XM General url appends breakdown for urls
If the brand doesn't have something specific in mind, talk to adops about using these as the template for the url appends.
For URL appends:
Google:
utm_source=where the media is running
utm_medium=display, video, native, etc - whichever applies best
utm_campaign=cm campaign name
utm_term=cm placement name
utm_content=cm creative name_cm creative id
For Adobe:
cid=%ebuy_%s_%epid_%ecid
the above are macros that pull in the ids for cm campaign, site media is running on, cm placement id, and cm creative id
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