Mapping Your Data

Mapping the Raw Data

Let's assume you want to classify a retargeting Display campaign you're running with AdRoll, where you include the following URL parameters:

  • utm_source=adroll
  • utm_medium=retargeting

Example URL:

www.example.com?utm_source=adroll&utm_campaign=summer_campaign&utm_medium=retargeting&utm_term=test_A

In the above user flow, a URL that would fall into Mapping Rules and end up with tiers would be something like:

Sticking with the above user flow, here is an example of a URL that would not fall into Mapping Rules and end up as a "Direct" conversion:

❗️

www.example.com?utm_source=mediamath&utm_campaign=summer_campaign&utm_medium=retargeting&utm_term=test_A

This is because the utm_source value is mediamath, not adroll. In order to map utm_source=mediamath, you will need to create a separate rule.


For a comprehensive list of core concepts and definitions, check out this page

For a more detailed overview on Hierarchy Mappings, check out this page.


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