12. A computer program product comprising a non-transitory computer-usable storage medium storing computer-readable instructions operable when executed by a server computing device to: receive, from a publisher computing device, a snippet embedded in a Web page; determine a format of the received snippet from a plurality of identifiable formats based, at least in part, on identification rules; select editing rules, based on the format of the received snippet, for embedding one or more macros in the received snippet, wherein the editing rules include (i) criteria for identifying a target portion of the received snippet, and (ii) first instructions for modifying the identified target portion, wherein the first instructions include at least one of a macro identifier, an edit type, and a string for modifying the identified target portion, wherein the one or more macros are associated with archiving user actions associated with an advertisement presented in the Web page and wherein each of the one or more macros includes a value of a placeholder for second instructions that modify the snippet; automatically embed the one or more macros in the received snippet in accordance with the selected editing rules; and transmit the received snippet, including the embedded one or more macros, to the publisher computing device to be embedded in the Web page.
12. A computer program product comprising a non-transitory computer-usable storage medium storing computer-readable instructions operable when executed by a server computing device to: receive, from a publisher computing device, a snippet embedded in a Web page; determine a format of the received snippet from a plurality of identifiable formats based, at least in part, on identification rules; select editing rules, based on the format of the received snippet, for embedding one or more macros in the received snippet, wherein the editing rules include (i) criteria for identifying a target portion of the received snippet, and (ii) first instructions for modifying the identified target portion, wherein the first instructions include at least one of a macro identifier, an edit type, and a string for modifying the identified target portion, wherein the one or more macros are associated with archiving user actions associated with an advertisement presented in the Web page and wherein each of the one or more macros includes a value of a placeholder for second instructions that modify the snippet; automatically embed the one or more macros in the received snippet in accordance with the selected editing rules; and transmit the received snippet, including the embedded one or more macros, to the publisher computing device to be embedded in the Web page. 13. The computer program product of claim 12 , wherein the computer-readable instructions operable to determine the format of the snippet comprise computer-readable instructions operable to determine the snippet format including comparing at least portions of the snippet to criteria associated with the plurality of identifiable formats.