In the AdParlor platform you have the capability of appending different types of 'tags' to your ads during the upload process.
These broadly fall into four categories, as briefly outlined below:
1. Conversion Tracking
This is used for campaigns where the desired conversion action by the user occurs offsite e.g. user completes a purchase on your eCommerce website.
These conversion pixels can be used to track the progression of a user from seeing the ad to completing a purchase on a website. This can also be referred to as 'moving down the conversion funnel'. Below is a hypothetical step-by-step the user would take.
- User sees Ad (tracked as an impression)
- User clicks on Ad (tracked as a click)
- User is redirected to your website
--- user is now 'offsite' ---
- User lands on your website homepage (Homepage conversion pixel fires)
- User places items in cart (Added To Cart pixel fires)
- User proceeds to cart checkout (Checkout pixel fires)
- User completes purchase and is taken to checkout confirmation page (Purchase Complete pixel fires)
From the above series of events, it is to be noted that every action that occurs offsite has a corresponding conversion pixel on that specific page of the site. These conversion pixels track only the actions that they are programmed to track. These are referred to as 'events'. Since the conversion pixel is provided by the social publisher, all events are tracked by the social publisher.
How to create conversion pixels in AdParlor
Note: Any conversion pixels created in the social publisher's native user-interface are automatically imported into the AdParlor platform for your use.
2. Impression/Click Tags
Impression and Click Tags are appended to ads and used to collect data so that you can attribute conversions to those ads.
- Impression Tags are URLs that get fired when your Ad is viewed even if it is not clicked.
- Click Tags are URLs that get fired when your Ad is clicked even if it does not immediately result in your desired conversion.
View and Click tags are used to track ads by 3rd party vendors who do not own or have access to the publisher domain (where the Ads are shown i.e. Facebook).
How to manage and create Impression Tags & Click Tags
1. Click on 'Library' in the Navigation bar and drop down list of additional options will appear
2. Select 'Click Tags' or 'Impression Tags'
3. Within the Library, you can manage your tags and create new ones. Click on 'New Click Tag' or 'New Impression Tag' in the top right corner of the screen
3. URL Tracking
These URL tags are appended onto the end of the Link URL in each of your Ads. They enable you to attribute the source of your website traffic to the corresponding parameters (e.g. campaign name, device type, gender) reported in the tags, via a 3rd party reporting tool such as Google Analytics (with UTM Tagging).
URL Tags can be created on the fly during the upload process. Choose your tag labels and apply values, either manually or by leveraging our macros that dynamically update to reflect the Ad they are applied to.
Google Analytics for Facebook recommends providing UTM tags for the following values:
Campaign Source: Required. Use 'utm_source' to identify Facebook ads as your source of traffic.
Campaign Medium: Required. Use 'utm_medium' to identify your bid type. Options include CPC, CPM etc.
Campaign Name: Required. Use 'utm_campaign' to identify the specific campaign.
Campaign Term: Use this field to identify your target audience.
Campaign Content: Use this field to identify your ads which can have different copy and creatives.
Example: utm_term=logolink or utm_content=textlink