : “p” - Phone, “t” - Tablet, “c” - Desktop or laptop computer.

• {network}: The click coming from native. The value is: “n” - Native.

• {targetid}: The ID of the keyword (labeled “kwd”) and remarketing list target (“aud”). For example, if you add a custom audience list (ID “456”) to your ad group and target the keywords ID “123”, the {targetid} would be replaced by “kwd-123:aud-456”.

• {ifcontent:value}: This macro will allow you to set a specific value for search campaigns that serve on native supply (i.e., search retargeting on native). The macro isn’t supported for general native campaigns.

Usage¶

• The macro is not case-sensitive: it can be specified as either ${supply_name} or ${SUPPLY_NAME}. Note that the $ is necessary, however.

• The macro returns the full domain name of a website.

• The macro will return the names for Yahoo Ad Tech O&O suppliers as well as 3rd party suppliers, but the O&O sites and apps cannot be blacklisted, neither can any premium publisher partner.

Macro Setup¶

To set up the macro, follow these steps:

1. Add the macro to all click URLs, so you can begin seeing the data. Note that historical data is not available for reference, and that 7-10 days of data collection are required before you can begin to optimize for campaign performance.

2. An example construction of the URL with the macro looks like this:

http://www.yourwebsite.com?utm_source=yahoo&utm_medium=stream&utm_campaign=female_18_44_desktop_diamond_travel&utm_content=insta929&utm_term=${SUPPLY_NAME}

3. Once the macro is expanded in the advertiser’s server logs, the full domain names and/or app package names will appear.