Description: This document provides a quick overview of adding tags to measure visits and actions. For more information, see our detailed XP Tracker and Tagging Guide.
Learn more about the cookies placed using our web tracker.
Note: The TCF is designed to help all parties in the digital advertising chain ensure that they comply with the EU’s General Data Protection Regulation (GDPR) and ePrivacy Directive. Our web response tracker is available in a TCF-compliant version. Refer to the IAB TCF support materials for more details.
About our tags
The web and action tags fire on the page(s) they are placed while obeying the required opt-in/opt-out mechanisms. Any comparison of web volumes and Google Analytics is on a like-for-like basis, as the tag is intended to interact in a consistent way with the consent criteria.
Web tags should be placed on the client's website by the web manager. We recommend installing tags two weeks before your campaign goes live to allow time for data QA.
Note: Using action tags varies depending on the partner and the terms of the agreement, so we cannot guarantee you will be able to implement action tags.
Using subdomains with our tags
InnovidXP currently offers two options for web tracking: standard web tracking and the option to use a specific subdomain-friendly web tracker.
Visit tag
Our Javascript-based web tag measures total visits to a website. There is only one visit tag needed per website and it must be implemented on all pages of your website to measure total visits.
The visit tag can also be used to measure visits to specific pages or sections of a website if they have the same parent URL. The web tag code is provided via the InnovidXP platform. It can be pasted directly onto each page or can be implemented using a Tag Management System, such as Google Tag Manager.
Copy the visit tag code string and place it on every web page you want to measure visits for. The code can be pasted directly onto each page or placed on each page via a tag management system (TMS).
Action tags
Action tags are used to measure website actions beyond what the visit tag is able to measure, such as the selection of a specific button, or a website action that leads to a different URL.
NOTE Placement of action tags is optional, and they are supplementary to the InnovidXP visit tag.
Smart and advanced actions
Action tags allow customers to track smart or advanced actions. The following table provides more details:
| Action | Details | How to track |
| Smart |
Captures data every time a user accesses a specific page or set of pages.
|
Select the checkbox for Sign-up Form Completion and/or Purchase Completion, or you can create a new action. |
| Advanced |
Captures more detailed information, for example, at revenue product level or whether a specific button was selected. Takes more time for customers and Innovid to set these up. |
Select checkbox as above, select the Settings cog, and switch on one or more advanced parameters to track:
|
Visit tag code
To place the visit tag: the following tag code string must be copied and placed on every website page.
Note: <COLLECTOR_ ID> and <SITE_ ID> placeholders are automatically populated when the tag supplied by the InnovidXP platform is used. To access the visit tag code and get Collector and Site IDs, navigate to Data > TVS Tracker Instructions > Step 1 in the InnovidXP platform.
Verify visit tag
- Once deployed, navigate to Data > Responses > Recent Collector Visits to see the latest response data.
- When the visit tag has been live for a few days, navigate to Data > Responses > Raw Response Breakdown to confirm the traffic volumes with the Innovid Platform Services team.
- Any changes to URL traffic classifications can be made in the Referrer Rules section of the Response Breakdown page.
Action tag code
To track an action, the following tag code string is copied and placed on each relevant page. The parameters in the string are replaced as listed in the table below.
Note: <COLLECTOR_ ID>, <SITE_ ID> and <ACTIONNAME> placeholders are automatically populated when the tag supplied by the InnovidXP platform is used. To access the action tag code with Collector ID, Site ID, and Action Name, navigate to Data > TVS Tracker Instructions > Step 2 in the InnovidXP platform.
Parameters
Add extra value to your portal analysis by adding variables to the action/KPI tag parameters as appropriate. Each parameter is indicated by a <PLACEHOLDER>, listed in the table below:
| Parameter | Description |
| <USERREF> | An internal user ID |
| <ACTIONNAME> | The name of the action - this must be included |
| <REVENUE> | Any revenue generated by the action |
| <PRODUCT> | The product name for the action |
| <ACTIONID> | An internal ID for the action, for example, order number |
| <PROMOCODE> | The promo code for the action |
-
If you do not require a parameter, replace the parameter <PLACEHOLDER> with an empty string, for example:
var action = {'rev': ' ', 'prod': ' ', 'id': ' ', 'promo': ' '}
- Place the completed code only on the page where the action/KPI occurs. For example, for an action 'sale', the tag should be placed on the sales confirmation page.
Verify Action/KPI tags
- Once deployed, navigate to Data > Responses > Recent Collector Visits with Actions to see the latest action data.
- When the action/KPI tag has been live for a few days, navigate to Data > Responses > Raw Response Breakdown to confirm the traffic volumes with the Innovid Platform Services team.
- Innovid can track actions/KPIs that happen days and weeks after the initial response to a TV airing. This is called the lag period and is typically set to 14 days. Contact the Innovid Platform Services team for further details.
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