Macros simplify complex variable pass-throughs and content for both tracking and client facing ad copy.

There are two distinctly different applications and functionalities available when employing a macro:

Reporting (URL) macros easily handle reporting parameters relevant to campaign performance. These could be pretty much any common data sets, used by almost all tracking systems – affiliate ID, source ID, sub IDs, conversion counts and order values, etc. All you need is to correctly map (name) the appropriate fields, and you’re ready to go.

Here are some of the most common reporting macros used in the MGID network:

  • {campaign_id} – ID of the campaign. This macro is used to help the client-advertiser (and sales - and - account managers) to identify his campaigns (clients' campaigns) within our system.
  • {category_id} – ID of ad category. This macro is used to differentiate ads filtered by categories in our system. It displays performance per each vertical. Some categories may also have sub-categories within them.
  • {click_id} – Provides click parameters for post-back reporting.
  • {click_price} – Reports the costs actually paid for the click by the advertiser.
  • {geo} - Geographical region of the user. This macro is used for campaigns with multiple geo settings for identifying better geo performance and profitability per region, as well as targeting validation.
  • {teaser_id} – ID represents a unique ad ID that can be matched in the system.
  • {widget_id} – ID of the placement (publisher, platform, website). These are used to identify and manage publisher sources, as each placement carries a unique number.
Teaser (Ad-copy) macros are primarily used for advertisement personalization and when properly deployed, could significantly increase ad engagement (CTR) and conversions. Best and most common used cases are {City} and {Country} macros.

These are the geo-sensitive macros, which insert actual user’s location (instead of {City}) and country (instead of {Country}) into the ad.

Here is an example - Let’s say your headline is: “Robert from {City} uses this trick to make money.”

New York users will see: “Robert from New York uses this trick to make money.” Visitors from Toronto will be presented with: “Robert from Toronto uses this trick to make money.”

If your campaign is less regionalized, a {Country} macro may be more appropriate. So, if your headline is “Pamela from {Country} Cooks This Dish Twice a Week”, the resulting ad copy will read as follows:

In New York: “Pamela from USA Cooks This Dish Twice a Week.” In Toronto: “Pamela from Canada Cooks This Dish Twice a Week.”

Macros will make your life much easier. If you have any questions regarding set-up, formats or usage, we would be happy to help.