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Platform Origin

  • Updated

Overview

Ad tracking helps you understand the effectiveness of your ads across PPC and Go-to-Market platforms. You can use it to identify where your ads traffic is coming from, which ads are helping to achieve your marketing goals, make campaign adjustments, and more.  

The Platform Origin field represents the Pay Per Click platform in which your campaigns were configured.

In order to obtain this information, CHEQ uses 4 different methods for analysis:

  1. CQ parameters - Using the CQ URL parameters, CHEQ is able to accurately identify the origin of the click and buying platform. The new CHEQ URL parameters append to your existing UTM parameters so there’s no need to replace your UTMs.
    CHEQ will be able to accurately report on clicks coming from paid and organic sources, allowing better insights and segmentation. These parameters will not affect internal analytics and BI systems. Example of the CQ parameters: 
    cq_src=google_ads&cq_cmp={campaignid}&cq_con={adgroupid}&cq_term={keyword}&cq_med={adtype}&cq_plac={placement}&cq_net={network}&cq_pos={adposition}&cq_plt=gp

  2. Unique identifiers - The unique click identifiers are parameters added to the URL by the buying platform. CHEQ recommends enabling this option for getting the most accurate segmentation of the traffic sources. Enabling auto-tagging across Google (gclid), Bing (msclkid), Yahoo! (yclid), etc. based on the implementation guide of each buying platform. 

  3. Referrer - The Referrer is the user click origin that indicates from which web page the user came from. In our case, the referrer indicates the URL that referred traffic to your landing page. This adds another layer of granularity to our Analytics reporting which allows locating where clicks were originated from.

  4. UTMs - Urchin Tracking Module (UTM) parameters consist of five variants:

    utm_source=12345
    utm_medium=12345
    utm_campaign=12345
    utm_term=12345
    utm+content=12345
    Those URL parameters are used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. CHEQ uses the UTMs to analyze the sourced traffic and segment the clicks to the correct platform origin. CHEQ recommends adding the cq params (Method 1) regardless of the use of UTMs.