Overview
Add a site-served visit tag to the end of the Visit URL to capture click data you can analyze. Site-served tags are essential for tracking and understanding user interactions within your marketing campaign. These tags measure clicks from MNTN Multi-Touch only and excludes TV view metrics.
📝 Note: Site-served visit tracking tags are unrelated to Site Served Pixel Placement tags. Currently, MNTN’s Pixels are client-side through Google Tag Manager or manual script installation. A server-to-server integration is on the roadmap for future development.
Format Requirements
📝 Note: URL formatting defaults to all-lowercase and is case-sensitive. If your URL needs capitalization, contact the Platform Experience team via a support request.
Ensure your site-server tag meets the following formatting requirements in order to correctly track data in your third-party measurement platform:
Do | Don't |
All individual UTM parameters should be separated by an "&". | Do not include a question mark at the start of the Visit Tracking field.
Our system automatically generates a question mark to link the Visit URL and Visit Tracking parameters.
Extra question marks can break our tracking. |
Leverage the following special characters:
| We cannot support the following characters in the Visit Tracking field, as it will break tracking:
|
Implement your Site-Served Tracking Tags in the Visit Tracking field within the Site-Served Visit Tracking tab. | Site-Served Visit Tracking Tags should never be included in the Visit URL or Macro-Enabled Visit Tracking fields, as this can break tracking. |
How To
You will implement your site-served tracking tags directly on your video ad. Implementing your site-served tracking tags must be completed on every video you upload.
📝 Note: Site-served visit tags for third-party platforms other than Google Analytics or Rockerbox activate only when users click on an MNTN Multi-Touch ad. If you're not using MNTN Multi-Touch, these tags won't activate due to our video ads appearing solely on non-clickable inventory.
If leveraging Google Analytics to monitor MNTN campaign performance, please see the below:
From the Video Creative step of your campaign shell, select the video ad to which you'd like to append your tracking parameters.
Select the Visit Tracking field from your video ad's Tracking Parameters section.
Navigate to the Site-Served Visit Tracking Tag tab on your creative's right-hand side.
Implement your hardcoded tracking parameters.
⚠️ Warning: Only hardcoded parameters should be implemented here. If leveraging a visit tracking tag with dynamic macros (otherwise known as a webhook URL), please refer to our Macro-Enabled Visit Tracking article.
Click Done in the bottom-right corner.
Integrating Third-Party Platforms
MNTN supports direct integrations with Google Analytics and Rockerbox. Below is what we send, how each platform uses the data, and what you can (and can’t) change.
📝 Note: Google Analytics and Rockerbox are the only third-party attribution platforms with MNTN that have direct integration.
Google Analytics
All MNTN campaigns generate site-served tracking tags for Google Analytics and append standard UTM parameters to your Visit URL, for example:
https://[your visit URL]/?utm_campaign=[your appended campaign name]&utm_medium=performance_tv&utm_source=mntn
UTM Parameters | Description |
utm_campaign=[your appended campaign name] | Identify the partner that is sending traffic to your property (ie: MNTN) |
utm_medium=performance_tv | The advertising channel (ie: Performance TV) |
utm_source=mntn | The specific campaign name you've appended within the MNTN platform |
How It Works
MNTN transmits these values to Google Analytics using the Measurement Protocol API when a Last Touch Verified Visit occurs.
These UTMs will be passed for Last Touch Verified Visits driven by your TV commercial and your optional Multi-Touch ad.
You can adjust these UTMs in MNTN. Your changes will update what MNTN transmits to GA on future Last Touch Verified Visits.
⚠️ Warning: Any changes to these UTM values will not be updated retroactively for live or previously live creatives.
Optional GA Parameters
Although the GA UTM parameters content and term not included by default in MNTN’s auto-generated tag, you can use the following for your performance analysis:
UTM Parameters | Description |
utm_content | Typically used to differentiate ads within a campaign |
utm_term | Used to further differentiate your creative or campaign efforts in some way (ie: seasonal effort, sale, promo, etc) |
If you are not tracking performance within Google Analytics, remove these UTMs from your visit tracking setup to ensure we are not sending any MNTN data to your GA dashboard.
Rockerbox
MNTN automatically sends Verified Visit data to Rockerbox via a secure webhook connection. Each event includes the visit details Rockerbox needs to recognize MNTN-driven touchpoints.
Data MNTN Sends to Rockerbox
Data | Description |
Campaign Name | Identifies the MNTN campaign associated with the visit |
Traffic Medium | Set to |
Traffic Source | Set to |
These values are included in the event payload and help categorize MNTN activity within Rockerbox reports.
How It Works
Events are transmitted through the Rockerbox Measurement API as users complete actions on your site.
Rockerbox:
receives the visit event,
validates it originated from an MNTN campaign, and
incorporates the touchpoint into the user’s path to conversion.
Attribution Behavior
Any changes you make to Rockerbox attribution settings will affect how MNTN visits/conversions are credited in your Rockerbox dashboard. Attribution updates do not modify historical visit events retroactively.
If You're Not Using Rockerbox
Remove any Rockerbox-specific tracking parameters (if present) to avoid sending unnecessary visit data to Rockerbox.