Use DCM to track impressions and clicks on HTML emails
Traffickers can use DCM to track impressions and clicks on an email if the email uses HTML. This is only supported for emails that allow images and referrer calls.
Use tracking ads. This is the easiest option. (Traffickers: click here for tracking ad guidance.)
Use the steps below to set up an impression pixel and click tracker for HTML emails.
Track clicks and impressions on HTML emails
(Keep in mind that tracking ads are an easier alternative to this process.)
Set up impression tracking.
- Set up click tracking.
There are three methods by which clicks can be tracked in a non-banner HTML email:
Vanity URL, also known as a 302 redirect or virtual directory. This method is fairly common. To employ it, the advertiser must set up a virtual directory on their site. DCM cannot perform 302 redirects for clients. The redirect URL of the 302 virtual directory requires a click tracker ad.
HTTP meta-refresh. DoubleClick cannot set up a meta-refresh page. The advertiser must set up the page and must use a click tracker ad as the redirect URL.
Click tracker ads. Dynamic click trackers are generally preferred because they can be deactivated from within DCM.
- Deliver the 1x1 impression tracker.
Deliver the placement tags, to be implemented within the email content, or else deliver the pre-packaged tracking ad (complete with impression and click tracker). If a 302-redirect or meta-refresh is being used to track clicks, supply the website with the necessary 302 or meta-URL, such as
Some impression tags will contain an additional parameter called
nosend. Setting this attribute to
1, as in
nosend="1", will keep Outlook from embedding the image file in the email message. This will ensure that the image file is forwarded if the mail client forwards the message.