Facebook Attribution offers dynamic, macro-enabled click and impression tags, as well as site-served tags, depending on which type of tags your platform or publisher supports.

Dynamic tags

Dynamic tags are macro-based tags that help streamline campaign creation and tag setup for Facebook Attribution. Some third-party platforms support macros that enable Facebook-provided click and impression tags to dynamically receive information about, and report on, all of your marketing campaigns, rather than requiring you to manually create individual tags.

Facebook Attribution offers a variety of preconfigured platforms where dynamic, macro-enabled tags are provided, including DoubleClick Campaign Manager (DCM), DoubleClick Search (DS3) and Sizmek.

Tip: If supported, we recommend that you install dynamic tags at the highest level within a platform, which is usually at the advertiser level. You can also apply dynamic tags at lower levels within a platform, such as the campaign level.

Site-served tags

Site-served tags are needed when publishers are serving your ads directly and your third-party platform is only tracking the ads. Dynamic tags are only supported when the platform is serving the ads.

Site-served tags are individual tags for each of your 1x1 placements. You can create site-served tags in bulk by uploading a spreadsheet with a list of ads you'd like to add tags to, and then sending the created tags to each individual publisher for implementation in the publisher’s website (or app). Learn more about installing site-served tags.

Learn more about preparing tags.

* Nguồn: Facebook