See below for a quick reference to quantity and character limits in Campaign Manager 360. At the bottom of this article, you can find a list of the characters Campaign Manager 360 allows in landing page URLs.
Quantity and character limits
This section provides the limits on the number of items that can be created in your Campaign Manager 360 account.
Account levelAdvertisers: No limit.
Advertiser groups: 300.
Custom creative fields: 12 per advertiser.
Floodlight activities: No limit.
Event tags: See event tags below
Audience: A list isn't targetable until it has at least 100 active members per month. Maximum number of members unlimited.
Targeting templates: No limit.
Landing pages: No limit.
Landing page URL suffix: 128 characters.
Placements: 200,000 (excluding archived placements).
Name: 128 characters.
Description: 254 characters.
Subaccount name: 128 characters.
Placement strategies: No limit.
Placement strategy name: 255 characters.
Content categories: No limit.
Content category name: 255 characters.
Event tag name: 255 characters.
Event tag URL: 500 characters for impression or click event tag URLs.
You can create:
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Max of 20 impression event tags at the advertiser level.
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Max of 20 click event tags at the advertiser level.
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Max of 50 impression event tags at the campaign level.
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Max of 50 click event tags at the campaign level.
You can apply:
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Max of 70 impression event tags for any given ad. If you create 20 impression event tags at the advertiser level and 50 more at the campaign level, you can apply 70 to any given ad in a campaign.
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Max of 1 click event tag for any given ad. You can only apply one click event tag per ad. If you create 20 click event tags at the advertiser level and 50 more at the campaign level, you will have 70 to choose 1 from for any given ad.
User role name: 255 characters.
User profile email address: 64 characters.
User profile filters: 100 is the recommended maximum number of filters. In other words, we recommend you specify no more than 100 different advertisers, campaigns, sites, user roles, and Planning projects for any given user profile on the "Filters" tab.
Activity name: 100 characters.
Activity group tag string: 8 characters.
Default tags: 12,000 characters per tag. No character limit for the total across all default tags.
Publisher tags: 12,000 characters per tag. No limit for the total across all publisher tags.
Custom variable friendly name: 64 characters.
Custom variable: 100 total variables.
- There is no character limit for custom variables, but remember that the length of your variables adds to the total length of the URL in the user's browser. This is important because total URL length is limited in some browsers.
- String variables do not accept the following characters:
",<,> or #. - Number variables use a decimal point (.) as a separator, such as 3.5.
- Special characters need to be URL encoded to avoid processing issues.
Name: 255 characters. We recommend not including semicolons in campaign names.
External ID: 50 characters. Must use UTF-8 encoding. Allowed characters include: numbers from 0–9, uppercase and lowercase letters, dashes, and underscores. Never use commas, semicolons, or pipes ("|").
Comments: 255 characters.
Landing page name: 255 characters.
Audience segment group: 64 characters for segment name, 64 characters for group name.
Name: 512 characters.
Package/roadblock name: 512 characters.
External ID: 50 characters. Must use UTF-8 encoding. Allowed characters include: numbers from 0–9, uppercase and lowercase letters, dashes, and underscores. Never use commas, semicolons, or pipes ("|").
Comments: 4,000 characters.
Additional key-values: No hard limit. However, we recommend that you don't exceed 512 characters.
Ad assignments: 600 (excluding tracking ads).
Name: 255 characters.
Comments: 512 characters.
Custom landing page URL: 1,024 characters.
Audience list expression: 400 clauses per expression, 65 distinct lists per clause, 300 distinct lists across entire expression.
Creative assignments: 600 (excluding tracking creatives).
Creatives included in rotation: There is a limit to how many assigned creatives you can include in rotation in an ad. The limit depends on your rotation type.
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For a "sequential" creative rotation, the limit is 64 creatives in rotation.
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For any other rotation type, the limit is 80 creatives in rotation.
Status does not affect these limits. It doesn't matter whether your assigned creatives are active or inactive.
It's important to remember the difference between assignments and rotation. You assign creatives with the "Edit assignments" workflow in your campaign (or in the ad properties). But you include creatives in rotation in a separate column. Once your creatives are assigned, check the "Include in rotation" column. You can find this column in your campaign or in the ad properties (under "Creative assignments"). Here you can choose whether to include each creative in rotation.
Name: 256 characters.
Creative name: 256 characters.
Asset filename: no character limit.
Assets of Instream or VPAID Linear creatives: 20 (including publisher hosted assets).
Creative group name: 255 characters.
Creative exit event name: 256 characters.
Creative field name: 255 characters.
Creative field values: 768 values.
Redirect and display redirect creative URL: 255 characters.
Custom landing page URL in a rich media creative: 1,024 characters for landing page URLs entered directly into the Campaign Manager 360 UI. Hard-coded URLs in a rich media creative have no character limit.
Site name: 128 characters.
CC (when using Campaign Manager 360 to notify publishers about tags): 64 characters.
Custom channel groupings: 25 groupings maximum.
Rules per custom channel grouping: 50 rules per grouping.
2048 characters worth of custom rules total for each audience list.
Special characters in landing page URLs
In landing page URLs, Campaign Manager 360 supports English alphanumeric characters in upper and lower case, as well as the following special characters:
Keep in mind that some of these characters have particular meanings in the HTTP protocol, which is why they are okay to use in Campaign Manager 360. If you use unsupported special characters, your ad may may not click through properly, or it may not serve at all.
Requirements for %
Your landing page URL can only include % as part of an official Campaign Manager 360 macro (such as %p or %k).
If you need to use % for any another reason, use an escaped version (%25) I.e., enter %25 instead of %. Otherwise, Campaign Manager 360 will count the URL as invalid and not allow you to save it.
Creative encoding
All creatives uploaded to Campaign Manager 360 must be UTF-8 encoded.