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On site ads

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The objective is to measure the clicks and impressions for self-promotional advertising campaigns as well as campaigns displayed on your site for a third party, and then to analyse them.

Several tags are available to help you accomplish this:

• The Self-Promotion tag (tracking your own internal campaigns)

• The Publisher tag (tracking the campaigns that your external partners run on your site)

In this document, we describe the process used for the technical implementation of the various tags.

Once the items have been tagged, you can view your results in Analysis > On site ads.

Important

Using the Self-Promotion tag complements the SalesTracker module. It is best to subscribe to the SalesTracker module in order to have the most complete analyses possible for your internal campaigns. Only products purchased as part of an order, and entered in this module, will appear in your analyses.

All of the information in this document assumes that you have first downloaded version 3.3.001 or later of the xtcore.js file. The file is available through your interface:

• via the Tools button > Tags panel > Main tag

The Self-Promotion tag

The objective of this measurement is to evaluate the performance of all self-promotional actions on your site (internal campaigns).

Declaring an internal campaign

This declaration defines a unique ID which is used to group together all of the parameters that make up the campaign. These are the only IDs that can be used for tagging the self-promotional campaigns.

Procedure to be followed:

• Version NX:

• Go to Tools > Sources & Campaigns > Self-promotion

• Click on Add

• Enter the name of your campaign:

• either with a simple declaration

• or by declaring all of the variables (campaign, category, creation, variant)

Each campaign will then be attributed an ID.

Important

Clicks and impressions cannot be measured for level 2 sites.

Measuring clicks

There are several methods which can be used to measure clicks for your internal campaigns.

Method 1: measuring clicks

This measurement involves calling a JavaScript function when the click is made. The xt_adc JavaScript function is unique to the ad tracking functionality.

Important

- This click hit is not counted in site's general browsing
- The definition of X, Y and Z is given below, in the paragraph "Structure of the variables"
- The "xt_adc" function only exists in versions 3.4.004 and later of the xtcore.js file

Method 2: collecting clicks on the destination page (direct method)

This method involves collecting measurement data on the destination page. It refers to a standard page hit that also contains the ad tracking information.

With this method, you must be able to tell, for page P, which self-promotional campaign was clicked upon on page P-1.

Method 3: Adding variables to the URL

This method involves replacing the destination URL with an URL that contains the xtatc variable.

For example, replacing:

With:

The link in your self-promotional advertisements will now contain the xtatc variable in the URL (equivalent to xtor). The xtcore.js will automatically retrieve the value of this variable and place it into the hit's atc variable.

Method 4: Calling an intermediate server (redirection)

This method involves using a measurement parameter to ensure that clicks are counted only when they go through the redirection server.

The principle behind this tagging method involves modifying the declared URLs by replacing them with a URL on our servers (which is responsible for redirection).

Important

This method uses only third-party cookie technology to link information from our redirection server with the server hosting your destination site. This method should not be used if your measurements rely on the use of first-party cookie technology. If you use version 4.2.001 (or later) of the xtcore.js file this method will not work for Safari browsers which, by default, use first-party cookie technology.

For example, replacing:

With:

logxxxx: subdomain responsible for redirecting and measuring the click (replace xxx with the information provided in your subscriber area).

go.ad: address which makes it possible for redirection to your site (without changing the URL contained in the url variable). This method cannot be used for the "post click" measurement (remanence) because the destination URL does not contain the xtor variable.

xts: the xts variable contains your site's AT Internet ID (xtsite for the tag code).

atc:the atc variable is created according to the structure described below.

Structure of xtatc variables

The format of the xt_atc, atc, xtatc variables and the parameter of the xt_adc method are as follows:

• a prefix (INT)

• an ID, to be created in the Configuration zone, which describes the entire set of "campaign/category/creation/variant"

• an ID indicating the format of the ad

• an ID for the product presented in the internal campaign

The format of the ad tracking campaign is as follows:

Note

The double || is a double separator.

In practice, IDs are determined by:

X: Ad ID, to be defined in the Configuration zone, containing:

A: Campaign ID

B: Category ID

C: Creation ID

D: Variant ID

Y: format (according to the IDs provided. You can also specify any other format by using the following nomenclature: "[name]". For example:you can specify either a name [button], or a size [120x40])

Z: Product ID presented in self-promotion which appears in the order (you must have a subscription to the SalesTracker module)

Important

D cannot exist without C. X is required to measure the campaign, however, both Y and Z are optional.

Measuring impressions

There are several methods which can be used to measure banner displays.

Method 1: Calling an intermediate server

To measure ad displays, the redirection method is based on a get.ad type hit. This hit contains a type=AT. The name of the ad is contained in a new ati variable.

Each time the myad.gif banner is loaded, it goes through an AT Internet redirection server, which requires replacing the call to the banner:

With:

Note

We strongly advise indicating a random variable in “ts” (instead of timestamp) to avoid any cache issues.
Given the rising use of ad blocking tools, we suggest replacing get.ad with get.impression in order to obtain the following code:
<img src="http://logxxxx.xxxx/get.impression?xts=xxxx&ati=PUB-B-C-D-E-F-G-H&type=AT&ts=timestamp&url=http://www.site.com/myad.gif">

Method 2: measuring impressions

Data is collected on the page containing the ad. This method involves a standard page hit that also contains information on ad impressions, several of which you may find on the same page.

Information relating to Banners are loaded is inserted directly into the code of the standard page:

The xt_ati variable can contain multiple ad IDs, each of which must respect the following constraints:

• "," is used to separate 2 campaigns

For example:

• no single page can contain more than 50 identified impressions

• if an Ad ID (INT-X-Y| |Z) appears several times on the same page then there is no need to repeat it in the xt_ati string. All you need to do is state the number of times that the Ad ID appears at the end of the string, using the separator *. This separator is optional and can only be followed by a whole number less than or equal to 10.

For example:

• if a page contains both Publisher and self-promo, please refer to the next section.

Structure of xt_ati variables

The format of this xt_ati variable is made up of:

• a prefix (INT)

• an ID, to be created in the Configuration zone, which describes the entire set of "campaign/category/creation/variant"

• an ID indicating the format of the advertisement

• an ID for the product presented in the internal campaign

The ad tracking campaign name is formatted as follows:

Note

The double || is a double separator.

In practice:

X: Ad ID, to be defined in the Configuration zone, containing:

A: Campaign ID

B: Category ID

C: Creation ID

D: Variant ID

Y: format (according to the IDs provided by us. You can also specify any other format by using the following nomenclature: "[name]". For example:you can specify either a name [button], or a size [120x40]).

Z: Product ID presented in self-promotion and which appears in the order (you must have a subscription to the SalesTracker module)

Important

D cannot exist without C. X is required to measure the campaign, however, both Y and Z are optional.

The Publisher tag

The objective here is to measure clicks on banners (as well as displays) belonging to third-party sites (advertisers).

Note

There is no need to register this tag in advance (in the Configuration zone).

Measuring clicks

There are several methods which can be used to measure clicks on your advertisers' ads.

Method 1: measuring clicks

This measurement involves calling a JavaScript function when the click occurs. The xt_adc JavaScript function is a unique feature of ad tracking. The description of the click is contained in the xtatc variable.

Important

- This click hit is not counted in overall site navigation
- The definition of X, Y and Z is given below, in the following paragraph "Structure of xtatc variables"
- The "xt_adc" function exists only in version 3.3.001 or later of the xtcore.js file

Method 2: calling an intermediate server (redirect)

This method includes a measurement parameter to ensure that clicks are counted only when they pass through the redirection server.

The principle of this type of tagging involves modifying the registered URLs by replacing them with a URL on our servers (which is responsible for redirection).

Important

This method uses only third-party cookie technology to link information from our redirection server with the server hosting your destination site. This method should not be used if your measurements rely on the use of first-party cookie technology. If you use version 4.2.001 (or later) of the xtcore.js file this method will not work for Safari browsers which, by default, use first-party cookie technology.

For example, you replace:

With:

logxxxx: sub-domain responsible for redirection and for measuring the click (xxx should be replaced with whatever is provided in your subscriber area).

go.ad: an address which allows for a "strict" redirection to your site (without changing the URL contained in the url variable). This method does not allow for the "post click" (remanence) measurement because the destination URL does not contain the xtor variable.

xts: the xts variable contains your site's ID (xtsite in the tag code).  

atc:the atc variable is configured according to the structure described below.

Important

"type =AT" is essential to clearly indicate that it is not a page hit.

Method 3 : redirection without URL modification

We recommend that you use this method if you do not want to modify the content of the HREF tag because of the search engine optimisation. It involves using the xt_click() function via the OnClick action without generating an additional hit or click.

To do so, you must insert the “P” value as the 2nd variable of the xt_click() function and populate a redirection URL by using the "go.ad" method in the 6th variable (as explained above). The xt_click() function sends the Internet user to the URL which contains "go.ad". This URL then sends the Internet user to the destination URL.

Important

This method uses only third-party cookie technology to link information from our redirection server with the server hosting your destination site. This method should not be used if your measurements rely on the use of first-party cookie technology. If you use version 4.2.001 (or later) of the xtcore.js file this method will not work for Safari browsers which, by default, use first-party cookie technology.

For example:

Structure of atc variables

atc variables are formatted as follows:

If you do not use some of the variables, leave a blank instead:

• Here is an example where the variant is not used:

• Here is an example where both the variant and the format are not used:

Measuring impressions

Method 1: Calling an intermediate server

To measure ad displays, the redirection method is based on a get.ad type hit. This hit contains a type=AT. The ad description is contained in a new ati variable.

Each time the myad.gif banner is loaded, it goes through a redirection server, which requires that the call to the banner be replaced:

With:

Note

As with click measurements, the "type =AT" is essential to clearly indicate that it is not a page hit.
We strongly advise indicating a random variable in “ts” (instead of timestamp) to avoid any cache issues.
Given the rising use of ad blocking tools, we suggest replacing get.ad with get.impression in order to obtain the following code:
<img src="http://logxxxx.xxxx/get.impression?xts=xxxx&ati=PUB-B-C-D-E-F-G-H&type=AT&ts=timestamp&url=http://www.site.com/myad.gif">

Method 2: measuring impressions

Measurement data is collected on the page containing the ad. This method involves a standard page hit that also contains information about ad impressions. There may be several of these on the same page.

Banner loading information is inserted directly into the code for the standard page:

The xt_ati variable can contain multiple ad IDs, each of which must respect the following constraints:

• "," is used to separate 2 campaigns

For example:

• if an Ad ID (PUB-B-C-D-E-F-G-H) appears several times on the same page then there is no need to repeat it in the xt_ati string. All you need to do is state the number of times that the Ad ID appears at the end of the string, using the separator *. This separator is optional and can only be followed by a whole number less than or equal to 10.

For example:

• no single page can contain more than 50 identified impressions
• if a page contains both Publisher and self-promo, please refer to the next section.

Structure of xt_ati variables

xt_ati variables are formatted as follows:

Mandatory:

A= PUB (prefix used for Publisher)

B= Campaign ID ([name] or id[name])

Optional:

C= Creation ([name] or id[name])

D= Variant ([name] or id[name])

E= Format (predefined ID. You can also specify any other format by using the following nomenclature: "[name]". For example:you can specify either a name [button], or a size [120x40])

F= General placement (we will predefine the ID text ; with the format [name])

G= Detailed placement ([name] or id[name])

H= Advertiser id (with the format id[name])

J= URL (represents the URL that the link redirectss to. This is by definition related to the advertiser ID.)

Publisher and Self-promotion on the same page

Should a page contain both Publisher and Self-promotion campaigns, it is possible to measure the impressions of all of the campaigns in one same variable according to method 2 (measuring impressions).  Certain points need to be respected, however.

Each campaign must be placed one after the other, separated with commas as shown in the example below:

• The xt_ati variable can contain several different Ad IDs, whereas a page cannot contain more than 50 of them.

• If an Ad ID appears several times on the same page then there is no need to repeat it in the xt_ati string. All you need to do is state the number of times that the Ad ID appears at the end of the string, using the separator *. This separator is optional and can only be followed by a whole number which is less than or equal to 10.

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