Marketing campaigns v2

 

Foreword

Before implementing the Campaign plugin, please check that the AT Internet JavaScript Tracker is initiated and that the Campaign plugin is ticked in your Tag Composer configuration. These campaign parameters are fully compatible with any SmartTag JavaScript version since version 5.17.0. To be sure your campaign is properly measured, please check the campaign declaration in Settings > Marketing campaigns.

 

Key-concept

The Campaign plugin allows you to tag different campaign types (advertisement, affiliation, sponsored links, email marketing…).

 

Plugin settings

The plugin must be configured from Tag Composer. 5 parameters must be set:

  • domainAttribution:  linking measurement to a domain or a site number (true: current domain, false: site number; true by default).
  • lifetime: length of time that data from an ad campaign is conserved (30 days by default).
  • visitLifetime: visit length in minutes (30 min by default).
  • redirectionLifetime: length of time that data on a redirection page is conserved (30 sec by default).
  • lastPersistence: priority of the prior attribution (true: first, false: last; false by default).
  • enableUTMTracking: automatically catch UTM campaign parameters (true by default).
 

Tagging

The Campaigns plugin treats data relative to marketing campaigns in an automatic manner when a page tag or an event tag are used.

var tag = new ATInternet.Tracker.Tag();
tag.page.set({
  name:'pageName'
});
tag.events.add('myEvent', {
        'data': 'myData'
});
tag.dispatch();

The collected information is added to page and event hits.

 

Measuring links

This method considers as a click any URL containing the minimum campaign parameters required.

To each campaign created, an identifier is associated and will have to be given with its source in the URL pointing towards the site.

The content of the parameters will have to be given within the URL matching the “at_medium=sl&at_campaign=12” format where at_medium is the parameter defining the source and at_campaign is the one defining the campaign identifier. These parameters are both mandatory to be measurd in your analysis.

Add the campaign parameters in the links pointing towards the site:

  • If the link is pointing to the root or a repository of the site:

https://www.site.com/#at_medium=sl&at_campaign=12...
  • If the link is pointing to a file without any given query:

https://www.site.com/index.php#at_medium=sl&at_campaign=12...
  • If the link is pointing to a file with a given query:

https://www.site.com/index.php?other_variable=2#at_medium=sl&at_campaign=12...

– Using # allows the use of the campaign parameters without them being indexed in search engines.
– If you are using a tool that can’t work with “#” characters, you need to remplace them with “?” (or “&”, depending on the parameter position).

 

Campaign parameters structure

If you wish to simplify the tagging of your links without having to know the significance of each field, try the interface available in our marketplace. Please note that this interface has been created by our community and can be improved, so feel free to send us your feedback!

Values filled for each campaign parameter must be specified exclusively in an alphanumerical format.

Sponsored links

ParametersDescriptionDetailsFormats / Examples
at_medium
(mandatory)
Campaign mediumSponsored links: slExpected value:
at_medium=sl
at_campaign
(mandatory)
Campaign ID/LabelValue of the campaign identifier (given by AT Internet).ID:
at_campaign=12
Label:
at_campaign=my_campaign
at_platformPlateformOnly if your campaign is specific to each platform. Supported plateforms to this day are listed here using this format: google, yahoo, miva, orange, msn, mirago, sklik, adfox, etarget, yandex, ebay, searchalliance, bing, naver, baidu, qwant, waze, amazon.Expected value:
at_platform=google
at_creationAnnounce groupMatching your communication strategy on the plaform.Label:
at_creation=my_adgroup
at_variantAnnounce variantBy typing exactly {creative} for Google, Google will place a unique variant ID to be reused in your analysis. The variant is based on an announce group, and won’t be taken into account if it is badly typed or missing.Label:
at_variant=my_variant
at_networkNetworkDepending on the source being a paid search result (search) or an ad display on content networks (content).Expected value:
at_network=search
at_termPurchased keywordSpecific purchased keyword. By typing exactly {keyword} for a Google Adwords campaign, Google places automatically the purchased keyword (that can be slightly different from the one typed in the search). The same concept can be applied to Yahoo campaigns with {YSMKEY}Label:
at_term=my_term

Full example:

https://www.site.com/?at_medium=sl&at_campaign=12&at_platform=google&at_creation=my_adgroup&at_variant=my_variant&at_network=search&at_term=my_term 
 

Email marketing

ParametersDescriptionDetailsFormats / Examples
at_medium
(mandatory)
Campaign mediumEmail marketing : emailExpected value:
at_medium=email
at_emailtype
(mandatory)
Email typeEmail campaigns can be split in 3 distinct and exclusive types: acquisition, retention, promotion.Expected value:
at_emailtype=acquisition
at_campaign
(mandatory)
Campaign ID/LabelValue of the campaign identifier (given by AT Internet).ID:
at_campaign=12
Label:
at_campaign=my_campaign
at_creation CreationMatching the email template sent during the campaign. (Required for Clicked links analysis).Label:
at_creation=my_creation
at_send_date Send DateDate on which the campaign was transmitted by the emailing rooter.Date (YYYYMMDD):
at_send_date=20190401
at_link Clicked linkTo customize for each link of the template to identify which link has been clicked (must be sent with at_creation).Label:
at_link=cta_button
at_recipient_id Recipient identifierMatching the numerical identifier of the recipient in your user base.ID:
at_recipient_id=5336
at_recipient_list Recipient listMatching the list used to send the message to a selection of recipients.ID:
at_recipient_list=2

Full example:

https://www.site.com/?at_medium=email&at_emailtype=acquisition&at_campaign=12&at_creation=my_creation&at_send_date=20190401&at_link=cta_button&at_recipient_id=5336&at_recipient_list=2
 
Email opening measurement

In order to track email opening with AS2 tagging, it is mandatory to use v1 campaign pattern.

Advertisement

ParametersDescriptionDetailsFormats / Examples
at_medium
(mandatory)
Campaign mediumAdvertisement display campaign: displayExpected value:
at_medium=display
at_campaign
(mandatory)
Campaign ID/ LabelValue of the campaign identifier (given by AT Internet).ID:
at_campaign=12
Label:
at_campaign=my_campaign
at_creationCreationMatching the advertisement display global template used in the campaign.Label:
at_creation=my_creation
at_variantVariantMatching the advertisement display detailed template used in the campaign. Requires at_creation to be filedLabel:
at_variant=my_variant
at_formatFormatDimensions of the display advertisement used.Label:
at_format=468
at_channelChannelChannel to share the templates.Label:
at_channel=my_channel
at_general_placementGeneral placementMain placement of the ad in the site.Label:
at_general_placement=home
at_detail_placementDetailed placement
Specific placement of the ad in the site.
Label:
at_detail_placement=sidebar

Full example:

https://www.site.com/?at_medium=display&at_campaign=12&at_creation=my_creation&at_variant=my_variant&at_format=468&at_channel=my_channel&at_general_placement=home&at_detail_placement=sidebar
 

Affiliation

ParametresDescriptionDetailsFormats / Examples
at_medium
(mandatory)
Campaign mediumAffiliation campaign: affiliateExpected value:
at_medium=affiliate
at_campaign
(mandatory)
Campaign ID/LabelValue of the campaign identifier (given by AT Internet).ID:
at_campaign=12
Label:
at_campaign=my_campaign
at_typeAffiliate typeDepending on the affiliation relationship.Label:
at_type=affiliate_type
at_identifierAffiliate IdentifiantMatching the one used in your affiliate list.ID:
at_identifier=3591
at_formatFormatDimensions of the affiliated advertisement used.Label:
at_format=banner
at_creation=my_creationCreationThe general template displayed on the advertisement network.Label:
at_creation=my_creation
at_variantVariantThe specific template version displayed on the advertisement network.Label:
at_variant=my_variant

Full example:

https://www.site.com/?at_medium=affiliate&at_campaign=12&at_type=affiliate_type&at_identifier=3591&at_format=banner&at_creation=my_creation&at_variant=my_variant
 

Custom marketing sources

ParametersDescriptionDetailsFormats / Examples
at_medium
(mandatory)
Campaign mediumCustom source: customExpected value:
at_medium=custom1
at_campaign
(mandatory)
Campaign ID/LabelValue of the campaign identifier (given by AT Internet).ID:
at_campaign=12
Label:
at_campaign=my_campaign
at_custom1Custom parameter 1Any information you wish to use.Label:
at_custom1=var_1
at_custom2Custom parameter 2Any information you wish to use.Label:
at_custom2=var_2
at_custom3Custom parameter 3Any information you wish to use.Label:
at_custom3=var_3
at_custom4Custom parameter 4Any information you wish to use.Label:
at_custom4=var_4

Full example:

https://www.site.com/?at_medium=custom1&at_campaign=12&at_custom1=var_1&at_custom2=var_2&at_custom3=var_3&at_custom4=var_4
 

Translate xtor -> at_

Paste your current xtor, and retrieve your new tagging structure

 

SmartTag >= version 5.29.0

 

Full-custom campaigns

This guide is only available for Analytics Suite Delta analysis, and it is only compatible with an event based tagging.

Example:

ParametersDescriptionDetailsFormats / Examples
at_medium
(mandatory)
Campaign mediumEnsure that the value of your medium does not correspond to a known tagging (see above) and does not start with “custom”Expected value:
at_medium=mymediumvalue
at_campaign
(mandatory)
Campaign labelExpected value:
at_campaign=my_campaign
at_*Custom properties of your campaignAny querystring parameter beginning with at_ will be considered a campaign parameter, and will be translated into a src_ propertyExpected value:
at_mycustomprop=myvalue
https://www.site.com/?at_medium=mymedium&at_myproperty=myvalue&at_myotherproperty=myothervalue

This will produce the following properties:

  • src_medium : mymedium
  • src_myproperty : myvalue
  • src_myotherproperty : myothervalue
 

Force v2 campaign tagging from tagging code

It is possible to force the campaign with v2 campaign settings directly from the tagging, by adding the forcedCampaignV2 property to the Tracker context:

var config = {};
// Sponsored links example
var context = {
    forcedCampaignV2: {
        medium: 'sl',
        campaign: '12[my_campaign]',
        platform: 'google',
        creation: 'my_adgroup',
        variant: 'my_variant',
        network: 'search',
        term: 'my_term'
    }
};
var tag = new ATInternet.Tracker.Tag(config, context);
 

Force visit marketing source

This guide is only available for Analytics Suite Delta analysis.

The forced source is taken into account from the next day. The real-time functionalities (Data Query granular exports, or Data Flow) are still based on the classic source detection.

It is possible to force the marketing source of a visit even if we’ve already retrieved another one on past events.
For this, you have to set the src_force property (boolean) to true:

//xtor tagging
tag.setProps({
    'xto': 'AD-1234',
    'b:src_force': 'true'
}, true);
 
//at_ tagging
tag.setProps({
 'src_medium': 'sl',
 'src_campaign': 'ATCampaign',
 'b:src_force': 'true'
}, true);

If several sources are forced during a visit, the last one filled in will be the one kept.

 

Consistency between AS2 Tagging and Delta Tagging

If you tag with both “AS2 Tagging” and “Delta Tagging” methods and you need to keep the same medium during your transition, please use AS2 medium codes (see above), combined with a Data Manager rule. More information available in our Help Center.

 

Appendix

We offer a tool to create your marketing campaign links: https://developers.atinternet-solutions.com/ATInternetCampaignCreator/at/

Last update: 20/02/2023