If you or your customers want to dig a little deeper to really understand how your audience is interacting with your creatives on a much more granular level, help is at hand. We offer very detailed statistics and export capabilities of creative events in our analytics platform, but if you want to use another platform this article helps you set it up.

Step forward: Third-Party Tracking.

What is Third-Party Tracking?

Third-party tracking is where you use your own or partner's web analytics platform to track additional information beyond what is available in the NEXD Campaign Manager self-service platform. By adding special parameters to your NEXD Campaign Manager creative tag it’s possible to pass a range of “event” types whenever your audience performs a certain kind of interaction.

For example, in the case of the Carousel layout, third-party tracking can be set up to send information about how many times users swiped through the different images and then when they click on one, which specific image generated the click.

Here's the list of the events you can track:

What are the Benefits of Third-Party Tracking?

Most partners will want to be gathering as much information as possible about the performance of their campaigns, using their own platforms. 

A few of the key benefits of third-party tracking include:

Audience behavior

Third-party tracking allows you and your partners to see how an audience is interacting with a creative, on a very granular level.

Improving campaign performance

Being able to analyze which part of a creative gathered the most interest or generated the most clicks allows for a much clearer optimization path; for example, by showing which images within a Carousel swipe-able layout are getting the most clicks, you can focus on those kinds of visuals/offers / copy in future iterations.

Easy access to data

NEXD Campaign Manager already tracks a huge list of interaction types. However, to access data beyond what is available in the NEXD Campaign Manager Self-Service platform typically requires a manual report to be generated by our developers. Third-party tracking allows you and your partners to gather the data you want, directly within your platform of choice.

Retargeting engaged audience

You are now able to retarget the audience that engaged with the creative for future campaigns in your preferred DMP. This will provide you a clear list of users showing a strong interest in your offering. You can now retarget those users not only using NEXD but also with other partners/platforms/DSPs.

Note: Adding a Global Pixel (third-party impression) tracker can drastically penalize your programmatic traffic reach. We strongly advise you to use third-party trackers only for interactions.

Trackable events parameters

Impression

  • Tracking parameter: data-3rd-tracker

  • What does it track? Every impression of an ad

Ad loaded

  • Tracking parameter: data-onevent-ad-loaded

  • What does it track? Every time the ad is loaded

Ad is in view

  • Tracking parameter: data-onevent-ad-is-in-view

  • What does it track? Every time when the ad comes in view (according to IAB standards: 50% of the surface, 1 sec)

Ad is out of view

  • Tracking parameter: data-onevent-ad-is-out-of-view

  • What does it track? Every time when the ad goes out of focus

Hover

  • Tracking parameter: data-onevent-[unique]-hover
    NB: don't use the brackets [] in the tag

  • What does it track? Every user hovers with the mouse over the ad. As you probably guessed, hovering cannot be tracked on mobile devices.

Note: [Unique] is optional. We can track unique users by adding [Unique], otherwise the parameter would look like this: data-onevent-hover

Touch

  • Tracking parameter: data-onevent-[unique]-touch
    NB: don't use the brackets [] in the tag

  • What does it track? Every user that touches the ad, including click, swipe, scratch, etc.

Note: [Unique] is optional. We can track unique users by adding [Unique], otherwise the parameter would look like this: data-onevent-touch

Gyro

  • Supported layouts: gyro-based

  • Tracking parameter: data-onevent-[unique]-gyro
    NB: don't use the brackets [] in the tag

  • What does it track? Every user that uses the gyro feature on their phone.

Note: [Unique] is optional. We can track unique users by adding [Unique], otherwise the parameter would look like this: data-onevent-gyro

Swipe

  • Supported layouts: catalog-based

  • Tracking parameter: data-onevent-swipe

  • What does it track? Every user that swipes on the ad

Click

  • Tracking parameter: data-onevent-click

  • What does it track? Every user that clicks on the ad

Click on an asset

  • Supported layouts: layouts with multiple pages, sides, cards, or overlay assets

  • Tracking parameter: data-onevent-ctr-[asset-name]
    NB: don't use the brackets [] in the tag, but add the asset name you see in the Campaign Manager (Note: you have to use lowercase and space replaced with a hyphen "-")

  • What does it track? Every user that clicks an asset on multiple pages layout

Note: If you want to track users who clicked on different assets, you'll need to create separate parameters with different tracking. This is an example for carousel first two assets:

data-onevent-ctr-first-media
data-onevent-ctr-second-media

Pages/assets viewed

  • Supported layouts: layouts with multiple pages, sides, cards

  • Tracking parameter: data-onevent-page-seen-[1-10/asset-name]
    NB: don't use the brackets [] in the tag, but add the page, side, card number, or asset name you see in the Campaign Manager (Note: you have to use lowercase and space replaced with a hyphen "-")

  • What does it track? Every user that sees a page on multiple pages layout (ex: carousel layout)

Note 1: If you want to track users who viewed different assets, you'll need to create separate parameters with different tracking. This is an example for 3D cube/prism first two assets:

data-onevent-page-seen-front-media
data-onevent-page-seen-left-media

Note 2: If you want to track users who viewed pages 1 to 4 independently, you'll need to create 4 separate parameters with different trackings:

data-onevent-page-seen-1
data-onevent-page-seen-2
data-onevent-page-seen-3
data-onevent-page-seen-4

Note 3: Not all assets seen events are sent. For eg our Tiles has 5 different assets in the first view and sending all those events could be blocked by browser and therefore result in incomplete analytics.

VTR (View-through rate)

  • Supported Layouts: Video-based

  • Tracking Parameter: data-onevent-VTT-Video_1[s] or data-onevent-VTR-Video_1[%]
    NB: don't use the brackets [] in the tag.

  • What does it track? View through rates in seconds or percentages. Percentages are in 25% steps: 25, 50, 75 and 100

Notes:

  • To be able to track Video Start, use: data-onevent-VTR-Video_1

  • If you want to track VTT from 0 to 10 sec, use: data-onevent-VTT-Video_1-10

  • For VTR 50%, use: data-onevent-VTR-Video_1-50

  • If there’s more than 1 video, then the second video can be taken as video_2, etc.

How to use third-party tracking with NEXD Campaign Manager

Enabling third-party tracking with NEXD Campaign Manager creatives involves adding a couple of lines to the creative’s tag.

For a more technical overview on how to implement third-party tracking, please take a look at this support center article on the topic.

1.Once your pixel is created in your own platform, build your parameter as follows:

data-onevent-unique-touch="http://tracker.client.com/?ad=123&event=ut"

2. Then implement it into NEXD Campaign Manager Third Party tag you downloaded from the platform:

<ins class="adcads"    
     data-adc-id="xogoF1NNgkhG"
     data-unit="xogoF1NNgkhG"
     data-responsive="true"
     data-clickable="true"
     data-has-tablet="true"
     data-redir="true"
     data-click-tracker="https://tracker.client.com/?ad=123&event=ctr"
     data-onevent-unique-touch="http://tracker.client.com/?ad=123&event=ut"
     data-width="300"
     data-height="250">
     <script src="https://media.adcanvas.com/xogoF1NNgkhG/adtag.js" type="text/javascript" ></script>
</ins>


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