Introducing the View-Through Tracking Extension

[Tony_Taliaferro]

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.

Read on for more information or read the following user guide: View-Through Extension Guide

Use Case

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.

Webinar Video

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.
• Custom JavaScript Code Extension
  An extension is created in your TiQ account to extract the view-through data collected during the visitor's journey to your site.

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.

[awarwick]

The FAQ states that Tealium is not an approved FB measurement partner, is this something that is being work on? Also, FB announced a 3rd party server to server tracking. Would this work for that?

[Tony_Taliaferro]

Hi there.

In response to your question, Tealium has explored becoming a Facebook Measurement partner and have been told that they are not currently accepting new partners. Tealium does offer the Facebook Server-Side Events Connector for server-to-server (S2S) tracking. Though not yet at this stage, the long-term purpose of the connector is to serve as a server-side replacement of the client-side Facebook tag, which is unrelated to view-through. We have heard news that Facebook should be making the endpoint publicly available "soon" but of course cannot speak to when on their behalf.

For now, the Facebook Server-Side Events Connector is only available in BETA mode, as an experiment that must be enbled prior to use. You can view the documentation and how to enable the experiment here: Facebook Server-Side Events Connector Setup Guide.

Let me know if you need more information and I will get the correct expert to weigh-in to find a solution for you.