How To Track Your Taboola Campaign

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Taboola's webinar, "How to Track Your Taboola Campaign" was held on Wednesday, June 3rd at 11am EDT. This is session two in a three-part webinar series on how to drive highly engaged traffic with Taboola. The full video recording can be viewed here: https://goo.gl/XwWMZv Taboola's Senior Manager of Media Operations and Training, Grace Earle, led the discussion on the ins and outs of tracking including tracking parameteres for Google Analytics and Omniture, why tracking is so important and more. The third and final session:"How to Set Up Your Taboola Campaign in Backstage" will be broadcasted Wednesday, June 10th at 11:00AM EDT. This series will help advertisers learn how to make the most of their Taboola campaigns! For more information about Taboola, please visit www.Taboola.com

Marketing

HOW TO: TRACK ENGAGEMENT
Drive the most pages per visit possible
June 3rd, 2015
Presenter: Grace Earle/Taboola Media

Top Publisher
Placements
1K+
Monthly
Unique Users
550M
Sponsored
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

AGENDA
Why 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

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!

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

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How To Track Your Taboola Campaign

1. HOW TO: TRACK ENGAGEMENT Drive the most pages per visit possible June 3rd, 2015 Presenter: Grace Earle/Taboola Media

2. Top Publisher Placements 1K+ Monthly Unique Users 550M Sponsored Content Items 5M+

3. 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

4. AGENDA Why tracking engagement is important Tracking pixel (JS code) Tracking parameters (for Google Analytics and Omniture) How to optimize for engagement using tracking

5. WHY IS THIS IMPORTANT? •  Track ROI •  Track trends •  Gather data to use for future initiatives

6. 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

7. BE READY TO TEST •  Types of content •  Page layouts •  Platform and countries •  Targeting

8. TWO WAYS TO TRACK PPVS

9. JAVASCRIPT CODE – PPV TRACKING •  A few lines of code, placed directly into <head> section of site •  Allows us to track PPVs in Backstage

10. JAVASCRIPT CODE - USE BACKSTAGE TO TRACK •  By site •  By campaign, by item •  By country •  By platform

11. TRACKING PARAMETERS – ENGAGEMENT TRACKING •  Custom based on your tracking needs •  {site} passback macro •  Can be added to GA or Omniture parameters

12. TRACKING PARAMETERS - USE ANALYTICS TO TRACK Ex. utm_source={site}&utm_medium=taboola

13. 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*

14. TRACKING PARAMETERS - Examples •  cmpid=paid:examplecom:ad:taboola:sold:{site}:{title}:{thumbnail} •  utm_source=taboola&utm_medium={site} &utm_content=CelebsUSDesktop&utm_campaign=celebs

15. 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!

16. OPTIMIZATIONS

17. BASIC OPTIMIZATIONS •  By site •  By item •  By country •  By platform

18. SHOULD I PAUSE ITEMS WITH LOW ENGAGEMENT? •  Not necessarily •  Lower bid •  Focus on how to increase PPVs

19. RESOURCES •  http://blog.taboola.com/7-tips-for-optimizing-gallery- page-performance/ •  Taboola.com/resources

20. NEXT UP: How to: set up campaigns in Backstage – Wednesday, June 10th at 11am ET

21. THANK YOU! https://www.linkedin.com/in/graceearle

How To Track Your Taboola Campaign

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