TAGGING PLAN

MASTER TAG

Simplify the retargeting with Master Tag!

The Master Tag proposed by Effinity can simplify your management of
retargeting, by centralizing your exchanges with all your remarketers
partners. This paper aims to explain how to integrate the Master Tag on
your website.

For further information

contact@effinity.partners
01 40 18 54 04
 WHAT IS IT?

Master tag is a tool of tag management that allows to facilitate the implementation of your
partners’ tags (Display retargeting, E-mail retargeting, Keyword retargeting, On-site
retargeting, etc.) without your technical team’s assistance on your web site.

ADVANTAGES
- One unique intervention on your web site: Master Tag transmits useful information
to all tags of your partners
- Simple process of implementation of your partners’ tags: technical intervention
on your web site is not required
- More than 40 pre-integrated partners: Hi-media, Tedemis by Criteo, Ve interactive,
Zebestof, Yieddify, Jvweb…
- Optimization of loading time of your web pages: Master Tag is asynchronous (thus
it does not block the usual functioning of your web pages in a case of an error in scripts
loading)

OURS ENGAGEMENTS
Effinity Trusted Third Party
- Total control of information that is transmitted to your partners : you choose data to
transmit by configuring information that you send via Master tag
- No publisher will be integrated without your consent: your Account Manager will
ask for your validation before any integration.
- Ethical management of data: every publisher who is integrated in our master tag,
has signed our Charter of remarketing engagements.

EFFINITY | Master Tag

 HOW DOES IT WORK?

EFFINITY | Master Tag

 HOW TO IMPLEMENT?

Master Tag is a complex of scripts that are to be inserted in some types of pages of your
web site. One unique script is created for every type of page.

As soon as you have integrated Master tag you can activate your partners by doing a simple
demand to your Account Manager. The information you configured in Master tag will be
transmitted to your new partner.

PAGE TYPES
First page of your web site
Allows to profile your clients and target similar users who can be your potential
new clients
« mastertag home »

Page that references products of the same category

Allows to do up selling / cross-selling
« mastertag category »

Page that describes details of a product

Allows to display your product on your ads of retargeting
« mastertag product »

Basket page that shows all chosen/added products before purchase

Allows to retarget basket abandoners (a user who has started but not finished
his purchase)
« mastertag addcart »

EFFINITY | Master Tag

 Payment confirmation page after purchase
No need to retarget users who finished their purchase.
Allows to do up selling / cross selling proposing other products
« mastertag sale »

Identification (login) page or account creation page

For email retargeters without cookies bases
Allows to retarget users due to leads
« mastertag form »

Other pages
For any other page of your website if it’s necessary
« mastertag generic »

Page outside your website

Allows to deduplicate audience with your CRM and thus not to target / retarget
customers who have already been targeted and impacted within your CRM
strategy.
It’s also possible to target customers who have already been impacted within
your CRM but to display / send them another message. For example, it is
possible to target users who have opened your email without any further action
during a certain period of time.
At last, it allows to create different smart scenarios of acquisition of new clients
and boost of customers’ loyalty, according your specific needs.
« mastertag crm »

EFFINITY | Master Tag

PARAMETERS

PARAMETER DEFINITION

insession Logged in user

Example: if a customer is
logged to his account: x x x x x x x
insession=1

newcustomer New / Ancient client

Example: if a user is a new
client: newcustomer=1
Please note, if insession=0,
x x x x x x x
the user is not logged to his
account, so you don’t have
information if he is a new or
an ancient client, then:
newcustomer=0

storeid Shop id
Example: identification of
drive shops in the large
general retail. x x x x x x x
If my shop is called
BoutiqueWeb then
storeid=BoutiqueWeb

idcat Category ID
Example: a visited category x x
(shoes) has an identifier
1234 then idcat=1234

wordingcat Category name

Example: a visited category x x
is named « shoes », then
wordingcat=shoes

EFFINITY | Master Tag

 PARAMETER DEFINITION

idp Product ID
Ids separated by comma.
x x x x
Example: a visited product
has an identifier 1234 then
idp=1234

prix Product price

Prices separated by
comma. You should put
points for the separation of x x x
decimals in the price.
Example: for two prices
12€50 and 20€:
prix=12.50,20.00

montant Basket amount

Without tax and shipping
cost, 2 figures after comma. x x
Example: for 150€,
montant=150,00 OR
montant=150.00

ref Order reference / Lead

reference
Unique ID of an order or a
lead x x
Example: reference of an
order is AZ1234, then
ref=AZ1234

The parameters idp, idcat and wordingcat must be the same as in your product feed, in this
case your retargeting partners will be able to display the right product retrieved from your
product feed to final users..

EFFINITY | Master Tag

 CODES TO IMPLEMENT

- The scripts are to be inserted before the closing tag </head>.

- Insert one and only one script per page.
- The script of Master tag of order (or lead) confirmation page is independent from
the classical conversion tag. Your order (or lead) confirmation page has to integrate
both tags
- Master tag

<script src="http://mastertag.effiliation.com/mtXXX.js?page=sale... >

- Conversion tag

<img src="http://track.effiliation.com/servlet/effi.revenue?id=XXX...>

- All our scripts function in http et https : a secured page will call necessarily a secure
script https://mastertag.effiliation.com
- Place the scripts of every type on concerned pages of your web site.

HOME PAGE - « mastertag home »

Place the following code on your home page and replace dynamically the parameters:
insession, newcustomer and storeid. See the table of parameters if necessary.

<script src="http://mastertag.effiliation.com/mtXXX.js?page=home
&insession=1_OR_0&newcustomer=1_OR_0&storeid=SHOP_ID" async="async"></script>

EFFINITY | Master Tag

CATEGORY PAGE - « mastertag category »
Place the following code on all your category pages and replace dynamically IDs and the
name of a category of products and product IDs displayed on the page. See the table of
parameters if necessary. These parameters must be the same as in your product feed.

<script src="http://mastertag.effiliation.com/mtXXX.js?page=category&insession=1_OR_0
&newcustomer=1_OR_0&storeid=SHOP_ID
&idcat=CATEGORIE&wordingcat=LIBELLE_CATEGORIE&idp=PRODUCT_ID1,PRODU
CT_ID2" async="async"></script>

PRODUCT PAGE - « mastertag product »

Place the following code on all your product pages and replace dynamically product ID and
its price, and category ID and category name. See the table of parameters if necessary. The
product ID must be the same as in your product feed.

<script src="http://mastertag.effiliation.com/mtXXX.js?page=product&insession=1_OR_0&
newcustomer=1_OR_0&storeid=SHOP_ID&idp=PRODUCT_ID&prix=PRODUCT_PRICE"
async="async"></script>

EFFINITY | Master Tag

BASKET PAGE - « mastertag addcart »
Place the following code in your basket page and replace dynamically ID or IDs separated
by comma, the price of the product or of products and the basket amount. See the table of
parameters if necessary. The product ID must be the same as in your product feed.

<script src="http://mastertag.effiliation.com/mtXXX.js?page=addcart&insession=1_OR_0&
newcustomer=1_OR_0&storeid=SHOP_ID&idp=PRODUCT_ID1,PRODUCT_ID2&prix=P
RODUCT_PRICE1,PRODUCT_PRICE2&montant=AMOUNT" async="async"></script>

ORDER CONFIRMATION PAGE

« mastertag sale »
Place the following code on your order conformation page on all means of payment (web
page that is shown to users after the payment has been registered and approved by you
bank) and replace dynamically the product ID or product IDs separated by comma, the price
of the product or of products, the amount of order and the order reference. See the table of
parameters if necessary. The Product ID must be the same as in your product feed.
The script of Master tag of order confirmation page is independent from the classical
conversion tag. Master Tag allows informing your partners that a sale has been done.
Conversion tag allows to Effinity to count / register a sale and a commission for a publisher.

<script src="http://mastertag.effiliation.com/mtXXX.js?page=sale&insession=1_OR_0&ne
wcustomer=1_OR_0&storeid=SHOP_ID&idp=PRODUCT_ID1,PRODUCT_ID2&prix=PRO
DUCT_PRICE1,PRODUCT_PRICE2&montant=AMOUNT&ref=TRANSACTION_REF"
async="async"></script>

EFFINITY | Master Tag

PAGE FORM (LOGIN / SUBSCRIPTION)
« mastertag form »
Place the following code on all your pages of subscription and/or authentication (every page
on which a user can login on his account and thus be identified) or on your lead forms.

<script src="http://mastertag.effiliation.com/mtXXX.js?page=form&insession=1_OR_0&ne
wcustomer=1_OR_0&storeid=SHOP_ID" async="async"></script>

OTHER PAGE - « mastertag generic »

Place the following code on other pages: about us, terms of use, legal notices, etc.

<script src="http://mastertag.effiliation.com/mtXXX.js?page=generic&insession=1_OR_0&
newcustomer=1_OR_0&storeid=SHOP_ID" async="async"></script>

EFFINITY | Master Tag

 CUSTOMER JOURNEY

MERCHANT WEB SITE

?page=home
1. ACCESS TO
WEBSITE

?page=form
2. LOGIN

?page=category
3. PRODUCT
?page=product
SEARCH

?page=addcart
4. BASKET
VALIDATION

5. PAYMENT Bank solution

?page=sale
6. ORDER
track.effiliation.com/servlet/effi.revenue
VALIDATION

EFFINITY | Master Tag

SERVICES
If you do not have pages category and / or product, scripts category and / or product are
unnecessary

?page=home
1. ACCESS TO
WEBSITE

?page=form
2. LOGIN

3. PAYMENT Solution Bancaire

?page=sale
4. ORDER
track.effiliation.com/servlet/effi.revenue
VALIDATION

EFFINITY | Master Tag