Tag your campaigns

Tagging is the process of appending trackers (click-URL extensions or image pixels) to track digital activity across a variety of active channels. Tag your active ads with trackers to capture the ad interaction and tie it back to that specific user’s brand experience as they move along the path to convert. You can typically track clicks across all channels, while impression tracking is accessible on a limited number of channels.

Click Trackers

For most vendors, you can append our click trackers yourself or request assistance from your account manager. Make sure that the macros are updated properly to reflect your vendor-specific information. Our click tags are made to collect data when a user clicks on your ad. Our tag will fire as part of the destination.

Which channels allow AdRoll Advance Tracking click trackers?

Any channel that accepts UTM trackers allows our click trackers.

Impression Trackers

Ask ad vendors to help place your impression trackers. This typically takes 24-48 hours to process. Our AdRoll impression trackers fire when your ad is served and allows us to track impression data and the associated timestamps. We create impression tags for supported channels – see separate instructions for how to place them. If you have an account manager for a particular channel, feel free to reach out to them with the placement instructions.

Here's an example of an impression beacon for advertisable "ABCDEFG" with campaign and ad filled in, if we ran the 3rd party tracker on Outbrain, with a campaign called "Shoesale" and ad name "DiscountedShoesBannerAd2":

<img src="https://d.adroll.com/3rd/imx/ABCDEFG?channel=outbrain&campaign=ShoeSale&ad=DiscountedShoesBannerAd2" border="0" width="1" height"1"/>

Impression trackers can be generated for Criteo, Taboola, Quantcast, and Google.

Tag Your Campaigns

After you connect your chosen marketing channels, you'll be directed to Tag Channels. This is where you generate impression and click trackers to add to campaigns, ad sets/ad groups, and ads you want to start including in your customer journey views.

For most channels, you'll have two options to create and append your click and impression tracking tags: Smart Tag or Manual Tags.


Add Tracking Macros with "Smart Tag"

Smart_Tag_Example.pngYou'll see the Smart Tag option for the connected channels that support automated tagging. This option is the easiest way to add click and impression tracking because this feature will automatically generate a tracking macro that you'll need to include as part of your destination landing page URL for your campaigns.

You'll be able to access specific instructions for each channel within the Tag Channels page, but typically, the process is:

  1. Copy the automated click tag provided in the box.


  2. Sign in to your account for that particular channel (e.g. Facebook, Google, etc).

  3. Navigate to the destination URLs of the ads you'd like to start tracking.

  4. Add tracking to destination landing page URL by pasting the automated click tag. Make sure you add the right schema to your destination URL.

    • If you are only using AdRoll click tracking:

      1. Copy your AdRoll Click URL and paste into the destination URL on your ad using a ? to separate your destination URL and AdRoll click tracker. Example AdRoll Click URL:


    • If you have existing UTM trackers:

      1. Copy your AdRoll Click URL and append to your other click URL using ‘&’ to separate the two (or more) URLs.

        Example AdRoll Click URL:



  5. Click Save or Publish.

  6. Test your click URL by copying and pasting your new destination URL into your browser. It should lead you to your desired landing page with the appended tags within the URL.

    It’s important to place click trackers on any active ads and campaigns. This will help reduce potential discrepancies between your individual vendors and AdRoll Measurement reporting.

Using Manual Tags to Add Tracking Macros


All channels will have a Manual option, this means you can build custom tags with your Campaign, Ad Set, and Ad level detail for your selected channel. Each option will have instructions on where to place them in a particular channel.

  1. Click Create Tags.


  2. Add the Campaign, Ad Set, and Ad names in the designated fields, then click the +. This will generate a campaign tracking tag to the creation list.

    If you have multiple ads per ad set, you'll be able to include more ad names in the next step.


  3. After you've created your campaign tag, you have the option to add more ad names or generate a tracking tag for a new campaign.


    If you choose to manually create a tag for another campaign tag, simply repeat step 2 until you've created tags for all the campaigns, ad sets, and ads you'd like to track.

    For campaigns with multiple ad sets, use the same campaign naming convention. This way you'll ensure you maintain tracking consistency across different ad sets in the same campaign.

  4. Once you've created tags for all your campaigns and added them to the tag creation list, click Create (x) Tags button.


    Note: the Create x Tags button should reflect the number of ad names entered per campaign. For example, if you created tags for 2 campaigns with 1 ad set and 1 ad each, you should see Create 2 Tags.

  5. After you click Create x Tags button, copy one of the manual click tags from the list of tracking tags within the Channel Tag window.


  6. Sign in to your account for that particular channel (e.g. Facebook, Google, etc).

  7. Navigate to the destination URLs of the ads you'd like to start tracking.

    You'll notice the list of tracking tags automatically populate with the channel, campaign, ad set, and ad name.

  8. Add tracking to destination landing page URL by pasting the automated click tag. Make sure you paste the macro corresponding to the correct campaign, ad set, and ad.

    Note: If you have UTM or any other third-party vendor tracking already in place, change the '?' to an '&'

  9. Repeat step 5 until all your ads are tagged.

Important Notes

  • All click trackers must be prefixed with> "ar_" (ar = AdRoll).
  • All click trackers must have "ar_clx=yes" in the parameters.
  • The parameters are added on to the existing destination url.
  • If you don’t have existing trackers, start our tag with ‘?’
  • If you have existing trackers, start our tag with ‘&’ 
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