Implement 1x1 tracking pixels in DFP

What is a tracking pixel?

In some scenarios, an agency, advertiser, or other third party might decide to track DFP impressions with a tracking pixel. A tracking pixel is simply a server call that returns a transparent 1x1 image (normally a GIF file).

Where do I get a tracking pixel?

A third party typically sends a DFP publisher a URL. The publisher will insert the URL into a tracking pixel and traffic the pixel in DFP with a creative.

What are some examples of tracking pixels?

Most tracking pixels have the same format with slight variations in the style variable. It is up to the DFP publisher and the advertiser to choose which format to use. Here are a few examples:

<img src="TRACKING-PIXEL-URL-GOES-HERE" style="position:absolute; visibility:hidden">

<img src="TRACKING-PIXEL-URL-GOES-HERE" style="display:none">

<img src="TRACKING-PIXEL-URL-GOES-HERE" width="0" height="0">

Where do I put the tracking pixel in DFP?

If you want to add a tracking pixel to the creative code for a Flash or Custom type creative, simply insert the tracking pixel code at the top of the 'Creative Code' box in the creative's properties screen.

If you want to add a tracking pixel to an image creative in DFP, follow these instructions:

1. Change the creative type from image to custom.
2. In the custom creative's properties screen, upload the image creative.
3. Click Apply a Template and select the 'Image Banner Open in New Window' template. You'll be prompted to enter the 'Image-Width' and 'Image-Height' for your image creative (ex. 728x90).
4. Click Generate Code.
5. In the 'Creative Code' box, you'll see code for the template you just applied. Insert your tracking pixel above this code. An example looks like this:

<img src="TRACKING-PIXEL-URL-GOES-HERE" width="0" height="0">

< !-- Template ID = 4439 Template Name = Image Banner - Open in New Window-->

<a href="%c%u" target="_blank">

< img width="728" height="90" border="0" src="%h/2315223/728x90Image.JPG">

< /a>

Source: DFP Support

What is a macro and why is it so important when trafficking third party creatives?

A macro is a short command or shorthand for an instruction to the DoubleClick ad server. Macros usually follow the format of %%MACRO_NAME%% (examples: %%CACHEBUSTER%% %%CLICK_URL_UNESC%%). The DoubleClick ad server executes macros when the ad is served or clicked. Macros are most commonly used when a publisher traffics third-party creative code, but macros can also be used in custom creatives.

Every third party has a different ad tag format and the macros are inserted in different spots in the tag depending on the third party. Every time you work with a new third party, you should get documentation from them on where the macros go in their ad tags when trafficked in DoubleClick for Publishers (DFP).

The two most common macros are click tracking macros and cache-busting macros. The click tracking macro ensures that DFP is counting clicks when a user clicks on the creative. The cache-busting macro ensures that a fresh call is made to the ad server every time the code is executed, so you’re accurately counting impressions. It’s very important to make sure that you always insert the macros properly; the third party should provide you with guidance and support.

Click-tracking macro

A click-tracking macro ensures that DFP is counting clicks when a user clicks on a creative that is hosted by an ad server other than DFP. There are two types of click-tracking macros:

• Unescaped click macro: %%CLICK_URL_UNESC%%
• Double-escaped click macro: %%CLICK_URL_ESC_ESC%%

%c will still work for creatives trafficked in DART, but we strongly recommend using the new syntax for all new creatives trafficked in the DFP upgrade.

As a best practice, we recommend using an unescaped click macro when the creative hosted by another server is a standard image file (GIF/JPG). You should use the double-escaped click macro for Flash (SWF) creatives and for certain third parties. You can preview the ad and right-click it to determine its file type. If you see a “Save Image As...” or “Save Picture As...” option appear in the right-click menu, the creative is a standard image. If you see an “About Adobe Flash Player...” option, the creative is a Flash creative.

A small number of third parties use double escaping (%%CLICK_URL_ESC_ESC%%). For certified third parties, we’ll auto-insert this double-escaped click macro; however, if you’re unsure whether you need a single- or double-escaped macro, you should reach out to the third party for confirmation.

Warning: If you don't put a click-tracking macro in the correct place in your third-party code, you will most likely not track clicks on the creative. Talk to your third-party creative provider to learn where to put the click macro.

Cache-busting macro

The cache-busting macro ensures that a fresh call is made to the ad server every time the code is executed, so you’re accurately counting impressions. Here is what the cache-busting macro looks like:

Cache-buster macro: %%CACHEBUSTER%%

If you don't add the cache-busting macro to the creative code, you’re more likely to see impression counting discrepancies between DoubleClick for Publishers and the third party ad server.

Source: Google Support

What is Click Tag?

A click tag is a parameter used in Flash banner ads. The parameter is a variable that defines the destination URL from the markup code. By using a click tag, the advertiser can easily see and modify the URL without a Flash developer.

The click tag is supported by every major ad server.  The click tag enables the ad serving network to gain metrics such as the amount of clicks and from which sites these clicks have been made. By reading the data gained by the click tag parameter, an advertiser can evaluate how effective the ad campaign has been.

Variations

There are no industry standards on how to program a click tag. The code for the programming is case-sensitive, but programmers format their capitalization differently so ad serving networks may require clickTAG, ClickTag, clickTag, or any variation of capitalization for that specific variable.

Some ad serving networks may also require the ad's programmer to specific the level or strata the advertisement directs to such as the Google click tag requirements. Other ad serving networks such as Myspace do not require root level specification.

Ad serving networks may also require protocol specification by forcing the URL to begin with "http:" as a security measure advised by Adobe. Adobe warns that a malicious website could source the banner and pass a URL that begins with "javascript;" or another pseudo-protocol creating a hole for malicious scripts. This would allow someone access to the site's data, cookies, or can perform actions on behalf of the website where the ad is placed.

Click tags also vary depending on the version of Flash or Action script used. And it's case sensitive in flash 7 and Above.

How to implement a clickTAG and how does it work?

You need to insert a transparent button into the top-most layer of your Flash banner. Then you assign the button an action with some special Action Script code that is designed to accept a click-tracking redirect URL as a parameter. Your button then uses that redirect URL as its link rather than having a direct link embedded inside the code.

Some clickTAG example :

AS2 Standard

on (release) {

            getURL (_root.clickTAG, "_blank");

}

AS2 Google Network

on (release) {      

            if (clickTAG.substr(0,5) == "http:") {      

            getURL(clickTAG, "_blank");}

}

ClickTAG advantages

This method offers a couple of advantages. The clickTAG might also be a script, on an ad server for instance, that tracks where the banner appears and when it is clicked. Thus this method affords you multifarious ways of launching your banner.

A further point is that in case of the clickTAG isn't passed; the banner won't work as link. This might be useful if the banner should be adopted as a header of a website.

Source: www.wikipedia.com and www.123-banner.com