IN THIS ARTICLE
What Are Tracking Links?
What Types of Tracking Are Supported
Where to Upload Tracking Links
What Are Tracking Links?
Tracking links help measure how your campaign performs once it goes live. They record key metrics such as impressions and clicks.
Correctly setting up your tracking ensures all activity is captured accurately, which means your live reporting and Post Campaign Report (PCR) will reflect the full performance of your campaign. It also helps your internal teams monitor traffic and conversions correctly.
What Types of Tracking Are Supported
The platform supports several types of tracking, depending on your campaign format (e.g. display, in article hyperlinks, or amplification) and what you want to measure.
Below is an overview of the main tracking types you’ll see, what they’re used for, and when to use each one with examples to help you identify them easily.
HTML5 / Wrapped Tags
What it looks like:
A JavaScript ad tag provided by your ad server (e.g. DCM) for each placement and size.
Example:
<script src="https://www.googletagservices.com/dcm/dcmads.js"></script>
What it does:
Wrapped tags bundle the creative and impression tracking tracking into one tag. Publishers use this tag into to serve the display creative and track delivery.
Measures:
Impressions
Delivery of display placements
Best for:
Standard display formats (e.g. MREC 300x250, leaderboard)
Important notes:
Typically hosted by third-party ad servers (e.g. DCM)
One tag is required per placement size and publisher
Performance is reported by the publisher
Tags can be tested using tools like test-a-tag.com
1x1 Trackers
What it looks like:
A tracking URL provided by an ad server (commonly used as a click tag)
Example:
What it does:
1x1 trackers are used to track either impressions OR clicks (not both in one tag).
Measures:
Clicks (most common use)
OR impressions (if implemented separately)
Best for:
In article links
Display placements where wrapped tags aren’t used
Important notes:
Can only track one metric per tracker (clicks or impressions)
Two separate trackers are needed if you want to measure both
Can be tested by pasting the click tag into your browser
UTM Links
What it looks like:
A normal website URL with tracking parameters added to the end.
Example:
What it does:
UTMs send campaign data into analytics tools (e.g. Google Analytics) when a user clicks through to your website. They help you understand where traffic came from and how users behave on your site.
Measures:
Sessions
Traffic sources
On site behaviour
Conversions (via your analytics platform)
Best for:
In-article links
Native content CTAs
Understanding post click performance on your website
Important notes:
Easy to generate and update
Best used when your internal team relies on Google Analytics or similar tools for reporting
Where to Upload Tracking Links
You can upload your tracking links in the Assets & Files tab, inside the Campaign Files section of your campaign. This is where all campaign specific materials live, including UTMs, 1x1s, and any tracking required before your content goes live.
You can also add tracking links directly to the article copy by highlighting the relevant text and inserting the link.
When uploading tracking links:
Make sure you are adding the final, approved version
Clearly label each file (e.g. “Homepage CTA UTM”, “Article 1 Click Tracker”)
Upload tracking before content goes live to ensure reporting works as soon as content goes live
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