What are event tags in campaign manager 360?

It is very important to know “event tags” when working on google campaign manager 360. Using this event tag function, advertisers can track the ad impressions and clicks by implementing non-campaign manager 360 tracking URLs.

Those who are all working on campaign manager 360 should be aware of this feature. Because most advertisers want to track impressions and clicks on third party platforms to cross check the performance. In this post, I will try to explain all about the “event tags” in google campaign manager 360.

Topic

What are event tags in campaign manager 360?

What are the types of event tags available in campaign manager 360?

Explain impression event tag properties and clicks event tag properties

How to apply event tags to the ads? 

Conclusion

What Are Event Tags?

An event tag is an option available in campaign manager 360. Advertisers can track impressions and clicks on third party platforms by implementing third party impression and click trackers on event tags. 

For example, Advertiser A generates ad tags on campaign manager 360. Normally, campaign manager 360 records the impressions and clicks for the ads created on this platform. Additionally, this advertiser wants to track impressions and clicks on third party server XXXX. 

In this situation, they generate the impression and click tracker on the third party server XXXX and implement these trackers to the ads using the event tags option. So, the impressions and clicks will be recorded on third party server.

What are the types of event tags available in campaign manager 360?

There are two types of event tags available in campaign manager 360. 

> Impression Event Tags 

> Click Event Tags 

Impression Event Tags: Here, advertisers can implement the third party impression trackers. So, it will trigger whenever the ad is served. The impression tag can be in Image or Script type.

Click Event Tags: Here, advertisers can implement third party click trackers. So, it will trigger whenever the ad is clicked. The click tag should be in URL format. 

Note: You should keep the impression and click tags in appropriate places.

Explain impression event tag properties and clicks event tag properties

Impression event tag properties

Name: The impression event tag name 

Application: Two options are available. Apply Automatically means this tag will be applied to all ads under this campaign until you override the settings. Apply Manually means this tag will not be applied to ads available under this campaign and manually need to add this tag in order to work. 

Enabled: It should be “Yes” to work properly. 

Tag Type: Two types of impression trackers are supported [Image, Script] 

Tag URL: Third party tracker URL

Site Filter: You can select up to 500 sites to allow or block. When you allow sites, Campaign Manager 360 only includes your tag in a creative if the ad serves to the allowed sites. When you block sites, Campaign Manager 360 excludes your tag for all blocked sites. You cannot allow and block sites at the same time.

Click event tag properties

Name: The click event tag name 

Enabled: It should be “Yes” to work properly. 

Tag URL: Third party tracker URL

Site Filter: You can select up to 500 sites to allow or block. When you allow sites, Campaign Manager 360 only includes your tag in a creative if the ad serves to the allowed sites. When you block sites, Campaign Manager 360 excludes your tag for all blocked sites. You cannot allow and block sites at the same time.

How to apply event tags to the ads?

You can automatically add the event tags to all ads under one campaign by enabling the “Apply Automatically”. Also, you can manually add or remove the event tags at the ad level. Once you edit the ad, you can find event tags section. There you can add the event tags and also can remove the automatically applied event tags for a particular ad.

Conclusion

Tracking impressions and clicks on third party servers is very much important to know the effectiveness of your campaign performance. Most advertisers use campaign manager 360 to generate their ad tags. In campaign manager 360, advertisers can implement their third party impression and click trackers on the event tags. Once advertisers implemented their third party trackers the impressions and clicks count were recorded on CM 360 and also on third party server. So, advertisers can compare both data and investigate the discrepancy if any.