This article will cover:

  • What is the Marketing Code Builder? 

  • How to Generate an Active Link, Passive Link, Impression Tag


What is the Marketing Code Builder?

The Marketing Code Builder ensures accuracy and granularity in measurement and attribution, simplifying the workflow to easily generate and implement tracking codes within any media buying or social media platform. The Marketing Code Builder allows you to easily generate Tracking Codes for your social and paid marketing campaigns. Within the Marketing Code Builder, you can generate Active Tracking links, Passive Tracking links and Impression Tags. 


Within the Marketing Code Builder, the below data points will contribute to reporting for the code you are generating:

  • The Source of the media buy (e.g. Google, Facebook, Criteo, etc.) 

  • The Site (the website you’re driving consumers to)

  • The Objective (the purpose of the paid campaign)

  • The Landing Page (what page users will be sent to if they clicked the ad)

  • The Campaign (the name of the Campaign belonging to the Source and Objective)

  • UTM Parameters – if using Google Analytics in conjunction with Journey, you can easily append your UTM parameters through this workflow.


To access the Marketing Code Builder:

  1. Click on the Actions menu on the top right of your screen 

  2. Navigate to Tracking 

  3. Click on Marketing Code Builder



How to Generate an Active Link, Passive Link, Impression Tag


To track clicks from your Creative (social post or paid ad), you will need to generate either an Active Link or a Passive Link from the Marketing Code Builder. (Note: If you use the Passive Link option, you must place the Journey Tag on your website.)


To track the views on your Creative (social post or ad), you will need to embed the Impression Tag. 


The Marketing Code Builder will generate an Active Link, Passive Link and Impression Tag, and you can pick and choose which you want to implement. Follow these steps to generate them: 

  1. Select the Source – if the Source does not yet exist, Click the + icon to add a new Source and assign the Channel

  2. Select the Site

  3. Select the Objective

  4. Select the Creative (e.g. Ad, or Social Post) – if the Creative does not yet exist, click the + icon to add a new Creative and assign the name

  5. Select the Landing Page – if the Landing page does not yet exist, click the + icon to add a new Landing Page and assign the name

  6. Select the Campaign – if a Campaign does not yet exist, click the + icon to add a new Campaign and select its Channel

  7. Add in UTM Parameters for on-page analytics with Google Analytics

  8. Click Copy next to the Active Link, Passive Link and/or Impression Tag and then implement within your Paid or Social Media Marketing Campaign


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