Media Tagging FAQ

How does Salesforce Audience Studio filter between marketing channels?

Marketing channels are defined in the UI under Manage > Capture > Sites. When creating a site, you will have the option to define the marketing channel (i.e. display, video, paid search, etc).

When a Site is created, a unique Configuration ID (ConfID) is generated. This ConfID is included in the Audience Studio Control Tag used to collect data from webpages. It is also included in the media tracking tags used to collect data from media campaigns.

It’s through this mechanism that users can filter the Marketing Performance report to a specific marketing channel, such as Paid Search campaigns.

It is important that the correct tags are deployed for the correct channels. For instance, if a tag is trafficked with a ConfID that is associated with the Display channel into a Video campaign, Audience Studio will register the impressions and click as being from a Display campaign.

Do Salesforce Audience Studio tags require a cache buster?

No, all Audience Studio response headers are set to no-cache. This applies to both Publisher and Media Control Tags.

Which parameters are required within media tags?

At bare minimum, Audience Studio needs the ConfID, Campaign ID, and the click-through URL in the Click Tracker. However, we recommend populating all fields, especially if the ad server has the macros to support the parameter. 

What are the parameters used for?

  • kxconfid - this ID helps us to know which client and channel the tag belongs to
  • kxcampaignid, kxplacementid, kxadid - these are available in segment builder for creating segments, and also show up in campaign reporting.
  • kxcreativeid - This is available in segment builder for creating segments.
  • kxsiteid -This is not available in Segment Builder for creating a segment, but is included in campaign reporting.  Please see this article for more info.
  • clk - Only available in click trackers, this is the url the users should be redirected to when clicking the ad after Audience Studio has counted the click


How do I apply Salesforce Audience Studio marketer tags in DCM?

For DCM served placements, we suggest adding the Audience Studio marketer tag in the "Event Tag" feature of DCM. All tags within "Event Tag" will be activated in an ad call via DCM's JS ad tag. Please note that "Event Tags" are not supported by DCM's Standard ad tag.

For most site-served placements, the onus of the Audience Studio marketer tag implementation will be on the publisher. Therefore, the publisher will have to implement both the DCM tag and the Audience Studio tag for purposes of tracking.  If the site-served placement is associated with a DCM Standard Ad tag, one can piggyback the Audience Studio mark

For more information, please refer to the Display Campaign Implementation Guide.

How do I implement media tags?

Please refer to our Marketer Implementation guides below:

How do I apply Salesforce Audience Studio tags on mobile placements?

This depends on whether the placements are Mobile In-App or Mobile Web. If you are not sure, please work with the media partner to clearly separate out placements as either Mobile In-App or Mobile Web. 

Mobile Web: 

Mobile web (with exceptions like Safari) is a cookie-based environment, just like standard Display. The tagging procedure will be the same as Display.

Mobile In-App:

For Mobile in-app placements, the KUID assignment is based on Device ID. We need to determine whether or not the mobile in-app ad server/DSP has the ability to pass back Device ID (IDFA or Android ID) into an Audience Studio tag. 

For instance, Google DCM does not have a specified macro to pass back the Device ID. Therefore, if your ad server does not have the ability to pass back the Device ID, the onus of applying the Audience Studio marketer tags is the responsibility of the mobile media partner.

Please note, there is a slight edit required for the Audience Studio marketer tag for in-app placements. The mobile media partner must add the following parameter at the end of the tag: "_kuid=". This is how the raw IDFA or Android ID will be passed. The static image impression tracker must be used in the mobile app environment

Please refer to our Media Tag Testing and Validation Guide for more information.

What is the difference between the javascript impression tag, and the non-script Impression (image pixel) tag?

Javascript tags, or "script-based" impression trackers, can only be used where JS tags are supported. Examples include:

  • When using DCM ad server
  • Anywhere the Control Tag is deployed
  • Standard display placements served via DCM Javascript tag
  • Static mobile placements served via DCM Javascript tag

Javascript tags begin with!;campaignid=%ebuy!;adid=%eaid!;creativeid=%ecid!;siteid=%esid!;sitename=%s

Pixel tags or "non-script" impression trackers must be used where Javascript tags are not supported. For example:

  • When using Flashtalking, Innovid and other ad servers that do not support JS
  • Video environments
  • Mobile app placements
  • Site-served placements (1x1 placements)
  • Placements served via VAST tags
  • Non-standard placements (custom rich media, sponsored content, etc)

Pixel tags begin with!&campaignid=%ebuy!&adid=%eaid!&creativeid=%ecid!&siteid=%esid!&sitename=%s 

How do I append a click tag to an ad tag?

The click tag should be placed in the Destination Page / Landing Page URL field of an ad server. In DCM, this is placed on the Ad level.

The click tracker is appended before the actual landing page,!&kxcampaignid=%ebuy!&kxadid=%eaid!&kxsiteid=%esid!&kxplacementid=%epid!&kxcreativeid=%ecid!&kxsitename=%s&

Please refer to our Media Tag Testing and Validation Guide for more information.

What is media-analytics.gif?

The media_analytics.gif pixel fires with certain ad impression events.  Audience Studio utilizes media_analytics.gif for billing purposes.  Please note, media_analytics.gif counts towards DCEs (data collection events). 

Why doesn’t the impression tracker render on my video ad?

Video Ad tags are typically VAST tags. VAST tags are not compatible with JavaScript. Instead, please implement the image pixel version of the tag. Use the VAST inspector tool below to run VAST tags with Audience Studio pixel appended and test that they are firing correctly: -

Why don’t I see my campaign in Marketing Performance?

There are various reasons why a campaign may not be reporting in the Marketing Performance dashboard. To troubleshoot, verify the following:

  • The media tags contain a valid Config ID, which corresponds to a channel in Marketing Performance
  • The report is filtered by the channel corresponding to the Config ID used in the media tags
  • The date range selected in Marketing Performance corresponds to the flight dates of the campaign
  • The media tags contain the required parameters: conf ID, campaign ID, and click through URL if using a click tracker
  • The media tags are formatted appropriately for the ad server, using compatible macros

When deploying media tags initially, it is important to validate that they are firing correctly. Please refer to the Media Tag Testing and Validation Guide for detailed steps on testing and troubleshooting the media tags.

If you are still having difficulty locating the campaign data in Marketing Performance, please open a ticket with the Support team and provide the following information:

  • Campaign name & ID (including missing placements, if applicable)
  • Media tags that were deployed and the corresponding tag sheet (if applicable)
  • Ad server used
  • Creative preview page or code package

What characters are accepted in Media Attributes and Marketing Performance?

We cannot ingest or export parameters that include anything other than alphanumeric and underscore (_).

What happens if I remove a tag from a campaign? What happens if I delete a tag from the Manage Sites screen in the UI?

In order to stop collecting data, the Audience Studio media tag has to be removed from the campaign(s). When the tag is removed from the campaign(s), no existing data in the Audience Studio UI will be affected.

Deleting the media tag in the Sites screen in the Audience Studio UI is not recommended because if a tag is deleted, the system will still think it exists if another media tag is created and named the same. Even if the tag is deleted from the Sites screen in the Audience Studio UI, it will still collect data unless it is removed completely from the campaign(s) in an ad delivery system such as Google's DCM.


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