Create and edit URLs and parameters

Use Search Ads 360 macros in URL parameters

Dynamically add Search Ads 360 names and IDs to landing page URLs

Search Ads 360 macros output the name of the engine account, campaign, ad group, or keyword given credit for a click on an ad in a search engine account. To pass this data to your landing pages, specify a Search Ads 360 macro as the value of a URL parameter in your URL templates or landing page URLs. Learn more about using URL parameters to send data to your site.

Macro names are case sensitive.

Search Ads 360 macros are not available in social or engine track accounts.

Use the {ignore} placeholder in Google Ads and Bing Ads accounts

If you add a Search Ads 360 macro directly to a landing page URL in a Google Ads or Bing Ads engine account, it's recommended that you use the {ignore} ValueTrack parameter to indicate that the macro is used for tracking purposes only. If you don't use this parameter, Google Ads or Bing Ads may disapprove of the keyword or ad.

Make sure that any parts of the URL that affect the content of your landing page appear before the {ignore} parameter. Here's an example landing page URL that includes the {ignore} parameter and a Search Ads 360 macro:
http://www.example.com/shoes?channel=paidsearch{ignore}&ds_kid=[*KeywordID*]

In the example above, the advertiser's site may use the "channel=paidsearch" parameter to adjust the content on the landing page, so it appears before {ignore}. The advertiser uses the ds_kid parameter for tracking purposes only, so it's recommended that it appears after {ignore}.

Note that you don't need to use the {ignore} parameter in Search Ads 360 URL templates, product group URLs, or URLs for Google Ads dynamic targets. You only need the use the parameter if you're specifying Search Ads 360 macros directly in a landing page URL (which Search Ads 360 traffics to the final URL in the engine).

The {ignore} placeholder not needed in other accounts

In other types of engine accounts, the {ignore} placeholder isn't needed in landing page URLs.

Macros not supported in custom parameters

Search Ads 360 does not support macros that are specified in Google Ads custom parameters.

For example, the following custom parameter isn't valid because it contains the [*TrackerID*] macro:
{_channel}=paidsearch&kw=[*TrackerID*]

Parallel tracking and Search Ads 360 macros

Google Ads parallel tracking sends customers directly from your ad to your final URL while click measurement happens in the background (without sending customers to the tracking URLs first). If you turn on parallel tracking for a Google Ads engine account, Search Ads 360 can't replace Search Ads 360 macros with relevant values.

If your landing pages rely on data from Search Ads 360 macros, don't turn on parallel tracking. Learn more about compatibility issues with Google Ads parallel tracking.

List of Search Ads 360 macros

You can specify any of the following Search Ads 360 macros as the value of a query string in a keyword landing page URL:

Macro Description Example
[*Part_Site*] The name of the Search Ads 360 engine account that contains the keyword, with + substituted for spaces. In Search Ads 360, you add something like this to a keyword's landing page URL:
&ds_p=[*Part_Site*]

For keywords from an engine account named "US - NonBrand ID 123-456-7890", the following appears in the landing page URL:
&ds_p=US+-+NonBrand+ID+123-456-7890

[*EngineAccountID*] The full Search Ads 360 ID of the engine account that contains the keyword. In Search Ads 360, you add something like this to a keyword's landing page URL:
&ds_eid=[*EngineAccountID*]

For keywords from an engine account with an ID of "700000000025606", the following appears in the landing page URL:
&ds_eid=700000000025606

[*AffiliateID*] The short-form ID of the engine account that contains the keyword.

The short-form ID for an engine account is the letter k followed by the last digits of the full Search Ads 360 ID that are not preceded by zeros.

In Search Ads 360, you add something like this to a keyword's landing page URL:
&ds_aid=[*AffiliateID*]

For keywords from an engine account with an ID of "700000000025606", the following appears in the landing page URL:
&ds_aid=k25606

[*EngineAccountType*]
or [*Part_Comp*]
The type of engine account that contains the keyword. Search Ads 360 outputs the engine type in all capital letters, such as GOOGLE, MICROSOFT, YAHOO_JAPAN. In Search Ads 360, you add something like this to a keyword's landing page URL:
&ds_e=[*EngineAccountType*]

For keywords from a Google Ads engine account, the following appears in the landing page URL:
&ds_e=GOOGLE

Instead of [*EngineAccountType*], you could add something like this in Search Ads 360 and see the same result in the landing page URL:
&ds_e=[*Part_Comp*]

[*Campaign*] The name of the campaign that contains the keyword, with + substituted for spaces. In Search Ads 360, you add something like this to a keyword's landing page URL:
&ds_c=[*Campaign*]

For keywords from a campaign named "RLSA Brand Terms", the following appears in the landing page URL:
&ds_c=RLSA+Brand+Terms

[*CampaignID*] The full Search Ads 360 ID of the campaign that contains the keyword. In Search Ads 360, you add something like this to a keyword's landing page URL:
&ds_cid=[*CampaignID*]

For keywords from a campaign with an ID of "71700000002467374", the following appears in the landing page URL:
&ds_cid=71700000002467374

[*Adgroup*] The name of the ad group that contains the keyword, with + substituted for spaces. In Search Ads 360, you add something like this to a keyword's landing page URL:
&ds_ag=[*Adgroup*]

For keywords from an ad group named "Branded Terms", the following appears in the landing page URL:
&ds_ag=Branded+Terms

[*AdgroupID*] The full Search Ads 360 ID of the ad group that contains the keyword. In Search Ads 360, you add something like this to a keyword's landing page URL:
&ds_agid=[*AdgroupID*]

For keywords from an ad group with an ID of "58700000049629024", the following appears in the landing page URL:
&ds_agid=58700000049629024

[*searchterm*] Keyword text with + substituted for spaces. In Search Ads 360, you add something like this to a keyword's landing page URL:
&ds_k=[*searchterm*]

For a keyword named "red shoes", the following appears in the landing page URL:
&ds_k=red+shoes

[*TrackerID*]

The full Search Ads 360 ID for a Search Ads 360 item that can specify a landing page:

  • Keyword
  • Product group
  • Dynamic target
  • Sitelink
  • Ad

For example, you add something like this to a keyword's landing page URL:
&ds_kid=[*TrackerID*]

For keywords from an ad group with an ID of "43700000771348238", the following appears in the landing page URL:
&ds_kid=43700000771348238

[*KeywordID*]

The short-form ID for a Search Ads 360 item that can specify a landing page:

  • Keyword
  • Product group
  • Dynamic target
  • Sitelink
  • Ad

The short form ID is the letter p followed by the last digits of the full Search Ads 360 ID that are not preceded by zeros.

In Search Ads 360, you add something like this to a keyword's landing page URL:
&ds_kids=[*KeywordID*]

For a keyword with an ID of "43700000771348238", the following appears in the landing page URL:
&ds_kids=p771348238

[*KeywordIDNL*] The short-form ID without a letter. That is, the last digits of the full Search Ads 360 ID that are not preceded by zeros. In Search Ads 360, you add something like this to a keyword's landing page URL:
&ds_kidnl=[*KeywordIDNL*]

For a keyword with an ID of "43700000771348238", the following appears in the landing page URL:
&ds_kidnl=771348238

[*GCLID*]
and
[*GCLSRC*]

To identify specific clicks on ads, Google Ads or Search Ads 360 can generate case-sensitive IDs called click IDs. Learn more about click IDs and when they are generated.

If a click ID has been generated, Search Ads 360 automatically appends the ID in a URL parameter named gclid.  Search Ads 360 also appends the gclsrc parameter to indicate which system, Search Ads 360 or Google Ads, generated the ID. Learn more about gclsrc.

If you want the click ID and click source to be available in additional parameters with names other than gclid and gclsrc, use the [*GCLID*]and [*GCLSRC*] macros.

[*GCLID*] outputs the click ID generated for a click, and [*GCLSRC*] indicates which system generated the ID. If neither Google Ads nor Search Ads 360 has generated a click ID, the output of these macros will be empty.

In Search Ads 360, you add something like this to a keyword's landing page URL:
&gclick=[*GCLID*]&gsrc=[*GCLSRC*]

The following appears in the landing page URL:
&gclick=CPGxi9a5hcICFdSMKwodvRgAaA
&gsrc=ds
&gclid=CPGxi9a5hcICFdSMKwodvRgAaA
&gclsrc
=ds

Note that the click ID and click source data appear twice: once in the parameters you manually added and once again in the parameters that Search Ads 360 adds automatically.

Campaign Manager macros

If your organization uses Campaign Manager, you can use Campaign Manager macros as well as Search Ads 360 macros to pass data to your landing pages.

For example, the %m Campaign Manager macro expands into an encrypted DoubleClick cookie ID if browser settings make cookies available.  (This macro is needed if you upload offline conversions from the Campaign Manager API and use encrypted user IDs to identify the conversions.)

As of May 25, user IDs won't be populated in Data Transfer or the %m macro for users in the European Economic Area. Learn more

Campaign Manager macros are available for search ads because both Campaign Manager and Search Ads 360 use the same clickserver. That is, the Search Ads 360 clickserver URL and the Campaign Manager clickserver URL redirect clicks to the same server. If the server detects Search Ads 360 macros or Campaign Manager macros, it will provide any available values before redirecting to the landing page.

When including Campaign Manager macros in Search Ads 360 landing page URLs or URL templates, you need to URL encode the % at the beginning of the macro name. The URL code for the percent character is %25. For example, here's how you specify the %m macro in a Search Ads 360 URL template:
{unescapedlpurl}?user_id=%25m

Note that for clicks on search ads, the clickserver won't have values for some Campaign Manager macros. For example, %b isn't applicable to search ads. If you include it in a Search Ads 360 URL template or landing page URL, the clickserver won't return a value and the URL parameter in the landing page URL will be empty.

Parallel tracking and Campaign Manager macros

As with Search Ads 360 macros, Campaign Manager macros are not compatible with Google Ads parallel tracking. If your landing pages rely on data from Campaign Manager macros, don't turn on parallel tracking. Learn more about compatibility issues with Google Ads parallel tracking.

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