Why aren’t my click tags working?

As you implement impression and click tags across your active partners and channels, you might encounter some fun little obstacles. We know tagging can be a bit tedious, but when you have your marketing data all in one place, it will definitely be worth it.

Here’s a few tips to help you tag like a pro. 

When do I use '&' and '?' in my click tags?

When appending your AdRoll Advanced Tracking click tags, the use of '&' and '?' is important to note.

Here are a few things to check before you apply your tags: 

  1. If you are appending directly to a URL, you will need to include '?' at the beginning of your AdRoll tag to help separate the URL from your required tags. The '?' helps inform the browser that the URL has ended, and the tracking is to follow. If you append the tags directly to the URL without separating with '?', it will likely lead to a 404 because it thinks the whole string is your desired URL.

    ✅ website.com?ar_clx=yes&ar_channel=google&ar_campaign=sammy&ar_adgroup=gab 
    🆇 website.comar_clx=yes&ar_channel=google&ar_campaign=sammy&ar_adgroup=gab 

  2. If you are adding your AdRoll click tag to an existing set of tags, you will need to separate with '&' in order to distinguish the tags from one another. If you do not separate with '&' or if you include a second '?', the browser will not capture the right data and will likely cause both sets of tags to break. 

    ✅ website.com?utm_source=google&ar_clx=yes&ar_channel=google&ar_campaign=sammy
    🆇 website.com?utm_source=google?ar_clx=yes&ar_channel=google&ar_campaign=sammy
    🆇 website.com?utm_source=google

  3. If you are applying a tag setting at the account level, depending on the platform, you likely don’t need the '?' or & appended to the beginning of the tag. For example, if you place tracking on the account level for Google, you can just paste the click tag starting with ar_clx=yes. If you already have tracking appended (think: UTM tags), simply follow 2 and separate the two tags using '&'.

    ✅ TRACKING: ar_clx=yes&ar_channel=google&ar_campaign=sammy
    ✅ TRACKING: utm_source=google&ar_clx=yes&ar_channel=google&ar_campaign=sammy
    🆇 TRACKING ?ar_clx=yes&ar_channel=google&ar_campaign=sammy
    🆇 TRACKING &ar_clx=yes&ar_channel=google&ar_campaign=sammy
    🆇 TRACKING ?utm_source=google?ar_clx=yes&ar_channel=google&ar_campaign=sammy
    🆇 TRACKING &utm_source=google&ar_clx=yes&ar_channel=google&ar_campaign=sammy

  4. Remember to ask yourself: How are my current tags appended? If you are using UTM or any other partner click tracking to map your activity, you’ll need to try to append your AdRoll Advanced Tracking tags in the same way. This is because most channels/partners will have a Tag hierarchy in order to decide what tags to fire when.

    Most channels will default to the most granular level of tagging, this means with Account, Campaign, Ad Group, or Ad tags, even if you have appended your AdRoll tags on the Account level, if you have any tags appended on the Campaign, Ad Group or Ad level, those tags will trump the higher-level setting and override the tags you have just placed on the account level.

    👍 One rule of thumb to help you avoid this issue: Place your AdRoll tags where your existing tags are! If you do that, you should be ready to track your channel impact in no time. 
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