1. A method comprising: receiving, from a publisher computing device, at a server computing device, a snippet embedded in a Web page; determining, by the server computing device, a format of the received snippet from a plurality of identifiable formats based, at least in part, on identification rules; selecting 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 embedding, by the server computing device, the one or more macros in the received snippet in accordance with the selected editing rules; and transmitting the received snippet, including the embedded one or more macros, to the publisher computing device to be embedded in the Web page.
1. A method comprising: receiving, from a publisher computing device, at a server computing device, a snippet embedded in a Web page; determining, by the server computing device, a format of the received snippet from a plurality of identifiable formats based, at least in part, on identification rules; selecting 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 embedding, by the server computing device, the one or more macros in the received snippet in accordance with the selected editing rules; and transmitting the received snippet, including the embedded one or more macros, to the publisher computing device to be embedded in the Web page. 4. The method of claim 1 , wherein the one or more macros includes a first macro for archiving activities of a user interacting with the advertisement and a second macro for preventing caching of the advertisement in a client.