MasterTag advertiser guide

Transcription

MASTERTAG
VALUE-ADDED
SERVICES FOR
ADVERTISERS
SET-UP GUIDE
Dear advertiser,
The present document gives you an overview of the zanox MasterTag technology.
You will receive detailed information on its main features and benefits. In addition, stepby-step instructions will show you how to implement the MasterTag codes on your website and how to optimise your website to get the best results out of your MasterTag.
Please make sure you forward this document to your internal IT department or any other
person responsible for integrating the zanox MasterTag codes on your website. After integrating the MasterTag codes please get in touch with your zanox contact to finalise the
MasterTag integration on your website.
Copyright © 2015, ZANOX AG, Berlin, Deutschland
CONTENTS
Contents�� 3
1. zanox MasterTag�� 5
1.1 Overview..................................................................................................................................... 5
1.2 MasterTag technology............................................................................................................ 5
1.3 MasterTag codes...................................................................................................................... 6
1.4 Added-value services for the zanox MasterTag............................................................. 7
2. Step-by-step integration�� 8
2.1 Select a MasterTag service................................................................................................... 8
2.2 Check the implementation requirements....................................................................... 8
2.3 Get the MasterTag codes....................................................................................................... 9
2.4 Place the MasterTag codes on your pages...................................................................... 9
2.5 Pass the required parameters to the zanox MasterTag service............................... 9
2.6 Check the implementation................................................................................................... 9
3. Implementation instructions�� 11
3.1 Definition of pages types..................................................................................................... 11
3.2 Definition of parameters..................................................................................................... 12
3.3 Minimum set of requirements and conditions............................................................. 13
3.3.1 zanox MasterTag implementation priorities..................................................................... 13
3.3.2 Limitations........................................................................................................................ 13
3.4 'Homepage' implementation instructions..................................................................... 14
3.5 'Category page' implementation instructions.............................................................. 15
3.5.1 Example: Parameter retrieval via HTML ID attribute....................................................... 15
3.5.2 Example: Parameter retrieval via HTML meta tag........................................................... 15
3.5.3 Example: Parameter retrieval via JavaScript................................................................... 15
ZANOX AG | zanox MasterTag - Added-Value Services for Advertisers | Last updated 05/2015 | Page 3
3.5.4 Example: Parameter retrieval via URL............................................................................. 15
3.6 'Product page' implementation instructions................................................................ 16
3.6.1 Example: Parameter retrieval via HTML ID attribute....................................................... 17
3.6.2 Example: Parameter retrieval via HTML meta tag........................................................... 17
3.7 'Search page' implementation instructions.................................................................. 19
3.8 'Basket page' implementation instructions.................................................................. 21
3.9 'Checkout page' implementation instructions............................................................. 22
4. Appendix...................................................................................................................................... 24
Implementation examples.........................................................................................................24
Category page............................................................................................................................ 24
Product page.............................................................................................................................. 24
Basket page................................................................................................................................ 25
1. ZANOX MASTERTAG
1.1 Overview
With the MasterTag technology, zanox provides a central interface for the integration of
value-added services on advertiser websites. The MasterTag codes are integrated into your
website just once. After that, you can add and configure new services and applications for
your online shop or e-commerce sites with ease and flexibility, without having to interfere in
the HTML code of your website each time.
For instance, advertisers can integrate and manage all leading European retargeting
providers via MasterTag without any configuration effort. If required, you may also activate
multiple retargeting providers at the same time. In addition, you can integrate web analytics
tools, online marketing channel tags, widgets, and other applications.
As the zanox MasterTag and value-added services are loaded asynchronously, the loading
times of your website will not be impaired.
YOUR SITE
CONTAINER
PRODUCT DETAIL
MASTER TAG
APPLICATIONS
HOW TO
BENEFIT
1x
<meta ="
http-equiv="X-<script>
window.google
={kEI:"z9i_Tntent="text/
Web Masters
Affiliate Manager
Easy setup - Implement
the MasterTag codes only
once.
No site maintenance effort Configure the MasterTag
directly in the zanox User
Interface.
Flexibility - Choose the
applications that fit your
current needs.
1.2 MasterTag technology
Technically speaking, the zanox MasterTag is a set of seven script containers which advertisers place on special page types (e.g. product pages, category pages, or checkout pages)
within their websites. For each page type you will receive a unique MasterTag code from
zanox.
When you have placed the MasterTag codes on the required pages within your website, you
can easily activate multiple value-added services and applications for your MasterTags. The
zanox MasterTag technology now dynamically retrieves information from various parameters on your website and passes the data to the value-added services you have activated.
You have full control over the information retrieval by configuring how and which parameters should be passed to the zanox MasterTag.
1.3 MasterTag codes
Below you will find an example of a zanox MasterTag code and how to place it on a website:
<div class="zx_37DED71C7FD61ED9AAD1 zx_mediaslot">
<script type="text/javascript">
window._zx = window._zx || [];
window._zx.push({"id":"37DED71C7FD61ED9AAD1"});
(function(d) {
var s = d.createElement("script"); s.async = true;
s.src = (d.location.protocol == "https:" ? "https:" :
"http:") + "//static.zanox.com/scripts/zanox.js";
var a = d.getElementsByTagName("script")[0];
a.parentNode.insertBefore(s, a);
}(document));
</script>
</div>
1.4 Value-added services for the zanox MasterTag
Use the MasterTag Dashboard to find, activate, and manage value-added services and applications for your MasterTags. The MasterTag Dashboard is accessible from within the zanox
User Interface and allows you to view all services you have currently activated for your
MasterTags and check their configuration status.
If you do not have any active MasterTag services, click on the tab More Services to be redirected to the zanox Application Store where you can get all services currently available for
the zanox MasterTag.
2. STEP-BY-STEP INTEGRATION
Select MasterTag service
1
Check the
requirements
2
Get the codes
3
Place the codes
on your site
4
Pass parameters
to MasterTags
5
Check the
implementation
6
2.1 Select a MasterTag service
If you want to use the zanox MasterTag, first decide which of the value-added services currently available for the zanox MasterTag you want to integrate on your website. You can get
all available MasterTag services in the zanox Application Store.
Please note the following:
• You can activate as many value-added services for your MasterTags as you like without
ever having to change the HTML code of your website.
Access the MasterTag
services in the zanox
Application Store.
• Each value-added service needs access to specific information on your website. The
MasterTags will retrieve this information from various parameters on your website and pass
it to the added-value service.
• The MasterTag Dashboard in the zanox User Interface gives you a full overview of the
parameters required by each added-value service.
2.2 Check the implementation requirements
zanox provides seven MasterTag codes for seven distinct page types (e.g. product page,
category page, or checkout page). Before requesting the zanox MasterTag codes you need
to get a full overview of all pages which are part of your website and map them to the zanox
page types.
Please also check which parameters are required by the MasterTag service and if this
information is available on your website. To find out about the required parameters either
refer to the service documentation available in the Application Store or use the tab MasterTag Management in the MasterTag Dashboard. Please also check which parameters are
required by the MasterTag service and if this information is available on your website.
For more information
on the zanox page
types see section
"Definition of page
type".
It is crucial to understand that all required parameters must be accessible on the website
in order for the respective MasterTag service to function properly. We recommend a complete implementation of all parameters. Additional bookable services may require optional
parameters.
2.3 Get the MasterTag codes
Please contact your zanox account manager to get the zanox MasterTag codes. You will
receive seven MasterTag codes, one for each page type.
2.4 Place the MasterTag codes on your pages
Place the MasterTag codes for each page type on the respective pages of your website.
zanox has no specific requirements on where to place the MasterTag code. We recommend
to place the code at the end of the page before the closing body tag, however, this is not
mandatory.
The MasterTag codes must not be placed within iFrames unless the iFrame renders all
retargeting parameters correctly.
2.5 Pass the required parameters to the zanox MasterTag
service
The zanox MasterTag needs to retrieve information from various parameters on your website and passes the data to the value-added services you have activated. The lack of some
information might limit the functionalities of the zanox MasterTag service and might reduce
the number of MasterTag services you can use.
To retrieve information from your website the MasterTag can use any combination of the
following methods:
• HTML ID attributes
(e.g. <span id="zx_category"/>)
• HTML meta tags
(e.g. <meta name="zx:price" content="3.99"/>)
• Page URL parameters
(e.g. http://www.advertisershop.com?zx_category=crib)
• Page content via Javascript
(e.g. <script type="text/javascript">
var zx _ category="crib";</script>)
The MasterTag technology enables your MasterTags to easily adapt to any changes on your
website and read different parameters or use different retrieval methods, if required.
Also, it is important to know that:
• some page types do not require to pass any parameters at all. ##NO_MATCH##.
• the list of parameters to be passed differs for each page type.
2.6 Check the implementation
After placing the MasterTag codes on your pages and double-checking that the information
required for each page type is accessible via any of the methods described in the section
above, please get in touch with your zanox contact to let zanox finalise the MasterTag configuration.
Use the MasterTag Dashboard to check if your active MasterTag services can access all
required parameters on your website (ü) or if the configuration settings are erroneous (!).
3. IMPLEMENTATION INSTRUCTIONS
This section gives you an overview of the different page types and their required as well as
optional parameters.
A detailed implementation example per page type will show you how to make the required
information available on the page using different retrieval methods.
3.1 Definition of pages types
zanox provides seven different types of zanox MasterTags to be placed on the following page
types:
Page type
Description
Home
Start Page
Category page
All pages of your website which list product
categories
Product page
All pages of your website which contain the
details of a product
Search page
Pages where user can perform product
searches and product lists are displayed
Basket page
Page where the shopping basket is displayed to the user prior to purchase
Checkout page
Sales confirmation page which is displayed
to the user after purchase
Registration page
Registration confirmed page, e.g. when
a user has successfully subscribed to a
newsletter.
Generic page
Any other page of your website
Important: Please
place only one MasterTag code per page!
Please make sure to only tag pages with the zanox MasterTag which are related to the sales
funnel. The zanox MasterTags should not be placed on pages such as user profile pages or
similar.
3.2 Definition of parameters
Below you will find a list of the parameters commonly used by most added-value services:
Parameter
Product identifier
Definition
Product ID
Has to be identical with the product ID from
the product data feed and has to be identical on every page type.
Product name
Name of the product
Product description
Description of the product
(pure text, without HTML tags)
Product category
Name of the category the product is assigned to
Product brand
Brand or manufacturer
Product price
Product price text
Product amount
Product amount number
Product currency
Product currency code (ISO 4217)
Please note: zanox
does not validate parameter formats such
as the currency and
number formats. All
information is passed
as a simple string to
the respective MasterTag service.
(e.g. EUR)
Product quantity
Quantity of the selected product
Product image URL
URL to product image
Product deep link URL
URL to product page
Search query
Search text and/or terms as string
Product list
Search result list with products which apply
to the search query (JSON string)
Transaction identifier
Transaction reference number (e.g. order
ID)
Transaction amount
Price for total transaction as numerical
number
Transaction currency
Total currency code (ISO 4217) for transaction
(e.g. EUR)
zanox partner identifier (or Partner ID)
ID that is transmitted by zanox with a click
during session tracking
(Format: 99999C99999S99999)
Category ID (or CID)
Lead or sale tracking category
Customer ID
ID which identifies the customer
Suborder-ID
Further transaction-related information
that is of interest to the advertiser or required for identification of the transaction
Parameter
Definition
Fix commission value
Fixed commission amount
Commission in percent
Variable commission amount
Session ID
ID which identifies the session during which
the transaction occurred
Remark
Additional comment
Date of confirmation
Programme-specific confirmation time for
transactions. The maturity date may deviate
from the default confirmation time.
Language
Language of the page
If your website makes
use of several languages, please add on
each page a „zx_language“ parameter.
Example:
var zx_language=“nl“
or
var zx_language=“de“
3.3 Minimum set of requirements and conditions
3.3.1 zanox MasterTag implementation priorities
The following table shows page types for which the implementation of the zanox MasterTag
is recommended and optional.
Page type
Recommended
Optional
Home
x
Category page
x
Product page
We strongly recommend to place the
zanox MasterTag on
required and recommended page types
as dditional services
may require data from
optional page types.
x
Search page
x
Basket page
x
Checkout page
x
Registration page
x
Generic page
x
3.3.2 Limitations
The zanox MasterTag is not supposed to be placed inside iFrames and its full functionality is
not guaranteed in case this might happen.
If zanox tracking is already implemented, please don't change anything. zanox tracking and
zanox MasterTag are two different technologies.
The product identifiers must match the identifiers you use in the product data feeds you
upload as CSV/XML file to the zanox affiliate network. Besides that, all Product IDs have to
be identical on all page types.
3.4 'Homepage' implementation instructions
The homepage does not need to provide any additional information on the page.
To prepare your homepage for using MasterTag services please proceed as follows:
1. Place the zanox MasterTag code for homepages on your website's homepage.
3.5 'Category page' implementation instructions
The minimum required content of a category page is the product category. The product
category must be made accessible to the zanox MasterTag code via any of the parameter
retrieval methods described in section 2.5 of this document.
To prepare your category page for using MasterTag services please proceed as follows:
1. Place the zanox MasterTag code for category pages on the respective pages of your
website.
2. Make sure the product category is accessible on your website.
The below examples show different ways of retrieving the product category from the HTML
markup of the category page.
3.5.1 Example: Parameter retrieval via HTML ID attribute
<div id="product">
Category: <span id="zx_category">Schwere Gegenstände</span>
</div>
3.5.2 Example: Parameter retrieval via HTML meta tag
<html xmlns:zx="http://www.data-vocabulary.org/Product/">
<head>
<meta name="zx:category" content="Heavy objects" />
</head>
3.5.3 Example: Parameter retrieval via JavaScript
var zx_category = "Heavy objects";
</script>
3.5.4 Example: Parameter retrieval via URL
http://www.mysadvertisershop.com?zx_category=category
3.6 'Product page' implementation instructions
A product page needs to contain information on the product details. The more product details you make available on your website, the better the results for some MasterTag services
such as retargeting. To make product details accessible to the zanox MasterTag code use
any of the parameter retrieval methods described in section 2.5 of this document.
Below you will find a list of product details you should make accessible on the product
pages:
Product parameter
Description
Required
zx_identifier
Product ID
x
zx_fn
Product name
x
zx_description
Product description
zx_category
Product category
zx_brand
Brand or manufacturer
zx_price
Product price (e.g. "only 2,99€")
x
zx_amount
Product price as numerical number
x
zx_currency
zx_url
URL to product page
zx_photo
URL to product image
zx_language
To prepare your product page for using MasterTag services please proceed as follows:
This parameter set
is derived from the
hProduct microformat
standard invented by
Google and Best Buy.
For more information
visit this website.
We recommend a
complete implementation of all parameters
as additional services
may require optional
parameters.
1. Place the zanox MasterTag code for product pages on the respective pages of your
website.
2. Make sure the product details are accessible on your website.
3. Please keep the limitations, discussed in 3.3.2, in mind.
The below examples show different ways of retrieving product details from the HTML
markup of the product page.
3.6.1 Example: Parameter retrieval via HTML ID attribute
<div>
Produkt-ID: <span id="zx_identifier">123456789</span>
Product name: <span id="zx_fn">Product name</span>
Details: <span id="zx_decription">Product description</span>
Category: <span id="zx_category">Category</span>
Brand: <span id="zx_brand">Brand</span>
Price: <span id="zx_price">3,99 €</span>
Numeric price: <span id="zx_amount">3.99</span>
URL: <a href="http://www.yourshop.com/product/" id="zx_
url">url</a>
Photo: <img src=" http://www.yourshop.com/product_picture.jpg"
id="zx_photo" />
Language: <span zx-language="zx_language">nl</span>
</div>
3.6.2 Example: Parameter retrieval via HTML meta tag
<html xmlns:zx="http://www.data-vocabulary.org/Product/">
<head>
<title>Product Page</title>
<meta name="zx:identifier" content="123456789" />
<meta name="zx:fn" content="Product Name" />
<meta name="zx:description" content="Product description" />
<meta name="zx:category" content="Category" />
<meta name="zx:brand" content="Brand" />
<meta name="zx:price" content="3,99 €" />
<meta name="zx:amount" content="3.99" />
<meta name="zx:url" content="http://www.yourshop.com/Product/"
/>
<meta name="zx:photo" content="http://www.yourshop.com/product_
picture.jpg" />
<meta name="zx:language" content="nl" />
</head>
var zx_identifier = "123456789";
var zx_fn = "Product Name";
var zx_description = "Product description";
var zx_category = "Category";
var zx_brand = "Brand";
var zx_price = "3,99 €";
var zx_amount = "3.99";
var zx_currency = "EUR";
var zx_url = "http://www.yourshop.com/Product/";
var zx_photo = "http://www.yourshop.com/product_picture.jpg";
var zx_language = "nl"
</script>
3.7 'Search page' implementation instructions
A search page should contain a set of global JavaScript variables that expose certain properties of the current search query. To make search queries accessible to the zanox MasterTag code use the parameter retrieval method JavaScript (see section 2.5).
Below you will find a list of search parameters you should make accessible on the search
page:
Product parameter
Description
zx_search_query
Search text and/or terms as string
zx_products
Search result list with products which apply to the
search query (JSON string)
zx_description
Product description
identifier
Product ID
amount
currency
quantity
zx_language
Required
x
We recommend a
complete implementation of all parameters
as additional services
may require optional
parameters.
To prepare your search page for using MasterTag services please proceed as follows:
1. Place the zanox MasterTag code for search pages on the respective page of your website.
2. Make sure the search query details are accessible on your website.
The below example shows how to retrieve search details from the HTML markup of the
search page using JavaScript.
var zx_search_query = "last search parameter";
var zx_products = [
{
Since you will have to
pass a list of products
zanox suggests to use
the JavaScript method.
"identifier": "34343877",
"amount": "2.99",
"currency": "EUR",
"quantity": "1"
},{
// next product
}];
var zx_language = "nl";
</script>
3.8 'Basket page' implementation instructions
A basket page should contain a set of global JavaScript variables that expose the content of
the customers basket. To make the basket details accessible to the zanox MasterTag code
use the parameter retrieval method JavaScript (see section 2.5).
Below you will find a list of basket parameters you should make accessible on the basket
page:
Product parameter
Description
Required
zx_products
List of products in the shopping basket
x
identifier
Product ID
x
amount
x
currency
x
quantity
x
zx_language
To prepare your basket page for using MasterTag services please proceed as follows:
1. Place the zanox MasterTag code for basket pages on the respective page of your website.
2. Make sure the basket details are accessible on your website.
The below example shows how to retrieve basket details from the HTML markup of the
basket page using JavaScript.
var zx_products = [
{
"identifier": "123456789",
"amount": "3.99",
"currency": "EUR",
"quantity": "2"
},{
// next product
}];
</script>
3.9 'Checkout page' implementation instructions
The checkout page confirms the placed order to the customer. It is shown to the customer
after the order process was successful. To make the checkout details accessible to the zanox MasterTag code use the parameter retrieval method JavaScript (see section 2.5).
Below you will find a list of checkout parameters you should make accessible on the checkout page:
Product parameter
Description
Required
zx_products
List of products in the shopping basket
x
identifier
Product ID
x
amount
x
currency
x
quantity
x
zx_transaction
Transaction reference number (e.g. order ID)
x
zx_total_amount
Price for total transaction as numerical number
x
zx_total_currency
Total currency code (ISO 4217) for transaction
x
zanox partner identi- ID that is transmitted by zanox with a click during
fier (or Partner ID)
session tracking
(Format: 99999C99999S99999)
CategoryID (CID)
Lead or sale tracking category
CustomerID
ID which identifies the customer
SuborderID
Further transaction-related information that is of
interest to the advertiser or required for identification of the transaction
CommissionFix
Fixed commission amount
CommissionPercent
Variable commission amount
SessionID
ID which identifies the session during which the
transaction occurred
ReviewNote
Additional comment
MaturityDate
Programme-specific confirmation time for transactions. The maturity date may deviate from the
default confirmation time.
zx_language
To prepare your checkout page for using MasterTag services please proceed as follows:
1. Place the zanox MasterTag code for checkout pages on the respective page of your
website.
2. Make sure the checkout details are accessible on your website.
3. please keep the limitations, discussed in 3.3.2, in mind.
The below example shows how to retrieve checkout details from the HTML markup of the
checkout page using JavaScript.
var zx_products = [
{
"identifier": "123456789",
"amount": "3.99",
"currency": "EUR",
"quantity": "2"
},{
// next product
}];
var zx_transaction = "ASFASDAS12321";
var zx_total_amount = "7.98";
var zx_total_currency = "EUR";
</script>
4. APPENDIX
Implementation examples
Category page
Product page
Basket page
zanox Ltd | 100 Leman Street | London, E1 8EU | United Kingdom
+44 (0) 844 557 9240 |
[email protected]
www.zanox.com | blog.zanox.com | help.zanox.com

MasterTag advertiser guide

Transcription

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