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This article has been authored and contributed by Rahul Bhatia, Advertising Cloud Consultant at Adobe.

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Tracking campaigns feature unlocks the tracking power of Adobe Advertising Cloud (previously referred to as Adobe Media Optimizer, or AMO) for advertising campaigns which are out of the ambit of advertising networks currently available in Advertising Cloud. Thus giving unique and valuable information related to advertising metrics such as impressions, clicks and conversions for those advertising campaigns which are currently not run or served through Advertising Cloud.

The tracking campaigns or tracer tags also allows a client to leverage the industry leading reporting of Advertising Cloud for the ads which are run through other networks or premium publishers. This also helps in gaining more intelligence about cross - channel conversions and how various channels assist each other to the path of conversion.

For Example, Pandora (client) running a campaign directly with Yahoo (Publisher) or Twitter (Social Network), would like to gain insights and understand how that campaign performs in comparison to the programmatic search and display also running in Advertising Cloud. In this case, the programmatic campaigns for display are built under the managed campaigns section as usual, and same for search.

Result: The result of the above example can be as a result of tracking tags in place for those campaigns. Pandora can pull a report in Advertising Cloud to show which channel actually contributed to their conversion metric be it Advertising Cloud Search, Advertising Cloud Display, Yahoo or Twitter.

Creating Tracking Campaigns and Tags

Once your media plan is ready, follow these steps to create a tracking tag:

1. Login to Adobe Advertising Cloud.

2. Under display, go to tracking campaigns.

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3. Click “Create Tracking Campaign” button

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4. Fill in the details

5. Select “Site” from drop down

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6. In the case of Twitter campaigns choose “Premium Publishers”

7. Click Save

8. On the Ad Groups subtab, click “Create Tracking Ad Group”

9. Fill in the Ad Group details

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10. Click Save

11. On the Ads sub-tab, click “Create Ad”

12. Select “Tracer” for the creative type

13. Fill in the required details and destination URL

14. Select “Tracer”

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15. Click “Associate”

16. Click on the sprocket next to the appropriateads to retrieve the resulting click and impression tracker/tracer tags

        a. Advertising Cloud Base URL – The original destination URL provided by the client

        b. Advertising Cloud Destination URL – Click Tag for the publisher to implement

        c. Advertising Cloud impression URL – Impression tag for the publisher to implement

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17. Copy and paste this information into a spreadsheet or email to then be sent to the publisher or person handling Twitter campaigns in this case, for implementation within their campaign.

Implementation

Choose from a range of Twitter campaigns and place Destination URL and Impression URL (as a View Only Tag) while creating a Twitter campaign.

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Monitoring

Once the tracking campaigns have been implemented, and the campaign is live on the publisher’s side or Twitter in our case, data will begin to populate with the Advertising Cloud tracking campaign grid.

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Along with the grid on tracking campaigns screen, data will also be available on Advertising Cloud reports. The resulting reports allow you to review and analyze data from the tracking campaign as in our above screenshot. You can also create channel assist reports in order to track data from alongside other
Advertising Cloud programmatic channels in order to fully review the path to conversion chosen by the prospects, with maximum utilization of this cross channel advertising feature of Advertising Cloud.

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