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Vertical Specific Tracking Parameters

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This article will review:

  • The metadata tracking parameters that can be provided in the pixel, should the advertiser opt for a default vertical tracking solution
  • This covers standardised parameters that can be used should the brand operate in one of the below verticals:
    • Retail
    • Travel
    • Finance
    • Telecoms

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Index

Overview

Partnerize offers flexible and robust reporting, allowing brands to record additional sale information outside of the standard predefined tracking parameters.  The standard predefined tracking parameters are:

Parameter Basket or Item level Explanation
conversionref Basket

Unique reference generated by brand for each conversion.

This is used for validation purposes. If no reference can be generated please omit this parameter and Partnerize can automatically create.

Please note if Partnerize creates a reference, it will be difficult to validate, as this value will be random.

clickref Basket

Most recent clickref used in sale, if a 1st party cookie tracking solution is being used.

TIP:

Advisable for this value to be stored against the order within brand's own database, as it allows a robust solution should any conversion replay be required.

currency Basket

The currency used for purchase.

Must conform to the ISO 4217 3-letter currency codes.

Not required if conversion event has no monetary values (E.g sign up / applications) 

country Basket

The site country where the purchase occurred.

Must conform to the ISO 3166 letter country codes.

customertype

Basket

Defines whether a customer is a 1st time buyer or a repeat customer. Populated with ‘new’ or ‘existing’

How a customer is defined as ‘new’ or ‘existing’ is based on the brand's own business rules

voucher Basket

The voucher used at point of purchase.

IMPORTANT:

The discount of the voucher must be reflected in the value amount for all items to which it relates. 

This ensures that the commission calculated from the conversion is taken from the fully discounted total, not the pre-voucher amount

custref Basket

The brand's own customer identifier, to identify the customer making the purchase / transaction event.  This can be used to report on repeat customers.  

No personal data should be passed into this parameter.

category Item The category of the item, which has a percentage or fixed value attributed to it.
sku Item The item product code. 
value Item

Ensure "value" is the individual item value

Exclude tax, delivery costs and any currency symbols

This value is only compulsory if the brand wishes to award % commission.

quantity Item

The quantity of the item. 

This must be a positive number and cannot be negative.

Here is how a standard pixel example would look:

<img src="https://prf.hn/conversion/campaign:XXXXXXX/conversionref:CONVERSIONREF/clickref:CLICKREF/currency:CURRENCY/country:COUNTRY/customertype:CUSTOMERTYPE/voucher:VOUCHER/custref:CUSTREF/[category:CATEGORY/sku:SKU/value:VALUE/quantity:QUANTITY]" height="1" width="2" />

Within the Partnerize conversion tag, a brand can also include additional item level metadata parameters, which provides brands with greater insight and a more granular level of reporting for sale optimization.  If a brand prefers to use a standardised solution, based on their operating vertical, the below parameters can be included within the pixel, in addition to the standard parameters listed above.

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NOTE:

  • If the brand doesn't want to include all of the vertical metadata parameters, they can simply implement just the parameters that they require and omit any parameters that are not required.

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Vertical specific metadata parameters

Below are some examples of commonly used metadata parameters for different verticals that can be added to the implemented tracking solution, if required.  Verticals covered are;

  • Retail
  • Travel
  • Finance
  • Telecoms

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NOTE:

  • The tracking syntax examples listed below for each vertical is an example of a tracking pixel (i.e. where a pixel tracking solution is implemented).  However, if a server-to-server solution is being used, the exact same parameter format and naming conventions can be used in the S2S GET or POST call.  

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Retail

Metadata parameter name

Description

Example

product_name

Populated with the product name for the item purchased

product_name:Nike Air Max 270

product_brand

Populated with the product brand for the item purchased

product_brand:Nike

product_type

Populated with the product type for the item purchased

product_type:Trainers

product_size

Populated with the size for the item purchased

product_size:10

product_colour

Populated with the colour for the item purchased

product_colour:Black

product_gender

Populated with the product gender for the item purchased

product_gender:Men

Example Retail pixel:

<img src="https://prf.hn/conversion/campaign:XXXXXXX/conversionref:CONVERSIONREF/clickref:CLICKREF/currency:CURRENCY/country:COUNTRY/customertype:CUSTOMERTYPE/voucher:VOUCHER/custref:CUSTREF/[category:CATEGORY/sku:SKU/value:VALUE/quantity:QUANTITY/product_name:PRODUCT_NAME/product_brand:PRODUCT_BRAND/product_type:PRODUCT_TYPE/product_size:PRODUCT_SIZE/product_colour:PRODUCT_COLOUR/product_gender:PRODUCT_GENDER]" height="1" width="2" />

Example populated Retail pixel:

<img src="https://prf.hn/conversion/campaign:12345/conversionref:D66483/clickref:122eloi888/currency:GBP/country:GB/customertype:new/voucher:10%OFF/custref:C7688949/[category:Shoes/sku:NK9987/value:100.00/quantity:1/product_name:Nike Air Max 270/product_brand:Nike/product_type:Trainers/product_size:10/product_colour:Black/product_gender:Men]" height="1" width="2" />

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Travel

Metadata parameter name

Description

Example

check_in_date

Populated with the check in date for the booking

check_in_date:2019-09-17

check_out_date

Populated with the check out date for the booking

check_out_date:2019-09-20

hotel_id

Populated with the hotel ID for the booking

hotel_id:55871

hotel_location

Populated with the hotel location

hotel_location:London

refundable

Populated with the cancellation status for the booking

refundable:Yes

number_of_guests

Populated with the number of guests for the booking

number_of_guests:2

number_of_nights

Populated with the number of nights for the booking

number_of_nights:1

origin

Populated with the flight origin (i.e. airport code)

origin:NCL

dest

Populated with the flight destination (i.e. airport code)

dest:AMS

passengers

Populated with the number of passengers

passengers:2

haul

Populated with the flight haul (i.e. long haul / short haul)

haul:Short+Haul

return

Populated based on if the booking is a one way or return journey

return:Yes

flight_class

Populated with the flight class for the booking (i.e. Economy / Business Class / First Class)

flight_class:Economy

net_value

Populated with the net booking value


NOTE: This is on the assumption that the VALUE parameter is populated with GROSS booking value.  These parameters are interchangable (i.e. VALUE can be populated with NET booking value, and GROSS can the be tracked as an additional meta parameter instead)

net_value:150.00

Example Travel pixel:

<img src="https://prf.hn/conversion/campaign:XXXXXXX/conversionref:CONVERSIONREF/clickref:CLICKREF/currency:CURRENCY/country:COUNTRY/customertype:CUSTOMERTYPE/voucher:VOUCHER/custref:CUSTREF/[category:CATEGORY/sku:SKU/value:VALUE/quantity:QUANTITY/check_in_date:CHECK_IN_DATE/check_out_date:CHECK_OUT_DATE/hotel_id:HOTEL_ID/hotel_location:HOTEL_LOCATION/refundable:REFUNDABLE/number_of_guests:NUMBER_OF_GUESTS/number_of_nights:NUMBER_OF_NIGHTS/origin:ORIGIN/dest:DEST/passengers:PASSENGERS/haul:HAUL/return:RETURN/flight_class:FLIGHT_CLASS/net_value:NET_VALUE]" height="1" width="2" />

Example populated Travel pixel:

<img src="https://prf.hn/conversion/campaign:12345/conversionref:D66483/clickref:122eloi888/currency:GBP/country:GB/customertype:new/voucher:10%OFF/custref:C7688949/[category:Flight/sku:BA/value:700.00/quantity:1/check_in_date:2021-09-17/check_out_date:2021-09-24/hotel_id:4566/hotel_location:Benidorm/refundable:Yes/number_of_guests:4/number_of_nights:7/origin:Newcastle/dest:Alicante/passengers:4/haul:Short Haul/return:Yes/flight_class:Economy/net_value:500.00]" height="1" width="2" />

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Finance

Metadata parameter name

Description

Example

cover_type

Populated with the cover type for the policy

cover_type:Buildings+ Contents

policy_start_date

Populated with the policy start date

policy_start_date:2019-09-17

policy_end_date

Populated with the policy end date

policy_end_date:2020-09-17

monthly_payment

Populated with the monthly payment amount

monthly_payment:21.57

application_status

Populated with the application status, where a real time decision is returned

application_status:Approved

product_name

Populated with the product that was applied for

product_name:Balance Transfer

credit_limit

Populated with the credit limit provided

credit_limit:5000

loan_amount

Populated with the loan amount

loan_amount:10000

loan_term

Populated with the loan term

loan_term:15

Example Finance pixel:

<img src="https://prf.hn/conversion/campaign:XXXXXXX/conversionref:CONVERSIONREF/clickref:CLICKREF/currency:CURRENCY/country:COUNTRY/customertype:CUSTOMERTYPE/voucher:VOUCHER/custref:CUSTREF/[category:CATEGORY/sku:SKU/value:VALUE/quantity:QUANTITY/cover_type:COVER_TYPE/policy_start_date:POLICY_START_DATE/policy_end_date:POLICY_END_DATE/monthly_payment:MONTHLY_PAYMENT/application_status:APPLICATION_STATUS/product_name:PRODUCT_NAME/credit_limit:CREDIT_LIMIT/loan_amount:LOAN_AMOUNT/loan_term:LOAN_TERM/]" height="1" width="2" />

Example populated Finance pixel:

<img src="https://prf.hn/conversion/campaign:12345/conversionref:D66483/clickref:122eloi888/currency:GBP/country:GB/customertype:new/voucher:10%OFF/custref:C7688949/[category:Home%20Insurance/sku:/value:298.98/quantity:1/cover_type:Buildings%20&%20Contents/policy_start_date:2021-09-17/policy_end_date:2022-09-16/monthly_payment:32.98/application_status:Approved/product_name:Insurance Gold/credit_limit:/loan_amount:/loan_term:/]" height="1" width="2" />

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Telecoms

Metadata parameter name

Description

Example

contract_length

Populated with the contract length for the order

contract_length:24m

download_limit

Populated with the download limit

download_limit:Unlimited

speed

Populated with the broadband speed

speed:100Mbps

activation_fee

Populated with the activation fee for the order

activation_fee:30.00

manufacturer

Populated with the manufacturer of the handset purchased

manufacturer:Samsung

handset

Populated with the handset purchased

handset:Galaxy+S10

minutes

Populated with the number of available minutes for the contract

minutes:Unlimited

texts

Populated with the number of available texts for the contract

texts:Unlimited

data

Populated with the amount of available data for the contract

data:10Mb

operating_system

Populated with the operating system

operating_system:Android

Example Telecoms pixel:

<img src="https://prf.hn/conversion/campaign:XXXXXXX/conversionref:CONVERSIONREF/clickref:CLICKREF/currency:CURRENCY/country:COUNTRY/customertype:CUSTOMERTYPE/voucher:VOUCHER/custref:CUSTREF/[category:CATEGORY/sku:SKU/value:VALUE/quantity:QUANTITY/contract_length:CONTRACT_LENGTH/download_limit:DOWNLOAD_LIMIT/speed:SPEED/activation_fee:ACTIVATION_FEE/manufacturer:MANUFACTURER/handset:HANDSET/minutes:MINUTES/texts:TEXTS/data:DATA/operating_system:OPERATING_SYSTEM/]" height="1" width="2" />

Example populated Telecoms pixel:

<img src="https://prf.hn/conversion/campaign:12345/conversionref:D66483/clickref:122eloi888/currency:GBP/country:GB/customertype:new/voucher:10%OFF/custref:C7688949/[category:24mContract Bundle/sku:4455366262/value:300.00/quantity:1/contract_length:24m/download_limit:/speed:/activation_fee:/manufacturer:Samsung/handset:Galaxy S7/minutes:Unlimited/texts:Unlimited/data:10GB/operating_system:Android/]" height="1" width="2" />

 

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