Pro-tips | 2 min read

What Are Macros?

Macros are placeholders in URL Parameters or Impression Tracking Pixels that get replaced with a value by the advertising platform.

With macros, there is no need to hardcode values and there is no room for error. Macros save you a lot of time! 

From Bing and AdWords to Facebook and The Trade Desk, every advertising platform has unique macros, unique formatting, and different types of values that are returned. Bottom line — each platform decides what it supports.

For that reason, the Rockerbox team has made the process of working with macros very straightforward. 

When appending Rockerbox URL parameters and implementing tracking pixels, you’ll find two situations — either:

1) We have the advertising platform’s macros and have already included it in the URL or pixel, in which case you’re all set.

OR

2) If we do not have the advertising platform’s macros, we will include placeholder. Then, contact your account representative at the respective advertiser to receive the macro and replace our placeholder with the macro. And you’re set.

When it comes to both of these situations, the golden rule is don’t change or mess with them once they are in the URL or pixel. There is no need to hardcode anything.

If you want to see the respective macros for each advertising platform, go to the Pixels page in your Rockerbox dashboard.


Let’s walk through an example to illustrate what happens when macros do their job. In this case, let’s use Bing’s URL tracking parameters.

With macros:

https://rockerbox.com?b_campaign={Campaign}&b_campaignid={CampaignId}&b_adgroup={AdGroup}&b_adgroupid={AdGroupId}&b_adid={AdId}&b_term={keyword:default}&b_termid={TargetID}&b_isproduct={IfPLA:product}&b_productid={ProductId}

{Campaign} = Retargeting 2019

{CampaignId} = 12345

{AdGroup} = GS_R

{AdGroupId} = 7342

{AdId} = 938

{keyword:default} = green shoes

{TargetID} = r15_gs

{IfPLA:product} = gs

{ProductId} = gs0023

Now, with values in place of macros:

https://rockerbox.com?b_campaign=Retargeting%2019&b_campaignid=12345&b_adgroup=GS_R&b_adgroupid=7342&b_adid=938&b_term=green%20shoes&b_termid=r15_gs&b_isproduct=gs&b_productid=gs0023