JavaScript Code for Analytics for Advertising

Last update: June 3, 2024

CREATED FOR:

  • User
  • Developer

Advertisers with Advertising DSP only

For Advertising DSP, the Analytics for Advertising integration tracks view-through and click-through site interactions. Click-through visits are tracked by the standard Adobe Analytics code on your webpages; the Analytics code captures the AMO ID and EF ID parameters in the landing page URL and tracks them in their respective reserved eVars. You can track view-through visits by deploying a JavaScript snippet in your webpages.

On the first page view of a visit to the site, the Adobe Advertising JavaScript code checks to see if the visitor has previously seen or clicked on an ad. If the user has previously entered the site via a click-through or hasn’t seen an ad, then the visitor is ignored. If the visitor has seen an ad and hasn’t entered the site via a click-through during the click lookback window set within Adobe Advertising, then the Adobe Advertising JavaScript code either a) uses the Experience Cloud ID Service to generate a supplemental ID (SDID) or b) uses the Adobe Experience Platform Web SDK generateRandomID method to generate a StitchID. Either ID is used to stitch data from Adobe Advertising to the visitor’s Adobe Analytics hit. Adobe Analytics then queries Adobe Advertising for the AMO ID and EF ID associated with the ad exposure. The AMO ID and EF IDs are then populated in their respective eVars. These values persist for a designated period (by default, 60 days).

Analytics sends site traffic metrics (such as page views, visits, and time spent) and any Analytics custom or standard events to Adobe Advertising hourly, using the EF ID as the key. These Analytics metrics then run through the Adobe Advertising attribution system to connect the conversions to the click and exposure history.

NOTE
The Adobe Advertising JavaScript tracking logic occurs on the Adobe side and thus has virtually no impact to the page load time.
In contrast, the logic for the DCM data connector to Analytics (using Google Campaign Manager 360) for Advertising DSP occurs on the client side. Client-side stitching slows down the page load and increases the risk of data loss. This occurs because the Analytics JavaScript must ping DoubleClick and wait for DoubleClick to pass back the last click/impression data to Analytics. When your DSP team sets up the DCM data connector, you must specify how long you’re willing to delay the page.

Deploying the JavaScript Code

The JavaScript library consists of two lines that allow Analytics and Adobe Advertising to communicate with each other. If the Analytics for Advertising integration was completed during the Adobe Advertising implementation, then you should have already received this code with instructions on how to deploy it.

The Code

Implementations that use the Experience Cloud Identity Service visitorAPI.js code

<script src="https://www.everestjs.net/static/le/last-event-tag-latest.min.js">
<script>
     if("undefined" != typeof AdCloudEvent)
          AdCloudEvent('IMS ORG Id','rsid');
</script>

Implementations that use the Experience Platform Web SDK alloy.jscode

<script src="https://www.everestjs.net/static/le/last-event-tag-latest.min.js">
<script>
     if("undefined" != typeof AdCloudEvent)
          stitchId = AdCloudEvent('IMS ORG Id','rsid').generateRandomId();
</script>

Where to Place the Code

The Analytics for Advertising JavaScript function must come after the Experience Cloud ID Service but before your Analytics App Measurement code. This ensures that the supplemental ID (SDID) or StitchID is included in your Analytics call.

Code placement

Validating Code Deployment

You can perform validation using any packet sniffer type of tool (such as Charles, Fiddler, or Chrome Developer Tools) by comparing the values of the four IDs between the request going to Adobe Advertising and the request going to Analytics, as outlined below.