Perform Media allows an advertiser to add dynamic parameters in the description URL,  title, or the headlines in an ad. These dynamic parameters work as a placeholder that  allows you to dynamically set the advertisement text in real-time. 

While creating or modifying an existing ad, you can add these placeholders for tracking and reporting purposes. Dynamic parameters are of two types: 

  • Dynamic Text 
  • Tracking Macros 


Dynamic text helps you add text to an ad in real-time, while it is being served or loaded on the visitor’s browser. Using dynamic text, you add a keyword, matched keyword, city,  or state in the title of the ad. This makes the ad more relevant to the visitor.  

Following are the available dynamic variables:


Variable Name  Description



Allows you to add the advertiser keyword in the ad  title.  

For example, Ad.Title: “Buy {keyword:shoes} at  discounted prices.” 

If the advertiser keyword is “Nike shoes,” then the title  will be served as Ad.Title = “Buy Nike shoes at  discounted prices.” 

In the absence of an advertiser account keyword (category match) the title would be served as Ad.Title  = “Buy shoes at discounted prices.”


Allows you to add the city and the state details in the ad title.  

For example, Ad.Title: “Shoe shops in  {city_state:default}” 

If the state and city is Denver, CO, then the title will be  served as Ad.Title = “Shoe shops in Denver, Co.”


Tracking Macros

When a visitor clicks on an ad, Perform Media allows you to collect certain information using the Tracking Macro feature.  

You can add the following dynamic variables in the Destination URL field while creating or modifying an ad:

Variable Name  Description  Example
{matchType}  Describes the match type of the  ad. The possible values are – 

‘e’ for Exact matches 

‘p’ for Phrase matches 

‘b’ for Broad matches{matchType}
{device}  Indicates the device on which the  ad is served. The possible values  are – 

‘c’ for Desktop/Computer ‘t’ for Tablet 

‘m’ for Mobile{device}
{os}  Indicates the operating system of  the visitor on which the ad is  server. The possible values are – 






{adID}  Determines the unique ID of the  ad.{adID}
{adGroupID}  Determines the unique ID of the  ad group.{adGroup ID}
{campaignID}  Determines the unique ID of the  campaing.{campai gnID}
{queryKeyword}  This parameter will be replaced  by the search term that resulted  into the ad being served.{queryKeyword}
{keyword} or {matchedKeyword} This is parameter is replaced by  the keyword from your account  that matched the search term.{keyword:defau lt}
{clickID}  Indicates the unique ID in the  system for every click. You can  use click ID to report offline  conversions.{clickID}
{publisherID}  Determines the unique ID of the  publisher where the ad is shown.{PublisherID} 
{countryCode}  The macro will be replaced with  the ISO country code of the visitor. 


United States = US{countryCode}
{stateCode}  The macro will be replaced with  the state code of the visitor. 


California = CA{stateCode}
{zipCode}  The macro will be replaced with  the zip code of the visitor. 


Zip Code = 11375{zipCode}
{city_state}  The macro will be replaced with  the city and state code. 


Denver, CO{city_state}


Consider a scenario where you want to track impression ID, device details, and matching  type of a click when an ad is served. In such a scenario, while creating or modifying an ad, ensure that you specify the following in the Destination URL field.{matchType}&cd={Device}&kw={keyword:shoes} 

When an ad is served and the visitor clicks on the ad, all the dynamic variables will be  populated with the relevant data.