Publisher Click Ref

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Publisher click references

What to use click references for

By using click references it allows you to add a tracking reference to a link. Any clicks or transactions that occur through a link with a click reference can then be monitored through the various reports on the Awin platform. For example, if I created a link which had the click reference 'banner1' and then put this tracking link behind one of my banners, I could then review the specific performance of that banner.

There are lots of different ways that you'll be able to use click references:

  • Some monitor specific pages of their websites
  • Some monitor specific posts on their social channels
  • Some monitor individual ad placements across their website

Ultimately, click references give you the ability to see where your visitor has found the link to the advertiser and therefore optimise the way you direct traffic to your site.

You also have the capability to use click references to tag users to links (make sure not to send PII). This way you can see how your users are performing and find out which individual user was responsible for an individual transaction (e.g. to award them).

Click references are publisher references for click links.
View references are publisher references for view URL.

How to use publisher references

You can pass through six different publisher references in any one tracking URL.

Here is the mapping tabble for all publisher references :

Click Reference
(only available for clicks)
View Reference
(only available for views)
Publisher Reference
(available for clicks and views)
clickref viewref1 pref1
clickref2 viewref2 pref2
clickref3 viewref3 pref3
clickref4 viewref4 pref4
clickref5 viewref5 pref5
clickref6 viewref6 pref6

To implement a publisher reference, simply add &pref1=YOURREF to your links (where YOURREF is replaced with whatever text you wish to have).

example with a click :

example with a view :

Finding publisher references that you passed through in links

Please note:

  • Please use all lower case for names of 'pref' parameters ("PREF" or "PRef" are not accepted)
  • Publisher references do not have a character limit. However the aggregated Click References report will only show you the first 50 characters.
  • The 'pref1' value is visible to the advertiser the transaction tracked for. The other publisher references are not.
  • For deeplink urls, you should add the prefs before the click-through URL (e.g. before the p= paramater)

example :

If your link management solution may require you to insert your click reference after the deeplink click-through URL, you should add &clickref= at the end of the deeplink. This only works with the standard clickref and not the additional clickrefs (e.g. clickref2) example :

  • prefs are restricted to latin1 alpha numeric values. These are the special characters you can use:
  • The following characters are not accepted:
# - because it used as an anchor for page links/blocks
& - because ampersand is for URL parameters
+ - Should not be used
| - gets converted into an underscore
' or " - will have a \ added before them


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