Adform Site Tracking Implementation Recommendations

  • Updated

Modern marketing is data-driven and performance-oriented. When you implement Adform Site Tracking, you can collect visitor-related information to optimize your campaigns.

To collect the data in a way that is most meaningful to your marketing efforts, you must determine an optimal setup. By using Adform Site Tracking with its comprehensive features, you won't experience data loss across your marketing efforts.


To collect data with Adform Site Tracking, you generate a tracking code. If you don’t have Site Tracking set up yet, contact your Adform account manager.

When you have the tracking code, implement it on the website.


You can implement the tracking code directly or use a tag manager. Adform Site Tracking tags are compatible with all major Tag Management Systems (such as Google Tag Manager, Tealium, or Adobe Launch).


You can customize tags for your specific needs. For example, you can add custom variables to collect additional information based on your needs.

To send tracking events to Adform, you can send them directly from the website or implement server-to-server site tracking. This works for apps as well as websites.

Recommendations for Implementation

Data Completeness

As with all data-driven systems, it's important to have a complete view of the interactions and metrics that are available to you. Identifying unexpected trends in your website data is critical for developing new strategies and improving campaign performance. Even if some tracking events are not needed now, you might need them in the future.

With Adform Site Tracking, an optimal setup includes tracking points on all pages and all available visitor interactions. If you track only specific pages (for example, a product page showcasing one product) or only certain interactions (for example, a click for subscribing to a newsletter), you can't analyze other changes over time. Limiting what gets tracked limits receiving data that might lead to changes to your site-tracking setup. With complete data, you can see possible trends and take meaningful actions to improve existing campaigns.

For example, an ecommerce shop wants to sell red shirts, but all customers buy yellow ones. If you only track visitor interactions related to red shirts (but not yellow shirts), the conversion rate might seem low.

Key ideas:

  • Track all pages of your website (or app).

  • Implement a wide range of variables for collecting data.

Long-term Strategy

Develop your site-tracking setup to ensure the long-term existence of your data-driven marketing efforts. Enterprise websites add new content or pages regularly. It’s important to follow website changes as they happen so that you can take advantage of those changes in your marketing efforts.

With that in mind, standardize site tracking tags and make them dynamic enough to gather complete data to create an effective data history. To understand how a website evolves, it's helpful to use meaningful naming conventions for website events tracked by Adform tags. Also, consider a site's structure to understand the type of potential visitor events on pages and to be able to report on those events in the future.

Key ideas:

  • Prepare the tracking structure for any new content. For details about tracking codes, see Create Tracking Point Codes.

  • Avoid unnecessary restructuring to ensure historical accuracy.

Ease of Access

Data-driven setups can be quite complex. Therefore, data access needs to be simplified for campaign planners and managers to be able to select the right data points for planning, optimization, and analysis. A good naming convention and having an established logic and structure for identifying website events (tracking points) can help. (For example, it's easier to understand an event named “Has visited basket but not checked out” instead of “Has visited ba_1 but not co_1”.)

Key ideas:

  • When naming tracking points, avoid acronyms and IDs.

  • Use established naming conventions for collected data.

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