URL Path Naming (Iframe)

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Adform URL path iframe tracking code is used to track the visits to a website either on one specific page, or multiple pages. This code generates unique tracking points based on the URLs where it is activated from.

Iframe tracking code is HTML technology based, therefore, it's more convenient to use when, for example, JavaScript code isn't allowed for security reasons.

In case of website with dynamic URL appending (such as "website.com/?pageId=3" or "website.com/?pageName=homepage"), consider using Custom naming tracking instead.


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, add the code 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 websites.

As the tracking point generates tracking points dynamically, it's recommended to exclude it from pages that aren't 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 reuse 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.


You can pass extended IDs with a dedicated query parameter. Multiple EID parameters are supported.

Parameter 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 Chrome web store.

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

Iframe Variables

Successful activation will result in a tracking point network request, which contains the tracking setup ID, tracking point name, and other information sent.

Javascript variables are encoded in Base 64 function before sending the tracking point request to Adform servers where the data is decoded.

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

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