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).
 

Tagging

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

var tag = new ATInternet.Tracker.Tag();
tag.page.set({
	name:'pageName',
	chapter1:'chap1',
	chapter2:'chap2',
	chapter3:'chap3',
	level2:'123',
	customObject: {
		param1: 'val1',
		param2: 'val2'
	}
});
tag.dispatch();

The collected information is added to page 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.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.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

Advertisement

ParametersDescriptionDetailsFormats / Examples
at_medium
(mandatory)
Campaign mediumAdvertisement display campaign: displayExpected value:
at_medium=display
at_campaign
(mandatory)
Campaign ID/ Label Value 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. Label:
at_variant=my_variant
at_format FormatDimensions of the display advertisement used.Label:
at_format=468
at_channel ChannelChannel to share the templates.Label:
at_channel=my_channel
at_general_placement General placementMain placement of the ad in the site.Label:
at_general_placement=home
at_detail_placement Detailed 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_format FormatDimensions of the affiliated advertisement used. Label:
at_format=banner
at_creation=my_creation CreationThe 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 2 Any information you wish to use. Label:
at_custom2=var_2
at_custom3 Custom parameter 3 Any information you wish to use. Label:
at_custom3=var_3
at_custom4Custom parameter 4 Any 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

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Last update: 03/05/2019