Today we would like to tell you how to use macros. Another name for macros is tokens —  unlike crypto tokens, macros are actually used in our day-to-day life. Macros are numerous, easy to implement, and very useful. There are many helpful bits of data that can be transmitted via macros and that are essential for thorough optimisation of campaigns. A wise affiliate wouldn’t move in the dark when it’s possible to make data-driven decisions. Without further ado, let’s start using macros!

What are macros?

Macros or tokens are simple commands for transmitting dynamic information within a URL so that you can fine-tune your ad campaigns.

For example, this is what you get if you apply the {browser} macro to your tracking link:

exampleurl.com/?yourmacro={browser}

As a result, when a user clicks on your ad and is redirected to the stated URL, you will receive the information about their browser like this:

exampleurl.com/?yourmacro=Safari

So you will be able to see more relevant data about your campaign in your tracker, which provides more opportunities for detailed optimisation.

How can macros be useful?

What are the uses of all these macros? For instance, there may be a browser that is incompatible with your landing page, so you would like to make corrections to your targeting. To find out, simply analyse the ratio of conversions to each browser to eliminate the rogue ones.

But that’s not all. We could, for instance, pass users’ location to you — that will be very helpful in determining the best-performing GEOs. Just use {city} macro and get the city name reported back to you:

exampleurl.com/?yourmacro=Barcelona

Or use {domainId} to get the subdomains within a site. You can optimise the ad placements accordingly.

There are about 30 macros that will allow you to fine-tune your campaign. Find out where and from whom your conversions come from, see if you like it. When it comes to intel, knowing means growing (profit).

And don’t forget that TwinRed supports Server to Server tracking, which allows you to also track everything within the TwinRed system!

How to choose the right macros for your campaign?

The choice of macros depends on what you need, however, we recommend making {siteid} or {sitename} your bare minimum as understanding which websites are performing for you and which aren’t is crucial. 

{siteid} macro is often confused with {zoneid}. Let us take a closer look at these two. {Siteid} corresponds only to an ID of a specific source. Example: Site A has a permanent id — 2929. {zoneid} represents a specific zone or area on a website: a footer, header, NTV A-C zones, etc. and is mainly used for banner/native zones.

{mediaid} is another macro we recommend for those who run more than one media in their campaigns (you should always run A/B tests). This way, you will be able to see what creatives work best for you and optimise accordingly.

We have also noticed that sometimes people get confused with cost macros. Let’s review them, as they are of great importance for advertisers (tracking your spend is essential).

{cpv} — a bid that you specify in our network when setting up a campaign, the amount you are willing to pay.

{bid} — represents an amount that you are actually paying: if you bid $2 and the second bidder bids $1.5 — you are only gonna pay $1.65.

{totalcpv} — reflects the total spend of your ad campaign.

Also bear in mind that you can request the list of all available tokens from your managers. And, of course, if you need any help with identifying the right macros for your campaign — our managers will be happy to assist you. Just let us know more about your goals, and we will do the rest.

Your TwinRed team