Optimize Campaigns with Site Tracking and Adform DMP

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To learn more about audience behavior you can measure page visits with Adform Site Tracking. With Site Tracking, you can analyze how visitors browse your website. You can use the information to retarget any visitor who has visited a page that has a tracking point.

For example, as a retail, financial, or insurance company, you can use site-tracking data to place tracking points along the customer journey. This helps you understand how many visitors are not converting and, if they do convert, at which point on the website it happens.

With Adform DMP, you can retarget visitors who left your website without making a conversion. Also, you can create audiences for visitors who stopped along the expected path to conversion and target them with a dedicated message to re-engage them. Once visitors accomplish a certain step, you can exclude them from an interim audience and move them to another audience to target them with a different message.

For example, you can exclude those visitors who went to a landing page and then viewed a product page from the initial audience to get to the landing page. You could add those prospective customers to another audience with messages that encourage them to add a product to their shopping basket.

In addition, after collecting audience data in Adform DMP, you can also exclude visitors who completed the conversion from future marketing exposure. This helps to optimize the yield of your campaigns and save costs. To achieve this you need to use Adform DSP, Adform DMP, and Adform Site Tracking.

To use site tracking for optimizing your campaigns:

  1. Enable site tracking.

  2. Generate a site-tracking code.


    Make sure you include all relevant variables that you need now or might need. For more details, see Recommendations for Site Tracking Setup and Implementation.

  3. Implement the tracking point either directly on the website or by using a tag manager.


    To measure the whole customer journey correctly, implement tracking codes on the whole website — not only on individual pages.

  4. Run reports to analyze your website traffic.

  5. Use Adform DMP to build audiences using data from the tracking points.

  6. Target audiences with your campaigns.

To learn more about campaign optimization strategies and Adform products, contact your Adform account manager.

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