7 ad platforms, kept as data.

MACROS (27)

• {campaignid}
• {adgroupid}
• {creative}
• {keyword}
• {matchtype}
• {network}
• {device}
• {devicemodel}
• {placement}
• {target}
• {targetid}
• {loc_physical_ms}
• {loc_interest_ms}
• {gclid}
• {feeditemid}
• {extensionid}
• {random}
• {ignore}
• {ifmobile:}
• {ifnotmobile:}
• {ifsearch:}
• {ifcontent:}
• {lpurl}
• {unescapedlpurl}
• {escapedlpurl}
• {lpurl+2}
• {lpurl+3}

RULES (3)

• Blocks

  Parallel tracking is the only click measurement method, so the tracking template loads in the background and never reaches the browser. GA4 reads UTMs from the landing page URL, so a UTM set only here is not read.

• Warns

  {lpurl} is inserted unescaped only at the very start of a template. Anywhere else Google escapes ? = " # tab ' and space, so moving the token silently changes the encoding of every URL in the account.

• Advises

  With auto-tagging on, GA4 takes source, medium and campaign from gclid, not from these UTMs. Only utm_content and utm_term reach reporting, as Manual Ad Content and Manual Term.

MACROS (13)

• {campaignid}
• {adgroupid}
• {adid}
• {keyword}
• {matchtype}
• {network}
• {device}
• {msclkid}
• {lpurl}
• {unescapedlpurl}
• {escapedlpurl}
• {lpurl+2}
• {lpurl+3}

RULES (8)

• Blocks

  Microsoft caps the tracking template at 2,048 characters, protocol included.

• Blocks

  Microsoft caps the final URL at 2,048 characters, protocol included.

• Blocks

  A tracking template must begin with http://, https://, {lpurl} or {unescapedlpurl}.

• Blocks

  Account, campaign and ad group templates must contain at least one landing page tag.

• Blocks

  A final URL suffix may not start with ?, & or #.

• Blocks

  A final URL suffix may not contain {ignore}, {lpurl}, {escapedlpurl} or other landing page placeholders.

• Blocks

  Microsoft does not validate that a custom parameter exists. An undefined {_name} is neither substituted nor removed, so it arrives at the landing page as literal text with no error anywhere in the interface.

• Blocks

  Microsoft accepts the first 8 custom parameters on campaigns, ad groups, criteria and ads.

MACROS (8)

• {{campaign.name}}
• {{campaign.id}}
• {{adSet.name}}
• {{adSet.id}}
• {{ad.id}}
• {{creative.name}}
• {{creative.headline}}
• {{site_source_name}}

RULES (3)

• Blocks

  Snapchat uses {{adSet.name}} in camelCase; Meta uses {{adset.name}} in lowercase. Four other tokens are byte-identical across the two platforms, so a URL copied from a Meta workflow PARTLY works — the shared tokens resolve, the ad-set token does not, and nothing looks broken.

• Advises

  Shopify advertisers using the Snapchat Ads App have snap_campaign_id set to a fixed identifier that cannot be overwritten, by the builder or by url_macro_parameters.

• Advises

  Previewing an ad by scanning a Snapcode populates dynamic parameters as 'successful_' rather than real values. That is preview-only behaviour, but it looks exactly like broken tagging.

MACROS

None. Any token in the URL is served as literal text.

RULES (3)

• Blocks

  Spotify has no macro system. A token copied from another platform's workflow is served literally.

• Blocks

  All Spotify tracking URLs and third-party tags must be HTTPS.

• Advises

  Audio ads are frequently heard rather than clicked, and the call to action is a spoken URL someone retypes from memory. Nothing can be tagged inline in that path.