Organizations can integrate data from their media-buying activities by implementing the Salesforce DMP tagging infrastructure into their social campaigns. This article describes two methods of data collection for Paid Social campaigns; the first describes the general process for implementing the Salesforce DMP click tracker, followed by an alternative method to collect paid social activity by parsing the URL.
Salesforce DMP Click Tracker
To gather Social Campaign data, the Salesforce DMP Click Tracker is added to the destination URL field of the social platform or the ad server. The Salesforce DMP Click Tracker will be prepended to the landing page URL.
Sample click tracker:
Due to walled garden restrictions from major Social Media platforms, Salesforce DMP will not be able to track impressions.
If you are using your primary 3rd party ad server, such as DCM to serve or track the impressions and clicks, Salesforce DMP recommends that you align your campaign fields (Advertiser, Campaign, Placement and etc.) with the values in DCM. You may elect to apply the click tracker within DCM's event tags framework instead of applying the click tracker directly in the social platform.
If you are serving the paid social ad directly out of the social platform such as Facebook Business Manager, without tracking with your primary ad server, Salesforce DMP recommends you utilize Facebook Business Manager campaign fields such as campaign and ad.
How to Verify the Salesforce DMP Click Tracker with the Chrome Browser
1. After implementing the Salesforce DMP Click Tracker, navigate to the Paid Social Ad on Chrome.
2. Click the Chrome Menu at the top right of your Chrome browser window.
3. Select More Tools > Developer Tools. Or you can right click on the page and click on "Inspect".
4. Once you have the Developer Tools open, click on the "Network" tab.
5. Check the "Preserve Log" radio button to ensure that Developer Tools will render the redirect calls across browser sessions.
6. Filter the search field to "krxd", and click on the paid social ad.
7. If you can confirm a 302 redirect against the Salesforce DMP Click tracker call, you have successfully implemented the Salesforce DMP click tracker.
Parsing URL parameters
Also referred to as parsing UTM parameters, this method of data collection happens upon page load after the redirect of an ad. Upon page load, the Salesforce DMP control tag can collect information off the UTM parameters. This information provides things like campaign data and source.
Since all of these parameters are included in a URL, it is important that all of the values you use in the parameter fields are URL-encoded. Further, it is necessary that the Salesforce DMP control tag be on the landing page.
UTM parameters are always appended to the end of the intended click-through URL after a question mark (?). The question mark indicates that everything following the “?” character is the query string portion of the URL:
If your click-through URL contains a question mark already, then all you need to do is append the UTM parameters at the need of the URL with each UTM field having an ampersand (&) at the beginning of the field:
If you already utilize UTM parameters, please add the Salesforce DMP specific parameter, utm_kxconf.
You can find more information on UTM parameters in the UTM FAQ.
The Salesforce DMP Solutions team can provide a Tagging Workbook to help you generate tags appropriate for your media campaigns.
If you need help with the Social Campaigns, don't hesitate to contact the Salesforce DMP Solutions team at email@example.com.
If you need help collecting data off the Social Buttons on your websites please refer to: