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Universal Tracking

Optimise's Universal Tracking consists of two components. These should always be hardcoded to your campaigns journey, allowing it to activate for all visitors.

  1. Universal Event Tag – Add to every page of your campaign's journey.
  2. Universal Conversion Tag – Add to the post-sale confirmation page of the campaign's journey.
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  • If you do not implement Universal Event Tracking, sales from Safari (MacOS) may not be recorded due to Intelligent Tracking Protection (ITP).
  • The Universal Tag must be implemented as a Asynchronous script

Event Tag Setup​

Add the Universal Event Tag to the HTML of every page of your site. The tag(s) will be availible within your Insights Login, or can be requested by our Tracking Support Team.

Your Universal Tag will look like this:

<script type="text/javascript">OMID=%MID%;OPID=%PID%;ORef=escape(window.parent.location.href);!function(){var a=document.createElement("script");a.type="text/javascript",a.async=!0,a.src="//track.omguk.com/e/qs/?action=Content&MID=" + OMID + "&PID=" + OPID + "&ref="+ ORef;var b=document.getElementsByTagName("body")[0];if(b)b.appendChild(a,b);else{var b=document.getElementsByTagName("script")[0];b.parentNode.insertBefore(a,b)}}();</script>

  • When fired, it will create a First Party Cookie (FPC) under your domain, populating the FPC with the unique click reference (SSKEY) from the QueryString.

  • If you redirect or manipulate the landing page URL in any way you must ensure the SSKEY parameter and value pair are also passed.
    For example:

    https://www.advertiser-website.com/?SSKEY=%SSKEY%

Conversion Tag Setup & Examples​

The Universal Conversion Tag is a browser-based JavaScript alternative to the S2S Conversion postback. This is placed on the post-sale page, capturing and attributing sales when upon a completed transaction.

A unique identifier needs to be generated which can be used to validate sales on. This will populate the APPID parameter for each transaction, ensuring accurate attribution. If JavaScript is blocked in the browser, a fallback pixel is placed to ensure tracking still occurs.

Before adding the Conversion Tag to the post-sale confirmation page of your site, please choose your site’s sector from the options below to see examples of what data could be required.

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  • For a full list of all available parameters and values, please visit the Parameters section.
  • The %MID% and %PID% need to be replaced if using an example below. These values can be found in the tags provided in the setup wizard, or can be requested from your Account Manager.

Conversion Tag Examples​

Finance​

<script type="text/javascript" src="https://track.omguk.com/%MID%/e/ss/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&iPurpose=%PurposeOfLoan%&iDuration=%DurationOfLoan%&Vcode=%VoucherCode%&Channel=%Channel%&iMeta=%Meta%"></script>
<noscript><img src="https://track.omguk.com/e/si/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&iPurpose=%PurposeOfLoan%&iDuration=%DurationOfLoan%&Vcode=%VoucherCode%&Channel=%Channel%&iMeta=%Meta%" border="0" height="1" width="1"></noscript>

Insurance​

<script type="text/javascript" src="https://track.omguk.com/%MID%/e/ss/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&iStartDate=%StartDate%&iEndDate=%EndDate%&iPolicyType=%PolicyType%&iPolicyValue=%PolicyValue%&iPolicySpecific=%PolicyTypeSpecific%&Vcode=%VoucherCode%&Channel=%Channel%&CustType=%CustomerType%&iMeta=%Meta%"></script>
<noscript><img src="https://track.omguk.com/e/si/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&iStartDate=%StartDate%&iEndDate=%EndDate%&iPolicyType=%PolicyType%&iPolicyValue=%PolicyValue%&iPolicySpecific=%PolicyTypeSpecific%&Vcode=%VoucherCode%&Channel=%Channel%&CustType=%CustomerType%&iMeta=%Meta%" border="0" height="1" width="1"></noscript>

Retail​

<script type="text/javascript" src="https://track.omguk.com/%MID%/e/ss/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&Shipping=%ShippingValue%&Tax=%TaxValue%&iID=%SKU%&iName=%ItemName%&iVol=%ItemVolume%&iVal=%ItemValue%&iCategory=%ItemCategory%&iBrand=%ItemBrand%&Vcode=%VoucherCode%&Channel=%Channel%&CustType=%CustomerType%"></script>
<noscript><img src="https://track.omguk.com/e/si/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&Shipping=%ShippingValue%&Tax=%TaxValue5&iID=%SKU%&iName=%ItemName%&iVol=%ItemVolume%&iVal=%ItemValue%&iCategory=%ItemCategory%&iBrand=%ItemBrand%&Vcode=%VoucherCode%&Channel=%Channel%&CustType=%CustomerType%" border="0" height="1" width="1"></noscript>