Myth: pass every available token into your tracker
The advice floating around: capture all 15+ tokens a traffic source offers, because more data is always better. Reality: unused high-cardinality tokens inflate your reporting tables, slow grouping queries, and hide the 4 tokens that actually drive decisions.
The correction — token budget per campaign:
1. List every decision you make: cut a placement, scale a creative, blacklist a zone, shift bids by region. Write them down.
2. Map each decision to exactly one token. Placement to zone_id, creative to creative_id, and so on.
3. Any token with no decision attached goes into a single catch-all data1 field, not its own column.
4. Cap active grouping tokens at 5 per campaign.
Why this matters:
— High-cardinality tokens (impression IDs, user IDs) explode unique-value counts and make reports crawl.
— Most "just in case" tokens are never queried once.
Collecting a token is free. Reporting on a useless one is not.
Run this before every launch.
Tracker Playbook
@TrackerPlaybook
Myth: pass every available token into your tracker
Этот пост опубликован в Telegram-канале Tracker Playbook. Подписаться можно по ссылке: @TrackerPlaybook.