Companies today are looking for ways to better measure how display influences the customer journey. Using the new View-Through Tracking extension, you can measure the impact of display ads on your customers' behavior by tracking which ads are seen by your visitors on other websites within a certain time frame, regardless of whether or not an ad click was generated. This requires information to be captured when the ad is displayed and for that information to be available when they come to your site.
A user is reading an article on a news site. An ad displays for a wristwatch but the user does not click on the ad as they are busy reading an article. Later in the day, or the following day, the user looks up the wristwatch from the display ad to find out more. The user is then converted.
By the end of the customer's session, more is known about the customer and what they are looking for, such as watch type or feature preferences, potential price range, and whether or not the customer visited blogs or knowledge bases to learn more about a specific model.
Click the following video for an in-depth look at the View-Through extension:
How It Works
View-through tracking measures the impact of display ads on your customers' behavior by tracking which ads are seen by your visitors on other websites. This requires information to be captured when the ad is displayed and for that information to be available when they come to your site. Only one View-Through Tracking extension can be added per profile.
The View-Through Tracking extension uses two simple components to allow the sharing of data between your display ads and your iQ Tag Management account.
Display Ad Image Pixel Used to send the relevant data to the Tealium View-Through tracking service. This is a standard URL containing query string parameters for the ad data to collect.
For detailed information about how to use this feature, view usage reports, and view answers to Frequently-Asked Questions (FAQ), see the View-Through Tracking Extension user guide.