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In order to track the online marketing events of the advertisers on your= platform, you will need to implement tracking tags on the website of the a= dvertiser. Please note you will need to implement two tags: th= e conversion tag and the on-page tag.
The conversion tag should be implemented on a= ny page on which a conversion is confirmed: the page on which a client is b= eing thanked for his purchase, the page on which a client=E2=80=99s subscri= ption for a newsletter is confirmed, etc. Before you implement a conve= rsion tag, you will have to configure it, depending on the advertiser=E2=80= =99s needs.
The on-page tag should = be implemented on all other pages of the advertiser=E2=80=99s website. To c= onfigure it, you only need to choose a loading method and write a brief web= site description.
Also remember to receive the clickId that is trans= mitted by the clickId Parameter from all incoming traffic, save it and to i= nclude it in the conversion tag.
Consider to work with a first party tracking domain, since it usually al= lows the highest accuracy of tracking. Read more about first party tracking here.
As soon as you have implemented the tags, you should process a tracking test.
Especially in third party contexts (that means the tracking domain is a = different one than the shop domain), the clickId is highly important to get= tracking reliably working,.
All settings and configurations regarding the clickId s= hould be done before implementing the tracking tags. Reason is, that the cl= ickId needs to be included in the conversion tag and thus should be availab= le, when it is implemented.
The tracking tags for your advertisers can be found and configured in yo=
ur UI. Click on advertiser
in th=
e navigation menu and proceed to click on manage advertisers=
. On the page you see now, find the advertiser you want to implement=
a tracking tag for and click on the on the ic=
onin the technical section.
If you do so, you will see a page which is rather large, but basically c= onsists of three sections:
The section in which you can process the configuration of t= he tracking tags (defining the conversion target and tracking= categories for the conversion tags; choosing a loading method and creating= a description for both tags; adding parameters for the conversion tag).
Further below, you will see a panel in which the conversion= tag is displayed.
At the bottom of the page, you will find the on-page tag.
The basic configuration of the conversion tag takes place in the first s= ection of the tracking tag page. Make sure you go through the following ste= ps:
Choose a conversion target for which you want to c=
reate a conversion tag for. Conversion targets usually designate an event t=
ype such as sale
or appinstall
. This conversion t=
arget should obviously correspond with the conversion of the confirmation p=
age you want to integrate the tag on. In case you work with multiple conver=
sion targets, make sure the parameter is filled with the correct value from=
data layer. Conversion targets should be set up before implementing the co=
nversion tag.
Working with conversio=
n targets
Select a tracking category for the conversion= tag you are implementing. Tracking categories usually designate the = commercial category of a conversion.
If you are implementing a conversion tag that should enable basket track=
ing, make sure you select basket
. In case you work with multip=
le tracking categories, make sure the parameter is filled with the correct =
value from data layer. Tracking categories should be set up before implemen=
ting the tracking tag.
Tracking categories=
p>
Define whether you want the container tags in the container if the tr= acking tags to load synchronous or asynchronous. When= you select synchronous loading, the tags implemented in the container will= be loaded as soon as the browser reaches the position of the tracking tag = in the source tag of the page. When you select asynchronous loading, the ta= gs implemented in the container will be loaded as soon as the browser has l= oaded the complete page. Asynchronous loading is highly recommended, althou= gh it requires you to make sure all third party tracking tags implemented i= n the container of the conversion tag are asynchronous as well.
After you have selected a conversion target and the tracking category, y= ou will need to fill in a brief description of the page <= /strong>you want to implement the tracking tag on. Make sure the descriptio= n explains the event on the confirmation page unambiguously. We recommend t= hat it is only one word, such as =E2=80=9Ccheckout.=E2=80=9D
In case of session tracking/ working with the click ID: Make sure the click ID is transmitted with every ad media click = to the corresponding target URLs. It should be transmitted as additional pa= rameter. We recommend working with the click ID, since it allows tracking w= hen no cookie is available. For more details read more here: Working with the clickId
If you look at panel below the configuration section, you will find that= the conversion tag already contains six parameters. These parameters are m= andatory and should not be removed from the conversion tag.
Name (JS tag) |
Name (img tag) |
Explanation |
Format |
Example |
---|---|---|---|---|
|
|
This parameter identifies the conversion target. The value of the parame= ter corresponds with the target you selected in the configuration panel. Attention: Uniqueness of conversions is determined by t=
he combination of the |
Alphanumeric |
AddBasket |
|
|
This parameter identifies the tracking category. The value of the parame= ter corresponds with the category you selected in the configuration panel.<= /p> Tracking category In case of basket tracking the value Attention: Uniqueness of conversions is determined by t=
he combination of the |
Alphanumeric |
default |
|
|
For security reasons, this parameter identifies the page on which the co= nversion is made. |
Alphanumeric |
|
|
|
This parameter identifies the the conversion and therefore should be uni= que. In case the ID contains sensitive information such as an email address= , it can be replaced by an alternative ID on the platform. Attention: Uniqueness of conversions is determined by t=
he combination of the |
Alphanumeric, max length 255 chars |
|
|
|
This parameter transmits the net value of the conversion. If the convers=
ion does not contain a value, the transmitted value should be If the conversion is based on positions (basket parameter), the value sh= ould not be transmitted. Attention: Any other format than ##############.#### (S= cale 20, Precision 4) is not allowed. |
Numeric: Max-Value: |
|
|
|
This parameter transmits the currency following ISO 4217. The currency s= hould always correspond with the currency used on the advertiser's website.= |
Alphabetic |
|
|
|
The complete Browser-URL on which the tag was fired. Used to prevent acc=
uracy issues in case of strict referrer browser policy. Please don=E2=80=99t chan=
ge the default value |
URL |
Result of |
|
|
This parameter transmits the request time for this Conversion. Following= the format in ISO 8601. The valu= e must not be older then three months ago. |
YYYY-MM-DDTHH:mm:ss.sss+00:00 |
|
Apart of the mandatory parameters that are added to the tag automaticall= y, you can add advanced parameters. Please note that in order for these par= ameters to work properly, the data they are designed to transmit need to be= available. Parameters marked with an asterix (*) in the description can al= so be used without the underscore (_). For example, you can use =E2=80=98co= mmissionfix=E2=80=99 instead of =E2=80=98commission_fix=E2=80=99.
The advanced parameters are sorted by purpose, let=E2=80=99s go through = them one by one.
Name (JS tag) |
Name (img tag) |
Explanation |
Format |
Example |
---|---|---|---|---|
|
|
This parameter transmits any discount values (net amounts) related to th= e conversion. |
Numeric: #.# |
|
|
|
This parameter transmits any discount tags related to the conversion. |
Alphanumeric |
|
|
|
This parameter transmits the total order value of a conversion, i.e. inc= luding shipping costs and VAT. |
Numeric: #.# |
|
|
|
This parameter transmits the status of the conversion. If it is not used=
, conversions will be registered with an open status. Therefore, you should=
only use this parameter when you want to confirm or cancel conversions aut=
omatically. |
Numeric |
|
|
|
This parameter is needed when you want to automate your validation proce= ss. For more information, please read this article. |
Universally unique identifier (UUID) |
|
The parameters in this section can transmit custom values related to the= conversion or the customer, such as points given for a loyalty program. Th= e content can be alphanumeric.
Name (JS tag) |
Name (img tag) |
Explanation |
Format |
Example |
---|---|---|---|---|
|
|
This parameter registers whether the customer was new to the advertiser.= Possible values are true (new) or false (recurring). |
Alphabetic |
|
|
|
This parameter transmits any ID given to the customer who placed the con=
version. Use this for implementing cross-device and |
Alphanumeric, max length 255 chars |
|
|
|
This parameter transmits any ID given to the session of the customer who= placed the conversion. Use this for implementing cross-device and cookieless tracking. |
Alphanumeric, max length 255 chars |
|
|
|
This parameter transmits a value identifying the gender of the customer = placing the conversion. Possible values are f (female) and m (male). |
Alphabetic |
|
|
|
This parameter transmits the age of the customer placing the conversion.= |
Numeric |
|
|
|
This parameter transmits questions and answers to surveys held upon plac= ing the order. |
Alphanumeric: {"#":"#"}. Please note JSON format is higly recommended.= p> |
|
|
|
This parameter can transmit the payment method the customer chose when p= lacing the order.* |
Alphanumeric |
|
|
|
This parameter can transmit costumer related data, such as the number of= orders previously canceled or recommendations. |
Alphanumeric: {"#":"#"}. Please note JSON format is highly recommended.<= /p> |
|
|
|
This parameter can transmit additional information. |
Alphanumeric. It can be a string, a JSON or another format. |
|
|
|
This parameter can transmit additional information. |
Alphanumeric. It can be a string, a JSON or another format. |
|
|
|
This parameter can transmit additional information. |
Alphanumeric. It can be a string, a JSON or another format. |
|
|
|
This parameter can transmit additional information. |
Alphanumeric. It can be a string, a JSON or another format. |
|
A requirement for basket tracking is the tracking category =E2=80=98bask= et.=E2=80=99 we recommend to set it up before implementing the conversion t= ag.
To enable basket tracking, please make sure you add the =E2=80=98basket= =E2=80=99 parameter to the conversion tag. Remember, the tracking category = =E2=80=98basket=E2=80=99 should be set up. The only requirement for using t= his parameter is that your advertiser needs to be able to fill it with bask= et data in JSON format. The individual components of the basket data are di= scussed in the table below.
Name |
Explanation |
Format |
Example |
---|---|---|---|
|
The optional ID of this position Can be submitted to ad= dress this position later. Generated automatically if empty. |
1 or higher, max value 32767 |
|
|
The optional UUID of this position. Can be submitted to= address this position later. Generated automatically if empty. |
Valid UUID |
0d5bb776-2d50-4d65-912c-d20e324f66b8 |
|
The ID of the product to which the basket position relates. |
Numeric |
|
|
The name of the product to which the basket position relates. |
Alphabetic |
|
|
The stock keeping unit |
Alphabetic |
|
|
The price of the product to which the basket position relates. |
Numeric: |
|
|
The brand name of the product to which the basket position relates. <= /td> |
Alphanumeric |
|
|
The number of ordered products. |
Numeric |
|
|
The discount value of ordered products. Cannot be negative. |
Numeric: |
|
|
The shipping costs of ordered products. Cannot be negative. |
Numeric: |
|
|
The tax which needs to be paid for ordered products. Used to calculate t= he total invoice amount of this conversion. Cannot be negative. |
Numeric: |
|
|
The tracking category of the basket position, not to be confused with th=
e tracking category of the conversion to which the basket position belongs.=
Any tracking category may be used except Never use the trc |
Alphanumeric |
|
|
The shop category of the product to which the basket position relates.= p> |
Alphanumeric |
|
The parameters in this section can transmit attribution relevant values = such as click ids.
Name (JS tag) |
Name (img tag) |
Explanation |
Format |
Example |
---|---|---|---|---|
|
|
This parameter transmits the complete ad media tag of the click URL via = which the conversion was generated. |
foo.bar.
|
foo.bar. |
|
Alternatively to |
Numeric adspace id |
|
|
|
|
This parameter replaces any sub IDs added to the click URL via which the= conversion was generated. |
Alphanumeric, max length 255 chars |
|
|
|
This parameter can transmit click IDs and enable attribution even when n= o cookie was dropped. |
Alphanumeric, comma-separated or JSON array |
|
(In JS tag, use clickIds to transmit this value) |
|
Awin click checksum. |
String |
|
(In JS tag, use clickIds to transmit this value) |
|
Google Ads click ID. |
String |
|
(In JS tag, use clickIds to transmit this value) |
|
Facebook Ads click ID. |
String |
|
(In JS tag, use clickIds to transmit this value) |
|
Microsoft Bing Ads click ID |
String |
|
(In JS tag, use clickIds to transmit this value) |
|
Tune partner click ID |
String |
|
Name (server tag) |
Explanation |
Format |
Example |
---|---|---|---|
|
Value of the |
String |
|
|
Value of the |
String |
|
|
User Agent value, usually provided in http header |
String |
|
|
IP Address |
Numeric #.#.#.# |
|
|
Optional device type. Will be ignored when Possible values:
|
String |
|
The on-page tag is quite simple to implement, there are only few paramet= ers to be taken care of.
If you look at panel below the configuration section, you will find that= the on-page tag already contains five parameters, that you may work with. = The parameter siteId is mandatory.
Name |
Explanation |
Format |
Example |
---|---|---|---|
|
Mandatory: This parameter defines the placement of the tag. It should be= filled with the path of the page or the URL |
Alphanumeric |
|
|
only on product pages: This parameter is the product ID, e.g. EAN or SKU= |
Alphanumeric |
|
|
This parameter transmits any ID given to the customer. Use this for impl= ementing cross-device and cookieless trac= king. |
Alphanumeric, max length 255 chars |
|
|
This parameter transmits any ID given to the session of the customer. Us= e this for implementing cross-device and cookieles= s tracking. |
Alphanumeric, max length 255 chars |
|
|
optional parameter, you are free to put in any additional information th= at may be needed |
Alphanumeric |
|
|
optional parameter, you are free to put in any additional information th= at may be needed |
Alphanumeric |
|
|
The complete Browser-URL on which the tag was fired. Used to prevent acc=
uracy issues in case of strict referrer browser policy. Please don=E2=80=99t chan=
ge the default value |
URL |
Result of |
After you have done the basic configuration, selected additional paramet= ers and decided whether or not you use basket tracking, all that you need t= o do before you can start implementing the conversion tag is choose what ty= pe of conversion tag you need. As you can see from the dropdown menu in the= second section, you can choose between a tag that is reduced = to an image pixel and a full tag including javascript. It is stron= gly recommended to use the full tag, because it allows you to i= mplement tracking tags from partners and integrate existing partner network= s.
To process basic tracking, implementing the on-page tag is not necessary= . However, it is strongly recommended you use it nonetheless, for four reas= ons:
The on-page tag enables you to track page impressions, i.e. the number of times a customer sees a page on your advertiser=E2= =80=99s website or in its app after the initial click on the ad media item.=
The on-page tag allows you to process click-in tracking. This is a tracking process which captures clic= ks without the need of a tracking URL, which enables Bounceless tracking.&nb= sp;It is also allows you to track traffic from CRM newsletters and comparab= le marketing channels in which links should not be recognizable as tracking= links.
The on-page tag contains a container tag which facilitates = the integration of tracking tags from partners, allowing them to g= ather customer-related data. This is particularly important fo= r partners using retargeting and cashback marketing strategies. Pl= ease note the container tag of the on-page tag is loaded asynchronous, so i= t will not affect the performance of the advertiser=E2=80=99s website.
<= /li>The on-page tag allows you to work with the so called universal tracking= parameter (UTP), which improves the tracking quality significantly. For mo= re information, please r= ead this article.
If you have finished your configuration of the conversion tag, all you n= eed to do is copy the conversion tag and the on-page tag and paste them int= o the source tag or tag management solution of the relevant advertiser page= s. Also, please make sure the needed values are transmitted (e.g. with the = corresponding placeholders).
Conversion tag: As was mentioned already, the conversio= n tag needs to be implemented on the confirmation page of the conversion yo= u have configured the tracking tag for.
On-page tag: The on-page tag needs to be implemented on= all other publicly accessible pages.
Please note that you should process a tracking test after you have imp= lemented the tracking tag to make sure it is working properly.
See also our guide to conversion tracking implementation.
<=
/p>
The Transparency and Consent Framework (TCF) was created to = help all parties who display and manage digital advertising and develop tar= geted content comply with the European Union=E2=80=99s General Data Protect= ion Regulation (GDPR) and ePrivacy Directive (ePD) when processing personal= data and/or accessing and/or storing information on a user=E2=80=99s devic= e. It allows publishers and website operators to communicate to vendors, in= a standardized way, what preferences users have expressed when it comes to= their personal data. A vendor is a company that participates in the delive= ry of digital advertising within a publisher=E2=80=99s website, app, or oth= er digital content, that either accesses an end user=E2=80=99s device or br= owser or processes personal data about end users visiting the publishers co= ntent.
Ingenious Technologies is a registered TCFv2.0 Vendor with the Vendor ID 871<= /em>.
More =
information can be found in the main =
article about TCFv2.
Name (JS tag) |
Name (img tag) |
Explanation |
Format |
Example |
---|---|---|---|---|
|
|
not set : TCFv2.0 not implemented |
Numeric: # (0 or 1) |
|
|
|
Only meaningful if |
Base64-entagd string |
|