Marketing campaigns

 

Foreword

Before starting implementation of the Campaigns plugin, please make sure you have initialised the AT Internet JavaScript Tracker and selected the plugin from within the Tag Composer interface.

 

Principle

The Campaigns plugin allows you to tag different types of campaigns (ad, affiliate, sponsored links, email marketing).

 

Plugin setup

The plugin must be set up from within the Tag Composer interface. Five parameters must be entered:

  • 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).
 

Tagging

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

The collected information is added to page hits.

 

Measuring links

If your measurement is based on first-party cookies, it is NECESSARY to use the DIRECT METHOD (with ‘xtor’ in the URL) described below.

 

Direct method

This method considers all URLs containing ‘xtor’ as a click.

The ‘xtor’ is the campaign ID. Each campaign created has an associated ID that must be transmitted in the URL leading to your site.

The contents of the ‘xtor’ variable must be communicated in the destination URL following the format ‘xtor=A-B’ where A is the prefix defining the source, and B is the campaign ID.

Add the ‘xtor’ variable to links leading to your site:

  • If the link leads to the root of the site or of a directory:

  • If the link leads to a file without a transmitted variable:

  • If the link leads to a file with a transmitted variable:

Use of the # allows you to avoid having ‘xtor’ variables indexed in search engines.
If you use a tool that does not support the ‘#’ symbol, you should replace it with ‘?’ (or ‘&’, based on the variable’s position).

 

Redirection method

This method enables the measurement of clicks in a more accurate manner. While the “direct” method considers all URLs containing ‘xtor’ as clicks, the redirection method allows for an extra parameter guaranteeing that clicks are only counted when passing through the redirection server.

The principle of this kind of tagging involves modifying the URLs declared in the platform in order to replace them with a URL on our servers (in charge of the redirection).

This method relies uniquely on third-party cookie technology to enable the linking of information between the redirection server and the server hosting your destination site. We therefore advise against using this method if your measurement relies on first-party cookie technology

Example

How is the URL composed?

  • Logxxxx: subdomain in charge of the redirection and click measurement (xxxx to be replaced by your own values).
  • go.url: address enabling a ‘strict’ redirection toward your site (without changing the URL contained in the URL variable). This method does not allow for ‘post-click’ measurement (prior attribution) because the destination URL does not contain the ‘xtor’ variable.
  • xts: the xts variable contains your site’s ID.
  • xtor: the xtor variable must contain at the least a prefix indicating the campaign type, as well as a campaign ID.
  • url: the URL variable contains the precise destination URL.

Should you wish to conserve measurement of prior attribution, go.url must be replaced by gopc.url. This operation allows you to arrive on your site with the ‘xtor’ variable added in the URL.

 

Structure of xtor variables

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!

  1. Tagging an ad campaign

    The format of the campaign ID in cases of ads must respect the following rules:

    Mandatory

    – A (source): prefix AD
    – B: campaign ID value (given by AT Internet)

    Optional:

    – C: creative (in the format [label] or id[label]).
    – D: variation (in the format [label] or id[label]).
    – E: format (based on the IDs given by AT Internet and placed between []. You may also specify any other format of your choice by using the following nomenclature: ‘[name]’. Example: You can either enter a name: [button], or a size: [120×40]).
    – F: site (specifying the URL in the format [url]).
    – G: general position on the entire site (based on IDs given by AT Internet and placed between []).
    – H: details of the position on the page.

    Example

    In order to avoid adblocking, you can replace “AD” prefix with any other value (except if you are using automatic campaigns declaration)

    Here we take the example of an ad involving version 7 (creative ‘ad_version7?) with a banner without text (variation ‘without_text’) in the format 468×60. This ad is run on the site www.site.com, in general rotation (‘GT’) and mostly at the top of the page (‘top_page’).

    • The names/labels entered between brackets ([ ]) must be entered as page names: without special characters (accents, spaces or other), except for the dash -, which can’t be used.
    • If [xxxxx] and id[xxxxx] are encountered, they are considered as 2 different elements (even if the label is identical).
    • If the same ID occurs with 2 different labels (for example 23[creative] and 23[creatives]), only the first label will be saved and associated with the ID.
    • The values of A, B, C (and possibly E, F, G and H) must be the same between link measurements and impression measurements.
    • variant D property can’t be used without creation C. You must indeed define a creative name before adding variant.
  2. Tagging an affiliate campaign

    The format of the campaign ID in cases of affiliate campaigns must respect the following rules:

    Mandatory

    – A (source): prefix AL
    – B: campaign ID value (in the format [label] or id[label])

    Optional:

    – C: affiliate type (in the format [label] or id[label]).
    – D: affiliate ID (based on the digital format or id[label]).
    – E: affiliate ad format (based on predefined IDs. You may also specify any other format of your choice by using the following nomenclature: ‘[name]’. Example: You can either enter a name: [button], or a size: [120×40]).
    – F: creative ID (in the format [label] or id[label])
    – G: variation (in the format [label] or id[label])
    – C1: custom variable to be declared in the interface (in the format id[label]).
    – C2: custom variable to be declared in the interface (in the format id[label]).
    – C3: custom variable to be declared in the interface (in the format id[label]).

    • affiliate ID D property can’t be used without affiliate type C. You must indeed define an affiliate type before adding affiliate ID.
  3. Tagging a sponsored link campaign

    The format of the campaign ID in cases of sponsored links must respect the following rules:

    Mandatory:

    – A (source): prefix SEC
    – B: campaign ID value (given by AT Internet)

    Optional:

    – C: platform ID (only if your campaign is distinct for each platform)
    – D: ad group (in the format [label] or id[label]).
    – E: ad variation (in the format [label] or id[label]). By entering exactly [{creative}] in Google, Google will place a unique variation ID enabling the linking of results during data imports from Google. Variation E depends on an announcement group D, it will not be taken into account if this group is wrong or missing.
    – F: ‘S’ or ‘C’ according to whether it comes from search results (‘S’ for Search) or ads on content/display networks (‘C’ for Content).
    – G: the exact keyword bought. By entering exactly [{keyword}] for a campaign in Google, Google will automatically place the exact keyword bought (which may slightly differ from the keyword entered). The principle is similar for Yahoo ([{YSMKEY}]).

  4. Tagging an email marketing campaign

    In the case of email marketing, the campaign ID format must respect the following rules:

    Mandatory:

    – A (source): prefix EREC (Acquisition), EPR (Retention) or ES (Promotion)
    – B: campaign ID value
    – C: email blast ID in the format [label] or id[label].

    Optional:

    – D: Email date in short format: YYYYMMDD
    – E: link ID in the format ‘[label]’ (added by you, based on the link). Please only add if you would like the precise detail of user clicks.
    Click specification depends on the customer’s preference: each link, or only the main areas.
    – F: List of contacts with contact ID in the format id@list (for example, 1435@1 for contact 1435 on list 1).
    – G: Precise date and time in long format: YYYYMMDDHHMMSS

  5. Tagging a custom source marketing

    In the case of custom source marketing, the campaign ID format must respect the following rules:

    Mandatory:

    – A (source): prefix CSx (provided by AT Internet) ; x must be replaced by the source type ID
    – B: campaign ID value

    Optional:

    – C: custom variable (in the format id[label] or id or [label])
    – D: custom variable (in the format id[label] or id or [label])
    – E: custom variable (in the format id[label] or id or [label])
    – F: custom variable (in the format id[label] or id or [label])

    Example

 

Measuring banners

Several methods exist for measuring display of a banner (&type=ad to be added to the URL).

1st method: insert the code to call the transparent 1×1 pixel. This only works if the banner relies on a code using either JavaScript or an iframe.

JavaScript example

2nd method: By way of redirection server (AT Internet), who displays the banner. The redirection can be done directly on the image or on the file (JavaScript or iframe).

For example, replace:

By:

In all cases, you will notice that it’s necessary to enter 4 pieces of information specific to your site:

    • Your log number (logxxxx): the one indicated in your standard web code (global configuration variable ‘log’ or ‘logSSL’).
    • xts: site number.
    • xto: contains all variables defining your banner (see detail below).
    • type: ad (in the case of an ad banner).
    • url: in the case of the redirection method, you must also enter the URL toward which you want the redirect to point.

If you use an adserver tool (OAS, DART, Smart, Adverline, etc.), please contact us for adapted code to implement (to avoid bypassing the tool already in place).

 

Measuring email opens

&type=email to be added to the URL.

Image example

 

Measuring RSS feed displays

&type=RSS to be added to the URL.

Any measurement of RSS feeds must first involve the declaration of an RSS-type source, in order to obtain an ‘xtor’ variable value. The objective is to shift your current RSS content file toward another file, toward which a URL given by AT Internet will lead.

To avoid that feed readers directly save the redirected URL, you should base things on the feed subscription date per user. If the retrieved date is today’s date, the redirection won’t happen; if the date is different from today’s date, the redirection takes place.

If your site offers an RSS feed on the following URL (the URL that readers noted in their feed reader):

You must follow these steps.

  1. Add today’s date into an ‘xtdate’ variable to all calls to this feed (link tag id=’linkrss’ in the header or direct link toward the URL).

For example, in ASP

This date will therefore be retrieved as the feed subscription date.

  1. Copy the content of the feed.xml file into another file (for example, feed2.xml) which will be useful later (point 3).
  2. Replace the content of the feed.xml file by a dynamic redirect (server side) toward one of our servers:

UNIQUEMENT si la variable xtdate n’est pas la date du jour. Par exemple, en ASP, vous auriez :

  • If the date that you have placed in the URL is today’s date, feed.xml will only show the content within feed2.xml.
  • Otherwise the URL logxxxx.xxxx/get.url will carry out a redirect toward feed2.xml (therefore enabling measurement).

This means that measurement does not happen the first day that the user subscribes.

– The URL placed behind the ‘url’ variable must contain http:// and must be at the end of the string
– the xts variable with your site ID is mandatory
– the xtor variable is mandatory.

 

Force campaign via tagging code

It is possible to override the marketing campaign thanks to the tracking code, by adding the propety forcedCampaign to the Tracker’s context:

 

Appendix

You may specify the format of a banner.

These IDs are:

  • 468: traditional format 468×60
  • sky320: skyscraper format 160×320
  • sky600: skyscraper format 160×600
  • rect180: rectangle format 180×150
  • rect300: rectangle format 300×250
  • rect336: rectangle format 336×280
  • wide: wide banner format (728×90)
  • vert240: vertical banner format 120×240
  • vert600: vertical banner format 120×600)
  • square: square banner format (250×250)
  • popup: pop-up format
  • popund: pop-under format
  • 16-9: 16/9 aspect ratio format (320×180)
  • Inter: interstitial format (800×600)
  • maxwid: Maxi leaderboard format (985×110)
  • intext: intext format
  • 0: other

You may specify any other format of your choice by using the following nomenclature: ‘[name]’.
Example: You can enter either a name: [button], or a size: [120×40].

You may also specify the general placement according to the following IDs:

  • GT: General rotation (GT=General Turnover)
  • HP: Home Page (only on the home page)
  • PHP: Pre-Home Page
  • 0: other

 

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Last update: 07/12/2018