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The term tracking link is somewhat unprecise. In the context of the platform, the following links and codes tags need to be distinguished from one another:
The tracking codetag, which is placed on the confirmation page of a conversion on the website or mobile app of an advertiser. These codes tags track conversions and all the data related to them. They are not the topic of this article. For more information on tracking codestags, please read this article.
The click URL, which is related to an ad media item and integrated on the ad space of a partner. It is used to track clicks on ad media items.
The ad impression URL, which is related to a visual ad media item such as a banner and integrated on the ad space of a partner. It is used to track impressions of ad media items.
The target URL, which is the URL of the advertiser’s website or mobile app used to redirect customers who click on an ad media item. In the case of SEO-friendly tracking, the target URL will be implemented on the ad space of a partner directly.
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The tracking domain is the domain via which ad impressions, clicks and conversions. It provides the base for tracking codestags, ad impression URLs and click URLs. In case of first party tracking and tracking is taking place on the domain of the advertiser, it will have the following format:
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To find out more about tracking domains and learn how you can create and edit them, please read this article.
It is important to note that the tracking domain does not define the target URL. As we shall see below, the target URL is defined by the settings of the ad media kit and the ad media item and usually contain the domain of the advertiser.
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The advertiser tracking settings cover multiple things. For a comprehensive overview, please read this article. In relation to the constitution of tracking links, the following things are important:
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When you choose to distribute SEO-friendly tracking links, partners can integrate the target URL in the ad space directly, as alternative for the click URL. Tracking will be triggered via the so called on-page code tag on the website or mobile app of the advertiser. To find out more about SEO-friendly tracking, please read this article.
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To find out how you can add additional parameters and what dynamic values are available, please read this article. After the additional parameters are added, the target URL will have the following format:
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Finally, please note that any changes to the additional parameters in the tracking settings will be applied to all target URLs related to the advertiser, including existing target URLs.
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Creatives Set settings
The ad media kit is a folder used to organize ad media. The settings allow you to relate ad media items in the folder to a specific campaign or to a tracking channel. For more information, please read this article. In the context of tracking links the ad media kit settings are important because they are used to define the target URL. Usually, the target URL will be related to a page on the advertiser’s website or mobile app and therefore contain the advertiser’s domain. Please note that this does not need to be the main page: the ad media kits allow you to use different pages as a target URLs and not loose overview.
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If you want, you can change the target URL for an individual ad media item. You can also add parameters on this level. For comprehensive instructions, please read this article. The possibility to change gives you the possibility to differentiate the target URLs within the ad media kits. However, you are not able to remove the parameters you added in the tracking settings of the advertisers, unless the ‘replace if exist’ setting is not active. When you add parameters identical with parameters you added on the level of the ad media kit, the parameters on the level of the ad media item will be used.
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Once the tracking settings have been defined, the ad media kit settings have been defined and the ad media item has been created, the platform will automatically create click URLs and ad impression URLs. If SEO-friendly bounceless tracking has been activated in the tracking settings of the advertiser, the platform will also automatically create an SEO-friendly bounceless tracking link. All these URLs are distributed via the partner UI. If partners are external and manage their own ad spaces, they can collect these URLs themselves and integrate them. If a partner represents a channel, as in the case of an internal newsletter or SEA, you will have to collect these URLs yourself. You do this by logging in to the relevant partner account. For comprehensive instructions, please read this article.
For a comprehensive explanation of the format and content of the standard click URL, please read this paragraph in the article on partner ad media. SEO-friendly bounceless tracking URLs are identical with the target URL, as was mentioned above. For a comprehensive explanation on the format and content of the ad impression URL, please read this paragraph in the article on the partner ad media. Please note that for HMTL-items, you will find the target URL replaced by a click URL in the script, regardless whether you kept the original target URL in the script or worked with placeholders for the target URL of the ad media kit or the individual ad media item.
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External partners can use the deeplink generator, which is usually offered in their partner UI. They can also create deeplinks manually, which you will probably want to do for partners that represent channels you manage yourself as well. What it comes down to is that you add a parameter to a click URL which overwrites the target URL of the ad media item. For comprehensive instructions on creating deeplinks, please read this article.
It is also possible to work with deeplinking in scripted ad media items, such as HTML-items. This is only relevant when you have removed the original target URLs from the script of the item and replaced it with placeholders for the target URL from the ad media kit or individual ad media item. This can be important, for example, when you with rotating banners and need to implement different target URLs. To add deeplinks, you can follow the same instructions mentioned above.
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