Mobile trafficking guidelines

The basic trafficking process in Campaign Manager is the same for all types of devices, including mobile: assign creatives to ads, assign ads to placements, and send tags to publishers. There is no special mobile placement, mobile ad, or mobile tag type.

There are, however, three important areas to consider:

  1. Placement tags: All placement tags include the additional dc_rdid= parameter, which your publisher will need to populate with resettable device IDs, and the optional tag_for_child_directed_treatment= and dc_lat= parameters. You’ll need to make sure that your publisher can populate all of these parameters correctly if your placement will serve in an app. This is necessary to enable many important features. See below for more details.

  2. Ad and creative setup: Consider mobile targeting options if you want to limit which devices receive your ads. See below for more details.

  3. Mobile reporting and in-app Floodlight: There are extra steps to ensure proper Floodlight tracking on in-app inventory, and to view mobile reporting dimensions. See below for more details.

  4. App and App ID reporting: 

    Publishers must pass an app ID into the dc_msid= parameter to enable App and App ID reporting dimensions. For example: dc_msid=com.android.chrome for Google Play Store or dc_msid=535886823 for iOS App Store.

     

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Placement tags

Tag parameters for app inventory

Placement tags serving inside apps require extra parameters for many important features. These parameters are dc_rdid= and tag_for_child_directed_treatment= and dc_lat=.

These parameters are all automatically included in all display placements since any display placement could potentially serve inside an app (but only if your tags are secure).

Note that if your placements are publisher-paid, you will not be able to download them before you send them to the publisher for approval.

Why you need to ensure publishers pass values to these parameters

Your tags will not be be enabled for Floodlight conversion tracking, reach/frequency reporting, frequency capping, creative rotation, or audience lists (remarketing) without values in these parameters

Parameter definitions

  • dc_rdid=: User resettable device identifiers in the form of IDFA for iOS or advertising ID (AdID) for Android. This parameter is required. The publisher must pass a value into this parameter in order to enable in-app conversion tracking. The values should be the unhashed, raw value. We will only accept values passed securely over SSL-enabled tags.

    Note: We strongly recommend using the dc_rdid parameter for device IDs instead of the legacy parameter dc_muid, which accepts uppercase MD5-hashed IDFA, Android ID, and AdID values.

  • tag_for_child_directed_treatment=: Accepts a value of 0 or 1. A value of 1 indicates that this particular request may come from a user under the age of 13, under COPPA compliance.

  • dc_lat=: Accepts a value of 0 or 1. A value of 1 means that the user has enabled the “Limit Ad Tracking” option for IDFA or AdID in order to opt out of interest-based ads and remarketing. If "Limit Ad Tracking" is off, the value is 0.

Tag samples

Here are some sample tags that include the parameters discussed above. All these parameters must be populated by the publisher, so make sure your publisher has agreed to pass the necessary values.

A sample standard tag (used for image banners):

<A HREF="https://ad.doubleclick.net/ddm/jump/N9200.284257.MYSITE/B7841142;sz=320x50;ord=[timestamp]?"> <IMG SRC="https://ad.doubleclick.net/ddm/ad/N9200.284257.MYSITE/B7841142;sz=320x50;ord=[timestamp];dc_lat=0;dc_rdid=38400000-8cf0-11bd-b23e-10b96e4ddddd;tag_for_child_directed_treatment=0?" BORDER=0 WIDTH=320 HEIGHT=50 ALT="Advertisement"></A>

The beginning of a sample JavaScript tag (typically used for HTML5 or Rich Media banners):

<SCRIPT language='JavaScript1.1' SRC="https://ad.doubleclick.net/ddm/adj/N9200.284657.MYSITE/B7841342.2;sz=320x50;ord=[timestamp];dc_lat=0;dc_rdid=38400000-8cf0-11bd-b23e-10b96e4ddddd;tag_for_child_directed_treatment=0?"> </SCRIPT>

A sample pre-fetch tag (used for in-stream video ads):

VAST 2.0 pre-fetch tag

https://ad.doubleclick.net/ddm/pfadx/N9200.284657.MYSITE/B7841342.2;kw=[keyword];sz=widthxheight;ord=[timestamp];dc_lat=0;dc_rdid=38400000-8cf0-11bd-b23e-10b96e4ddddd;tag_for_child_directed_treatment=0;dcmt=text/xml;dc_sdk_apis=[APIFRAMEWORKS];dc_omid_p=[OMIDPARTNER]

VAST 3.0 pre-fetch tag

https://ad.doubleclick.net/ddm/pfadx/N9200.284657.MYSITE/B7841342.2;kw=[keyword];sz=widthxheight;ord=[timestamp];dc_lat=0;dc_rdid=38400000-8cf0-11bd-b23e-10b96e4ddddd;tag_for_child_directed_treatment=0;dcmt=text/xml;dc_sdk_apis=[APIFRAMEWORKS];dc_omid_p=[OMIDPARTNER];dc_vast=3

VAST 4.0 pre-fetch tag

https://ad.doubleclick.net/ddm/pfadx/N9200.284657.MYSITE/B7841342.2;kw=[keyword];sz=widthxheight;ord=[timestamp];dc_lat=0;dc_rdid=38400000-8cf0-11bd-b23e-10b96e4ddddd;tag_for_child_directed_treatment=0;dcmt=text/xml;dc_sdk_apis=[APIFRAMEWORKS];dc_omid_p=[OMIDPARTNER];dc_vast=4

A sample tracking ad image tag for impressions:

<IMG SRC="https://ad.doubleclick.net/ddm/trackimp/N7480.169443360.MYSITE/B7967415.105398014;dc_trk_aid=278142637;dc_trk_cid=56651190;ord=[timestamp];dc_lat=0;dc_rdid=38400000-8cf0-11bd-b23e-10b96e4ddddd;tag_for_child_directed_treatment=0?" BORDER="0" HEIGHT="1" WIDTH="1" ALT="Advertisement">

A sample tracking ad tag for clicks:

http://ad.doubleclick.net/ddm/trackclk/N7480.169443360.MYSITE/B7967415.105398014;dc_trk_aid=278142637;dc_trk_cid=56651190;dc_lat=0;dc_rdid=38400000-8cf0-11bd-b23e-10b96e4ddddd;tag_for_child_directed_treatment=0

Supported tags for mobile

While there is no special placement tag type for mobile devices, mobile sites, or apps, overall support can vary. The tables below can help you choose the right tags. You cannot pass device IDs into placement tags for click trackers. Use tracking ads instead.

Mobile web compatibility
  Image HTML5 Rich Media In-stream VPAID Tracking creative
Standard 1x1 only
Iframe/JavaScript
JavaScript
Pre-fetch
Internal redirect
Click tracker
Tracking ad
Mobile in app compatibility
  Image HTML5 Rich Media In-stream VPAID Tracking creative
Standard 1x1 only
Iframe/JavaScript
JavaScript
Pre-fetch
Internal redirect
Click tracker
Tracking ad
Other parameters you may see in your tags

Your tags will generally look the same whether they serve to mobile or non-mobile inventory. However, you may see some extra parameters(but only if your tags are secure).

dcapp=1

This parameter was used to distinguish in-app placements from in-page placements before the launch of the display compatibility. You’ll still see this parameter when you export tags for old in-app placements.

dc_muid=

The uppercase IDFA, Android ID, or AdID, run through an MD5-hash algorithm. The identifiers must use all capital letters before they are hashed. Campaign Manager won't recognize MD5-hashed values of lowercase IDs. It's the publisher's responsibility to apply MD5 hashing to device identifiers.

Note: We strongly recommend using dc_rdid to pass device identifiers instead of dc_muid.

dc_ref=

This parameter can be added to placement tags to let publishers pass the exact URL where an impression serves. Publishers with complicated page layouts, such as nested iframes, may need to use this parameter to ensure that Campaign Manager records the URL of the main webpage an impression occurs versus the location of the iframe. The URL passed in this parameter will then be used as a signal within Campaign Manager Verification. This parameter is added automatically to internal redirects, and can be added manually to all other placement tag types.

Other parameters

In some cases, Campaign Manager placement tags will include parameters that are not mentioned here because they are unique to specific Campaign Manager accounts or related to features that are not widely used. If you have questions about an placement tag parameter that is not mentioned here, contact support.

Ad and creative setup

Mobile and HTML5

There is no mobile-specific creative, but some creatives work better if you want to reach mobile devices or serve ads to mobile in-app inventory. HTML5 is a good option.

HTML5 for mobile

HTML5 is a widely supported option for mobile. Nearly any device and browser can support HTML5, and it's compatible with mobile in-app inventory. Here are some HTML5 creatives you can set up in Campaign Manager:

Easy ways to create HTML5 assets

Google Web Designer (GWD)is a free tool that allows creative developers to build HTML5 creatives and deploy them in Campaign Manager.

Use Google Web Designer for exit events

Google Web Designer's Tap Area component is fully compatible with Campaign Manager. No custom code is required.

To add a click tag using a Tap Area:

  1. Be sure your ad has a button or other clear visual call-to-action element for the user to click or touch.
  2. Drag the Tap Area component from the Interaction folder of the Components panel to the stage, and position it over the call to action.
  3. Click the new event button  in the Events panel.
  4. In the event dialog, select the following options:
    Target The Tap Area component (gwd-taparea_1)
    Event Tap Area > Touch/Click
    Action

    Google Ad > Exit ad

    Note: A similar action, Exit ad (overrides URL), doesn't allow you to modify the URL outside of the creative, such as within Studio or Campaign Manager, and should only be used for dynamic ads.

    Receiver gwd-ad
    Configuration
    • Metrics ID - A label (e.g., "CTA") to make reports easier to understand.
    • URL - The exit URL.
    • Collapse on exit - For expandable ads, check to collapse the ad when the user closes the ad.
    • Pause media on exit - Check to stop video and audio playback when the user closes the ad.
    • Collapsed page on exit - For expandable ads, the page to show when the user closes the ad.
In-app inventory

If you plan to reach mobile devices, you may have placements on in-app inventory. In-app inventory includes placements on mobile applications that run on smartphones and tablets. Mobile apps may include gaming, dating, travel, or check-in applications. Your agreement with the publisher should specify whether you’ve bought space in a mobile app.

Mobile targeting

You can apply all the same targeting criteria to ads you serve to mobile. But you may want to apply technology targeting to target device types, mobile carriers, and other mobile-related criteria.

Technology targeting

You can find technology targeting settings in your standard ad properties and targeting templates, along with your other targeting options. Learn about technology targeting

Only target when necessary

Remember that your ads can serve to mobile devices even if you don't target a device type. Only use targeting if you want to narrow the range of devices you reach, or limit other criteria. Campaign Manager serves ads to all devices unless they are unsupported or excluded by your targeting criteria.

Floodlight and reporting

About Floodlight and reporting for mobile
  1. Floodlight: Floodlight works differently for placements on mobile apps. If you plan to use Floodlight conversion tracking to track app conversion activity (e.g., app installs), prepare by following the Floodlight in-app conversion tracking process.

  2. Reporting: Reporting has special dimensions for mobile, such as carrier and connection type. Also, note that Data Transfer cannot distinguish cookie IDs for mobile devices from those on non-mobile devices. Learn about mobile reporting

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