how to track your taboola campaign

21
HOW TO: TRACK ENGAGEMENT Drive the most pages per visit possible June 3 rd , 2015 Presenter: Grace Earle/Taboola Media

Upload: taboola

Post on 28-Jul-2015

333 views

Category:

Marketing


5 download

TRANSCRIPT

Page 1: How To Track Your Taboola Campaign

HOW TO: TRACK ENGAGEMENTDrive the most pages per visit possible

June 3rd, 2015

Presenter: Grace Earle/Taboola Media

Page 2: How To Track Your Taboola Campaign

Top Publisher Placements

1K+Monthly Unique Users

550MSponsored Content Items

5M+

Page 3: How To Track Your Taboola Campaign

TABOOLA REACHING MORE DESKTOP USERS THAN FACEBOOK 1/2015  

ReachProperty

95.1% Google Ad Network

86.0% Taboola

85.1% Yahoo Audience Net.

83.3% Google Sites

73.4% Outbrain

72.4% Yahoo Sites

57.3% Facebook

Page 4: How To Track Your Taboola Campaign

AGENDAWhy tracking engagement is important Tracking pixel (JS code) Tracking parameters (for Google Analytics and Omniture) How to optimize for engagement using tracking

Page 5: How To Track Your Taboola Campaign

WHY IS THIS IMPORTANT?

•  Track ROI

•  Track trends

•  Gather data to use for future initiatives

Page 6: How To Track Your Taboola Campaign

FIRST STEP: KNOW YOUR GOALS

•  PPVs? TOS? Uniques?

•  Are goals different by URL? Platform? Country?

•  Use existing benchmarks

•  Alert AM or consult Taboola resources if needed for help

Page 7: How To Track Your Taboola Campaign

BE READY TO TEST

•  Types of content

•  Page layouts

•  Platform and countries

•  Targeting

Page 8: How To Track Your Taboola Campaign

TWO WAYS TO TRACK PPVS

Page 9: How To Track Your Taboola Campaign

JAVASCRIPT CODE – PPV TRACKING

•  A few lines of code, placed directly into <head> section of site

•  Allows us to track PPVs in Backstage

Page 10: How To Track Your Taboola Campaign

JAVASCRIPT CODE - USE BACKSTAGE TO TRACK

•  By site

•  By campaign, by item

•  By country

•  By platform

Page 11: How To Track Your Taboola Campaign

TRACKING PARAMETERS – ENGAGEMENT TRACKING

•  Custom based on your tracking needs

•  {site} passback macro

•  Can be added to GA or Omniture parameters

Page 12: How To Track Your Taboola Campaign

TRACKING PARAMETERS - USE ANALYTICS TO TRACK

Ex. utm_source={site}&utm_medium=taboola

Page 13: How To Track Your Taboola Campaign

TRACKING PARAMETERS – BACKSTAGE SET UP

•  Can be added at campaign level

•  Can be added at URL level

•  *Make sure the same parameter

is not in both places*

Page 14: How To Track Your Taboola Campaign

TRACKING PARAMETERS - Examples

•  cmpid=paid:examplecom:ad:taboola:sold:{site}:{title}:{thumbnail}

•  utm_source=taboola&utm_medium={site}

&utm_content=CelebsUSDesktop&utm_campaign=celebs

Page 15: How To Track Your Taboola Campaign

SHOULD I USE JS CODE OR TRACKING PARAMETERS?

Tracking ParametersJS Code

•  Easy set up in Backstage •  Implement on every page

•  Multiple on site metrics •  Easy optimization

•  Track all traffic sources •  Future opportunities for opts

USE BOTH!

Page 16: How To Track Your Taboola Campaign

OPTIMIZATIONS

Page 17: How To Track Your Taboola Campaign

BASIC OPTIMIZATIONS

•  By site

•  By item

•  By country

•  By platform

Page 18: How To Track Your Taboola Campaign

SHOULD I PAUSE ITEMS WITH LOW ENGAGEMENT?

•  Not necessarily

•  Lower bid

•  Focus on how to increase PPVs

Page 19: How To Track Your Taboola Campaign

RESOURCES

•  http://blog.taboola.com/7-tips-for-optimizing-gallery-

page-performance/

•  Taboola.com/resources

Page 20: How To Track Your Taboola Campaign

NEXT UP:

How to: set up campaigns in Backstage – Wednesday, June 10th at 11am ET

Page 21: How To Track Your Taboola Campaign

THANK YOU!https://www.linkedin.com/in/graceearle