Best Practices for Custom Parameter Tags

Impression Tagging Best Practices

This article is best for clients who want to customize our Tag using custom parameters to pass us User IDs, Partner IDs, or Ad Server Macros.  

Impression level data collection follows a standard best practices approach designed to maximize the analysis capability and minimize the effort of data collection through dynamic Resonate Impression Tags.  

Impression tags should be created at the Campaign Level.  For example, if you are running a campaign across 3 partners (Pub1, Pub2, Programmatic), you would create a single Impression Tag in Resonate, under the campaign folder.

Impression Tag attributes will be passed through: Seven custom parameters identified as resnc4 through resnc10.  Examples below are for DBM, a matching table would be required for non-custom usage.  All attributed as optional, however for Analysis the following set is recommended.

Sample Impression Tag:

<IMG SRC=" https://ds.reson8.com/insights.gif?rand=cache_buster]&t=0&pixt=resonate&advkey=0013000000O4v2fAAB&opptykey=STRI0117A&evkey=15504&evtype=custom&resnc1=esp&resnc2=open&resnc3=%%UniqueUserID%%&resnc4=%%Attribute%%resnc5=%%Attribute%%&resnc6=%%Attribute%%" WIDTH=1 HEIGHT=1 BORDER=0>

Campaign Analysis:

Using a single tag approach for each campaign across partners enables you to see the entire audience composition and to drill down and create audiences based on any of the custom parameters passed through the impression pixel.  In the example above, analysis would be able to be conducted at the top levels of Campaign.Total and then split into Campaign.PartnerID, or Campaign.Creative and so on using the my imported taxonomy features in Resonate.

Benefits Of This Approach:

1. Simplicity of tag deployment. A single tag dynamically capturing attributes relevant for the analysis, as opposed to a “brute force” technique of a tag per partner and per creative minimizes tagging errors and time to set up and start campaign tracking.
2. Ease of use in the platform. Tag expansion occurs through click through events and conversion metrics, as opposed to the measurement of the audiences exposed to a given campaign.  Audiences are the standard points of insights and activation in Resonate.

Alternate Approach:

You can explore an increase in tags as needed and could instead set up 3 tags (Pub1, Pub2, Programmatic) and leave unused the PartnerID resync4 slot for a different approach to drill down into the data sets.