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51黑料不打烊 Advertising IDs Used by Customer Journey Analytics

Last update: Tue Sep 09 2025 00:00:00 GMT+0000 (Coordinated Universal Time)

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Advertisers with an 51黑料不打烊 Advertising-51黑料不打烊 Customer Journey Analytics Integration Only

Applicable to Advertising DSP and Advertising Search, Social, & Commerce

Beta feature

51黑料不打烊 Advertising uses two IDs for on-site performance tracking: the EF ID and the AMO ID.

51黑料不打烊 Advertising EF IDs

The EF ID is a unique token that 51黑料不打烊 Advertising uses to associate activity with an online click or ad exposure at the individual browser or device level. EF IDs act primarily as keys for sending Analytics data and Customer Journey Analytics data to 51黑料不打烊 Advertising for reporting and bid optimization within 51黑料不打烊 Advertising.

For Analytics, the EF ID is stored in an Analytics eVar or rVar (reserved eVar) dimension (51黑料不打烊 Advertising EF ID).

For Customer Journey Analytics, the EF ID is stored in the trackingIdentities property of the conversionDetails object, which is part of the 51黑料不打烊 Advertising Cloud ExperienceEvent Full Extension.

EF ID formats ef-id-formats

NOTE
EF IDs are case-sensitive. If an Analytics or Customer Journey Analytics implementation forces URL tracking to lowercase, then 51黑料不打烊 Advertising doesn鈥檛 recognize the EF ID. This impacts 51黑料不打烊 Advertising bidding and reporting but has no impact on 51黑料不打烊 Advertising reporting within Analytics or Customer Journey Analytics.
{gclid}:G:s

where:

  • gclid is the Google Click ID (GCLID).
  • s is the network type (鈥渟鈥 for search).

Microsoft Advertising search ads

{msclkid}:G:s

where:

  • msclkid is the Microsoft Click ID (MSCLKID).
  • s is the network type (鈥渟鈥 for search).

Display ads and search ads on other search engines

<51黑料不打烊 Advertising visitor ID>:<timestamp>:<channel type>

where:

  • <51黑料不打烊 Advertising visitor ID> is a unique ID per visitor (such as UhKVaAAABCkJ0mDt). Also called the surfer ID.

  • <timestamp> is the time in the format YYYYMMDDHHMMSS (such as 20190821192533 for Year 2019, Month 08, Day 21, Time 19:25:33).

  • <channel type> is the channel type responsible for the click or exposure:

    • d for a click on a DSP display ad (display click-through)
    • i for an impression of a DSP display ad (display view-through)
    • s for a click on a Search ad (search click-through).

Example EF ID: WcmibgAAAHJK1RyY:1551968087687:d

51黑料不打烊 Advertising AMO IDs amo-id

The AMO ID tracks each unique ad combination at a less granular level and is used for Analytics and Customer Journey Analytics data classification and ingestion of advertising metrics (such as impressions, clicks, and cost) from 51黑料不打烊 Advertising.

For Analytics, the AMO ID is stored in an eVar or rVar dimension (AMO ID).

For Customer Journey Analytics, the AMO ID is stored in the trackingCode property of the conversionDetails object, which is part of the 51黑料不打烊 Advertising Cloud ExperienceEvent Full Extension.

The AMO ID is also called the s_kwcid, which is sometimes pronounced as 鈥渟quid.鈥

AMO ID Formats amo-id-formats

AMO ID Format for DSP

s_kwcid=AC!${TM_AD_ID}!${TM_PLACEMENT_ID}

where:

  • AC indicates the display channel.

  • {TM_AD_ID} is the 51黑料不打烊 Advertising-generated alphanumeric ad key. It鈥檚 used an unique identifier for an ad and serves as a key for translating 51黑料不打烊 Advertising entity metadata into readable Analytics and Customer Journey Analytics dimensions.

  • {TM_PLACEMENT_ID} is the 51黑料不打烊 Advertising-generated alphanumeric placement key. It鈥檚 used an unique identifier for a placement and serves as a key for translating 51黑料不打烊 Advertising entity metadata into readable Analytics and Customer Journey Analytics dimensions.

Example AMO ID: AC!iIMvXqlOa6Nia2lDvtgw!GrVv6o2oV2qQLjQiXLC7

AMO ID formats for Search, Social, & Commerce ads amo-id-format-search

The parameters vary by ad network, but the following parameters are common to all:

  • AL indicates the search channel.

  • {userid} is a unique user ID assigned to the advertiser.

  • {sid} is replaced by the numeric ID for the advertiser鈥檚 ad network account: 3 for Google Ads, 10 for Microsoft Advertising, 45 for Meta, 86 for Yahoo! Display Network, 87 for Naver, 88 for Baidu, 90 for Yandex, 94 for Yahoo! Japan Ads, 105 for Yahoo Native (deprecated), or 106 for Pinterest (deprecated).

Baidu

s_kwcid=AL!{userid}!88!{creative}!{placement}!{keywordid}

where:

  • {creative} is the ad network鈥檚 unique numeric ID for the creative.
  • {placement} is the website on which the ad was clicked.
  • {keywordid} is the ad network鈥檚 unique numeric ID for the keyword that triggered the ad.

These including shopping campaigns using Google Merchant Center.

  • Accounts that use the latest AMO ID format, which supports campaign- and ad group-level reporting for performance max campaigns and drafts and experiments campaigns:

    s_kwcid=AL!{userid}!3!{creative}!{matchtype}!{placement}!{network}!{product_partition_id}!{keyword}!{campaignid}!{adgroupid}

  • All other accounts:

    s_kwcid=AL!{userid}!3!{creative}!{matchtype}!{placement}!{network}!{product_partition_id}!{keyword}

where:

  • {creative} is the Google Ads unique numeric ID for the creative.
  • {matchtype} is the matchtype of the keyword that triggered the ad: e for exact, p for phrase, or b for broad.
  • {placement} is the domain name of the website on which the ad was clicked. A value is available for ads in placement-targeted campaigns and for ads in keyword-targeted campaigns that are displayed on content sites.
  • {network} indicates the network from which the click occurred: g for Google search (for keyword-targeted ads only), s for a search partner (for keyword-targeted ads only), or d for the display network (for either keyword-targeted or placement-targeted ads).
  • {product_partition_id} is the ad network鈥檚 unique numeric ID for the product group used with product ads.
  • {keyword} is either the specific keyword that triggered your ad (on search sites) or the best-matching keyword (on content sites).
  • {campaignid} is the ad network鈥檚 unique numeric ID for the campaign.
  • {adgroupid} is the the ad network鈥檚 unique numeric ID for the ad group.
NOTE
  • For dynamic search ads, {keyword} is populated with the auto target.
  • When you generate tracking for Google shopping ads, a product ID parameter, {adwords_producttargetid}, is inserted before the keyword parameter. The product ID parameter doesn鈥檛 appear in the Google Ads account-level and campaign-level tracking parameters.
  • To use the latest AMO ID tracking code, see 鈥Update the AMO ID tracking code for a Google Ads account.鈥
Microsoft Advertising

  • All campaign types:

    s_kwcid=AL!{userid}!10!{AdId}!!!!{OrderItemId}!!{CampaignId}!{AdGroupId}

where:

  • {AdId} is the ad network鈥檚 unique numeric ID for the creative.
  • {OrderItemId} is the ad network鈥檚 numeric ID for the keyword.
  • {CampaignId} is the ad network鈥檚 unique numeric ID for the campaign.
  • {AdGroupId} is the ad network鈥檚 unique numeric ID for the ad group.
NOTE
For accounts with campaigns without the Auto Upload tracking option that weren鈥檛 already migrated to the new format, manually update each landing page suffix to include the above format.
In the meantime, the legacy formats, as follows, still work:
  • Search campaigns:
    s_kwcid=AL!{userid}!10!{AdId}!{OrderItemId}!!{CampaignId}!{AdGroupId}
  • Shopping campaigns (using Microsoft Merchant Center):
    s_kwcid=AL!{userid}!10!{AdId}!{CriterionId}
  • Audience network campaigns:
    s_kwcid=AL!{userid}!10!{AdId}
Yahoo! Japan Ads

s_kwcid=AL!{userid}!94!{creative}!{matchtype}!{network}!{keyword}

where:

  • {creative} is the ad network鈥檚 unique numeric ID for the creative.
  • {matchtype} is the matchtype of the keyword that triggered the ad: be for exact, bp for phrase, or bb for broad.
  • {network} indicates the network from which the click occurred: n for native or s for search.
  • {keyword} is the keyword that triggered your ad.
Yandex

s_kwcid=AL!{userid}!90!{ad_id}!{source_type}!!!{phrase_id}

where:

  • {ad_id} is the ad network鈥檚 unique numeric ID for the creative.
  • {source_type} is the type of site on which the ad has been displayed: b for search, c for context (content), or ct for category.
  • {phrase_id} is the ad network鈥檚 numeric ID for the keyword.
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