Help me spy this FB ad UTM link (10)

Hi guys ! Little AM spying exercise for who's up to it




And this is the UTM link !

https://www.hawkersco.com/?utm_conte...limitedEdition


IT is country
15-35 age
M male
Desktop feed

Interest for this ads:
Graffiti
Street Art
Murales

Yo, and that's fine. I know Hawkers was one of the first jumping on the FB ads boat, i remember they were doing retargeting way before the FB pixel ( how were they doing by the way ? )

However, does someone might guess the meaning of this second-last part ? utm_campaign=%5B123KLAN+PROSP%5D+MMR+oCPM+IT+AUTO+ %5B%2AW%2FM+15-35+P+ZERO%2A%5D&

they're running CPM auto bid, but i can't guess nothing more

Let me Open up the link for you https://www.hawkersco.com/ ?utm_content=AS-3+-+IT+-+15-35+-+M+-+DESKTOPFEED+-+Graffiti+Street+Arts+Murales+Graffiti+Graff.. &utm_campaign=%5B123KLAN+PROSP%5D+MMR+oCPM+IT+AUTO +%5B%2AW%2FM+15-35+P+ZERO%2A%5D& utm_source=facebook&utm_medium=paid_social#limited Edition

If you run the URL through a urldecode() function (just google urldecode...) you get this:

...utm_content=AS-3 - IT - 15-35 - M - DESKTOPFEED - Graffiti Street Arts Murales Graffiti Graff
...utm_campaign=[123KLAN PROSP] MMR oCPM IT AUTO [*W/M 15-35 P ZERO*]
...utm_source=facebook
...utm_medium=paid_social#limited Edition

Up to you to interpret that, seems pretty obvious to me - just them adding info for themselves like age, country, gender, placement, bidding mode, etc.

hi zeno
i understand oCPM is optimized click for impressions ( 1000 impressions )
but
what is MMR in your opinion ? and also P ZERO*

Originally Posted by maxzhongguotong

hi zeno
i understand oCPM is optimized click for impressions ( 1000 impressions )
but
what is MMR in your opinion ? and also P ZERO*

Zeno do you also have an idea on how Hawkers were doing Retargeting on Facebook before the pixel ? These guys made millions and millions

My idea is that they might have just run the same campaigns over and over again, but i kind of have an hint that they actually were retargeting before the pixel

Before which pixel - the Facebook Pixel? Before that there was still conversion tracking, and you could still create custom audiences from emails, conversion pixels, etc.

Otherwise, they would have been using FBX - https://www.facebook.com/business/a/...ebook-exchange - which has been out for many years. The advantage of FBX is that it allows immediate retargeting - i.e. view site > go to Facebook 10 seconds later > bam you see an advert. This was not so easy back in the day with custom audiences, as they updated slowly (and still do to some extent).

FBX is/was available through third parties only, e.g. PerfectAudience, AdRoll, etc.

As for MMR, who cares. It could be the code for the team that worked on the campaign, could be an abbreviation for a weird way the person describes some targeting feature they were using, or something else.

123KLAN is originally a French graffiti art crew founded back in 1992 by husband and wife SCIEN & KLOR. 
Their inhouse streetwear brand is called Bandit1sm.

Thank you guys ( also to thedrone ) , Zeno, the only reason you would use perfect audinece and adroll NOW is just that you don't want to loose those mins/hours between the last access to website and the retargeting ,, right ? or is there anything more you'd reccommend

They were for FBX, no longer useful since you have native retargeting on FB via audiences.