Important Note: Google Analytics 4 has replaced Google Analytics Universal on July 1, 2023. Please make sure to switch your connection from Google Analytics Universal to Google Analytics 4 API in the Campaign Settings. To learn more about how to make the switch please follow the steps described HERE.
In order to track first-party Google Analytics data, Outbrain DSP has to append its tracking parameters to every content ad URL (or redirector URL). The parameters are expanded on DSP's redirector and captured by Google Analytics on the landing page.
In the instance of using click trackers or if the resolved URL is too long, it can happen that Outbrain DSP parameters are stripped out in the process. Parameters are essential for Google Analytics to successfully report back to Outbrain DSP on engagement metrics. Make sure to avoid parameters being stripped out by checking the help page here.
IMPORTANT: Check with the redirector URL what is the length of the resolved URL. Long URL could cause Outbrain DSP parameters of being stripped out. To avoid this, use the UTM tracking code (see the guide below).
The resolved URL should look something like this (an example of the DCM tracker):
IMPORTANT: The separator needs to be the question mark (?) and not the and (&) sign.
There should be only one short utm_term code in the landing page URL, preferably attached with the {trackingcode} slug to existing parameters to avoid the URL from being too long. See below for instructions on how to set up the UTM tracking code.
How To Get Redirector URL
1. To see the Redirector URL, navigate to your Ad group within the DSP dashboard.
2. Above the table with the list of your ads, click on the Columns drop-down menu button.
3. Filter the Redirector URL and check the box.
4. A column will appear with Redirector URLs for each ad. Click the link or copy the URL address and paste it in a notes app in order to see it.
Set up UTM Tracking Code
1. On the Ad Group level in the Outbrain DSP dashboard, click the Settings button in the upper right corner.
2. Scroll down to the Tracking section.
3. In the text field, insert utm_term={trackingcode}
4. Click on the Save button.
Make Sure
To check whether Outbrain DSP parameters are still there after all the redirects. If the client is using click-trackers you might need a redirect workaround.
The final landing page URL still has all Outbrain DSP parameters. Google Analytics might be stripping them out because parameters (z1=) are unknown to Google.
The final landing page URL is not too long. To avoid that, use the UTM tracking code (see the guide above).