Click tracking line items consist of only text, usually hypertext, and not images. You would create a click tracking line item if you wanted to track clicks on textual ads built into your content such as an email newsletter. Another good use for click tracking line items is to track clicks on image ads that are delivered by your content management system (CMS). Click tracking line items aren't served by DoubleClick for Publishers and don't count impressions but instead use a click command that you generate to register clicks.
Dynamic vs. static click tracking line items
There are two types of click tracking line items: dynamic and static.
Dynamic: The destination URL is automatically inserted into the ad tag through the creative code. When you pause a dynamic click tracking line item, or if it's before or after the line item's run dates, DFP doesn't insert the destination URL provided by your CMS, and the line item stops running.
Static: You or your webmaster manually add the destination URL to the ad tag. When you pause a static click tracking line item, the line item continues to run since it's hard-coded into your web page.
If a click tracker isn't redirecting, you can use the HTTP error code to help you solve the problem. If the click tracker is inactive, you'll get a "204: No Content" error. An improperly formatted click tracker will produce a "500: Internal Server Error." (When it's working correctly, the click tracker will generate a "302: Found" response.)
Create click tracking line items
To create a click tracking line item that you can easily report on and that your website properly serves, you first create an ad unit or placement specifically for your text link, create the line item in DFP, and then send the click tracking URL to your webmaster.
First, create an ad unit or placement for your text links
We recommend that you create at least one ad unit dedicated to your text links as that will easily let you distinguish them in your reports from other types of ad units. See Create an ad unit and Create a placement to learn how.
Since your organization serves text link line items, not DFP, ad units that you create for text links are only used for reporting purposes. If your organization uses text links in multiple ways (Flash click-through, hard coded on site, in conjunction with a third party, etc.) you could also choose to create a unique ad unit for those different modes. You can use whatever naming convention you prefer when creating the ad unit. We recommend setting the size to 1x1.
Next, create your text link line items
You must create a line item for each text link you want to serve.
In the upper right-hand corner of the 'New line item' screen, click Advanced.
Select Click tracking.
Enter a line item name.
Enter the dates, click limit, and cost.
Select the ad unit or placement that you created to specifically report on the text link line item, as mentioned above.Since DFP doesn't serve text link line items, they can't be targeted to specific audiences.
Click Save and upload creatives (you will be entering the text link's destination URL on the Creative's page.)
Enter a name for the creative (for example, you could use the exact text you'll use for the text link).
Enter a destination URL.
Click Save and approve the order, if needed.
Last, generate the click tracking URL and send it to your webmaster
Open the line item and in the 'Generate click tracking link' drop-down list under the Pause, Add creatives, and More actions buttons, select an ad unit.
The link displays below the drop-down list.
Highlight and copy the link then send it to your webmaster.
Reporting on text link line items
Even though you can't target text link line items to audiences, non-targeted values will still be included in reports.
Text link line items have hard cut-offs. DFP will stop counting clicks on text link line items once their end dates pass even if the click limit isn't reached.
If you've upgraded from legacy DFP
In legacy DART for Publishers, text link ads kept delivering regardless of whether the ad was past its end date, the ad met it's goal, or the ad was red-lighted. You would be charged for every click, even for clicks that ran over the ad's goal.
Text link line items have hard cut-offs. That is, when you upgrade to DoubleClick for Publishers, DFP will stop counting clicks on text link line items once their end dates pass even if the click limit isn't reached.