Placing the Engagement Tag allows the platform to measure and optimize towards post-click engagement behavior, increasing qualified clicks on your Native Display ads. The Engagement Tag reports the following metrics from the destination URL of your Native Display unit.
Page Views (Direct only)
Page Views Rate
Page Rendered
Avg. Time on Content
Time on Content (Total)
Engaged Views (5s, 15s, & 30s)
Engaged View Rate (5s, 15s, & 30s)
Engagement Rate (5s, 15s, & 30s)
View Rate to 25%
View Rate to 50%
View Rate to 75%
View Rate to 100%
Scroll Initiation Rate
Scroll Depth %
Implementation
Standard Implementation
Standard Implementation
<script type="text/javascript" src="https://s.ntv.io/serve/load.js" data-ntv-article async></script>
Insert the script above into the header of the landing page the Native Display ad unit clicks to. Alternatively, the script can be inserted into the site's global header, eliminating the need to place on individual URLs.
🚧Notice Regarding Implementation
If that tag already exists on the page and you want the Engagement Tag to also fire, you will encounter issues. It will be necessary to build logic that strips the original load.js tag and only uses the Engagement Tag.
Please reach out to your Account Manager for more information and assistance.
Google Tag Manager Implementation
Within Google Tag Manager, the Engagement Tag should be configured to fire on every page load of your site. It is preferable for the Engagement Tag to be loaded in your site’s tag, and if there are concerns with page load, the tag can be configured to fire asynchronously.
Help documentation for Google Tag Manager can be found here: https://support.google.com/tagmanager/answer/6107167?hl=en
Activate & Validate the Tag
To enable recording activity from the engagement tag and validate it has been properly placed on the landing page, go to the Advertisers tab and click the Advanced tab.
Check "Track additional metrics from destination landing page" to enable the setting. You'll then be able to enter the landing page URL the engagement tag was placed on to validate the tag is working properly by clicking the Test button.
Click Tracker Additional Instructions
When there is a third-party click tracker in place (DCM, Sizmek, etc.), copy and paste the final destination URL to append to the end of the click tracker as a redirect.
For example, if you have |clicktracker| that directs to http://website.com, the updated link on your ad unit should be: |clicktracker|?redirect=http://website.com.
Insert the updated link in the click URL field of your Native Display creative. To do so, go to the Creative Library and select Edit of your corresponding Native Display unit. Insert the updated link under Click URL.
Compared To Google Analytics
If you are using GA to help with engagement measurement. This has a few major drawbacks:
GA does not have a built-in scroll or engagement measurement
GA’s “Average Time On Page” metric is flawed
Ignores “bounces”, which are defined as single-page sessions, or time on the last page of a visit
Does not measure activity, so time is recorded even when the tab is out of view
Does not cap out measurement time
Cannot optimize Nativo campaigns to GA engagement metrics
While there are complex technical workarounds for these issues, most people don't have the technical expertise to implement and maintain them.