Corvidae Tracking Hub

By Corvidae Team 10 August, 2021

How do we track clicks & impressions?

  • Once the pixel is placed on the client’s website we need to tell it information about the clickstream data it collects so that we can categorise each visit correctly.
  • We use UTM tracking to pass information relating to clicks to the pixel.
  • We can include macros in our UTM tracking and impression pixel. Macros are used to auto-populate information in tracking links.

Tracking Parameters

Minimum Tracking Requirements

All campaigns should at a minimum contain the url parameters:

  • utm_medium reflecting the media type where the placement was purchased or the cost model, for example: cpc or cpm, or if preferred by the client social, search, email, affiliate
  • utm_source reflecting the paid media partner where the placement was purchased, for example Google, Bing, Facebook, or supplier, e.g. Taboola, Amobee
  • utm_campaign reflecting the media campaign as textual string.
  • {campaignid} this is required to identify Paid Search campaigns beyond manually entered text strings
  • For advertising channels where keywords exist, these should be added in a dedicated utm_term parameter.
  • For example, Google Ads can use {keyword} to pull in the keyword data to the url.
  • Where standard utm_parameters are not used, alternative parameters should be documented and be shared with the Corvidae Client Team.

Impressions Tracking

Where impression trackers need to be deployed, the Corvidae Client Team will advise on appropriate macro parameters that require tracked and can liaise directly with Programmatic or Ad Platform suppliers to implement.

Example URL Structures

www.Exampleurl.com?utm_source=google&utm_medium=cpc&utm_campaign=MyBrandCampaign&utm_term=MyBrandTerm

www.exampleurl.com?utm_source=dv360&utm_medium=display&utm_campaign=Prospecting&utm_content=MyBannerAdv1

Channel Breakdown – An online UTM builder can be used to assist with creating UTM parameters:
https://ga-dev-tools.appspot.com/campaign-url-builder/

Advertising ChannelExample PlatformClicktracking Guidance
PPCGoogle AdsGoogle Ad UTM parameters can be implemented at Campaign, Ad or Keyword level. A tracking template can also be used to apply tracking across all campaigns in ‘Account Settings’.

You should also ensure that ‘Auto Tagging’ is turned ON to ensure gclid is available.

Tracking Template example:
{lpurl}?utm_medium=cpc&utm_source=google&matchtype={matchtype}&utm_term={keyword}&qc_adgroup_id={adgroupid}&qc_campaign_id={campaignid}

Standard paramaters to include:
{campaignid} = automatically inserts campaign ID to allow identification of Google Ads campaigns
{adgroupid} = automatically inserts the adgroup ID to allow identification of Google Ads ad groups
{keyword} = automatically inserts the keyword to identify which keyword triggered the ad
{matchtype} = automatically pulls in the match type of the keyword

Keyword level Final URL example:
www.yoururl.com? utm_medium=cpc&utm_source=google&matchtype=b&utm_term=brand broad&adgroupid=4354323&campaignid=234324234
Programmatic/DisplayAmobeeClick trackers with utm parameters should exist before any 3rd party or impression tracking links are placed on top of the url. Some ad platforms can automatically insert variables. Check with Corvidae client team, or supplier before implementation.

?utm_source=amobee&utm_medium=display&utm_campaign=YourCampaign

On Programmatic, utm_source should equal the advertising platform, utm_medium should equal ‘display’ and utm_campaign should be changed based on insertion orders/flights or campaign names.
NativeTaboola?utm_source=taboola&utm_medium=native&utm_campaign=YourCampaign&utm_content=yournativearticle
AffiliatesImpact Radius?utm_source=impact&utm_medium=affiliate&utm_campaign=YourCampaign&utm_content=youraffiliatelink
Paid SocialFacebook/InstagramFacebook and Instagram ads can use dynamic parameters which pull in the placement (Instagram/facebook/messenger etc.). These can be built within the Facebook Ad platform in the URL builder, or placed within each link.

?utm_source={{site_source_name}}&utm_medium=paidsocial&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&qc_campaign_id={campaign.id}
EmailMailchimpEmail source should signify the provider/platform you use. You may want to individually track different CTA’s and links from within an email, so an individual link and utm parameters should be created for each unique link to be tracked.

?utm_source=mailchimp&utm_medium=email&utm_campaign=MailShot1&utm_content=EmailLink1

?utm_source=mailchimp&utm_medium=email&utm_campaign=MailShot1&utm_content=CTALink1
OtherCorvidae Client Team can advise on any other specific use cases or channels to be tracked.

Why do we need UTM tracking?

We use UTM tracking to pass information relating to clicks to the pixel.

Without UTM tracking we will not be able to categorise data effectively and may not be able to collect crucial information e.g. campaign name.

We can include macros in our UTM tracking and impression pixel. Macros are used to auto-populate information in tracking links.

Minimum UTM Tracking Required

All campaigns should at a minimum contain the url parameters:

  • utm_source
    Reflecting the paid media partner where the placement was purchased, e.g. google, Bing, Facebook, or supplier, e.g. Taboola, Amobee.
  • utm_medium
    Reflecting the media type where the placement was purchased or the cost model, e.g cpc or cpm, or if preferred by the client social, search, email, affiliate.
  • utm_campaign
    Reflecting the media campaign as textual string.

Impression Tracking Requirements

Impressions should be tracked using the pixel-based request.

ParameterDescriptionExample ValuesMandatory
aidA method for Queryclick to identify this incoming traffic as impression tracking and not clickstream data.string
otim
Yes
eClick or impressionstring
im for impression
cl for click
Yes
PartnerShould be a static string to help us identify the correct ad serverstring
ta for Taboola, rm for Rightmove, or am for Amobee
Yes
pageUrlUrl of the website this impression was served on. (urlencoded)stringIf reports should be generated by pageUrl or domain

Example pixel:

https://p.client.com/i?e=im&aid=&partner=&<… other params …>”

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