URL parameters are an advanced tracking tool that helps you monitor users activity after they have clicked your campaign items. URL parameters allow you to understand how users behave once they clicked on your Taboola campaign items, using your analytics platform (e.g. Google Analytics or Adobe Omniture).
Your analytics platform helps you gain insights into what users are doing on your site. The platforms show metrics such as time on site and pages per visit. This allows you to track your website’s engagement metrics - then make the changes necessary to best optimize your Taboola campaign.
Adding URL Parameters at the Campaign Level
URL parameters can be added at the campaign level. This means the URL parameters added will apply to every item in that specific campaign.
Here is how to add URL parameters at the campaign level:
Passback Macros
You can add macros to your URL parameters, to pass back certain information from Taboola into your analytics reporting platform. You can add these macros under any URL parameter you’d like.
By adding these macros, you will have insight into performance by multiple data points, allowing you to optimize towards best performing traffic.
Note that you can insert passback macros into your URL parameters at both the campaign and item level.
{site} - The publisher site or application name
{site_id} - A unique Taboola site ID, for the publisher site or app
{site_domain} - The name of the website or URL
{thumbnail} - The image or video URL
{title} - The headline for your item
{timestamp} - The timestamp for when the item was served
{platform} - The user platform on which your item was presented. This returns as "Desktop," "Mobile," or "Tablet".
{campaign_id} - A unique Taboola campaign ID. This campaign ID can also be found on the “Campaign Management” page in Backstage.
{campaign_name} - The campaign name, as defined in the “Campaign Management” page in Backstage.
{campaign_item_id} - A unique Taboola item ID, as defined in the “Top Campaign Content” report in Backstage.
Adding URL Parameters at the Campaign Item Level
When adding campaign items to a new campaign or editing campaign items in an existing campaign, you can add URL parameters to individual destination URLs.
Before adding your destination URLs to your campaign item, add your desired URL parameter.
To do this, add your URL parameter to your destination URL by first adding a question mark (“?”) at the end of the original URL. A question mark should always separate your destination URL and your URL parameters.
Then, add your URL parameter. For example, blog.taboola.com?utm_source=taboola&utm_campaign=promotion.
On the Campaign Inventory page, add your destination URLs with your URL parameters added.
Important Note!
Specific URL parameters cannot be added at both the individual URL level AND campaign level. For example, you cannot have "utm_source=Taboola" added at the campaign level and "utm_source=cpc" appended to a URL in the campaign. This will cause the data to be incorrect in your analytics platform.