Understanding how end-to-end dynamic trafficking works

Understanding how end-to-end dynamic trafficking works




General principle

A dynamic macro is a variable inserted into an advertising destination URL.
When a user clicks on an ad, the advertising platform automatically replaces these macros with real values ​​related to media delivery.
In the case of Meta, these values ​​could correspond, for example, to:
  • the campaign ID;
  • the ID of the ad set;
  • the advertisement ID;
  • the source of dissemination;
  • possibly certain labels or media attributes.
The goal is to transmit this information to Eulerian in order to analyze media performance, to link clicks with conversions, and to synchronize data from Meta.


Example of a manipulated URL

Example of a destination URL used in Meta:
 In this URL, the values ​​between double curly braces are dynamic Meta macros.
monsite.com?esc-publisher=meta&esc-name={{campaign.id}}-meta&esc-location={{adset.id}}-meta&esc-creative={{ad.id}}&esc-creativetype=1x1&eseg-name=site-source&eseg-item={{site_source_name}}

Examples:
 {{campaign.id}}
{{adset.id}}
{{ad.id}}
These macros are not sent directly to the end user. They are replaced by Meta at the time of the click.
{{site_source_name}}



Operating steps

1. URL Trafficking in Meta

During campaign setup, the destination URL is entered in Meta with the Eulerian parameters.
The URL contains dynamic macros that allow media IDs to be automatically transmitted.
Example :
 esc-publisher=meta
esc-name={{campaign.id}}-meta
esc-location={{adset.id}}-meta
esc-creative={{ad.id}}
At this stage, the values ​​are not yet known. They will be replaced by Meta at the time of the click.
eseg-item={{site_source_name}}



2. Click on the ad

When a user clicks on the ad, Meta replaces the macros with the actual values ​​corresponding to the impression and the ad clicked.
The URL can then become:
 In this example:
monsite.com?esc-publisher=meta&esc-name=12004567890-meta&esc-location=12004567991-meta&esc-creative=12004568012&esc-creativetype=1x1&eseg-name=site-source&eseg-item=facebook

Paramètre
Valeur reçue
Signification
esc-publisher
meta
Media source
esc-name
12004567890-meta
Meta campaign ID
esc-location
12004567991-meta
Meta set ID
esc-creative
12004568012
Meta Ad ID
eseg-item
facebook
Broadcast Source


3. User arrival on the site

The user arrives at the site with a rich URL containing the Eulerian parameters.
These parameters allow the media context of the click to be transmitted.
They do not require any action from the user: they are simply present in the landing page URL.


4. Loading the Eulerian collect tag

When the page loads, the Eulerian tag collector reads the landing page URL.
It retrieves the parameters present in the URL, including:
 esc-publisher
esc-name
esc-location
esc-creative
esc-creativetype
eseg-name
The tag can thus identify that the source of the traffic is Meta, and then associate the transmitted IDs with the user journey.
eseg-item

This information is then used for performance analysis and attribution.


5. Enhancement via the Meta Partner Connector

The IDs transmitted in the URL are technical identifiers.
They are very useful for ensuring stable tracking, but they are not always directly readable in a business report.
This is where the Eulerian Partner Connector Meta comes in.
The connector queries the Meta API to retrieve the labels associated with the received IDs.
For example :
ID reçu dans Eulerian
Donnée récupérée via l’API Meta
12004567890
Campaign name
12004567991
Name of the ad set
12004568012
Advertisement Name
The connector can also be used to synchronize additional media data, such as:
  • the costs;
  • impressions;
  • certain campaign attributes;
  • the labels associated with media objects.


Why use IDs instead of names?

It is strongly recommended to use technical IDs in dynamic macros rather than full names.
The main reason is stability.
An ID is a stable technical key. It does not change when the campaign manager modifies the name of the campaign, ad set, or advertisement.
Conversely, a name can be changed at any time.
Examples of common modifications:
  • correction of a mistake;
  • adding a date;
  • change of casing;
  • modification of a separator;
  • adding a country or market;
  • change in marketing wording.
Even if the name changes, the Meta object remains the same. It is still the same campaign, the same ad set, or the same advertisement.


Risk if names are sent directly

If the URL sends the campaign name rather than the ID, Eulerian may receive several different values ​​for the same media object.
Initial example:
 The campaign is then renamed in Meta:
esc-name=Summer Sale FR

 New clicks can then arrive with:
Summer Sale France

 In Eulerian, these two values ​​can be interpreted as two different campaigns:
esc-name=Summer Sale France

Valeur reçue
Interprétation possible dans le reporting
Summer Sale FR
Campaign 1
Summer Sale France
Campaign 2
However, it is the same Meta campaign.
The name change can therefore create a fragmentation of reporting.
Clicks, conversions, costs, and impressions can be spread across multiple lines, complicating performance analysis.


Best practice: use the ID as a stable key

With an ID-based macro, the URL sends a stable value.
Example :
 After replacement by Meta:
esc-name={{campaign.id}}-meta

esc-name=12004567890-meta
Even if the campaign name is changed in Meta, the ID remains the same.
Moment
Nom dans Meta
ID transmis à Eulerian
Day 1
Summer Sale FR
12004567890
Day 5
Summer Sale France
12004567890
Day 10
Summer Sale FR - Juin
12004567890
In Eulerian, the attachment key therefore remains stable:
 This avoids the artificial creation of multiple campaigns in the reporting.
12004567890-meta



Role of labeling in reporting

Using IDs in the URL does not mean that the final report has to be unreadable.
The best practice is to separate two concepts:
Élément
Rôle
Technical ID
Stable key used for tracking and matching
Label
Readable name displayed in the report
The ID is used to reliably identify the object.
The wording is used to make the reporting understandable for marketing teams.
The Partner Connector Meta allows us to link these two levels.


Complete example

URL tampered with in Meta

 URL after macro replacement
monsite.com?esc-publisher=meta&esc-name={{campaign.id}}-meta&esc-location={{adset.id}}-meta&esc-creative={{ad.id}}&esc-creativetype=1x1&eseg-name=site-source&eseg-item={{site_source_name}}



 Data read by Eulerian
monsite.com?esc-publisher=meta&esc-name=12004567890-meta&esc-location=12004567991-meta&esc-creative=12004568012&esc-creativetype=1x1&eseg-name=site-source&eseg-item=facebook



Niveau
Paramètre Eulerian
Valeur
Source
esc-publisher
meta
Campagne
esc-name
12004567890-meta
Ad set
esc-location
12004567991-meta
Publicité
esc-creative
12004568012
Segment
eseg-item
facebook

Enhancement via the Meta connector

ID
Libellé récupéré
Niveau
12004567890
Summer Sale FR
Campaign
12004567991
Retargeting 30j
Ad set
12004568012
Visuel 1x1 Promo
Advertisement


Benefits of this approach

Using IDs in dynamic macros offers several advantages.

1. Stability of reporting

The IDs remain the same even if the names are changed in Meta.
This prevents the creation of duplicates in Eulerian reports.

2. Better data quality

Clicks, conversions, costs and impressions can be aggregated around reliable keywords.
The analysis is therefore more consistent over time.

3. Improved media + website integration

The IDs received from clicks can be matched with data from the Meta API.
This facilitates the reconciliation between onsite data and media data.

4. More readable reporting

The labels can be retrieved via the Meta connector.
Reporting can therefore remain readable for business users, while relying on robust technical keys.