Use the View-Through Tracking extension to configure a cross-domain view-through tracking pixel for use in your ad creative. This feature includes a complimentary tier of 120 million impressions with overage charges incurred beyond that. Contact your account manager for information about pricing and usage.
See the full list of available extensions.
In this article:
Using this extension, 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 certain watch 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 watch 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.
The View-Through Tracking solution uses the following two simple components to allow the sharing of data between your display ads and your iQ Tag Management (TiQ) account.
The following list summarizes the basic workflow for the extension:
Before you begin, familiarize yourself with how extensions work.
Multiple profiles may have this extension, but it is only allowed to be added once per profile.
Once the extension is added, the following configuration options are available:
Create the parameters to use in the tracking pixel. These parameters capture the values you set, either here or dynamically in your ad creative. They are available as variables in your data layer.
The parameters you add in this step captures the values you set and any variables you add become available in your data layer.
This section provides guidance on how you want the data to be processed once the client comes back to your site. On the same screen, edit the code to customize how your view-through tracking data is processed and how the corresponding values are set in the data layer.
By default, extension looks for the cookie in the code, reads and processes the data, and then adds it to the data layer. Once the data is in the data layer, use it as you see fit.
For example, in the code sample above, Line 12 is commented out by default. If you remove the comment characters to uncomment this line, the Tealium Collect tag is triggered with the new data, which automatically fires into the Universal Data Hub (UDH).
This is considered a third-party cookie and occurs once per session, per user.
If you want to fire additional tags, such as Google Analytics, or send the data to Optimizely, fire this tag and include this data.
View Usage Reports in tabular format directly in the extension configuration screen or view a graphical representation of your usage.
Click Update to see the Usage Report, which displays the total number of reads, total number of writes, and total number of track impressions by Account and Profile. To view a different report, simply adjust the date range and click Update again.
Use the following steps to view Usage Reports in graphical format from the Data Supply Chain view:
The following sections contain additional considerations that are helpful when forming your strategies while ensuring compliance.
The DataBridge endpoint is certified for use on Google AdExchange. The majority of other ad exchanges do not require certification for third-party tracking, clients place the tracking pixel with no issue. OATH and Yahoo do require approval from the client's account manager prior to use of the tracking pixel.
No inherent risks have been identified with the current application. In the advertising ecosystem in general, individual ad exchanges today have many restrictions in place to prevent APII extraction for a user. When a user returns to your site, you have new data points but the data is now considered first party data, to which your overall GDPR policies apply.
Because this product relies on the use of third-party cookies, ITP and other browser level restrictions on third party cookies may limit the ability to track.
Companies looking for ways to better measure how display influences the customer journey. In the past, it has been difficult to translate data into information meaningful to a business. Using the View-Through extension, tie data back to customer profiles for attribution and utilize the data in real-time.
|Ad Server Only||With Impression Tracking|
A DataBridge is a component that works as a third-party cookie service to share data across domains. This allows customers to share data from one domain to another using a single, shared endpoint. The View-Through extension is an application of the DataBridge component. A unique DataBridge Key is used to access and configure the View-Through extension.
Track any information your ad server produces using macros. DFP example – https://support.google.com/admanager/answer/2376981?visit_id=636960437187397170-4165199539&rd=1
The View-Through tracking pixel is approved on all major ad networks. OATH and Yahoo require prior approval from your Account Manager.
No. Tealium is not a Facebook Measurement partner.
Yes, they both work at the same time.. This method is particularly helpful when developing an attribution strategy.
This feature is free for up to 120 million track impressions per year, after which overage charges are incurred. Usage and billing is tracked in iQ Tag Management (TiQ). Your Account Manager applies automation to monitor your usage and notify you when you are approaching the 120M mark.