Sorry if this is a stupid question. I know that imobitrax, mobaff tracker and stuff have built in carrier,handset detection. I dont understand why we need two ways (tokens and tracker detecting) to get the same data. I understand it is also used to track creatives,campaigns and other features which cannot be detected by the tracker but if the handset,OS ect is detected by the tracker (imobitrax for example), then why do we still use tokens from the traffic source?
you dont have to.. it's optional I would think.. just use the tracker for that, and add your campaign and creative id tokens, or any data the tracker doesn't grab for you..
There are a couple purposes... Having the detection already built in allows you to free up more token options for you to use for other macros. Also, there are times where those tokens can pass back *Missing* because maybe the tracker doesn't have an updated value for the token it receives (although rare).
You can also use tokens for redirection/cloaking for example.
If a network passes a wrong value it's still to good to have tracked both. Example: your source passes a specific handset as ACB1 while in fact, it shows up as ACB2 in your inbuilt tracking. Now given both show a different handset / OS version / whatever, you're kinda mixed up. In the end, it comes about how the source defines the profitable handset. So even if they're wrong you should target the value passed from the source to your custom variable.
Thanks guys, that clears it up.