Custom Naming (JavaScript)

Solveiga
Solveiga
  • Updated

Adform custom tracking code is used to track visits to a website either on one specific page, or multiple pages at once. This code will generate a unique tracking point based on the tracking point name that is passed to the code.

The tracking code utilizes JavaScript functions, which gather visit count, basic visitor information (such as browser type, operating system, or screen size) and sends this information along with campaign data to Adform servers.

Implementation

By default, the code loads asynchronously, so it can be implemented to any part of the web page code.

Note

In rare cases, when you need to load the tracking code before the rest of the page continues loading, you might use asynchronous implementation. Use this option only if you have specific requirements that depend on the tracking code running before other website scripts.

Define the Pagename Parameter

The Pagename parameter is responsible for the tracking point name, which is assigned once the code is activated. The pagename parameter should correspond to the page where the tracking code is activated to recognize the tracking points later in the platform using analytics or retargeting.

Example of tracking code with pagename to be modified

<!-- Adform Tracking Code BEGIN -->
<script type="text/javascript">
    window._adftrack = Array.isArray(window._adftrack) ? window._adftrack : (window._adftrack ? [window._adftrack] : []);
    window._adftrack.push({
        HttpHost: {tracking domain}
        pm: {trackingID},
        divider: encodeURIComponent('/'),
        pagename: encodeURIComponent('WebsiteName/SectionName/SubSection/PageName')
    });
    (function () { var s = document.createElement('script'); s.type = 'text/javascript'; s.async = true; s.src = 'https://s2.adform.net/banners/scripts/st/trackpoint-async.js' var x = document.getElementsByTagName('script')[0]; x.parentNode.insertBefore(s, x); })();
</script>
<noscript>
    <p style="margin:0;padding:0;border:0;">
        <img src="https://track.adform.net/Serving/TrackPoint/?pm={trackingID}&ADFPageName=WebsiteName|SectionName|SubSection|PageName&ADFdivider=|" width="1" height="1" alt="" />
    </p>
</noscript>
<!-- Adform Tracking Code END -->

Default mandatory parameters:

Parameter Name

Value

Value type

pm

Tracking setup ID of Adform client

numeric

pagename

Name of tracking point

string

HttpHost

Tracking Domain

string

The divider parameter specifies which character in the name will be treated as the name separator and will be replaced with the pipeline character ( | ) on the Adform platform. The pipeline character acts as the name separator on the platform:

Note

If you specify the divider in the code as something else, for example, an underscore character ( _ ), and the name is one_two_three, the platform will register it as one|two|three .

Values can be passed from any source which defines the tracked page (for example, part of page URL, page title, breadcrumbs, CMS variables, or any other source as long as the assigned value identifies the tracked page).

Example of page title use via JavaScript

pagename: encodeURIComponent(document.title)

Implement Tracking Code

Once the pagename is defined, the code can be added to the source code of the page or the respective tag management field which supports HTML code.

In case of dynamic tracking point naming, make sure the code is set on as many pages or sections as necessary, or unconditionally on all of the website.

Example HTML page implementation

<html>
<head>
    <title>Homepage</title>
</head>
<body>
<!-- Adform Tracking Code BEGIN -->
<script type="text/javascript">
    window._adftrack = Array.isArray(window._adftrack) ? window._adftrack : (window._adftrack ? [window._adftrack] : []);
    window._adftrack.push({
        HttpHost: {tracking domain}
        pm: {trackingID},
        divider: encodeURIComponent('/'),
        pagename: encodeURIComponent(document.title)
    });
    (function () { var s = document.createElement('script'); s.type = 'text/javascript'; s.async = true; s.src = 'https://s2.adform.net/banners/scripts/st/trackpoint-async.js' var x = document.getElementsByTagName('script')[0]; x.parentNode.insertBefore(s, x); })();
</script>
<noscript>
    <p style="margin:0;padding:0;border:0;">
        <img src="https://track.adform.net/Serving/TrackPoint/?pm={trackingID}&ADFPageName=WebsiteName|SectionName|SubSection|PageName&ADFdivider=|" width="1" height="1" alt="" />
    </p>
</noscript>
<!-- Adform Tracking Code END -->
</body>
</html>

As the tracking point generates tracking points dynamically, it's recommended to exclude it from pages that are not required to be tracked, such as development, CMS, or test pages.

Custom Variables

A tracking point can collect additional information by the use of variables, such as sales, order IDs, product names, or other custom values.

For conversion page tracking, we recommend implementing a unique naming tracking point.

To collect values from your website, you can use macros from the CMS or tag manager system. Pass this information to the code via respective system variables, data layer, or other tools to get variable values from the site.

Example of the tracking code output with sales, order ID and two products passed

<!-- Adform Tracking Code BEGIN -->
<script type="text/javascript">
    window._adftrack = Array.isArray(window._adftrack) ? window._adftrack : (window._adftrack ? [window._adftrack] : []);
    window._adftrack.push({
        HttpHost: {tracking domain}
        pm: {trackingID},
        divider: encodeURIComponent('/'),
        pagename: encodeURIComponent('WebsiteName/SectionName/SubSection/PageName'),
        order : { 
             sales: '95.29',
             orderid: 'YWZ-487921',
             itms: [{ 
                 productname: 'Product A'
             },{ 
                 productname: 'Product B'
             }]
        }
    });
    (function () { var s = document.createElement('script'); s.type = 'text/javascript'; s.async = true; s.src = 'https://s2.adform.net/banners/scripts/st/trackpoint-async.js' var x = document.getElementsByTagName('script')[0]; x.parentNode.insertBefore(s, x); })();
</script>
<noscript>
    <p style="margin:0;padding:0;border:0;">
        <img src="https://track.adform.net/Serving/TrackPoint/?pm={trackingID}&ADFPageName=WebsiteName|SectionName|SubSection|PageName&ADFdivider=|" width="1" height="1" alt="" />
    </p>
</noscript>
<!-- Adform Tracking Code END -->

Extended IDs

By passing extended identifiers (EIDs) with tracking point requests, you can build audiences based on first-party data.

Javascript based tags support common openRTB eids format.

Example of an async tag

<script type="text/javascript">
    window._adftrack = Array.isArray(window._adftrack) ? window._adftrack : (window._adftrack ? [window._adftrack] : []);
    window._adftrack.push({
        HttpHost: 'track.adform.net',
        pm: 2117129,
        divider: encodeURIComponent('/'),
        pagename: encodeURIComponent('WebsiteName/SectionName/SubSection/PageName'),
        // Extended identifier setup start
        eids: [{
          source: 'advertiser.com' // website domain, or ID consortium domain
          uids: [{
            atype: 1, // id source type, according to openRTB list https://github.com/InteractiveAdvertisingBureau/openrtb/blob/master/extensions/2.x_official_extensions/eids.md#object--extended-identifier-uids-
            id: 'some user identifier' // provided user id
          }]
        }]
        // Extended identifier setup end
    });
    (function () { var s = document.createElement('script'); s.type = 'text/javascript'; s.async = true; s.src = 'https://s2.adform.net/banners/scripts/st/trackpoint-async.js'; var x = document.getElementsByTagName('script')[0]; x.parentNode.insertBefore(s, x); })();
</script>

Example of a sync tag

<script type="text/javascript" src="https://s2.adform.net/banners/scripts/st/trackpoint-sync.js"></script>
<script type="text/javascript">
  adf.Params.HttpHost = 'track.adform.net';
  adf.Params.PageName = encodeURIComponent('WebsiteName/SectionName/SubSection/PageName');
  adf.Params.Divider = encodeURIComponent('/');
  // Extended identifier setup start
  adf.eids = [{
    source: 'advertiser.com' // website domain, or ID consortium domain
    uids: [{
      atype: 1, // id source type, according to openRTB list https://github.com/InteractiveAdvertisingBureau/openrtb/blob/master/extensions/2.x_official_extensions/eids.md#object--extended-identifier-uids-
      id: 'some user identifier' // provided user id
    }]
  }];
  // Extended identifier setup end
  adf.track(2117129);
</script>

Check Implementation

After you implement a tracking point, to check if it was activated, you can use Adform Site Tracking Helper extension for Chromium-based browsers.

Alternatively, you can check network requests via the browser’s developer tools:

Network

Successful activation will result in two network requests, which are:

  1. Tracking point library

  2. A tracking point request, which contains the tracking setup ID, tracking point name, and other information sent

For additional information, contact the Site Tracking team (site-tracking@adform.com).

A visitor ID that Adform adds to the audience after applying ID Fusion, or lookalike modeling. Extended IDs are additional entities in the audience, that Adform adds programmatically, based on the seed audience.

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