Post on 28-Jul-2015
HOW TO: TRACK ENGAGEMENTDrive the most pages per visit possible
June 3rd, 2015
Presenter: Grace Earle/Taboola Media
Top Publisher Placements
1K+Monthly Unique Users
550MSponsored Content Items
5M+
TABOOLA REACHING MORE DESKTOP USERS THAN FACEBOOK 1/2015
ReachProperty
95.1% Google Ad Network
86.0% Taboola
85.1% Yahoo Audience Net.
83.3% Google Sites
73.4% Outbrain
72.4% Yahoo Sites
57.3% Facebook
AGENDAWhy tracking engagement is important Tracking pixel (JS code) Tracking parameters (for Google Analytics and Omniture) How to optimize for engagement using tracking
WHY IS THIS IMPORTANT?
• Track ROI
• Track trends
• Gather data to use for future initiatives
FIRST STEP: KNOW YOUR GOALS
• PPVs? TOS? Uniques?
• Are goals different by URL? Platform? Country?
• Use existing benchmarks
• Alert AM or consult Taboola resources if needed for help
BE READY TO TEST
• Types of content
• Page layouts
• Platform and countries
• Targeting
TWO WAYS TO TRACK PPVS
JAVASCRIPT CODE – PPV TRACKING
• A few lines of code, placed directly into <head> section of site
• Allows us to track PPVs in Backstage
JAVASCRIPT CODE - USE BACKSTAGE TO TRACK
• By site
• By campaign, by item
• By country
• By platform
TRACKING PARAMETERS – ENGAGEMENT TRACKING
• Custom based on your tracking needs
• {site} passback macro
• Can be added to GA or Omniture parameters
TRACKING PARAMETERS - USE ANALYTICS TO TRACK
Ex. utm_source={site}&utm_medium=taboola
TRACKING PARAMETERS – BACKSTAGE SET UP
• Can be added at campaign level
• Can be added at URL level
• *Make sure the same parameter
is not in both places*
TRACKING PARAMETERS - Examples
• cmpid=paid:examplecom:ad:taboola:sold:{site}:{title}:{thumbnail}
• utm_source=taboola&utm_medium={site}
&utm_content=CelebsUSDesktop&utm_campaign=celebs
SHOULD I USE JS CODE OR TRACKING PARAMETERS?
Tracking ParametersJS Code
• Easy set up in Backstage • Implement on every page
• Multiple on site metrics • Easy optimization
• Track all traffic sources • Future opportunities for opts
USE BOTH!
OPTIMIZATIONS
BASIC OPTIMIZATIONS
• By site
• By item
• By country
• By platform
SHOULD I PAUSE ITEMS WITH LOW ENGAGEMENT?
• Not necessarily
• Lower bid
• Focus on how to increase PPVs
RESOURCES
• http://blog.taboola.com/7-tips-for-optimizing-gallery-
page-performance/
• Taboola.com/resources
NEXT UP:
How to: set up campaigns in Backstage – Wednesday, June 10th at 11am ET
THANK YOU!https://www.linkedin.com/in/graceearle