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Traffic a DoubleClick tag as a custom creative

The best practice is to always book DoubleClick Campaign Manager (DCM) tags using the 'DoubleClick tag' creative type. Using this creative type saves you from having to add any additional macros for click tracking, and keeps the discrepancy of clicks between DCM and DFP under 2%.

It’s possible to traffic a DCM tag as a custom creative to allow for additional formatting of the creative, such as the addition of a third-party tracking pixel. In these rare cases, you must add the DFP click macro to the DCM tag in order to track clicks properly, as well as the CacheBuster macro for certain tag types.

Here's an example of a legacy DCM tag for the "Code snippet" box in the creative's settings. Tags in this format require both click and CacheBuster macros:

<SCRIPT language='JavaScript1.1' SRC=";abr=!ie;sz=widthxheight;kw=[keyword];click=%%CLICK_URL_UNESC%%;ord=%%CACHEBUSTER%%?"> </SCRIPT>
<A HREF="%%CLICK_URL_UNESC%% Byyyyyyy.Pzzzz;sz=widthxheight;kw=[keyword];ord=%%CACHEBUSTER%%?">
<IMG SRC=";sz=widthxheight;kw=[keyword];ord=%%CACHEBUSTER%%?" BORDER=0 WIDTH=X HEIGHT=Y ALT="Click Here">

Here’s an example of a DCM tag in the “INS” format, which requires only a click macro (cache busting is built into the tag):

<ins class='dcmads' style='display:inline-block;width:728px;height:90px'
  <script src='//'></script>
When a DCM tag is trafficked as a custom creative, DFP treats the DCM tag as a third-party tag and therefore doesn't report clicks without the DFP click macro. Additionally, you should expect to see a larger discrepancy in delivery numbers, as you would with any third-party ad server.

For more help on inserting macros into the correct location, see Macro overview. To learn more about the DCM INS tags, see Use the INS tag.

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