CONFIDENTIAL - PDF document

1 Page 1 of 5 ZEDO, Inc. CONFIDENT
Page 1 of 5 ZEDO, Inc. CONFIDENTIAL How - To Guide : Conversion Tracking Conversion Tracking Setup Conversion Tracking – or Action Tracking in ZEDO – provides a means for Advertisers to truly understand the effectiveness of their campaigns. This is done by tracking visitors that resulted in a purchase, sign - up/registration, lead, viewing of a key page, or other valuable actions, after seeing or clicking on an ad. ZEDO can also optimize the delivery of your campaigns based on the conversion performance using its Automatic Campaign Optimization Engine. W h a t i s C o n v e r s i o n T r a c k i n g / A c t i o n T r a c k i n g ? C o m m o n l y c a l l e d a “ c o n v e r s i o n ” , a n a c t i o n c a n b e d e f i n e d a s a s e t o f e v e n t s t h a t t a k e s p l a c e a f t e r a u s e r h a s v i e w e d / c l i c k e d o n a Z E D O a d . I t m a y i n c l u d e v i s i t i n g t h e l a n d i n g p a g e o r t h e c o n f i r m a t i o n p a g e , h o w e v e r , y o u d e c i d e t o d e f i n e i t . How it Works After an ad is seen or clicked, ZEDO can track that user through to conversion , if there is a special Action Tag placed on the conversion page. 1. User sees an ad, ZEDO ’ s P o s t I m p r e s s i o n cookie is set 2. User clicks on ad, ZEDO ’ s P o s t C l i c k cookie is set 3. User completes Conversion (action), ZEDO Action is counted against the previous impression or click Options in Action Tracking Setup in ZEDO Y o u h a v e s o m e important d e c i s i o n s t o m a k e a b o u t h o w y o u w a n t t o s e t u p y o u r A c t i o n T r a c k i n g i n Z E D O . Option Details W h e r e t o d e f i n e a c t i o n s Actions can be defined on a per - advertiser, or per - campaign basis. With Advertiser - Level Actions , you c

2 an run multiple campaigns, each trackin
an run multiple campaigns, each tracking the same set of actions. You won’t need to set up “Sign Up” as an action over and over again, on multiple campaigns. This saves time, Page 2 of 5 ZEDO, Inc. CONFIDENTIAL How - To Guide : Conversion Tracking Option Details but may not be flexible enough to meet everyone’s needs. Limited to 10 actions per advertiser. With Campaign - Level Ac tions , you can set up different actions for each campaign. This is much more flexible, but requires action definition for every single campaign. Sometimes, this can be repetitive. Limited to 10 actions per campaign. Post - Click or View - Through Tracking Actions can be tracked after an ad is seen, clicked on, or both. These are setup in ZEDO as:  Post - Click Action Tracking  Post - Impression Action Tracking  Post - Click and Post - Impression Action Tracking Optional Tag Variables You can choose to add additional information in your action tracking tag. The Revenue Variable lets you pass in the amount associated with an action, since actions may have varying rates, depending on what the visitor did or bought. Custom Parameters are also available to let you pass - through whatever information you need to track, such as a user identification, order number, sku, etc. Set Up Action Tracking To begin running A ction Tracking Campaigns in ZEDO , you must first ensure that the feature has been enabled in your account. If you aren’t able to determine this on your own, contact your ZEDO Account Manager or ZEDO Support to help guide you. Next, the setup is outlined in two parts:  Campaign Setup and Trafficking  Tag Placement and Testing Campaign Setup and Trafficking Get started by setting up the Advertiser for which you would like to track actions: 1. Visit the Advertisers Tab 2. Click Create Advertiser 3. Determine at wh ich level you would like Actions Defined a. NOTE: This dec

3 ision cannot be changed later. If you ne
ision cannot be changed later. If you need help or guidance about this decision, please contact your ZEDO Account Manager. b. If you have selected Advertiser Level, set up Action Names, URLs and Rates h ere. 4. Enter relevant Advertiser Details 5. Click Submit 6. Click “ Create Campaign ” if you are ready for the next step. Figure 1 : Action setup at the Advertiser Level Page 3 of 5 ZEDO, Inc. CONFIDENTIAL How - To Guide : Conversion Tracking Next, create your Campaign: 1. Enter your campaign details 2. Advanced Tracking: Decide if you are tracking post - impression, post - click, or both. 3. A ctions: If you are defining actions at the Campaign Level, they should be setup here. 4. Traffick your ads as normal. They will automatically be set up for action tracking based on the Campaign Parameters At this point, you can also elect to enable Automati c Campaign Optimization . This will ensure that your highest performing ads, based on eCPM or Conversion Rate, are served more than lower performing ads. For more information on Automatic Optimization, contact your ZEDO Account Manager or ZEDO Support. Ta g Placement and Test Actions Now you are ready to generate tags and send them to your advertiser. Generating Action Tags Action Tags are available in the following sections of ZEDO:  For Actions Defined at Advertiser Level o Edit Advertiser Page o Campaign Dashboard  For Actions Defined at Campaign Level o Campaign Page Figure 2 : Action Tags available through Campaign Dashboard Figure 3 : Action Tags to be sent to Advertiser Page 4 of 5 ZEDO, Inc. CONFIDENTIAL How - To Guide : Conversion Tracking Sample Tag ! ----------------------------------------------------------------------------------- Advertiser: Shop.com Please put this tag on the Confirmation Page for Action REGISTRATION . -- � -- Begin ZEDO -- � &#xscri;&#xpt l; ngu;&#

4 xage=;&#x"Jav; Scr;&#xipt";&#x typ;&#
xage=;&#x"Jav; Scr;&#xipt";&#x typ;="t;xt/;&#xjava;&#xscri;&#xpt"0; v ar zzp=new Image(); if (location.protocol == "https:") { zzp.src="https://tt1.zedo.com/ads2/t?o=202153;h=666057; j=1500; z="+Math.random(); } else { zzp.src="http://yads.zedo.com/ads2/t?o=202153;h=666057; j=1500 z="+Math.random(); } &#x/scr;&#xipt0; -- End ZEDO -- � The tag above handles secure and non - secure (https and http) pages. If your advertiser prefers to implement a single - line, less verbose tag, please contact ZEDO Support. Tag Variables Variable Name Description o = Action ID Unique ID assigned to an action in ZEDO h = Advertiser ID Unique ID assigned to advertiser z = Cachebuster Random number or timestamp included to ensure ad calls are not cached in users’ browsers. j = Revenue Amount Additional Revenue to be added to the action’s predefined Revenue amount. Example: If a registration action is valued at $10.00, you can pass - through an additional $15.00 for a magazine subscription, by including j=1500 . Note: The revenue value should be passed in cents / pennies. ? = Custom Parameter Custom Parameters let you pass - through whatever information you need to track, such as a user identification, order number, sku, etc. N O T E : C u s t o m P a r a m e t e r R e p o r t i n g i s n o t c u r r e n t l y a v a i l a b l e i n t h e Z E D O u s e r i n t e r f a c e . P l e a s e c o n t a c t Z E D O S u p p o r t f o r a custom r e p o r t . Send the tags to your advertiser for placement on conversion page (s). After you advertiser confirms that tags have been placed, you can test the implementation. Page 5 of 5 ZEDO, Inc. CONFIDENTIAL How - To Guide : Conversion Tracking Testing Action Tag Implementation In order to test that the action tag has been successfully implemented and is correctly counting actions, follow these steps:  Ensu

5 re that your ads are live  Create
re that your ads are live  Create a test HTML page including a publisher/channel tag to display the ad  Click on the ad and proceed to the confirmation page  Complete the action / conversion  Verify numbers on ZEDO Dashboards within 10 minutes (Reporting data available within an hour). Common Problems in Action Tracking Setup Because this implementation depends heavily on another party implementing the final code change, there are some problems that customers encounter: 1. Tag is not on the page: One of the most common reasons that actions are not being counted or shown in the ZEDO dashboard is that the advertiser has not yet put up the action tag, or that the action tag has been overwritten in a recent site refresh or release on the advertiser’s end. a. To check for the action tag on the advertiser’s page, visit the page and view the source code. Look for “ZEDO” and ensure that the tag includes ads2/t . This indicates that there is an action tracking tag placed on the page. 2. Tag dynamically placed on page: Some advertisers dynamically put the tag on the page when it loads. In this case, it is difficult to confirm that the tag is placed correctly, without doing a true conversion. This means you’ll have to access the ad on a live publisher site and follow it through to conversion, to verify the advertiser tag placement. 3. Blocked Cookies: If users’ cookies are blocked, ZEDO cannot track the completion of an action against a previous click or impression. There is an expected, but small, discrepancy i n action counts due to Blocked Cookie Users. Limitations  ZEDO cannot currently track actions in flash sites or applications  ZEDO cannot correctly track actions for users with blocked cookies  Revenue is not calculated for Post Impression Tracking Campaig ns  Once Action Definition (advertiser - level vs. Campaign - level) is established for an advertiser record, you cannot change this lat