Tracking Tags

What are tracking tags ?

Tracking tags are HTML snippets loading and executing scripts to keep track of how many users visit your website or see your advertisement.

Why do we need tracking tags ?

Our systems are capable of optimizing landings on an impression level. This means that if we have a tracking tag installed on the landing page(s), we will not only know exactly which impression was served, but also know the person who ultimately clicked on the ad. We can then optimize to find alikes and drive more landings onto the page.

Without the tracking tag installed, Adello has no visibility as to what happens to the user after they’ve clicked on the ad. Since we are working with mobile traffic, there will be people who click on the link but never arrive onto the landing page. Once a tracking tag is installed, we can identify clicks that are not landing onto the page (perhaps due to cell tower congestion, slow loading times, etc.) and we can dynamically optimize our bidding when we see a drop off.

Adello Tag’s structure and usage

A typical tag from Adello would look like the following:

Typical Tag
<script type="text/javascript"
src="https://wt.adctrl.com/wt2.js?uuid=9baae6cf-fd36-43ab-b4a7-30069ed740c2&tagno=3"></script>

The tag loads a script that is self executed.

If you would like to defer loading and execution, our script also provides a public API.

In order to prevent self execution, remove the uuid and tagno from the script query string. It should then look like the following:

Tag loading part
<script type="text/javascript" src="https://wt.adctrl.com/wt2.js"></script>

The execution part would look like the following:

Tag execution part
<script type="text/javascript" >
    adCtrlTracking("9baae6cf-fd36-43ab-b4a7-30069ed740c2", 3);
</script>

The deferred execution can be called multiple times without reloading the script (handy for websites built on single-page model).

The self executing version of our our tag also supports asynchronous loading.

How do I integrate a tracking tag ?

There are 2 main ways of implementing tracking tags:

  1. Via direct copy and paste into webpages (must be done by a web developer)
  2. Piggybacking on a tag manager, like one of the following:
    • Google Tag Manager
    • Double Click Campaign Manager – Floodlight
    • Sizmek/Mediamind Conversion tag
    • Adform Container Tag

Direct insertion in page HTML code

You can place the tracking tag snippet pretty much anywhere in the page. For example, right next to your Google Analytics initialization script.

If you are using a single page model, you can include the script only once then call the JavaScript tracking function where needed, refer to tag usage.

Piggybacking on a tag manager

Google Tag Manager

  1.  After having selected the relevant container, create a new tag:
    • Go into the “Tags” section
    • Then, click “New Tag”

 

     2. Set-up basic configurations of your tag:

    • Enter the desired tag name
    • Pick “Custom HTML Tag”

 

     3. Place Adello's tracking tag:

    • Fill in the Adello tag inside the “HTML” field
    • Then click “continue”

 

     4. Set-up firing rules:

    • Select firing rules
    • Finish by clicking “Create Tag”

      5. Publish your changes.

DoubleClick Campaign Manager – Floodlight tag

If you are managing Floodlight tags using Google Tag Manager, make sure to add Adello’s tag only to one or the other, but not both at the same time, since it would result in having the tag twice on the same page.

In order to implement Adello’s tracking tag using DoubleClick Campaign Manager, you will need to piggyback the tag onto a dynamic Floodlight tag.

If you are not familiar with the Floodlight tag, documentation is available at: https://support.google.com/ds/answer/6029713?hl=en

You can also find a guideline on how to set up a dynamic Floodlight Tag at the following URL: https://support.google.com/dcm/partner/answer/4254474?hl=en

Sizmek / Mediamind Conversion tag

  1. Start by reaching the "Conversion Tags" page. To do so, you have two different ways:
    • From the advertisers list:
      • Right click on the advertiser
      • Click “Edit”
      • Choose “Tags”
      • Then click “Conversion Tags”

  •  If you are already on the selected advertiser page
    • Go to “Tags”
    • Then, choose “Conversion Tags”

 

      2. Once you have reached the "Conversion Tags" list:

    • Select the Conversion Tag on which you want to piggyback Adello’s tag
    • Click "New"
    • Select "Third-party Tracking Tag"

 

      3. On the new opened screen:

    • Paste the tag in “Third-Party Tag” field
    • Finish by hitting “Save”.

 

Adform Container Tag

  1. Reach the "Container Tag" page by navigation to:
    • "Site Tracking" in the menu
    • Then, "Container Tags" in the "Site Tracking" sub-menu

 

     2. Click on "Add rule set" to add a new rule to the tag, then name this rule.

 

      3. Select for which media should the tag be activated and the tracking points on which the container be live.

 

     4. To add Adello's tag to the rule; on the section on the right side of the page

    • Click the "Add script" button if a code is already present, or use the default one if it’s empty
    • Paste the Tag provided by Adello in the field

 

     5. Hit save in the bottom left part of the screen.