We've talked about Manual Custom parameters here, so let's delve into the Dynamic ones now!

Manual custom parameters were very useful for systematic information you would need to input in the names (and in the tracking links) of your ads.
They gave you the option to either input the parameter manually when creating the campaign, or to choose from a pre-determined list.

The main goal of Dynamic Custom Parameters is to override... automatically. This way, you don't have to do any trade off between automation or keeping your exact nomenclature - you can have both!

Dynamic Parameters are very versatile, and can be used for both naming and tracking strategies. They are different when you look at ad sets and campaigns, and each of them are related to existing information you can modify. 

The main goal of these parameters is to display them in a way that makes it easy for you to use! So let's look into each of them, so you know what you're getting into ;)

Before we start with the explanation of each field, bear in mind that this functionality is currently available for Facebook Only.

Campaign Dynamic Parameters

To make sure everything is clear, we'll do each parameter one by one, starting with the Start and End date!

Start and End dates behave the same way. You can design the exact order in which you want them to be displayed and saved afterwards. This should fit any international needs you have! 

Don't forget to set up the encoding for each of your parameter: 


For the countries selection, you can choose between two options: 

  • ... is exactly: this will replace if the country (or countries) targeted is exactly and only the one(s) you mentioned.
    For example: if you create a parameter to rename targetings with Belgium, Netherlands and Luxembourg into Benelux, it will be triggered ONLY if the targeting is exactly and only those three countries.

  • ... contains: this will replace only if the country (or countries) targeted is present in the targeting.
    For example: if you create a parameter to rename targetings containing Belgium, Netherlands and Luxembourg (amongst others) into Benelux, it will replace all three countries and call them Benelux if and only if all 3 countries are present in the targeting. The rest will be left alone. 

This "exactly/contains" behavior is applicable to other parameters we'll talk about after. 


Languages work the same way as countries - select the language(s) you want to format, and input the value you want them to be changed to. Remember to make use of the "exactly/contains" system! 


For the objectives, we've prepared a list of the objectives available on the platform, and their pre-determined name. You can then design you own naming for them. The ones you won't be changing will stay as default (as you can see them on the right). 


This will allow you to customize the way the name is displayed in the campaign name depending on the targeting that you have selected.

Ad Set Dynamic Parameters

Let's look into the parameters handled on the Ad Set level! 


You can change the way Gender is going to appear - simply fill what you want to change from the default values that we have assigned to each. 


For placements, you'll be using the "exactly/contains" system again, to make sure you will be replacing what you want to!
The Separator here is to help in case you're making multiple rules, as there can be a lot of placements in one ad set. 

Warning: We have not set default Values for placements. 

Start and End dates, Languages and Countries work the same way as mentioned above. 

Bid Strategy

Finally, you can create custom values for the Bid Strategy you use in your ad sets. As before, you can choose to replace some or all of the strategies - any you don't replace will be using the default naming. 

Post Dynamic Parameters

You can build Post level parameters, which are especially useful for URL encoding when using a Third Party tracking partner!

You will have three options for the Information:

Then, choose the encoding type you wish to use:

You're done after that!

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