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adobe analytics // dynamic parameters

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marinaa80221307
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marinaa80221307
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31-05-2019

Hi team!

My name is Marina, I’m working in Dentsu Aegis Russia, and some of the clients that my team leads use Adobe Analytics installed on the website.

I’m not sure if I name it correct but here in Russia we call it “dynamic parameters”, we’re familiar with the usage of them in Google Analytics and we need to figure out if it’s possible to do the same with AA.

What we need:

We have campaigns where lots of different creatives are being tested, and in order to be able to measure the effectiveness of each of them we need to see the analytics among them. In the simple way that means that we need to create a separate tracking code for each creative (separating them by different flex parameters), so, for example, if we have creative 1, 2 and 3 we would do 3 different tracking codes:

Instead of doing it we want to create some dynamic parameter {dynamic} and create one link https://www.landingpage.ru?cmp=bac.carat.rus.site.cpm.banners.campaign.{dynamic} and then when already creating a placement in platform (for example in facebook), replace {dynamic} by {{ad.id}} and get the analytics separated.

Just for better understanding this is how could be do in when working with GA:

Assume landing page is landingpage.ru

We want to add the dynamic parameter to separate analytics by ad IDs in utm_content

We add UTMs and get the following click link: landingpage.ru?utm_medium=banner&utm_source=facebook&utm_campaign=campaign1&utm_content=%putm_content=!?

Then we create a DCM pixel with the click link inside: https://ad.doubleclick.net/ddm/trackclk/N262.230/B1021;dc_trk_aid=31;dc_trk_cid=738;dc_lat=;dc_rdid=...=;

In order for this link to work with dynamic parameter we add the appropriate parameter to DCM link:

https://ad.doubleclick.net/ddm/trackclk/N262.230/B1021;dc_trk_aid=31;dc_trk_cid=738;dc_lat=;dc_rdid=...;utm_content={{ad.id}}?

Then when we launch the campaign we will get the separated analytics in GA:

1763175_pastedImage_0.png

So we want to do the same in AA. Is it possible?

I look forward to hearing from you soon!

Thank you in advance!

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Asheesh_P
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31-05-2019

Hi Marina,

It is possible in Adobe Analytics by following:

1. Track full campaign url by using getQueryParam | Util.getQueryParam​ | campaign  i.e. "cmp" in your example

https://www.landingpage.ru/?cmp=bac.carat.rus.site.cpm.banners.campaign.{dynamic}

2. use classification to split different values in campaign url Classifications | Classification Rule Builder

To do campaign performance deep dive in Adobe Analytics, I would recommend using Advertising Analytics Overview  | AA Frequently Asked Questions

Thanks,

Asheesh

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