The campaign variable identifies marketing campaigns used to bring visitors to your site. The value of campaign is usually taken from a query string parameter.


Max Size Debugger Parameter Reports Populated Default Value

255 Bytes


Conversion > Campaigns > Tracking Code


Every element in a marketing campaign should have an associated unique tracking code. For example, a paid search engine keyword may have a tracking code of 112233. When someone clicks the keyword with the 112233 tracking code and is routed to the corresponding website, the campaign variable records the tracking code.

There are two main ways to populate the campaign variable:

With either method of populating the campaign variable, the Back button traffic may inflate the actual number of click-throughs from a campaign element.

For example, a visitor enters your site by clicking a paid search keyword. When the visitor arrives on the landing page, the URL contains a query string parameter identifying the tracking code for the keyword. The visitor then clicks a link to another page, but then immediately clicks the Back button to return to the landing page. When the visitor arrives a second time on the landing page, the URL with the query string parameter identifies the tracking code again. And a second click-through is registered, thereby falsely inflating the number of click-throughs.

To avoid this inflation of click-throughs, Adobe recommends using the getValOnce plugin to force each campaign click-through to be counted only once per session. For more information on the getValOnce plugin, see Implementation Plug-ins.

Syntax and Possible Values


The campaign variable has the same limitations as all other variables. Adobe recommends limiting the value to standard ASCII characters.

Case Sensitivity

eVars are case insensitive, but they are displayed in the capitalization of the first occurrence. For example, if the first instance of eVar1 is set to "Logged In," but all subsequent instances are passed as "logged in," reports always show "Logged In" as the value of the eVar.



Configuration Settings

Each campaign value remains active for a user, and receives credit for that user's activities and success events until it expires. You can change the expiration of the campaign variable in the Admin Console.

Pitfalls, Questions, and Tips

  • To keep click-throughs from being inflated, use the getValOnce plugin to let the click-through for a campaign be counted only once per session. For more information on the getValOnce plug-in, see Implementation Plug-ins.
  • For more information on tracking marketing campaigns and keyword buys, see Campaigns.
  • Use the DigitalPulse Debugger to see the actual value of campaigns (v0 in the debugger). If v0 does not appear in the debugger, no campaign data is recorded for that page.