Macros in the system are divided into two types: macros for ad headlines and macros for passing parameters in URLs. This separation allows for effective ad personalization and automatic data transmission to trackers.
Macros for Ad Headlines
These macros are used to personalize ad text, making it more appealing to users.
Available Macros:
{CITY}: Inserts the user's city name.
{DATE}: Inserts the current date.
Example Usage:
Original headline:
Discounts in {CITY} only today! Hurry!
For a user in Moscow, the headline will appear as:
Discounts in Moscow only today! Hurry!
Advantages:
Personalization:
Macros adapt the ad text for each user, increasing its relevance.Higher Click-Through Rate (CTR):
Personalized headlines attract more attention, potentially boosting the effectiveness of your ad campaign.
Macros for Passing Parameters in URLs
These macros are used to automatically pass parameters to trackers or analytics systems. This is particularly useful for tracking key metrics and analyzing ad campaign performance.
Available Macros:
{click_id}: Passes a unique click ID.
{campaign}: Passes the advertising campaign ID.
{creative}: Passes the creative ID.
{zone_id}: Passes the ad zone ID (publisher ID + specific placement ID).
{cpc}: Passes the cost-per-click (CPC).
{language}: Passes the user's browser language.
{device}: Passes information about the user's device.
{browser}: Passes information about the user's browser.
{platform}: Passes information about the user's platform.
Example Usage:
If your ad URL looks like this:
https://example.com/landing?click={click_id}&campaign={campaign}&zone={zone_id}
On the tracker’s side, it will be transformed into:
https://example.com/landing?click=12345&campaign=67890&zone=54321
General Recommendations
Proper Use of Macros:
In headlines, use macros only for text that depends on the user (e.g., city or date).
In URLs, use macros to pass data that aids analytics and optimization.
Validation:
Before launching your ad campaign, ensure all macros are correctly configured and functioning as intended.
Campaign Optimization:
Regularly analyze the data transmitted via URL macros to improve targeting and bid management.