What is Multiplatform?

The multiplatform script looks for any click identifier in the URL, and matches that click identifier to a list of known platforms in our database.

For example:

• Facebook clicks containfbclid
• Google clicks containgclidorwbraid
• Microsoft Ads clicks containmsclkid

You can also set up custom platform tracking by tagging URLs with a UTM parameter ofppcp_platform={platform}

For example, if you wanted to add Taboola tracking we would tag landing page URLs withppcp_platform=taboola

Note: custom platforms will not support exclusions/blocking by default, only monitoring. Exclusion abilities can be added if it is technically possible to do so.

How do Multiplatform Exclusions work? 

Exclusions will move from being IP based like on Google, to being audience based.

This means we will be creating audiences of invalid users within each platform you run, and then excluding those audiences from being able to see or interact with ads.

Crucially, these audiences will be global - meaning bad users from Facebook ads would automatically be added to TikTok exclusions etc.

Exclusions Process:

• User clicks an ad and our tracking fires
• We determine user is invalid
• That triggers functions to be called in the script to add this user to exclusion lists across any platforms they have activated.
• User is added to those exclusions lists and ads will no longer display to them.
• Trigger is sent to our system to inform us that an exclusion has taken place
• This creates a protective “shield” around all the users campaigns, taking click intelligence from every ad source and proactively applying the exclusions to all platforms.
• We can create exclusions on platforms users don’t yet run ads on, in order to build a good basis for launching ads in the future.

Note: Users are excluded for anything from 1 to 30 days, depending on how the client wants to set up their exclusions lists. This is an ad network limitation, not anything on our side.