There is a cost to acquiring new audiences for your website, and the value of an on-site visit can vary significantly depending on where that user is coming from.
Taboola’s Visit Value report helps publishers analyze the performance of audience referral efforts, through real-time analytics that track how many visitors arrived from a particular referral source, the number of pages they consumed during their session, and the amount of ad revenue generated as a result.
Using Backstage, publishers can access this intelligence for any audience referral effort tracked with a UTM code, including search and social campaigns.
Supported metrics in this report include bounce rate, pages-per-visit, and RPM generated by Taboola, and these data can be sorted by audience filters such as device type, landing page, and country.
Adding UTM Codes to Your Campaign URLs
- Visit the Google Analytics URL Builder and fill out the required fields. Note that there are five variants of UTM parameters that can be added to a Campaign URL:
Campaign Source (utm_source) Required parameter to identify the source of your traffic (e.g. Google, newsletter, Taboola). Campaign Medium (utm_medium) Required parameter to identify the medium through which the link was distributed (e.g. search, email, CPC). Campaign Name (utm_campaign) Required parameter to identify a specific product promotion or strategic campaign (e.g. spring sale). Campaign Content (utm_content) Optional parameter to differentiate campaigns for A/B testing and content-targeted ads. Campaign Term
Optional parameter used to note keywords for paid search campaigns.
- Copy and paste your new URL into your campaign.
Viewing Your Visit Value Report
Once the new URLs have been added to your campaigns, you can view the updated performance metrics by clicking on the “Visit Value” tab in Backstage.
Here, you can filter the data based on your identified UTM parameters, as well as other metrics that Taboola tracks by default for every campaign (such as bounce rates or device type).