A comprehensive tagging strategy sets your campaign up for success and provides robust audience insights. This article covers some helpful guidelines and best practices for building your tagging strategy.
Tagging the Campaign Goal
Your tagging strategy should begin with identifying your website’s key performance or engagement metrics. Tagging all key site engagements is vital to a healthy campaign.
Common Campaign Goals for General Advertisers
Request information
Email signup confirmation
Purchase confirmation
Attend event
Tagging for Full Site Coverage Using the Quantcast Live Tag
Quantcast strongly recommends that all advertisers install our Live Tag on their entire site, regardless of the campaign type, unless our Terms and Conditions prohibit its use. The more tag coverage a site has, the stronger your custom audience model will be and the easier it will be to leverage all Quantcast product offerings. While it’s important to understand what makes users who convert on your website unique, it is equally important to understand the different paths to conversion throughout your website and to differentiate a browser from a serious buyer.
We offer a single-tag solution for site tagging called the Quantcast Live Tag. Live Tag is an easy-to-implement asynchronous JavaScript tag and is an important tool for identifying audiences and building performance models. You can apply the Live Tag to most pages of the site.
Installing the Live Tag is required to build audiences on your website and track the performance of your campaigns. Once installed, you will be able to leverage all product offerings to:
Get audience insights by consideration, intent, and conversion
Understand the path to conversion for each campaign
Target users who visit different parts of your website
Beyond the Conversion
Our Data Passback options for both campaign validation and optimization can help identify and segment traffic based on the specific products and services your customers are inquiring about.
Event parameters are an optional JSON-formatted object that you can include when tracking standard and custom events. They allow you to provide additional information about your website visitors’ actions for reporting and/or targeting. Once tracked, parameters can be used to further define any custom audiences you create based on a tag event or to track special metrics such as Return On Ad Spend (ROAS).
Tagging Quality Assurance (QA) Checklist
On the Event Manager page:
Check that the Live Tag has been correctly implemented.
This allows our tag to track activity across all web pages where it is implemented.
If you are running retargeting, this gives our model more opportunities to reach users who have visited any part of your site.
If the base tag is implemented, an event called PageView populates under Site Events.
Confirm that the conversion event is tagged and passing back the desired metrics
Click the eye icon to check whether the event is passing data back.
ROAS campaigns need revenue data passed back
Product category or customer type data passback provides more information about which audiences are converting and better audience insights within Audience Planner.
Select the appropriate naming convention for your event. For data passback events, select from a set of pre-defined event names or create a custom event name.
Create rule-based events to differentiate pages on your site.
Click the eye icon to verify that the events you created are firing correctly on the desired URL.
When using naming conventions, it's important to name the event correctly for tracking. This helps you better understand the kind of audience visiting a specific page and compare audiences within Audience Planner.
Breaking out different rule-based events for all web pages can influence planning for a more upper-funnel and traffic objective campaign.
To learn more about how to install the Live Tag, click here.