Actions and parameters divide the measurement process of Adhese into two categories:
- An action is 'something that happens';
- The parameters are 'all the information that is collected together with the action.'
Adhese measures actions. Actions are behaviours a visitor can exhibit, such as the retrieval of a web page, reading an article, watching or clicking on a banner ad, watching a video, playing a game, submitting a form, purchasing a Every time a user performs a predetermined action, the clients send a request to the servers of Adhese.
The most basic action of the ad serving process is impressions. This means that a specific format (such as a leaderboard) was loaded onto a particular location (for example, the homepage or an article page) of a publication (for instance, a newspaper's website). It depends on the chosen implementation method when the counting of an impression takes place. www.github.com/adhese/sdk for a complete description of the different implementation methods.
User actions: beyond impressions and clicks
Adhese enables the tracking of user actions beyond mere impressions and clicks. Besides, Adhese lets you track multiple actions at the same time.
The standardised syntax for an action tracking call enables the insertion of three elements:
- A campaign identifier, for example, Volvo2015
- An identifier, like "info request" or "request for demo"
- A free value, such as the value of a purchase
This tracking feature requires a custom setup of your account. Contact Support if you wish to implement this feature.
Let's have a look at some examples of user actions.
- Within the ad environment
You can track what behaviour the visitor portrays if Adhese serves a splash ad or interstitial. Does the visitor click outside the ad or the close button inside the ad to continue to the underlying webpage?
- Outside the ad environment
Adhese is also able to track events that occur outside the environment of an online advertisement. For example, if someone clicks your ad, Adhese can track the visitor and check whether the visitor purchased a product in response to your advertising. This allows for more accurate attribution models, as many events can contribute to an online purchase or lead.
Adhese has a tracker that can measure viewability if (legacy) document.write is used (see Parameters for templates and Advar templates).
If you use JSON, your logic can be implemented to measure viewability and then report it to Adhese via the viewableImpressionCounter parameter, which is available in the JSON response (see List of JSON response structure object fields).
A set of parameters accompanies every action or request. Parameters offer a greater insight into who is doing what and where and how these actions occur. Parameters include predefined data such as the screen size, browser and operating system, URL and referrer, or custom user data such as age, geographic location and gender.
It is possible to implement any number of custom parameters depending on your needs and possibilities. Refer to Appendix Request target parameters for a list of readily available parameters. The configuration of your Adhese account determines the available target parameters and their prefixes.
Based on this information, Adhese will build your inventory and create insights to match campaigns to your audience and vice versa.
Do not forget that the unique identification of visitors and the storage of personal and other data is subject to national, European and international legislation. It is the exclusive responsibility of the publisher to comply with the law and adequately notify the user of its rights. Adhese can assist and advise publishers herein. More on user privacy is available in the GDPR section of the documentation.