Trafficking's recommendations for tracking your advertising campaigns

This documentation focuses on tracking advertising campaigns in WEB and MOBILE WEB environments.
For tracking of "mobile app download" type advertising campaigns, please contact our Customer Success team.
Goals :Discover how Eulerian ad-centric tracking works
Define the media dimensions that will be used in your performance analyses.
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With Ad-centric tracking:
Get a real-time view of your media data
Get into the granularity of the different media dimensions
Reconsolidate your media spending for tracking
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Why do we want to track traffic sources?To assess the performance of its media investments (differentiating between organic and paid traffic)
To reconstruct all interactions with the brand in the form of a marketing history for analysis.
To optimize my marketing mix, activate data with media partners.
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How does Eulerian categorize marketing touchpoints?﻿
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What marketing channels are available in Eulerian?﻿
Paid Channel
Free Channel
Sponsored Links / SEA
SEO
Display
SEO Brand
Social / SMA
Free social media
Affiliation
Referrer
Paid comparison site
Direct trafic from comparison site
Partnership
Direct access
Mailing
Generic
Offline/ Broadcast
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What is a traffic source?A traffic source corresponds to the origin of an internet user. It is defined by:
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One marketing channel (9 marketing channels available)
A name for the platform/publisher/ad network (example: google-ads)
A campaign name and other parameters that will vary depending on the channel (paid channels)
A type of touchpoint (impression, click, revisit)
A date and even a profile
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All of a user's traffic sources constitute their marketing history.
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What media dimensions are available in reporting?All media dimensions tracked via marketing campaign trafficking are available in the report (see previous slide "traffic source").
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Furthermore, the taxonomy dedicated to the names of your marketing campaigns will be crucial in providing you with maximum analytical flexibility.
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Indeed, Eulerian offers two custom dimensions that allow you to group campaigns within the same analytical dimension.
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Two custom sizes are available:
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Media Plan : A media plan allows you to group campaigns from different marketing channels.﻿﻿
Virtual Sub-Channel : A virtual sub-channel allows you to group campaigns from a single marketing channel.﻿﻿
Under virtual sub-channel﻿
The virtual sub-channel allows you to group campaigns using the same channel.
Configuration via an automatic association rule based on the campaign name or manually (retroactively):
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Do these tactics have the same objectives?
Do I want to conduct a strategic study on this strategy?
Do I want to understand how these two strategies complement each other?
Channel
Strategy / SubChannel
Association pattern
SEA
SEA Brand
%Brand%​
SEA
SEA-NonBrand
%Prosp%​
SEA
SEA-Shopping
%Shopping%​
Display
Display-Retargeting
Mailing
Loyalty
Media planA media plan allows you to group campaigns from multiple channels.
Configuration via an automatic association rule based on the campaign name or manually (retroactively):
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Do I have campaigns from the same media plan across multiple marketing channels?
Do I have multiple campaigns for the same operation?
Channel
Strategy / Media Plan
Association pattern
Display + Emailing
Christmas
%Christmas%
SEA + Display + Social
Winter Sales 2021
%winter-sales%
SEA + Emailing + Social + Display
Black Friday 2020
%blackfriday2020%
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General information on click tracking by settingsThese parameters are positioned at the end of the chain in your campaign's redirect URL (landing page).
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The Eulerian javascript tag integrated on your Landing Page will read the parameters available in the user's URL to associate their visit with the correct traffic source.
 <Destination_URL>
https://<URL_destination>/?ead-publisher=<nom_support>&ead-name=<nom_support>-<nom_campagne>&ead-location=<nom_emplacement>&ead-creative=<nom_banniere>&ead-creativetype=<format_banniere>​
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The destination URL, i.e., the landing page (you can also keep your existing UTM parameters if needed).
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The prefixes in your Eulerian tracking parameters indicate which marketing channel your campaign will be "filed" into:
Prefix
Channel
eml-
Mailing
esc-
Social
ead-
Display
etf-
Price comparison
ept-
Partnership
eaf-
Affiliation
egn-
Generic
esl-k
Sponsored Link
In the context of a server-side integration (see  Eulerian Server-Side  ), this parameter-based tracking should be maintained . However, since the JavaScript tag is absent from the landing page, the client will now send information about the current URL visited by the user upon arrival at the site to Eulerian on the server side . The current URL will include the Eulerian tracking parameters, and upon receiving this information on the server side, Eulerian will read the URL and attribute the visit to the correct traffic source.
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https://slite.com/api/public/notes/byflA2f4X39nks/redirect
How do I integrate my advertising spend into Eulerian?
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The rules to follow to guarantee optimal collection quality.﻿
Our tracking parameters are case-sensitive.
We recommend that you complete 100% of your settings in lowercase.
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Make sure you complete/enter all required parameters.
We recommend that you hardcode a fixed generic value to feed into the parameter when needed.
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The following special characters are not accepted:
/["'<>*
amp;~`|\\?^~]/
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Each campaign name must be unique.
We recommend adding the name of the medium to the end of the campaign name to ensure uniqueness.
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A creative work can only be linked to one format.
We recommend adding the format (e.g., "1x1") as a prefix or suffix to your creative name to ensure its uniqueness.
Example :
&ead-creative=winter-2023-woman-1x1
&ead-creativetype=1x1
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Properly preparing the launch of a campaignDefine the objective(s) of the different campaign strategies/tactics.
Defining the campaign taxonomy
Generate the appropriate tracking
Test the tracking
Am I being redirected to the correct URL?
You should see a click on the tested campaign in real time in your Eulerian platform.
Provide tracking to your media partners
Be vigilant on the day the campaign is launched.
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Tracking formats by marketing channelSocial Networks (paid)Prefix = esc
Clicks:
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https://<URL_destination>/?esc-publisher=<name_publisher>&esc-name=<name_publisher>-<name_campaign>&esc-location=<name_placement>&esc-creative=<name_creative>&esc-creativetype=<format_banniere>​
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Parameter
Mandatory
Value
esc-publisher
Yes
Name of support / partner
esc-name
Yes
Campaign name
esc-location
Yes
Location name / line item / targeting
esc-creative
Yes
Creative's name
esc-creativetype
Yes
Banner format (example: 250x300 250x600)
eseg-name/ eseg-item
No
Additional segmentation > parameters always working in pairs
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Affiliation​Prefix = eaf
Clicks: 
https://<URL_destination>/?eaf-publisher=<name_publisher>&eaf-name=<name_publisher>-<name_campaign>&eaf-creative=<creative>&eaf-creativetype=<format>&eseg-name=affilie&eseg-item=<id-affilie>
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Impressions:
<img src="//<tracking-domain>/dynview/<name_site_eulerian>/?eaf-publisher=<name_publisher>&eaf-name=<name_publisher>-<name_campaign>&eaf-creative=<creative>&eaf-creativetype=<format>&eseg-name=affilie&eseg-item=<id-affilie>&ea-rnd=<random>" width="1" height="1" border="0" style="display:none;" />​​
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Parameter
Mandatory
Value
eaf-publisher
Yes
Name of support / partner
eaf-name
Yes
Campaign name
eaf-creative
Yes
Creative's name
eaf-creativetype
Yes
Banner format (example: 250x300 250x600)
eseg-name/ eseg-item
No
Fixed value + affiliate ID > parameters always work in pairs
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Price comparison websitesPrefix = etf
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Clicks:
https://<URL_destination>/?etf-publisher=<name_publisher>&etf-name=<name_publisher>-<name_campaign>&etf-prdref=<product_sku>
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Impressions:
<img src="//<tracking-domain>/dynview/<name_site_eulerian>/?etf-publisher=<name_publisher>&etf-name=<name_publisher>-<name_campaign>&etf-prdref=<product_sku>&ea-rnd=<random>" width="1" height="1" border="0" style="display:none;" />​​
Parameter
Mandatory
Value
etf-publisher
Yes
Name of support / partner
etf-name
Yes
Campaign name
etf-prdref
Yes
Product reference
eseg-name/ eseg-item
No
Fixed value + affiliate ID > parameters always work in pairs
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MailingPrefix = eml
Clicks: 
https://<URL_destination>/?eml-publisher=<name_publisher>&eml-name=<name_publisher>-<name_campaign>&eemail=<email>&uid=<uid>&eseg-name=<audience>&eseg-item=<Segment>​
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Impressions :
<img src="//<tracking-domain>/dynview/<name_site_eulerian>/?eeml-publisher=<name_publisher>&eml-name=<name_publisher>-<name_campaign>&eemail=<email>&uid=<uid>&eseg-name=<audience>&eseg-item=<Segment>&ea-rnd=<random>" width="1" height="1" border="0" style="display:none;" />​
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Parameter
Mandatory
Value
eml-publisher
Yes
Name of support / partner
eml-name
Yes
Campaign name
email
No
User's hashed email address
uid
No
User's CRM ID (not mandatory but highly recommended)
eseg-name/ eseg-item
No
Fixed value + affiliate ID > parameters always work in pairs
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PartnershipPrefix = ept
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Clicks: 
https://<URL_destination>/?ept-publisher=<name_publisher>&ept-name=<name_publisher>-<name_campaign>​
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Impressions: 
<img src="//<tracking-domain>/dynview/<name_site_eulerian>/?ept-publisher=<name_publisher>&ept-name=<name_publisher>-<name_campaign>&ea-rnd=<random>" width="1" height="1" border="0" style="display:none;" />​ 
Parameter
Mandatory
Value
ept-publisher
Yes
Name of support / partner
ept-name
Yes
Campaign name
eseg-name/ eseg-item
No
Fixed value + affiliate ID > parameters always work in pairs
Generic​Préfixe = egn
Clicks :
https://<URL_destination>/?egn-publisher=<name_publisher>&egn-name=<name_publisher>-<name_campaign>&egn-location=<placement>&egn-creative=<creative>&egn-creativetype=<format-widthxheight>&eseg-name=<audience>&eseg-item=<Segment>​
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Impressions :
<img src="//<tracking-domain>/dynview/<name_site_eulerian>/?egn-publisher=<name_publisher>&egn-name=<name_publisher>-<name_campaign>&egn-location=<placement>&egn-creative=<creative>&egn-creativetype=<format-widthxheight>&eseg-name=<audience>&eseg-item=<Segment>&ea-rnd=<random>" width="1" height="1" border="0" style="display:none;" />​
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Parameter
Mandatory
Value
egn-publisher
Yes
Name of support / partner
egn-name
Yes
Campaign name
egn-location
Yes
Location Name
egn-creative
Yes
Banner name
ead-creativetype
Yes
Banner format: WIDTHxHEIGHT, e.g., 1x1, 700x680, etc.
eseg-name/ eseg-item
No
Fixed value + affiliate ID > parameters always work in pairs
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DisplayPrefix = ead
Clicks :
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https://<URL_destination>/?ead-publisher=<name_publisher>&ead-name=<name_publisher>-<name_campaign>&ead-location=<placement>&ead-creative=<creative>&ead-creativetype=<format-widthxheight>&eseg-name=<audience>&eseg-item=<Segment>​​
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Impressions :
<img src="//<tracking-domain>/dynview/<name_site_eulerian>/?ead-publisher=<name_publisher>&ead-name=<name_publisher>-<name_campaign>&ead-location=<placement>&ead-creative=<creative>&ead-creativetype=<format-widthxheight>&eseg-name=<audience>&eseg-item=<Segment>&ea-rnd=<random>" width="1" height="1" border="0" style="display:none;" />
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Parameter
Mandatory
Value
ead-publisher
Yes
Name of support / partner
ead-name
Yes
Campaign name
ead-location
Yes
Location Name
ead-creative
Yes
Banner name
ead-creativetype
Yes
Banner format: WIDTHxHEIGHT, e.g., 1x1, 700x680, etc.
eseg-name/ eseg-item
No
Fixed value + affiliate ID > parameters always work in pairs
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How can we simplify the implementation?Use the dynamic tags of your partner platforms and directly retrieve the platform structure.
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Use our tracking generator on the interface (see screenshot below).
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How do you exclude traffic generated by your teams?You can isolate this traffic by banning the IPs or user-agents of these users. This traffic will be grouped into a channel called Internal Network.
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This prevents your other channels from being cluttered by a significant portion of traffic that doesn't correspond to prospects or customers: call center, store computers, internal team.
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TroubleshootingMy campaign is not sending any data to Eulerian:
Was the tracking system set up correctly?
Has the tracking URL been correctly integrated into your advertising platform?
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My campaign is back with the name "bad-name":
Your campaign name is not unique. It is very likely that you are using the same campaign name for two different media.
The presence of a prohibited special character was detected in the campaign name.
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My campaign is inactive but I'm still collecting data:
Presence of revisit cookies
Residual clicks
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My traffic attributed to the "Direct Access" source is increasing:
A robot crawls your pages
Absence of JavaScript/server-side tags on some entry pages
Email or advertising campaigns without tracking
Untracked offline campaigns
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Trafficking's recommendations for tracking your advertising campaigns

Goals :

Why do we want to track traffic sources?

How does Eulerian categorize marketing touchpoints?

What marketing channels are available in Eulerian?

What is a traffic source?

What media dimensions are available in reporting?

Under virtual sub-channel

Media plan

General information on click tracking by settings

The rules to follow to guarantee optimal collection quality.

Properly preparing the launch of a campaign

Tracking formats by marketing channel

Social Networks (paid)

Affiliation​

Price comparison websites

Mailing

Partnership

Generic​

Display

How can we simplify the implementation?

How do you exclude traffic generated by your teams?

Troubleshooting

Affiliation

Generic
