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External ad tracking

In addition to the statistics available directly in the Sklik interface, you can also use external tracking systems to measure the performance of your ads.

What can be tracked externally

In the Sklik display network, you can track ad clicks and impressions using external tracking systems (such as Adform, Adssets, DV360, Gemius).

How to set up external tracking

When creating an ad in Sklik, you can find a field to insert tracking URLs in the form amongst the optional fields.

Tracking clicks

To track clicks, use the field “Tracking template”.

There, insert the URL address of the tracking system, which will count clicks on the ad, and will redirect the user to the destination URL. The redirection must be provided by an external measuring system.

Variables for the tracking template

  • {lpurl} – Variable which inserts the destination URL. Must be escaped once.
  • {lpurl+2} – Double-coded destination URL. This parameter is useful if you are using a redirect chain.
  • {unescapedlpurl} – Unencoded destination URL.
  • {escapedlpurl} – Encoded destination URL. The characters :, /, ?, = and % are encoded.
  • {escapedlpurl+2} – Double-encoded destination URL. This parameter is useful if you are using a redirect chain.

Example {lpurl}

Tracking template: http://www.mericiserver.com/?url={lpurl}
Destination URL (from the ad): https://domena.cz/dorty-pro-deti/
Click-through URL: http://www.mericiserver.com/?url=https%3A//domena.cz/dorty-pro-deti/%26id%3D5

Tracking impressions

The URL field is used to track impressions. By default, there are two such fields that can be used. You can therefore track impressions in two external measuring systems at the same time.
Example
The external tracking system provides a tracking pixel in e.g. this format:
For Sklik, you only need to copy the URL address of the image (SRC attribute). Therefore, in the URL field for measuring impressions, you only need to enter:
https://track.adform.net/adfserve/?bn=40913552;1x1inv=1;srctype=3;ord=[timestamp]

Things to keep in mind

  • The statistics in Sklik can differ by up to 10% from the statistics in the external tracking system for technical reasons.
  • After deploying external measurement, always check that clicks and impressions are being counted.