Q: What are External Media Campaigns (EMCs)?
A: 6sense supports including external campaign data into our ABM platform and providing corresponding account analytics.
Q: How do I create an EMC?
A: 6sense platform allows 2 ways for creating EMCs. You can create per Ad static click and impression pixels or Campaign-level macro-based click and impression pixels. Subsequently, include these pixels in your Ad serving platform. If you do not know where to include our external media pixels, you should contact your CSM.
Q: Why should I use macro-based approach for EMC?
A: This approach saves your Ads ops a lot of time. Instead of creating a pixel for each placement, you create a single pixel for your campaign, and include it in all your placements in the external system. The macros in the pixel provide campaign as well as ad level analytics.
Q: When should I use static URL approach for EMC?
A: Not all Ad providers make their third-party pixel macros available publicly. We are able to add only those Ad providers into macro-based EMC approach, where we have the knowledge of the macros supported by the providers. When we don’t have such knowledge available, our alternate approach of creating static URLs for Ad ensures that you can track your external campaigns in our ABM platform.
Q: Why is the EMC setup different for Google Campaign Manager (GCM) compared to other providers?
A: Google no longer supports third party redirect macros and has made the landing page declaration mandatory as part of their Parallel Tracking feature released by Google last year (https://support.google.com/google-ads/answer/7544674). This renders the older GCM macros that 6sense provided in click trackers as invalid.
In order to track account level analytics for GCM campaigns, we now need to generate a new click tracking pixel for every distinct landing page used in the campaign ad placements. These click tracking pixels must then be added to the corresponding ad placements in GCM to enable click tracking.