Global Support Training – Tier II VersaTag Overview Valgeir Sigurdsson 07/05/2013 ©2013 DG Inc. All rights reserved1

Global Support Training – Tier IIVersaTag Overview

Valgeir Sigurdsson07/05/2013

©2013 DG Inc. All rights reserved 1

Agenda


1. Conversion Tags: Quick Overview

2. What is VersaTag?

3. The key benefits of VersaTag

4. Implementing VersaTags 5. Use cases

- Conversions on multiple pages

- Button implementation

- The ebOneTag

- The generateRequest() function

5. Other Resources

6. Quiz

7. Q&A

Conversion Tags: Quick Overview

Using conversion tags, it is possible to track a user’s activity on the advertiser’s site after viewing or clicking on an ad.

Such activities may include:

• Visiting a tracked page• Registering for a newsletter• Buying a product

Conversion Tags: Quick OverviewThere are two types of conversion tags:

• Counter Tags –count: How many times has the page been visited How many times was a button clicked How many times certain users reach certain points in a

process

• Sales Tags – record:A number of variables including:

Revenue Quantity Order ID Product ID Product Info

Conversion Tags: Quick OverviewIn order not to “waste” conversion tags by placing them on general pages that attract mostly random users, it is important to define what will be tracked. Place conversion tags only in a section set up for the product advertised in the campaign. These may include pages such as:

Product Info Select Product User Info Billing Info Checkout Thank you

What is VersaTag

Single tag conversion experience

Manages all conversion, retargeting and 3rd party tag needs

No need to constantly update website code

An easy, platform-integrated interface for mapping

The Key Benefits of VersaTagsMultiple conversion, retargeting and 3rd party tags implemented on advertiser pages

The Key Benefits of VersaTagsSingle VersaTag throughout advertiser pages

The Key Benefits of VersaTags


Conversion Tag

Deployment and management can be confusing and time consuming

Separate tags implemented on advertiser’s pages

Conversion related changes require new tags to be sent to advertiser who will need to manually replace old tags with the new ones

VersaTag

Significant simplification to deployment and management of advertising tags

Single tag throughout all advertiser pages

No need to touch the website code to implement changes to most tagging requirements

Implementing VersaTags - Deployment - Determine tagging needs- Configure and deploy VersaTag code- Review administrative and tagging procedures- Create mapping rules- Test VersaTag mapping- Migrate existing tags on site into VersaTag

Implementing VersaTags – The code<script>var versaTag = {};versaTag.id = "148";versaTag.sync = 0;versaTag.dispType = "js";versaTag.ptcl = "";versaTag.bsUrl = "bs.serving-sys.com/BurstingPipe";versaTag.activityParams = {}; //"Param1":"[value]" , "Param2":"[value]" versaTag.retargetParams = {}; //"TagID":"[value]", "TagID":"[value]"versaTag.conditionalParams = {}; //"1":"[value]","2":"[value]","3":"[value]"</script><script id="ebOneTagUrlId" src="http://ds.serving-sys.com/SemiCachedScripts/ebOneTag.js"></script><noscript><iframe src="http://bs.serving-sys.com/BurstingPipe?cn=ot&onetagid=148&ns=1&activityValues=$$Value=[Revenue]&OrderID=[OrderID]&ProductID=[ProductID]&ProductInfo=[ProductInfo]&Quantity=[Quantity]$$" style="display:none;width:0px;height:0px"></iframe></noscript>

Implementing VersaTags A VersaTag is placed on the advertiser page

Implementing VersaTags The tag automatically searches for the page URL in the mapping rules on the platform

Implementing VersaTags If the mapping rule exists, the associated conversion, 3rd party and retargeting tags will fire. Otherwise nothing is fired.

Rule found?

Yes No

Nothing is fired


USE CASE 1

The advertiser “Sparky Electronics” wants to track users who have seen their ads and visit their site.

They wish to track the users who visit their homepage and various product pages:

1. Homepage2. TV product page3. Radio product page4. Telephone product page

Use case 1- How would we set this up using conversion tags?


- How would we do it using VersaTag?



- The advertiser wants to add a third party tag to all the product pages. What will you need to do to make the changes using conversion tags?



- The advertiser wants to add a third party tag to all the product pages. What will you need to do to make the changes using conversion tags?

- How about if you were using VersaTag?


USE CASE 2

The advertiser “Sparky Electronics” is already tracking users who have seen their ad and visit their homepage and various product pages.

They now want to add tracking on all the “Buy Now “buttons on the product pages in order to count how many of the users who visit the page convert to the purchase page.

The “Buy Now” buttons are on these pages:

1. TV product page2. Radio product page3. Telephone product page

Use case 2 – Button implementation - How do we implement VersaTags on buttons?

Use case 2 – The Tag<script>var versaTag = {};versaTag.id = "148";versaTag.sync = 0;versaTag.dispType = "js";versaTag.ptcl = "";versaTag.bsUrl = "bs.serving-sys.com/BurstingPipe";versaTag.activityParams = {}; //"Param1":"[value]" , "Param2":"[value]" versaTag.retargetParams = {}; //"TagID":"[value]", "TagID":"[value]"versaTag.conditionalParams = {}; //"1":"[value]","2":"[value]","3":"[value]"</script><script id="ebOneTagUrlId" src="http://ds.serving-sys.com/SemiCachedScripts/ebOneTag.js"></script><noscript><iframe src="http://bs.serving-sys.com/BurstingPipe?cn=ot&onetagid=148&ns=1&activityValues=$$Value=[Revenue]&OrderID=[OrderID]&ProductID=[ProductID]&ProductInfo=[ProductInfo]&Quantity=[Quantity]$$" style="display:none;width:0px;height:0px"></iframe></noscript>

Use case 2 – The VersaTag Object<script>var versaTag = {};versaTag.id = "148";versaTag.sync = 0;versaTag.dispType = "js";versaTag.ptcl = "";versaTag.bsUrl = "bs.serving-sys.com/BurstingPipe";versaTag.activityParams = {}; //"Param1":"[value]" , "Param2":"[value]" versaTag.retargetParams = {}; //"TagID":"[value]", "TagID":"[value]"versaTag.conditionalParams = {}; //"1":"[value]","2":"[value]","3":"[value]"</script><script id="ebOneTagUrlId" src="http://ds.serving-sys.com/SemiCachedScripts/ebOneTag.js"></script><noscript><iframe src="http://bs.serving-sys.com/BurstingPipe?cn=ot&onetagid=148&ns=1&activityValues=$$Value=[Revenue]&OrderID=[OrderID]&ProductID=[ProductID]&ProductInfo=[ProductInfo]&Quantity=[Quantity]$$" style="display:none;width:0px;height:0px"></iframe></noscript>

Use case 2 – The ebOneTag<script>var versaTag = {};versaTag.id = "148";versaTag.sync = 0;versaTag.dispType = "js";versaTag.ptcl = "";versaTag.bsUrl = "bs.serving-sys.com/BurstingPipe";versaTag.activityParams = {}; //"Param1":"[value]" , "Param2":"[value]" versaTag.retargetParams = {}; //"TagID":"[value]", "TagID":"[value]"versaTag.conditionalParams = {}; //"1":"[value]","2":"[value]","3":"[value]"</script><script id="ebOneTagUrlId" src="http://ds.serving-sys.com/SemiCachedScripts/ebOneTag.js"></script><noscript><iframe src="http://bs.serving-sys.com/BurstingPipe?cn=ot&onetagid=148&ns=1&activityValues=$$Value=[Revenue]&OrderID=[OrderID]&ProductID=[ProductID]&ProductInfo=[ProductInfo]&Quantity=[Quantity]$$" style="display:none;width:0px;height:0px"></iframe></noscript>

Use case 2 – The ebOneTag- The ebOneTag script:

1. Constructs the VersaTagObj object on the webpage.

2. Automatically checks the mapping rules for the page URL.

3. Fires the relevant conversion tag if URL matches a mapping rule.

4. Stays on the page, ready to be called at any given point.

Use case 2 – The generateRequest- The generateRequest() function:

1. Is used to check the page URL against the mapping rules.

2. Can then be called again at any given point.

3. Pass any mapping rule to the function to make it fire the mapped conversion tag.

4. Makes use of “fake” URLs as mapping rules.

Use case 2 – The noscript portion<script>var versaTag = {};versaTag.id = "148";versaTag.sync = 0;versaTag.dispType = "js";versaTag.ptcl = "";versaTag.bsUrl = "bs.serving-sys.com/BurstingPipe";versaTag.activityParams = {}; //"Param1":"[value]" , "Param2":"[value]" versaTag.retargetParams = {}; //"TagID":"[value]", "TagID":"[value]"versaTag.conditionalParams = {}; //"1":"[value]","2":"[value]","3":"[value]"</script><script id="ebOneTagUrlId" src="http://ds.serving-sys.com/SemiCachedScripts/ebOneTag.js"></script><noscript><iframe src="http://bs.serving-sys.com/BurstingPipe?cn=ot&onetagid=148&ns=1&activityValues=$$Value=[Revenue]&OrderID=[OrderID]&ProductID=[ProductID]&ProductInfo=[ProductInfo]&Quantity=[Quantity]$$" style="display:none;width:0px;height:0px"></iframe></noscript>


USE CASE 2

Lets set this up!

QuizWho is the primary Target Audience for VersaTag?

- Media Agencies- Direct Advertisers- Creative Agencies- All of the above

QuizWhat are mapping rules?

- Mapping rules allow you to specify which 3rd party tags correspond to which Conversion tag- Mapping rules allow you to specify how your different sites map to different VersaTags- Mapping rules allow you to specify which URL, or set of URLS, should be associated with a set of tags firing.- Mapping rules allow you to specify which tags should fire based on the users geo-location


Q&A


Other Resources

You can find helpful training material and documentation here:

VersaTag Technical Training Slideshow:https://platform.mediamind.com/OnlineHelp/MediaMind/Internal/#17717.asp

Webmaster Guide:https://platform.mediamind.com/OnlineHelp/MediaMind/Internal/#17717.asp

Platform help section:https://platform.mediamind.com/OnlineHelp/MediaMind/Internal/#17717.asp

Documents

Global Support Training – Tier II VersaTag Overview Valgeir Sigurdsson 07/05/2013 ©2013 DG Inc. All rights reserved1