Token mapping audit — the table that prevents dead campaigns
Most tracking failures are one mismatched token. Build this table once per source and never debug blind again.
For every traffic source, document three columns:
— What the SOURCE outputs (the macro): {campaign_id}, {{placement}}, ##SUB_ID## — syntax differs per source.
— What your TRACKER token catches it as: {source_campaign}, {placement}.
— What the NETWORK needs back on the postback.
The four tokens you must always pass and verify:
— Click ID (the spine — without it, zero attribution)
— Campaign/ad-set ID (for source-side optimization)
— Placement / site ID (for blacklisting bad zones)
— Cost token where supported (auto-import spend = real ROI without manual entry)
Validation step people skip: click your live link, then open the tracker's click log and confirm EVERY token column is populated, not NULL. A token that's defined but empty means the macro name is wrong.
Keep one master sheet per source. New campaign = copy the proven mapping, don't retype macros from memory.
Run this before every launch.
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Token mapping audit — the table that prevents dead campaigns
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