Custom Naming (JavaScript)

  • 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 which 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.


Define 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.

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.

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

Additional information can be collected by the tracking point with 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.

Extended IDs

By passing extended identifiers with tracking point requests, you can collect first-party data-based audiences.

Javascript based tags support common openRTB eids format

Check Implementation

After implementing the tracking point on a page, you can check if it was activated using Adform site tracking testing browser extension. You can download it for a Chrome browser from the web store.

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


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 (

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