MASTERTAG VALUE-ADDED SERVICES FOR ADVERTISERS SET-UP GUIDE

Transcription

1 MASTERTAG VALUE-ADDED SERVICES FOR ADVERTISERS SET-UP GUIDE

2 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

3 CONTENTS Contents 3 1. zanox MasterTag Overview MasterTag technology MasterTag codes Added-value services for the zanox MasterTag Step-by-step integration Select a MasterTag service Check the implementation requirements Get the MasterTag codes Place the MasterTag codes on your pages Pass the required parameters to the zanox MasterTag service Check the implementation Implementation instructions Definition of pages types Definition of parameters Minimum set of requirements and conditions zanox MasterTag implementation priorities Limitations 'Homepage' implementation instructions 'Category page' implementation instructions Example: Parameter retrieval via HTML ID attribute Example: Parameter retrieval via HTML meta tag Example: Parameter retrieval via JavaScript...15 ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 3

4 3.5.4 Example: Parameter retrieval via URL 'Product page' implementation instructions Example: Parameter retrieval via HTML ID attribute Example: Parameter retrieval via HTML meta tag Example: Parameter retrieval via JavaScript 'Search page' implementation instructions Example: Parameter retrieval via JavaScript 'Basket page' implementation instructions Example: Parameter retrieval via JavaScript 'Checkout page' implementation instructions Example: Parameter retrieval via JavaScript Appendix 24 Implementation examples...24 Category page...24 Product page...24 Basket page 25 ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 4

5 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 PRODUCT DETAIL CONTAINER 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. ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 5

6 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 == " " : " + "//static.zanox.com/scripts/zanox.js"; var a = d.getelementsbytagname("script")[0]; a.parentnode.insertbefore(s, a); }(document)); </script> </div> ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 6

7 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. ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 7

8 2. STEP-BY-STEP INTEGRATION Select Master- Tag service Check the requirements Get the codes Place the codes on your site Pass parameters to MasterTags Check the implementation 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. ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 8

9 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. 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. ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 9

10 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 (!). ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 10

11 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 Home Category page Product page Search page Basket page Checkout page Registration page Generic page Start Page Description All pages of your website which list product categories All pages of your website which contain the details of a product Pages where user can perform product searches and product lists are displayed Page where the shopping basket is displayed to the user prior to purchase Sales confirmation page which is displayed to the user after purchase Registration confirmed page, e.g. when a user has successfully subscribed to a newsletter. Any other page of your website Important: Please place only one Master- Tag 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. ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 11

12 3.2 Definition of parameters Below you will find a list of the parameters commonly used by most added-value services: Product identifier Parameter Product ID Definition Product name Product description Product category Product brand Product price Product amount Has to be identical with the product ID from the product data feed and has to be identical on every page type. Name of the product Description of the product (pure text, without HTML tags) Name of the category the product is assigned to Brand or manufacturer Product price text 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 Master- Tag service. (e.g. EUR) Product quantity Product image URL Product deep link URL Search query Product list Transaction identifier Transaction amount Transaction currency Quantity of the selected product URL to product image URL to product page Search text and/or terms as string Search result list with products which apply to the search query (JSON string) Transaction reference number (e.g. order ID) Price for total transaction as numerical number 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) Customer ID Suborder-ID Lead or sale tracking category ID which identifies the customer Further transaction-related information that is of interest to the advertiser or required for identification of the transaction ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 12

13 Parameter Fix commission value Commission in percent Session ID Remark Date of confirmation Language Definition Fixed commission amount Variable commission amount ID which identifies the session during which the transaction occurred Additional comment Programme-specific confirmation time for transactions. The maturity date may deviate from the default confirmation time. 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 zanox MasterTag implementation priorities The following table shows page types for which the implementation of the zanox MasterTag is recommended and optional. Home Category page Product page Search page Basket page Checkout page Registration page Generic page Page type Recommended Optional x x x x x x x x We strongly recommend to place the zanox MasterTag on required and recommended page types as dditional services may require data from optional page types 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. ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 13

14 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. ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 14

15 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 Example: Parameter retrieval via HTML ID attribute <div id="product"> Category: <span id="zx_category">schwere Gegenstände</span> </div> Example: Parameter retrieval via HTML meta tag <html xmlns:zx=" <head> <meta name="zx:category" content="heavy objects" /> </head> Example: Parameter retrieval via JavaScript <script type="text/javascript"> var zx_category = "Heavy objects"; </script> Example: Parameter retrieval via URL ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 15

16 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 Product currency code (ISO 4217) zx_url URL to product page zx_photo URL to product image zx_language Language of the page 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. ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 16

17 3.6.1 Example: Parameter retrieval via HTML ID attribute <div> Produkt-ID: <span id="zx_identifier"> </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=" id="zx_ url">url</a> Photo: <img src=" id="zx_photo" /> Language: <span zx-language="zx_language">nl</span> </div> Example: Parameter retrieval via HTML meta tag <html xmlns:zx=" <head> <title>product Page</title> <meta name="zx:identifier" content=" " /> <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=" /> <meta name="zx:photo" content=" picture.jpg" /> <meta name="zx:language" content="nl" /> </head> ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 17

18 3.6.3 Example: Parameter retrieval via JavaScript <script type="text/javascript"> var zx_identifier = " "; 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 = " var zx_photo = " var zx_language = "nl" </script> ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 18

19 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 Master- Tag 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 Required zx_search_query Search text and/or terms as string x zx_products zx_description identifier amount Search result list with products which apply to the search query (JSON string) Product description Product ID Product price as numerical number currency Product currency code (ISO 4217) quantity zx_language Quantity of the selected product Language of the page 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. 3. Please keep the limitations, discussed in 3.3.2, in mind. The below example shows how to retrieve search details from the HTML markup of the search page using JavaScript. ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 19

20 3.7.1 Example: Parameter retrieval via JavaScript <script type="text/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": " ", "amount": "2.99", "currency": "EUR", "quantity": "1" },{ // next product }]; var zx_language = "nl"; </script> ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 20

21 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 Product price as numerical number x currency Product currency code (ISO 4217) x quantity Quantity of the selected product x zx_language Language of the page 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. 3. Please keep the limitations, discussed in 3.3.2, in mind. The below example shows how to retrieve basket details from the HTML markup of the basket page using JavaScript Example: Parameter retrieval via JavaScript <script type="text/javascript"> var zx_products = [ { "identifier": " ", "amount": "3.99", "currency": "EUR", Since you will have to pass a list of products zanox suggests to use the JavaScript method. "quantity": "2" },{ // next product }]; var zx_language = "nl"; </script> ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 21

22 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 Product price as numerical number x currency Product currency code (ISO 4217) x quantity Quantity of the selected product 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 identifier (or Partner ID) ID that is transmitted by zanox with a click during session tracking (Format: 99999C99999S99999) CategoryID (CID) CustomerID SuborderID CommissionFix CommissionPercent SessionID ReviewNote MaturityDate zx_language Lead or sale tracking category ID which identifies the customer Further transaction-related information that is of interest to the advertiser or required for identification of the transaction Fixed commission amount Variable commission amount ID which identifies the session during which the transaction occurred Additional comment Programme-specific confirmation time for transactions. The maturity date may deviate from the default confirmation time. Language of the page ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 22

23 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 Example: Parameter retrieval via JavaScript <script type="text/javascript"> var zx_products = [ { "identifier": " ", "amount": "3.99", "currency": "EUR", "quantity": "2" },{ }]; // next product var zx_transaction = "ASFASDAS12321"; Since you will have to pass a list of products zanox suggests to use the JavaScript method. var zx_total_amount = "7.98"; var zx_total_currency = "EUR"; var zx_language = "nl"; </script> ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 23

24 4. APPENDIX Implementation examples Category page Product page ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 24

25 Basket page ZANOX AG zanox MasterTag - Added-Value Services for Advertisers Last updated 05/2015 Page 25

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