Capturing Campaign Click Data via Pixel Calls

Click tracking enables measurement of visitor engagement throughout your campaign, as it records click-based activity for third-party creatives. Similar to impressions collection, an event call is sent to the Audience Manager data collection servers (DCS) for processing. The visitor is then redirected to the intended web address.

Requirements

Click tracking calls require the following parameters:

In addition, the call can contain key-value pairs that can be used for trait qualification or to provide data and metadata for other reports.

Request Sample

http://client.demdex.net/event?d_event=click&d_creative=123&d_rd=http%3A%2F%2Fadobe.com%2Fcallback%3Fcreative%3D%25d_creative%25

Response

The response redirects the browser to the URL specified in the d_rd parameter. The response string can include values generated by any of the supported macros listed below.

Based on the above example, the browser is redirected to the following URL:

http://adobe.com/callback?creative=123

Supported Macros

Click events support the macros listed in the following table. A macro is a small unit of self contained code that activates when the ad tag loads for campaign and user tracking. The macros will be passed along with the destination URL, as long as they are marked with the following format: %macro%. Some keys do not have macros and accept a hard coded ID value instead. Keys that accept hard coded values are required if you want to analyze data in the Audience Optimization Reports.

Key Macro Description

d_adgroup

%d_adgroup%

Numeric ad group ID from the ad server.

Required.

d_adsrc

No macro.

Accepts a hard coded ID value.

Data source ID or integration code for your advertiser.

Required for Audience Optimization reports.

d_bu

%d_bu%

Numeric ID for the business unit.

Required for Audience Optimization reports.

d_campaign

%d_campaign%

Numeric campaign ID from the ad server.

Required for Audience Optimization reports.

d_creative

%d_creative%

Numeric creative ID from the ad server.

Required.

d_dpid

%d_id%

Data provider ID.

Often used with d_dpuuid to link a data provider ID to a user ID.

Optional.

d_dpuuid

%d_dpuuid%

Unique user ID supplied by the data provider.

Often used with d_dpid to link a user ID to a data provider ID.

d_exch

No macro.

Accepts a hard coded ID value.

Source ID for the inventory exchange that served the ad (e.g., Appnexus, Right Media, Openx, etc.).

Optional, but required for Audience Optimization reports

d_io

No macro.

Accepts a hard coded ID value.

Insertion order ID.

Required for Advertising Analytics reports.

Optional.

d_mid

%d_mid%

Experience Cloud ID (MID). For more information about the MID, see Cookies and the Experience Cloud ID.

Optional.

d_placement

%d_placement%

Numeric placement ID from the ad server.

Optional.

d_region

%d_region%

The numeric region ID for the DCS cluster that services a request. For more information about the DCS, see Data Collection Components.

Optional.

r_rand

%r_rand%

Random number used for cache busting.

Optional.

d_site

%d_site%

Numeric site ID from the ad server.

Optional.

d_src

%d_src%

DPID of the source from where Audience Manager pulls the metadata.

Required.

d_tactic

No macro.

Accepts a hard coded ID value.

A tactic ID.

Optional.

d_uuid

%d_uuid%

Specify the ID of the visitor directly in the URL instead of relying on Demdex cookie.

Optional.

d_vert

No macro.

Accepts a hard coded ID value.

ID for an industry vertical or category.

Optional, but required for Advertising Analytics reports.

Macros Example

This example demonstrates passing the creative, adgroup, and placement macros. It assumes the values for each parameter are passed in the non-redirect portion of the click-tracking call.

Request

http://client.demdex.net/event?d_event=click&d_creative=1235&d_src=203&d_campaign=4709&d_adgroup=3408&d_placement=1001&
d_rd=http%3A%2F%2Fadobe.com%2Fcallback%3Fcreative%3D%25d_creative%25%26campaign%3D%25d_campaign%25%26adgroup%3D%25
d_adgroup%25%26d_placement%3D%25placement%25%26src%3D%25d_src%25

Response

Based on the above example, the browser is redirected to the following URL:

http://adobe.com/callback?creative=1235&campaign=4709&adgroup=3408&placement=1001