Add URL parameters

To perform additional tracking on your keywords and ads, you can append the following types of parameters to keyword landing page URLs in DoubleClick Search (DS):

  • Engine-specific dynamic parameters (such as Adwords ValueTrack or Bing dynamic parameters).

  • Static parameters that refer to your own marketing campaigns, product codes, or other internal tracking information that you want to add to the landing page.

  • Parameters with values that are dynamically generated by DS macros. You can specify a parameter name that is meaningful to you; DS will generate the parameter’s value when it traffics the keyword to the engine. Click the following link to see the list of macros.

    DoubleClick Search Macros

    Macro names are case sensitive.

    Macro format Description
    [*Adgroup*] The name of the ad group that contains the keyword.
    [*AdgroupID*] The DS ID of the ad group that contains the keyword.
    [*Campaign*] The name of the campaign that contains the keyword.
    [*CampaignID*] The DS ID of the campaign that contains the keyword.
    [*EngineAccountType*] The type of engine account that contains the keyword, such as Google or Bing.
    [*EngineAccountID*] The DS ID of the engine account that contains the keyword.
    [*GCLID*] A unique ID that is generated when a consumer clicks an ad. DS maintains attribution information (such as keyword, ad, campaign, ad group) for each click ID. Use [*GCLSRC*] to determine which system generated the ID.
    Note that if you have enabled the conversion API service, DS automatically appends the click ID parameters to the landing page URL; you don't need to append these macros.
    [*searchterm*] Keyword text.
    [*KeywordIDNL*] Keyword ID, short form, no letter (e.g., 17860)
    [*KeywordID*] Keyword ID, short form (e.g., P17860)
    [*TrackerID*] Keyword ID, long form, (e.g. 43700000000017860)
    [*Part_Comp*] Publisher Name
    [*Part_Site*] Publisher Site Name
    [*AffiliateID*] Publisher ID, short form (e.g., K123)

    See an example of a parameter that uses the [*KeywordIDNL*] macro.

To append parameters, add them to the destination URL when creating or editing a keyword. You can also add these parameters via upload in the Keyword Landing Page column. DS will copy the parameters over to the clickserver links.

You’ll see the full URLs, including dynamic parameters, in the Landing page and Clickserver URL columns. If these columns don’t appear in your reporting tables, you can add them.

DS-only additional parameters are no longer commonly used. However, if you still use them for historical reasons, they don’t include other types of parameters (such as dynamic parameters), and you don’t want to use an Excel function to update the URL, you can update them using the URL parameters selectable column in the UI, or the Keyword URL Parameters column via upload. Don't include the ? (question mark) in the column; DS will automatically add it to the URL.

The Keyword URL Parameters column is not currently included in the upload templates; you need to download a report that includes keywords, and the column will appear. You can then add parameters to that column and upload it back into DS.


Parameters reserved for DoubleClick Search (do not use)

Some parameters are reserved for DoubleClick Search internal use only. If you use any of the parameters listed in the following link, DoubleClick Search will remove them.

Parameters Reserved for DoubleClick Search
  • ds_e_adid
  • ds_e_cmpid
  • ds_e_device
  • ds_e_kwdid
  • ds_e_kwgid
  • ds_e_matchtype
  • ds_e_placement
  • ds_e_product_id
  • ds_e_product_target_id
  • ds_e_searchquery
  • ds_e_searchterm
  • ds_e_source
  • ds_s_adid
  • ds_s_cmpid
  • ds_s_kwgid
  • ds_s_sleid
  • ds_s_sli
  • ds_url_v
  • lid
  • sadid

Example of appending parameters

Here's an example of a group of parameters placed at the end of a landing page

Parameter example{keyword}&KWID=[*KeywordIDNL*]&channel=paidsearch

Keep the following in mind when adding parameters:

  • If it’s not yet present in the URL, start the parameters with ?.
  • Separate each parameter with &.
  • There should be no spaces in the string.
  • Do not pick any of the reserved parameters as a name.