Overview

Dynamic conversion values enhance your marketing strategy by providing a more accurate measure of metrics such as ROAS (Return on Ad Spend), Order ID, and Quantity.

Benefits include:

Gain better insights into the value generated by Taboola, such as measuring ROAS.
Optimize campaigns based on revenue generated.

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ROAS (Return on Ad Spend)
If you are selling products online, ROAS is a crucial metric for your campaigns. It helps determine the revenue generated from each advertising dollar spent.

Which flow?

Tracking dynamic values depends on your overall conversion tracking solution for Taboola:

If you are using S2S (server to server) conversion tracking, see: The postback URL > Optional params
If you are using Shopify, see: Set up Shopify conversion tracking (via Realize).

Our Shopify app manages dynamic conversion tracking for you - no special action is required on your side.
If you are using Taboola pixel (e.g. via Google Tag Manager or custom web development), continue below.

Track dynamic values via Taboola pixel

To track dynamic values via Taboola pixel, edit a conversion rule in Realize (or create a new one), and add dynamic params. Detailed steps are provided below.

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Before you start
If you have not yet done so, install the Taboola pixel.

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Fixed values vs dynamic values
The instructions below explain how to add dynamic values to your conversions. You can follow similar steps to add fixed values. (Simply replace the placeholder value with a fixed value.)

Realize setup

Edit an existing conversion

If you already created a conversion in Realize, open it and adjust the dynamic parameters:

Open Realize, and select the account (top, left) that you will use to track conversions.
In the sidebar (left), select Tracking.
Click on the Edit icon for the relevant event-based conversion rule:
Scroll down to the Event Code section:
Select 1 or more dynamic parameters.

Each parameter that you select is inserted into the code snippet with a placeholder value.
Your webmaster will need to ensure that an actual value is inserted dynamically (at run time):
Mouse over the code snippet and click on COPY TO CLIPBOARD.
Review your chosen settings, and click on Create (bottom, right):
Forward the code snippet (that you copied above) to your webmaster to implement on the relevant page(s).

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To send an email with all your code snippets, see: Tips & techniques

Next, your webmaster will need to implement the pixel in your web pages.

Create an event-based conversion

If you have not yet created a conversion in Realize, create it now:

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The instructions below illustrate the steps for setting up a purchase event.
For additional guidelines, see the Help Center.

Open Realize, and select the account (top, left) that you will use to track conversions.
In the sidebar (left), select Tracking.
Click on + New conversion (far right).
Type in a Conversion Name of your choice - e.g. Purchase.

This is a descriptive name for your convenience. It need not match any value in GTM.
For Conversion Type, select EVENT:
Leave the Fixed Value field blank.

For additional guidelines, see the Help Center.
Select the relevant Category - e.g. Make Purchase.

Note that the default Event Name is make_purchase. The identical name will need to appear in your script.
(Optional) If desired, edit the following fields:
1. Click Through Conversion Window
2. View Through Conversion Window
Leave the Include in total conversions checkbox checked.

Tip: Always include the most important conversions, so that the Taboola algorithm will optimize towards them. For additional guidelines, see the Help Center.
Leave the Include in total value checkbox checked.
(Optional) If desired, edit the following fields:
1. Audience Properties
2. Aggregation Type
Under the Event Code section:
1. Select 1 or more dynamic parameters.
  
  Each parameter that you select is inserted into the code snippet with a placeholder value.
  Your webmaster will need to ensure that an actual value is inserted dynamically (at run time):
2. Mouse over the code snippet and click on COPY TO CLIPBOARD.
Review your chosen settings, and click on Create (bottom, right):
Forward the code snippet (that you copied above) to your webmaster to implement on the relevant page(s).

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To send an email with all your code snippets, see: Tips & techniques

Next, your webmaster will need to implement the pixel in your web pages (see below).

Your web pages

Using the above code snippet, your webmaster will need to:

Edit the snippet and replace each placeholder value with an appropriate macro or variable - or use custom development to ensure that a dynamic value is inserted.
Fire the code snippet for each relevant event - e.g. when the user makes a purchase.

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The exact steps will depend on the platform you used to integrate Taboola pixel, and/or the platform you used to build your website.

<script>
    const purchaseValue = '<?php echo json_encode($order_total); ?>';
</script>

<!-- Taboola Pixel Code -->
<script>
    _tfa.push({
        notify: 'event',
        name: 'make_purchase',
        id: 1234,
        revenue: purchaseValue
    });
</script>
<!-- End of Taboola Pixel Code -->

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The above example is provided for illustration only.

Params

You can set dynamic values using the following params:

`revenue`

Populate revenuewith an integer or decimal value, without commas.

`currency`

If your website supports multiple currencies, use the currency param to specify the currency for that conversion.

Supported currencies: ILS, GBP, USD, BRL, EUR, INR, JPY, KRW, CNY, RUB, AUD, CAD, HKD, MXN, NZD, SGD, THB, TRY, ZAR.

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If the conversion currency differs from your Taboola account's default, it must be passed via the currency param.

`orderid`

Assign a value to the orderid field to track the Order ID (the CRM ID assigned to your order).

`quantity`

Indicates the item’s quantity in the order.

Track dynamic conversion values

Overview

📘
ROAS (Return on Ad Spend)

Which flow?

Track dynamic values via Taboola pixel

🚧
Before you start

📘
Fixed values vs dynamic values