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Destination Macros Defined

Describes the macros you can add to a destination URL.
When creating a URL destination, you can insert the following macros into the URL string. Check with your data/destination partner about proper macro placement within the destination URL.
Macros are optional unless indicated otherwise. Italics indicates a variable placeholder.
Macro Explanation
%alias%
Required.
Defines the location of the mapped segment value in a destination URL. Usually this is the Segment ID , but could also be the integration code.
%did%
Inserts the user's Audience Manager ID into the destination URL.
%dpid_ data source id %
The data source id corresponds to the identifier for a data source passed in to the macro.
Let's look at how this works in a simple example. In this case, we have an Audience Manager partner with the following IDs and conditions:
  • Data source ID: 1
  • An internal customer ID: CustomerABC
  • Declared ID: The partner wants to pass in these values as the declared ID 1:CustomerABC .
To do this with the %dpid_ data source id % , the Audience Manager partner would format the macro like this:
  • %dpid_1%
The macro will replace 1 with CustomerABC .
%http_proto%
Detects the protocol used in the parent webpage and inserts it into the destination URL. For example:  
  • if the webpage is https ://aam_client.com, this macro will be replaced with https ://url-destination.com
  • if the webpage is http ://aam_client.com, this macro will be replaced with http ://url-destination.com
%mcid%
Inserts the Experience Cloud ID into the destination URL.
%region%
Inserts the Data Collection Server (DCS) region into the destination URL. In order to minimize latency, when the visitor makes an HTTP call to Audience Manager , they are being redirected to the closest DCS datacenter. This is achieved through DNS, which is able to detect the visitor's location and direct them to the appropriate datacenter.
%rnd%
Performs a cache busting function by inserting a random number into the destination URL. This prevents browsers from serving cached content.
%timestamp%
Inserts a UNIX timestamp into the destination URL to prevent browsers from serving cached content.

Cache Busting with Destination Macros

The %rnd% and %timestamp% macros insert unique values into a URL string to prevent browser caching.

Cache Busting with %rnd% and %timestamp%

Browsers cache (save) frequently requested content in memory. When a page loads, saved content serves from the cache rather than from a remote server. This process helps maintain efficient download times because data serves locally rather than from another location. However, because caching does not require a server call, it can skew reporting by artificially lowering the number of unique requests.
Cache busting prevents browsers from saving and reusing content. This technique uses code that inserts a random number or time stamp into a URL string, which makes it look unique to the browser. As a result, each HTTP call is counted as a separate request to the server. Forcing a new server call for each request helps maintain reporting accuracy and reduce discrepancies. Audience Manager provides two macros for cache busting:
  • %rnd% : Inserts a random number into a URL.
  • %timestamp% : Inserts the Unix date/time into a URL.

Comparing %rnd% and %timestamp%

Both macros prevent caching, but %rnd% may be more efficient. For example, with %timestamp% , if several users view a page simultaneously they'll get the same date/time value. As a result, the URL is not unique and multiple calls are counted only once. However, %rnd% generates a unique numeric value for each call (even when users see the same page simultaneously). This means the URL string contains different values and is counted as unique.