The Big List of Marketing Metadata Fields

Marketing Metadata Checklist

Are you currently experiencing marketing metadata overload? Have you gained 25 fields of metadata in the past 6 weeks? Are your databases starting to feel snug?

If you answered yes to any of these questions then have we got the program for you!

Jokes aside, metadata management for your digital assets is actually an important and often overlooked data management process. This data is important because your execution and decision-making systems rely on these values for personalization, segmentation, analytics enrichment and more.

There are a number of items marketers manage that require or can be optimized with rich metadata. The marketing assets most notable are what I like to call the 4 Cs: Campaigns, Content, Coupons, Catalogs. While there may be others, I find that these 4 have the most need for thorough metadata.

Campaigns are primarily digital marketing campaigns that have varied metadata including creative, audiences, placement, and other key attributes. Campaign metadata can enrich Google Analytics, Adobe Analytics, Google Ads and lots of other marketing systems.

Content can mean anything from blog articles and PDFs to videos and images with metadata that includes creator, publish date, keywords, meta description, title tag, word count, file size, etc. Improved content metadata can help in all kinds of ways include search engine discovery, personalization and more. Content marketing teams should have a process for managing this metadata.

Coupons are digital coupons that have discounts, expiration dates, usage thresholds, and more.

Digital catalogs have extensive product listings that require metadata like price, category, manufacturer, and dozens of other attributes.

The following checklist for these marketing assets is not exhaustive – we’ve seen metadata templates with over 70 elements. However, we want to give you an extensive example of the type of metadata savvy marketers and organizations use to enrich their campaigns, contents, coupons and catalogs.

Here’s a list of 125+ marketing metadata elements companies use for their digital marketing assets:

Here’s a PDF version as well.

And here’s an easy-to-copy version:

Campaigns Content Coupons Catalogs
Campaign Name Asset ID Coupon Name Product Name
Medium Title ID Product ID
Source Content Type Name Model
Campaign Owner Description Message Category
Campaign Objective Category Product Description
Category Media Format Discount Listing Price
Go Live Date Content Creator Creative Sale Price
Ad Start Time Content Owner Discount Type URL
Ad End Time SEO Keywords CTA UPC
Creative Name Agency Duration SKU
Creative Start Date Client Offer Shipping
Creative End Date File Size Amount Off Reviews
Creative ID Language Expiration Date Related Items
Creative Landing Page ID Rights/Usage Percent Off Rating
Creative Landing Page Name Season Campaign Name Merchant
Creative Message Detail Crop Size Campaign Theme Material
Creative Type Geo Platform Is Sale
Dimensions Industry/Vertical Channel Images
Placement ID Job Number Currency Image URLs
Placement Name Product Line or Brand Destination Discount
Placement Strategy Region/Location Status Dimensions
Placement Group Type URL Tracking Code Date Updated
Primary Placement Usage/Rights Audience Segment Date Added
Placement Group ID Video Length Created By Current
Placement Compatibility Word Count Location Condition
Placement Comments Publish Date Max Redemptions Color
Device Expiration Date Redeem By Date Brand/Manufacturer
Priority Copyright Brand/Manufacturer Number
Publisher Copyright Year ASIN
Purchase Method Version Weight
Rate Tags
Rotation Type Meta Description (site pages)
Rotation Value
Site ID
Site Name
Ad Name
Ad Click-Through URL
Ad Landing Page ID
Ad Landing Page Name
Audience Segment Name
Audience Type
Cost Structure

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