Onboarding Setup

CausedCommerce

Setup Overview

Setting up Caused Commerce involves 4 major components. In this section, we will go over an overview of each of these components and provide some example document to get your started. We will then walk you through the site side pixels. After that we then have detailed instruction for some of the more common publishers. If one of your publishers is not listed below reach out to us and we will help you decide what type of tracking and spend integration you are going to implement.

Setup kickoff

Site Side Pixels Video

Site Side Pixel Setup

To start tracking activity on your website we need to place at least 2 pixels on your website and one additional conversion pixel for each of your conversions. 

  1. The Universal pixel will be placed to fire on all pages and will fire on each page the user lands on. This pixel will also be used to collect UTM based tracking publishers like Facebook and Google.
  2. A Conversion Pixel will need to be placed to fire on your conversion event typically to fire on the presences of your conversion data layer or based on your thank you page URL.

Your principia representative will provide you with these pixel during your onboarding meeting.

Placement Naming and Integration

Our reporting platform is very robust in the ability to slice and dice your marketing data in a variety of different categorize that is standardized across all of your media. This is only possible because of our placement naming standardization that we will help you implement. We will provide you a Google sheet that lays out the placement naming structure and a place to give placement names to us to be trafficked for publishers that allow impression and click trackers.

Your principia representative will provide you with this Placement Naming and Implementation document in your onboard meeting.  Details of each tab in that document are in the accordion text below.

Placement Naming Video

This 1st tab will be used to help you create your standardized placement name that you will be using for the Caused Commerce Platform. The goal here is to name all of your media across publisher in a consistent format so you can pivot and aggregate the data in the same category types. Creating a good structure and consistency in this placement naming is critical to having robust slicing ability in the reporting platform. We do realize that not all categories make sense across all of your publishers, but we strongly recommend you try and name things across publishers as consistent as possible. These categories will be the bases of how you display your data and roll it up in reporting.

This tab is only needed for placement that 3rd party click and impression trackers. For these lines we need every column to be filled out and for you just to keep adding new lines to the bottom of this document and never delete old lines we have already trafficked and provided you tags for. When you need new click and impression trackers you will just add new lines to the bottom of this document and then tell us what rows you added and need tags for. After we have provided you the tags you will see the trafficked flag with be checked and you will be given the tags from our team.

The only placements that need to be copied over to this sheet are placements that we cannot put into a publisher platform where we would pull it from in reporting. Some common examples of this are Influencers, Email publishers, and a few non-technical savvy publishers. The key here is that we have the placement name and ID exactly as we are using them for the publisher implementation.

Example: If you are using an email platform and each placement ID you pass to utm_a is EML1, EML2 ect. Those must be the same IDs related to the placement name in this document.

Publisher Setup Video

Publisher Tracking and Reporting Setup

You will set up tracking and reporting in each publisher UI a little bit different from each other depending on the publisher, but the tracking will fall into two different categories. The preferred tracking method is by using third party click and impression pixels but not every publisher supports these. If Third party pixels are not supported, you will track only clicks via an additional UTM parameter on the end of your final URL that is called UTM_A. Below you will find a write up of each tracking method and when to use them. Then the next section of this onboarding page will have exact setup instructions for some of the most popular publishers.

If the media vendor, you are working with accepts 3rd party tracking then this is always the preferred tracking method as you are able to collect more information of view through based conversions.

-Fill out placement names using the placement naming document

-Copy the placements you created to the Placement Trafficking document filling out all columns in the document. We will traffic new line items within 2-3 business days but if you have a tighter deadline, we will work with you to accommodate your turn around time.

UTM_A should only be used for media that does not allow third party impression and click tracking. This is typically the walled gardens like Facebook and Google. Another great use of UTM_A is for influencers, podcasts, or promotional articles or shopping lists. This is implemented by passing a unique identifier from the source that would not be used by anyone else’s initiatives so be mindful if your platform does not already create a unique identifier like an ad_ID.  Most of the walled gardens like Facebook and Google you will pass the ID of the level that you are wanted to track and view performance by. For example, in Facebook if you’re implementing your placement name at the Ad_Group level you would use the Ad_Group_ID as the dynamic UTM_A values to be set.

Example: http: YourBrand.com/?utm_a={Ad_group_ID}

Where {Ad_Group_ID} is populated with the platform by the ID for that Ad_Group.

If your source does not provide a unique ID work with the Principia Team to set up a unique ID structure.

Common Publisher Tracking and Reporting Setup

Detailed Publisher Setup Instructions

Linking Google Ads Spend Data

Overview: Google Ads is a publisher that we link to our App via the Google Ads API. If you provide us your account ID, we will send you a linked account request.

Linking to your account:.  You will just need to provide us your Google Ads account ID and then we will send you a request for access.

Voila! Once this is completed, we will be able to pull your Google Ads cost data into your dashboards

Note: If you buy any Performance Max campaigns, please let us know as that is a separate API endpoint but the connection above is all the access we need.

Setting up Tracking in Google Ads

Setup:  Regardless of the level that you want to report at, the setup is relatively the same. You will append an additional utm value to your current utm string.

UTM_A parameter: &utm_a=

You will add the macro for the ID of the level you are wanting to track at. The example below is for tracking at the Ad Group Level.

  • Example: &utm_a= {adgroupid}

Note: If you are running performance max campaigns you will need to pass the campaign ID and notify us that you are running performance max campaigns as they are on a separate API.

Testing:  If you have a way of test-clicking the ad or if you click the ad in the wild after the UTM has been applied, you can use the Adform Plugin as a testing tool. You should see your UTM value show up in the SV1 section of the Adform Plugin like in the screenshot below.

You can manually look at the URL and see if it looks properly formatted with the correct ID passing through and an ‘&’ sign separating the other UTM values. We will also validate tracking clicks once we receive reports on your account from Google.

EXAMPLE:

http://YourWebsite.com/ ?utm_source=ExampleSource&utm_medium=ExampleMedium&utm_term=ExampleTerm&utm_content=ExampleContent&utm_campaign=ExampleCampaign&utm_a=132177929992

Linking Trade Desk Ad Spend Data

To link your spend data from The Trade Desk, we will have you set up an automated email report that will ingest into our app. Go into the Reporting Tab and select “Standard Reports – Basic Performance Stats Report.” We will be customizing this report slightly so please follow the setup in the screenshots below.

Add your account in the advertiser filter. Set the date range to the last 30 days, and the time zone to your time zone. Set the date format to “US”. Check “email this report” and add the automation@principiaanalytics email to the send list. Check “Schedule for reoccurring delivery” and set the “Add to Scheduled Reports” drop down to “Daily”

Name the Report
Name the generated schedule field “YourBrand_TTD_30DayReport” (with your company name in place of YourBrand)

Review Report Content
Add the tab name Ad Group performance with the type set to performance.

Add Fields Section: Include the Date, Advertiser, Campaign, ad Group, and Creative

Add Metrics section: include impressions, win rate, advertiser cost, advertiser CPM, clicks, CTR, & advertiser CPC.

Save your report schedule and settings.

Setting up tracking in The Trade Desk

The Trade Desk allows you to track impressions and clicks through an adserver, so we will be using adserving impression and adserving click tags for your Trade Desk implementation. For this setup, the Principia team will do all of the trafficking of the Click and Impression tags in the adserver and give you those tags to implement into the Trade Desk along with a naming taxonomy for each creative line item.

 

Linking Facebook Ads Spend Data

Facebook (“Meta”) is a publisher that we directly link to our App via the Facebook Marketing API.

Granting us access: To grant us access to you Facebook Ad account we also need access to your page. We will send request to have access to your page and your add account. We may reach out to you for your FB Ad Account ID.

 

Setting up Tracking in Facebook

Setup: add the following UTM parameter into your URL Parameters section of every ad in your Facebook account.

&utm_a= {{ad.id}}

Testing:  Create a preview link and click the link to ensure that you link has our tracking parameter and Ad_ID for the ad you clicked. You can also use the Adform chrome extension to test. You should see your UTM value show up in the SV1 section of the Adform plugin like the screenshot bellow.

Adform Chrome plugin: https://chrome.google.com/webstore/detail/adform-stt-tte/joklkfgikbbjecakjogfienmnbfjfmjc?hl=en

EXAMPLE:

http://YourWebsite.com/ ?utm_source=ExampleSource&utm_medium=ExampleMedium&utm_term=ExampleTerm&utm_content=ExampleContent&utm_campaign=ExampleCampaign&utm_a=132177929992

 

Linking Bing Ads Spend Data

Bing is a publisher that we link the spend by having you send an automated email from the publisher platform.

Setting up automated email: When you go into your Bing Ads account you will go to the reporting tab and then select the level of report that you want to report at in our dashboards and this will be the same level you will implement your UTM tracking variables at. You will send the automated emails to Automation@principiaanalytics.com

UI Setup: creating an ad group report and name it “yourcompanyname_Bing_30DayReport”. Select “Day” as the unit of time. Set the date range field to the “last 30 days”, the time zone to “Pacific Time” and the format to “.xlsx”.

 Columns section: include – unit of time, account, ad group ID, ad group, impressions, clicks, & spend.

In the My Report settings section, check save as custom report, and schedule this report. Set the frequency value to daily for sometime in the morning at 5am if possible, and set the end date for a time that is far enough out you won’t have to worry about it typically a year! The report should be sent to Automation@principiaanalytics.com. Please also check the Include report as email attachment option.

Once this is completed, we will be able to pull your Bing Ads cost data into reporting. Please confirm with the Principia Analytics team once the 1st report is sent so we can start monitoring the emails.

Setting up Tracking in Bing Ads

Setup:  Regardless of the level that you want to report at the, setup is relatively the same. You will append an additional utm value to your current utm string.

UTM_A Parameter: &utm_a=

You will add the macro for the ID of the level you are wanting to track at. The example below is for tracking at the Ad Group Level.

  • Example: &utm_a= {adgroupid}

Testing:  If you have a way of test clicking the ad or click the ad in the wild after the UTM has been applied you can use the Adform Plugin as a testing tool. You should see your UTM value show up in the SV1 section of the Adform plugin like the screenshot bellow. You can manually look at the URL and see if it looks properly formatted with the correct ID passing through and an & separating the other UTM values. We will also validate tracking clicks once we receive your reporting automation.

Adform Chrome plugin: https://chrome.google.com/webstore/detail/adform-stt-tte/joklkfgikbbjecakjogfienmnbfjfmjc?hl=en

EXAMPLE:

http://YourWebsite.com/ ?utm_source=ExampleSource&utm_medium=ExampleMedium&utm_term=ExampleTerm&utm_content=ExampleContent&utm_campaign=ExampleCampaign&utm_a=132177929992

Linking Snapchat publisher Ad Spend Data

Overview: Snapchat is a publisher that can send automated email reports to our app for integrating your spend into reporting. You will 1st need to add our automation user to be able to send emails to this user. Next you will set up an automated email in the reporting section of the UI.

Setup:  The 1st thing that you need to do to set up this integration is go to the member section of your ad account an add our automation account as a new member. Click add a new member, the name of this user is “Auto Mation”  and the email is Automation@principiaanalytics.com

Reporting Setup

  1. Navigate to Analyze > Reports > New Report
  2. Campaign type = Campaign Report
  • Schedule to repeat every day, select start & end dates (recommended extending out as long as possible to avoid delays, typically a year out), and email report to automation@principiaanalytics.com
  1. Report filters
    1. Past 30 days
    2. Campaigns > Include all live campaigns
      1. ***Will have to manually add each new created campaign to the report upon creation in order for it to be included in data
    3. Dimensions
      1. Need at least  Date | ad ID  | Placement_name | spend | impressions | swipe ups (aka clicks)

 

Setting up tracking for Snapchat

Overview:  You will be using utm_a tracking for Snapchat. If the preload functionality works well with your website, you will actually be able to track impressions with UTMA which is unlike any other UTMA tracking publisher. We will need to run a test with using the preload functionality and if the tests passes, we will keep it at this setting otherwise we will just track clicks.

 

UTMA Tracking Setup- This will be implemented by appending a UTM value to each line item you are running. If you currently have other UTM values please append this one starting with an & sign. Snapchat can dynamically populate a UTM value using a macro. For example the one to set for your ad id would be utm_a={{ad.id}} and this should be where your placement name lives.

Example: &utm_a = 12345

Note: 12345 will be replaced with the Macro or static placement ID value.

Testing:  Create a preview link and click the link to ensure that you link has our tracking parameter and Ad_ID for the ad you clicked. You can also use the Adform chrome extension to test. You should see your UTM value show up in the SV1 section of the Adform plugin like the screenshot bellow.

Adform Chrome plugin: https://chrome.google.com/webstore/detail/adform-stt-tte/joklkfgikbbjecakjogfienmnbfjfmjc?hl=en

 

EXAMPLE:

http://YourWebsite.com/ ?utm_source=ExampleSource&utm_medium=ExampleMedium&utm_term=ExampleTerm&utm_content=ExampleContent&utm_campaign=ExampleCampaign&utm_a=132177929992

Linking Impact publisher Ad Spend Data

Overview: Typically each client that has a relationship with Impact has different billing arrangements. We will need to work with you to understand your billing arrangement with Impact and then create automated email reports at the aggregation level that you will be tracking your placement name at. Ask Impact if they have the ability to set up an automated cost report at the aggregation level that your placement name will be at. This needs to be a CSV or Excel file not a PDF.

Setup:  Based on what your billing arrangement is with Impact you will need to work with them to generate a cost report at the placement level. See if they they can automate the report for you to automation@principiaanalytics.com otherwise you will need to manually sent it. If you set up an automated email we will want it to be Daily for before 5am. But it it is a manual send we can work with you to have a different cadence.

Subject line template: YourBrand_PublisherName_30DayReport.CSV or .xlsx

Attachment Data Structure:

Date | Placement_ID | Placement_name | Spend | Clicks | impressions

Another way to think of this is column a is date, column B is Adform Placement ID, etc.

 

Setting up tracking for Impact

Overview:  You will be using utm_a tracking for Impact. This is a standard implementation where you will use a Impact macro to pass the value of the aggregation level of your placement name. For example if you are tracking your placement name at the partner level then you will need to pass the partner ID as your utm_a values. We are happy to get on a call with impact to help get this sorted out with your specific setupi if needed.

UTMA Tracking Setup- This will be implemented by appending a UTM value to each line item you are running. If you currently have other UTM values, please append this one starting with an & sign. Impact can dynamically populate a UTM value using a macro. For example at the partner level Impact would be utm_a={partnerID} and this should be where your placement name lives. If you are not able to put a placement name at the partner level then we will need to create a bridge file bridging partner ID and name to placement name.

Example: &utm_a = 12345

Note: 12345 will be replaced with the Macro or static partner ID value.

Testing:  Create a preview link and click the link to ensure that you link has our tracking parameter and Ad_ID for the ad you clicked. You can also use the Adform chrome extension to test. You should see your UTM value show up in the SV1 section of the Adform plugin like the screenshot bellow.

Adform Chrome plugin: https://chrome.google.com/webstore/detail/adform-stt-tte/joklkfgikbbjecakjogfienmnbfjfmjc?hl=en

EXAMPLE:

http://YourWebsite.com/ ?utm_source=ExampleSource&utm_medium=ExampleMedium&utm_term=ExampleTerm&utm_content=ExampleContent&utm_campaign=ExampleCampaign&utm_a=132177929992

Linking TikTok Publisher Ad Spend Data

Overview: We have an API connection to TikTok that will allow us to automatically download data into our system once we have access to your advertiser account.

Setup:  We will need you to send us your advertiser ID for your TikTok account. We will then request access from our business center account (Principia Analytics.) After we request access, there will be a notification in your ads manager prompting you to approve the request. After the request is approved, we will be able to pull in reporting data through our API.

Setting up tracking for TikTok

TikTok allows you to track impressions and clicks through an adserver, so we will be using adserving impression and adserving click tags for your TikTok implementation.

For this setup, the Principia team will do all the trafficking of the Click and Impression tags in the adserver, and give you those tags to implement in TikTok along with a naming taxonomy for each placement.

To add the click and impression tags to an add, you’ll paste the impression and click code snippets in the appropriate fields of the tracking section in the ad editing options (at the very bottom of the panel that opens when you click ‘edit ad’):

Setting up tracking for Reddit

Overview:  You will be using utm_a tracking for Reddit. This is a standard implementation where you will use a Reddit macro to pass the value of the aggregation level of your placement name. For example if you are tracking your placement name at the Ad level then you will need to pass the Ad ID as your utm_a values.

UTMA Tracking Setup- This will be implemented by appending a UTM value to each line item you are running. If you currently have other UTM values, please append this one starting with an & sign. Reddit can dynamically populate a UTM value using a macro. Populate the level of ID on the same level as your are putting your placement name.

Example: &utm_a = 12345

Note: 12345 will be replaced with the Macro or static partner ID value.

Testing:  Create a preview link and click the link to ensure that you link has our tracking parameter and Ad_ID for the ad you clicked. You can also use the Adform chrome extension to test. You should see your UTM value show up in the SV1 section of the Adform plugin like the screenshot bellow.

Adform Chrome plugin: https://chrome.google.com/webstore/detail/adform-stt-tte/joklkfgikbbjecakjogfienmnbfjfmjc?hl=en

 

EXAMPLE:

http://YourWebsite.com/ ?utm_source=ExampleSource&utm_medium=ExampleMedium&utm_term=ExampleTerm&utm_content=ExampleContent&utm_campaign=ExampleCampaign&utm_a=132177929992

Linking LinkedIn publisher Ad Spend Data

Overview: In the LinkedIn Ad’s platform you will need to set up an automated email report to autmation@principiaanalytics.com with our standard cost data structure highlighted below

SetupYou will want to set up an automated email report every day before 5am. You will need to follow the structure for the subject line of your email and the data structure of the reporting file.

Subject line template: YourBrand_PublisherName_30DayReport.CSV or .xlsx

Attachment Data Structure:

Date | Placement_ID | Placement_name | Spend | Clicks | impressions

Another way to think of this is column a is date, column B is Adform Placement ID, etc.

Note: If you need to have additional columns that listed above please notify your Principia Rep.

 

Setting up tracking for LinkedIN

Overview:  You will be using utm_a tracking for LinkedIN. This is a standard implementation where you will use a LinkedIN macro to pass the value of the aggregation level of your placement name. For example if you are tracking your placement name at the Ad level then you will need to pass the Ad ID as your utm_a values.

UTMA Tracking SetupThis will be implemented by appending a UTM value to each line item you are running. If you currently have other UTM values, please append this one starting with an & sign. LinkedIN can dynamically populate a UTM value using a macro. Populate the level of ID on the same level as your are putting your placement name.

Example: &utm_a = 12345

Note: 12345 will be replaced with the Macro or static partner ID value.

Testing:  Create a preview link and click the link to ensure that you link has our tracking parameter and Ad_ID for the ad you clicked. You can also use the Adform chrome extension to test. You should see your UTM value show up in the SV1 section of the Adform plugin like the screenshot bellow.

Adform Chrome plugin: https://chrome.google.com/webstore/detail/adform-stt-tte/joklkfgikbbjecakjogfienmnbfjfmjc?hl=en

EXAMPLE:

http://YourWebsite.com/ ?utm_source=ExampleSource&utm_medium=ExampleMedium&utm_term=ExampleTerm&utm_content=ExampleContent&utm_campaign=ExampleCampaign&utm_a=132177929992

 

 

 

 

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CausedCommerce

A Better Way to Optimize

The consumers you are targeting are interacting with your brand on multiple devices, receiving ads from different inventory suppliers, across traditional and digital channels, and clearing their cookies regularly. Your attribution platform should account for all of those nuances. But most enterprise level attribution platforms make it hard to accomplish. That is why we invented CausedCommerce. By providing data on which of your digital media buys are driving incremental sales, sales that are driven by digital media and not other various touchpoints, and providing cross-device, cross platform measurement all in one simple platform, CausedCommerce allows you and your digital media teams to optimize more effectively and quickly in today's complex digital landscape.

Incremental Attribution Solution

Who are we: