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 product etc. Every time a user performs a pre-determined action, a request is sent to the servers of Adhese.
The most basic action of the ad serving process are impressions. This means that a specific format (such as a leaderboard) was loaded onto a specific 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 an impression is counted. Please refer to 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 interesting user actions, beyond mere impressions and clicks. Besides, Adhese lets you track multiple actions at the same time – allowing for a full optimization of your advertising experience.
The syntax for an action tracking call is standardized and 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 and is therefore not implemented by default. Contact Support if you wish to implement this feature.
Let's have a look at some examples of interesting user actions.
- Within the ad environment
You can, for example, track what behaviour the visitor portrays if a splash ad or interstitial is served. Does the visitor click outside the ad or does he or she click the close button inside the ad to continue to the 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 is able to track the visitor and checks whether or not the visitor did purchase 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 be used to measure viewability if (legacy) document.write is used (see Parameters for templates and Advar templates).
If json is used, you can implement your own logic 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).
Every action or request is accompanied by a set of parameters. Parameters offer a greater insight as to who is doing what and where, and how these actions are occurring. 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.
Any number of parameters can be custom implemented depending on your needs and possibilities. Refer to Appendix Request target parameters for a list of readily available parameters. The available target parameters and their prefixes are determined by your Adhese account configuration.
Based on this information, Adhese will build your inventory and create insights for the purpose of matching campaigns to your audience and vice versa.