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.

Step forward: Third-Party Tracking.

What is Third-Party Tracking?

Third-party tracking is where you use your own or partners 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 Pixel Pages template, third-party tracking can be setup 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:

  • Ad initiated
  • Impression
  • Ad loaded
  • Ad is in view
  • Ad is out of view
  • Engaged
  • Hover
  • Touch
  • Gyro
  • Swipe
  • Click
  • Pages viewed
  • VTR (View through rate)

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 behaviour

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 Pixel Pages swipe-able template 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

  • Event Name: Ad initiated
  • Tracking Parameter: data-onevent-ad-initiated
  • What does it track? Every time that the ad is initiated
  • Event Name: Impression
  • Tracking Parameter: data-3rd-tracker
  • What does it track? Every impression of an ad
  • Event Name: Ad loaded
  • Tracking Parameter: data-onevent-ad-loaded
  • What does it track? Every time the ad is loaded
  • Event Name: Ad is in view
  • Tracking Parameter: data-onevent-ad-is-in-view
  • What does it track? Every time when ad comes in view (according to IAB standards: 50% of the surface, 1 sec)
  • Event Name: Ad is out of view
  • Tracking Parameter: data-onevent-ad-is-out-of-view
  • What does it track? Every time when ad goes out of focus
  • Event Name: Engaged
  • Tracking Parameter: data-onevent-engaged
  • What does it track? Every time user engages with the ad
  • Event Name: [Unique] 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: data-onevent-touch

  • Event Name: [Unique] 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.
  • Event Name: Swipe
  • Supported Layouts: Catalog-based
  • Tracking Parameter: data-onevent-swipe
  • What does it track? Every user that swipes on the ad
  • Event Name: Click
  • Tracking Parameter: data-onevent-click
  • What does it track? Every user that clicks on the ad
  • Event Name: Pages viewed
  • Supported Layouts: Layouts with multiple pages, sides, cards
  • Tracking Parameter: data-onevent-page-seen-[1-10]
    NB: don't use the brackets [] in the tag
  • What does it track? Every user that sees a page on multiple pages templates (ex: pixel swipe template)

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

data-onevent-page-seen-1
data-onevent-page-seen-2
data-onevent-page-seen-3
data-onevent-page-seen-4
  • Event Name: VTR (View through rate)
  • Supported Templates: 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

Note:

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 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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