Track the sites and targets that display your ad so you can optimize your targeting for maximum ROI.
What type of macros track target and referral data?
{target} tracks the exact target that won for the impression, whether it's a domain, URL, URL + Page Content, Search Query, or Run of Network target.
{domain} tracks the root domain or subdomain that displayed your ad.
{url} tracks the full URL of the page that displayed your ad.
{target_type} tracks the type of Pops target that displayed your ad (i.e., domain, URL, URL + Page Content, Search Query, or Run of Network)
For example, if you have the URL target survey in your campaign, and that target wins an impression on http://funstuff.com/take-a-survey.html, {target} will pass back survey, {domain} will pass back funstuff.com, {url} will pass back http://funstuff.com/take-a-survey.html, and {target_type} will pass back URL.
If your survey target wins an impression on a subdomain like http://games.funstuff.com/take-a-survey, {target} will pass back survey and {domain} will pass back games.funstuff.com.
Similarly, if you have the domain target funstuff.com, and that target wins an impression on http://games.funstuff.com/take-a-survey.html, {target} will pass back funstuff.com and {domain} will pass back the subdomain games.funstuff.com.
{domain} also works for run of network targets on Pops. If your run of network target matches for an impression on imdb.com/movies-in-theaters, {domain} will pass back imdb.com and {target} will pass back run of network.
When should I use each of these macros?
Tracking macros are great for uncovering insights to drive your optimization strategy, especially if you're tracking conversions in your tracking platform. The more macros you use, the more data you have to find insights, which allows you to adjust bids more granularly for maximum ROI.
The {domain} macro is great for discovering domains that convert well (and domains that don't). From there, you can add high-converting domains as Pops targets, then optimize their bids. You can also identify domains that don't convert and add them as blacklisted domains to avoid matching for impressions on those sites.