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Before you start
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 advertiser. Please note you will need to implement two tags: the conversion tag and the on-page tag.
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If you do so, you will see a page which is rather large, but basically consists of three sections:
The section in which you can process the configuration of the 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.
Configuring the conversion tag
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If you look at panel below the configuration section, you will find that the conversion tag already contains six parameters. These parameters are mandatory and should not be removed from the conversion tag.
Name (JS tag) | Name (img tag) | Explanation | Format | Example | ||
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| This parameter identifies the conversion target. The value of the parameter corresponds with the target you selected in the configuration panel. Attention: Uniqueness of conversions is determined by the combination of the | Alphanumeric | AddBasket | ||
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| This parameter identifies the tracking category. The value of the parameter corresponds with the category you selected in the configuration panel. Tracking category
Attention: Uniqueness of conversions is determined by the combination of the | Alphanumeric | default |
siteId
sid
For security reasons, this parameter identifies the page on which the conversion is made.
checkout_page
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| This parameter identifies the the conversion and therefore should be unique. 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 the combination of the | Alphanumeric, max length 255 chars |
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| This parameter transmits the net value of the conversion. If the conversion does not contain a value, the transmitted value should be If the conversion is based on positions (basket parameter), the value should not be transmitted. Attention: Any other format than ##############.#### (Scale 20, Precision 4) is not allowed. | Numeric: Max-Value: |
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| This parameter transmits the currency following ISO 4217. The currency should always correspond with the currency used on the advertiser's website. | Alphabetic |
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locationHref
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| This parameter can transmit click IDs and enable attribution even when no cookie was dropped. | Alphanumeric, comma-separated or JSON array |
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| The complete Browser-URL on which the tag was fired. Used to prevent accuracy issues in case of strict referrer browser policy. Please don’t change the default value | URL | Result of |
requestTimestamp
rst
This parameter transmits the request time for this Conversion. Following the format in ISO 8601
YYYY-MM-DDTHH:mm:ss.sss+00:00
2021-11-12T14:00:00.000+00:00
Adding advanced parameters
Before you start
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Adding advanced parameters
Before you start
Apart of the mandatory parameters that are added to the tag automatically, you can add advanced parameters. Please note that in order for these parameters to work properly, the data they are designed to transmit need to be available. Parameters marked with an asterix (*) in the description can also be used without the underscore (_). For example, you can use ‘commissionfix’ instead of ‘commission_fix’.
The advanced parameters are sorted by purpose, let’s go through them one by one.
Name (JS tag) | Name (img tag) | Explanation | Format | Example |
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| This parameter transmits any discount values (net amounts) related to the conversion. | Numeric: #.# |
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distag
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| This parameter transmits any discount tags related to the conversion. | Alphanumeric |
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| This parameter transmits the total order value of a conversion, i.e. including shipping costs and VAT. | Numeric: #.# |
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| 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 automatically. |
| Numeric |
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| This parameter is needed when you want to automate your validation process. For more information, please read this article. | Universally unique identifier ( |
session
session
UUID) |
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Name (JS tag)
Name (img tag)
Explanation
Format
Example
isCustNew
csn
This parameter registers whether the customer was new to the advertiser. Possible values are true (new) or false (recurring).
Alphabetic
True
custId
csi
This parameter transmits any ID given to the customer who placed the conversion. Use this for implementing cross-device and cookieless tracking.
Alphanumeric
bon78945
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| For security reasons, this parameter identifies the page on which the conversion is made. | Alphanumeric | |
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| This parameter transmits the request time for this Conversion. Following the format in ISO 8601. The value must not be older then three months ago. | YYYY-MM-DDTHH:mm:ss.sss+00:00 |
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Custom values
The parameters in this section can transmit custom values related to the conversion or the customer, such as points given for a loyalty program. The content can be alphanumeric.
Name (JS tag) | Name (img tag) | Explanation | Format | Example |
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| This parameter registers whether the customer was new to the advertiser. Possible values are true (new) or false (recurring). | Alphabetic |
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| This parameter transmits any ID given to the customer who placed the conversion. Use this for implementing cross-device and cookieless tracking. | Alphanumeric, max length 255 chars |
ses345
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custGend
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csg
| 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 |
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| This parameter transmits a value identifying the gender of the customer placing the conversion. Possible values are f (female) and m (male). | Alphabetic |
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| This parameter transmits the age of the customer placing the conversion. | Numeric |
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| This parameter transmits questions and answers to surveys held upon placing the order. | Alphanumeric: {"#":"#"}. Please note JSON format is higly recommended. |
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| This parameter can transmit the payment method the customer chose when placing the order.* | Alphanumeric |
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| 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. |
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| This parameter can transmit additional information. | Alphanumeric. It can be a string, a JSON or another format. |
Alphanumeric
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| This parameter can transmit additional information. | Alphanumeric. It can be a string, a JSON or another format. |
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| This parameter can transmit additional information. | Alphanumeric. It can be a string, a JSON or another format. |
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| This parameter can transmit additional information. | Alphanumeric. It can be a string, a JSON or another format. |
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Custom values
The parameters in this section can transmit custom values related to the conversion or the customer, such as points given for a loyalty program. The content can be alphanumeric.
Basket tracking
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Basket tracking
A requirement for basket tracking is the tracking category ‘basket.’ we recommend to set it up before implementing the conversion tag.
To enable basket tracking, please make sure you add the ‘basket’ parameter to the conversion tag. Remember, the tracking category ‘basket’ should be set up. The only requirement for using this parameter is that your advertiser needs to be able to fill it with basket data in JSON format. The individual components of the basket data are discussed in the table below.
Name | Explanation | Format | Example |
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| The optional ID of this position Can be submitted to address this position later. Generated automatically if empty. | 1 or higher, max value 32767 |
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| 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 |
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| The name of the product to which the basket position relates. | Alphabetic |
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| The stock keeping unit | Alphabetic |
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The price of the product to which the basket position relates. | Numeric: |
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| The brand name of the product to which the basket position relates. | Alphanumeric |
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| The number of ordered products. | Numeric |
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dsc
| The discount value of ordered products. Cannot be negative. | Numeric: |
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| The shipping costs of ordered products. Cannot be negative. | Numeric: |
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| The tax which needs to be paid for ordered products |
Numeric: #.#
. Used to calculate the total invoice amount of this conversion. Cannot be negative. | Numeric: |
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| The tracking category of the basket position, not to be confused with the tracking category of the conversion to which the basket position belongs. Any tracking category may be used except Never use the trc | Alphanumeric |
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| The shop category of the product to which the basket position relates. | Alphanumeric |
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Attribution parameters
The parameters in this section can transmit attribution relevant values such as click ids.
Name (JS tag) | Name (img tag) | Explanation | Format | Example |
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| This parameter transmits the complete ad media tag of the click URL via which the conversion was generated. |
foo.bar.
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subtag
smc
.... creative | foo.bar. | |||
| Alternatively to | Numeric adspace id |
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| This parameter replaces any sub IDs added to the click URL via which the conversion was generated. | Alphanumeric, max length 255 chars |
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(In JS tag, use clickIds |
cli
This parameter can transmit the ID of a clicks and enable attribution even when no cookie was dropped.
Numeric, comma-separated
123456
,78910
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(In JS tag, use clickIds to transmit this value)
awc
Awin click checksum.
String
1001_1502695821_b670d81e22c9e8a87g423efcf034fbaa
(In JS tag, use clickIds to transmit this value)
gclid
Google Ads click ID.
String
CjwKCAjwvZv0BRA8EiwAD9S8msHPVhhwIFhI3jzdnsgc_JZxyhR-RaZGs4j_86cmVljnIn7sgHCelU8AvbEfALw_wcB
(In JS tag, use clickIds to transmit this value)
fbclid
Facebook Ads click ID.
String
IwAR1j1yBKErYRyrUR9mLw8lHZssY9GTabc9cyfZ9j_R1H29BjYJSuxbTKUUF
to transmit this value) |
| Awin click checksum. | String |
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(In JS tag, use clickIds to transmit this value) |
| Google Ads click ID. | String |
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(In JS tag, use clickIds to transmit this value) |
| Facebook Ads click ID. | String |
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(In JS tag, use clickIds to transmit this value) |
| Microsoft Bing Ads click ID | String |
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(In JS tag, use clickIds to transmit this value) |
| Tune partner click ID | String |
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Server to server specific parameters
Name (server tag) | Explanation | Format | Example |
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| Value of the | String |
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| Value of the | String |
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| User Agent value, usually provided in http header | String |
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| IP Address | Numeric #.#.#.# |
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| Optional device type. Will be ignored when Possible values:
| String |
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Configuring the on-page tag
The on-page tag is quite simple to implement, there are only few parameters to be taken care of.
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Tag parameters
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 |
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siteId
| Mandatory: |
The complete Browser-URL on which the tag |
Alphanumeric
productId
only on product pages: This parameter is the product ID, e.g. EAN or SKU
Alphanumeric
1234567890
was fired. Used to prevent accuracy issues in case of strict referrer browser policy. Please don’t change the default value | URL | Result of | |
| This parameter transmits any ID given to the customer. Use this for implementing cross-device and cookieless tracking. | Alphanumeric, max length 255 chars |
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| This parameter transmits any ID given to the session of the customer. Use this for implementing cross-device and cookieless |
tracking. | Alphanumeric, max length 255 chars |
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| only on product pages: This parameter is the product ID, e.g. EAN or SKU | Alphanumeric |
ses345
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| optional parameter, you are free to put in any additional information that may be needed | Alphanumeric | |
| optional parameter, you are free to put in any additional information that may be needed | Alphanumeric |
locationHref
The complete Browser-URL on which the tag was fired. Used to prevent accuracy issues in case of strict referrer browser policy. Please don’t change the default value window.location.href
URL
window.location.href
call
| This parameter defines the placement of the tag. It should be filled with the path of the page or the URL | Alphanumeric |
Implementing the tracking tags
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More information can be found in the main article about TCFv2.
Name (JS tag) | Name (img tag) | Explanation | Format | Example |
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| not set : TCFv2.0 not implemented | Numeric: # (0 or 1) |
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| Only meaningful if | Base64-entagd string |
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