O2 Tag Implementation Guide


Quick Menu

  1. Overview
  2. Standard HTML
  3. Smart Tag
  4. Shopping Cart Tag
  5. Button Tag

Overview


What is an O2 Tag?

Eyereturn offers a tagging system which reports on post click and post impression activity. This system allows the client to see which ads generate the most traffic on a destination site, with different conversion attribution models. These tags can also act as container tags for other pixels (See Tag Management System below)

O2 tags will report on two key main types of activity (accessible via Campaign Analytics):

Reporting will show the origin of a user based on ad, site, and how many ads were seen by each unique user before arriving on the tagged page(s). Any number of destination pages can be tagged so that general site activity can be tracked back to ad origin.

Tag Management System

O2 tags are also container tags to host additional pixels provided by vendors and publishers. This allows for easy addition and removal of various Ad Tech tags being installed on the site. Eyereturn Marketing accepts image-based pixels/tags and will manage the piggybacking process as a managed service.

Implementation Overview

Correct implementation and testing is critical to reporting accuracy. Please follow this implementation guide, and direct any questions to your account manager or whoever provided the tags to you.

  1. Identify the actions that must be tracked. For example, tracking users who arrive on a landing page, registration page, and purchase/sign-up confirmation page.
  2. Request O2 tags from Eyereturn.
  3. Insert O2 tags in correct pages and test. O2 Tags must be inserted as provided. Do not modify the tags in any way.
  4. Once O2 tags are inserted on the website, Notify Eyereturn for testing.

Standard HTML

Each page is completely separate and must contain a different tag if data is to be reported separately within Campaign Analytics, ie:

http://www.destination.com
http://www.destination.com/confirmation

Implementation

Insert the correct Eyereturn tag into the HTML page document. The ideal location for the Eyereturn code block (tag) is in the <head> section of the document. The page name will be supplied as a parameter in the O2 tag. A sample O2 tag for this type of page looks like this:

<script type="text/javascript"> 
	(function l(d){ 
		var site = 'XXXXX', page = 'YYYYYY', s, er = d.createElement('script'); 
		er.type = 'text/javascript'; 
		er.async = true; 
		er.src = '//o2.Eyereturn.com/?site=' + site + '&page=' + page; 
		s = d.getElementsByTagName('script')[0]; 
		s.parentNode.insertBefore(er, s); 
	})(document);
</script>

Smart Tag

Eyereturn Marketing can provide one generic tag that can be placed on all pages of the site, which allows for easy implementation. After the smart tag is placed, Eyereturn will program it to recognize and track each page.

Smart Tag Implementation and Configuration

Install the correct Eyereturn tag into the HTML page document. The ideal location for the Eyereturn code block (tag) is in the <head> section of the document. Smart tags cannot be inserted into jailed/unfriendly iframes. The page name will be supplied as a parameter in the tag. Eyereturn Marketing can dynamically modify the value of the “page” parameter to denote the current page. As with regular tags, insert the tag as provided. Do not modify the tag in any way.

Example

<script type="text/javascript"> 
	(function l(d){ 
	var site = 'XXXXX', page = 'generic', s, er = d.createElement('script'); 
	er.type = 'text/javascript'; 
	er.async = true; 
	er.src = '//o2.Eyereturn.com/?site=' + site + '&page=' + page; 
	s = d.getElementsByTagName('script')[0]; 
	s.parentNode.insertBefore(er, s); 
	})(document); 
</script>

Shopping Cart Tag

Shopping cart tags are used to track:

Implementation

Install the correct Eyereturn tag into the HTML page document. The ideal location for the Eyereturn tag is in the <head> section of the document. You may use alphanumeric characters and underscores, but no spaces or other characters when setting JavaScript parameters. For multiple products in the GP variable, please separate by dashes (no spaces). You must ensure the intended values on the shopping cart are being communicated to the shopping cart tag quality, total, and gp parameters.

Example

<script type="text/javascript"> 
	(function l(d){ 
		var site = 'XXXXX', page = 'YYYYY', quantity = '[INSERT QUANTITY HERE]', total = '[INSERT TOTAL HERE]' , gp='[INSERT PRODUCTS HERE]',s, er = d.createElement('script');
		er.type = 'text/javascript'; 
		er.async = true; 
		er.src = '//o2.Eyereturn.com/?site='+site+'&page='+page+'&quantity='+quantity+'&total='+total+'&gp='+encodeURIComponent(gp);
		s = d.getElementsByTagName('script')[0]; 
		s.parentNode.insertBefore(er, s); 
	})(document); 
</script>

Button Tag

A unique button ID must be present for all buttons that require tracking. For any pages that contain button(s) to track, execute the button tag just once on page load. Eyereturn will program the button tag to locate and track each button.

Implementation

Install the correct Eyereturn tag into the HTML page document. The ideal location for the Eyereturn code block (tag) is in the <head> section of the document. Do not modify the tag.

Example

<script type="text/javascript"> 
	(function l(d){
		var site = 'XXXXX', page = 'generic_buttons', s, er = d.createElement('script'); 
		er.type = 'text/javascript'; 
		er.async = true; 
		er.src = '//o2.eyereturn.com/?site=' + site + '&page=' + page; 
		s = d.getElementsByTagName('script')[0]; 
		s.parentNode.insertBefore(er, s); 
	})(document); 
</script>