MASTERTAG VALUE-ADDED SERVICES FOR ADVERTISERS SET-UP GUIDE

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MASTERTAG

VALUE-ADDED

SERVICES FOR

ADVERTISERS

SET-UP GUIDE

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Dear advertiser,

The present document gives you an overview of the zanox MasterTag technology.

You will receive detailed information on its main features and benefits. In addition,

step-by-step instructions will show you how to implement the MasterTag codes on your

web-site and how to optimise your webweb-site to get the best results out of your MasterTag.

Please make sure you forward this document to your internal IT department or any other

person responsible for integrating the zanox MasterTag codes on your website. After

in-tegrating the MasterTag codes please get in touch with your zanox contact to finalise the

MasterTag integration on your website.

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CONTENTS

CONTENTS

Contents



3

1. zanox MasterTag



5

11 Overview



5

12 MasterTag technology



5

13 MasterTag codes



6

14 Added-value services for the zanox MasterTag



7

2. Step-by-step integration



8

21 Select a MasterTag service



8

22 Check the implementation requirements



8

23 Get the MasterTag codes



9

24 Place the MasterTag codes on your pages



9

25 Pass the required parameters to the zanox MasterTag service



9

26 Check the implementation



9

3. Implementation instructions



11

31 Definition of pages types

11

32 Definition of parameters

12

33 Minimum set of requirements and conditions



13

331 zanox MasterTag implementation priorities 

13

332 Limitations 

13

34 'Homepage' implementation instructions

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354 Example: Parameter retrieval via URL 

15

36 'Product page' implementation instructions



16

361 Example: Parameter retrieval via HTML ID attribute 

17

362 Example: Parameter retrieval via HTML meta tag 

17

363 Example: Parameter retrieval via JavaScript 

18

37 'Search page' implementation instructions



19

371 Example: Parameter retrieval via JavaScript 20

38 'Basket page' implementation instructions

21 381 Example: Parameter retrieval via JavaScript 

21

39 'Checkout page' implementation instructions

22 391 Example: Parameter retrieval via JavaScript 23

4. Appendix

 24

Implementation examples

24 Category page 24 Product page 24 Basket page 25

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1. ZANOX MASTERTAG

1.1 Overview

With the MasterTag technology, zanox provides a central interface for the integration of value-added services on advertiser websites The MasterTag codes are integrated into your website just once After that, you can add and configure new services and applications for your online shop or e-commerce sites with ease and flexibility, without having to interfere in the HTML code of your website each time

For instance, advertisers can integrate and manage all leading European retargeting providers via MasterTag without any configuration effort If required, you may also activate multiple retargeting providers at the same time In addition, you can integrate web analytics tools, online marketing channel tags, widgets, and other applications

As the zanox MasterTag and value-added services are loaded asynchronously, the loading times of your website will not be impaired

1.2 MasterTag technology

Technically speaking, the zanox MasterTag is a set of seven script containers which adver-tisers place on special page types (eg product pages, category pages, or checkout pages) within their websites For each page type you will receive a unique MasterTag code from zanox

When you have placed the MasterTag codes on the required pages within your website, you can easily activate multiple value-added services and applications for your MasterTags The zanox MasterTag technology now dynamically retrieves information from various param-eters on your website and passes the data to the value-added services you have activated

PRODUCT DETAIL

YOUR SITE

HOW TO

BENEFIT

CONTAINER

APPLICATIONS

MASTER TAG <meta =" http-equiv="X-<script> window.google ={kEI:"z9i_Tntent="text/ 1x

Easy setup - Implement

the MasterTag codes only once.

No site maintenance effort -

Configure the MasterTag directly in the zanox User Interface.

Flexibility - Choose the

applications that fit your current needs.

Web Masters Affiliate Manager

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1.3 MasterTag codes

Below you will find an example of a zanox MasterTag code and how to place it on a website: <div class="zx_37DED71C7FD61ED9AAD1 zx_mediaslot">

<script type="text/javascript">

window._zx = window._zx || [];

window._zx.push({"id":"37DED71C7FD61ED9AAD1"}); (function(d) {

var s = d.createElement("script"); s.async = true; s.src = (d.location.protocol == "https:" ? "https:" : "http:") + "//static.zanox.com/scripts/zanox.js"; var a = d.getElementsByTagName("script")[0]; a.parentNode.insertBefore(s, a); }(document)); </script> </div>

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1.4 Value-added services for the zanox MasterTag

Use the MasterTag Dashboard to find, activate, and manage value-added services and appli-cations for your MasterTags The MasterTag Dashboard is accessible from within the zanox User Interface and allows you to view all services you have currently activated for your MasterTags and check their configuration status

If you do not have any active MasterTag services, click on the tab More Services to be redi-rected to the zanox Application Store where you can get all services currently available for the zanox MasterTag

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2. STEP-BY-STEP INTEGRATION

2.1 Select a MasterTag service

If you want to use the zanox MasterTag, first decide which of the value-added services cur-rently available for the zanox MasterTag you want to integrate on your website You can get all available MasterTag services in the zanox Application Store

Please note the following:

You can activate as many value-added services for your MasterTags as you like without ever having to change the HTML code of your website

Each value-added service needs access to specific information on your website The MasterTags will retrieve this information from various parameters on your website and pass it to the added-value service

The MasterTag Dashboard in the zanox User Interface gives you a full overview of the parameters required by each added-value service

2.2 Check the implementation requirements

zanox provides seven MasterTag codes for seven distinct page types (eg product page, category page, or checkout page) Before requesting the zanox MasterTag codes you need to get a full overview of all pages which are part of your website and map them to the zanox page types

Please also check which parameters are required by the MasterTag service and if this information is available on your website To find out about the required parameters either refer to the service documentation available in the Application Store or use the tab Mas-terTag Management in the MasterTag Dashboard Please also check which parameters are required by the MasterTag service and if this information is available on your website It is crucial to understand that all required parameters must be accessible on the website in order for the respective MasterTag service to function properly We recommend a com-plete implementation of all parameters Additional bookable services may require optional parameters

Access the MasterTag services in the zanox Application Store.

For more information on the zanox page types see section "Definition of page type".

Check the

requirements Get the codes Place the codes on your site implementationCheck the Select

Master-Tag service requirementsCheck the Get the codes Place the codes on your site implementationCheck the Select

Master-Tag service

1 2 3 4 5 6

Pass parameters to MasterTags

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2.3 Get the MasterTag codes

Please contact your zanox account manager to get the zanox MasterTag codes You will receive seven MasterTag codes, one for each page type

2.4 Place the MasterTag codes on your pages

Place the MasterTag codes for each page type on the respective pages of your website zanox has no specific requirements on where to place the MasterTag code We recommend to place the code at the end of the page before the closing body tag, however, this is not mandatory

The MasterTag codes must not be placed within iFrames unless the iFrame renders all retargeting parameters correctly

2.5 Pass the required parameters to the zanox MasterTag

service

The zanox MasterTag needs to retrieve information from various parameters on your web-site and passes the data to the value-added services you have activated The lack of some information might limit the functionalities of the zanox MasterTag service and might reduce the number of MasterTag services you can use

To retrieve information from your website the MasterTag can use any combination of the following methods:

HTML ID attributes

(eg <span id="zx_category"/>)

HTML meta tags

(e.g. <meta name="zx:price" content="3.99"/>)

Page URL parameters

(eg http://wwwadvertisershopcom?zx_category=crib)

Page content via Javascript

(e.g. <script type="text/javascript"> var zx _ category="crib";</script>)

The MasterTag technology enables your MasterTags to easily adapt to any changes on your website and read different parameters or use different retrieval methods, if required Also, it is important to know that:

some page types do not require to pass any parameters at all ##NO_MATCH##

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2.6 Check the implementation

After placing the MasterTag codes on your pages and double-checking that the information required for each page type is accessible via any of the methods described in the section above, please get in touch with your zanox contact to let zanox finalise the MasterTag con-figuration

Use the MasterTag Dashboard to check if your active MasterTag services can access all required parameters on your website (ü) or if the configuration settings are erroneous (!)

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3. IMPLEMENTATION INSTRUCTIONS

This section gives you an overview of the different page types and their required as well as optional parameters

A detailed implementation example per page type will show you how to make the required information available on the page using different retrieval methods

3.1 Definition of pages types

zanox provides seven different types of zanox MasterTags to be placed on the following page types:

Page type Description

Home Start Page

Category page All pages of your website which list product

categories

Product page All pages of your website which contain the

details of a product

Search page Pages where user can perform product

searches and product lists are displayed

Basket page Page where the shopping basket is

dis-played to the user prior to purchase

Checkout page Sales confirmation page which is displayed

to the user after purchase

Registration page Registration confirmed page, eg when

a user has successfully subscribed to a newsletter

Generic page Any other page of your website

Please make sure to only tag pages with the zanox MasterTag which are related to the sales funnel The zanox MasterTags should not be placed on pages such as user profile pages or similar

Important: Please place only one Master-Tag code per page!

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3.2 Definition of parameters

Below you will find a list of the parameters commonly used by most added-value services:

Parameter Definition

Product identifier Product ID

Has to be identical with the product ID from the product data feed and has to be identi-cal on every page type

Product name Name of the product

Product description Description of the product

(pure text, without HTML tags)

Product category Name of the category the product is

as-signed to

Product brand Brand or manufacturer

Product price Product price text

Product amount Product amount number

Product currency Product currency code (ISO 4217)

(eg EUR)

Product quantity Quantity of the selected product

Product image URL URL to product image

Product deep link URL URL to product page

Search query Search text and/or terms as string

Product list Search result list with products which apply

to the search query (JSON string)

Transaction identifier Transaction reference number (eg order

ID)

Transaction amount Price for total transaction as numerical

number

Transaction currency Total currency code (ISO 4217) for

transac-tion (eg EUR)

zanox partner identifier (or Partner ID) ID that is transmitted by zanox with a click during session tracking

(Format: 99999C99999S99999)

Category ID (or CID) Lead or sale tracking category

Please note: zanox does not validate pa-rameter formats such as the currency and number formats. All information is passed as a simple string to the respective Master-Tag service.

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Parameter Definition

Fix commission value Fixed commission amount

Commission in percent Variable commission amount

Session ID ID which identifies the session during which

the transaction occurred

Remark Additional comment

Date of confirmation Programme-specific confirmation time for

transactions The maturity date may deviate from the default confirmation time

Language Language of the page

3.3 Minimum set of requirements and conditions

3.3.1 zanox MasterTag implementation priorities

The following table shows page types for which the implementation of the zanox MasterTag is recommended and optional

Page type Recommended Optional

Home x Category page x Product page x Search page x Basket page x Checkout page x Registration page x Generic page x 3.3.2 Limitations

The zanox MasterTag is not supposed to be placed inside iFrames and its full functionality is not guaranteed in case this might happen

If zanox tracking is already implemented, please don't change anything zanox tracking and zanox MasterTag are two different technologies

The product identifiers must match the identifiers you use in the product data feeds you upload as CSV/XML file to the zanox affiliate network Besides that, all Product IDs have to

We strongly recom-mend to place the zanox MasterTag on required and recom-mended page types as dditional services may require data from optional page types. If your website makes use of several lan-guages, please add on each page a „zx_lan-guage“ parameter. Example:

var zx_language=“nl“ or

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3.4 'Homepage' implementation instructions

The homepage does not need to provide any additional information on the page To prepare your homepage for using MasterTag services please proceed as follows:

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3.5 'Category page' implementation instructions

The minimum required content of a category page is the product category The product category must be made accessible to the zanox MasterTag code via any of the parameter retrieval methods described in section 25 of this document

To prepare your category page for using MasterTag services please proceed as follows:

1. Place the zanox MasterTag code for category pages on the respective pages of your website

2. Make sure the product category is accessible on your website

The below examples show different ways of retrieving the product category from the HTML markup of the category page

3.5.1 Example: Parameter retrieval via HTML ID attribute <div id="product">

Category: <span id="zx_category">Schwere Gegenstände</span> </div>

3.5.2 Example: Parameter retrieval via HTML meta tag

<html xmlns:zx="http://www.data-vocabulary.org/Product/"> <head>

<meta name="zx:category" content="Heavy objects" /> </head>

3.5.3 Example: Parameter retrieval via JavaScript <script type="text/javascript">

var zx_category = "Heavy objects";

</script>

3.5.4 Example: Parameter retrieval via URL

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3.6 'Product page' implementation instructions

A product page needs to contain information on the product details The more product de-tails you make available on your website, the better the results for some MasterTag services such as retargeting To make product details accessible to the zanox MasterTag code use any of the parameter retrieval methods described in section 25 of this document Below you will find a list of product details you should make accessible on the product pages:

Product parameter Description Required

zx_identifier Product ID x

zx_fn Product name x

zx_description Product description

zx_category Product category

zx_brand Brand or manufacturer

zx_price Product price (eg "only 2,99€") x

zx_amount Product price as numerical number x

zx_currency Product currency code (ISO 4217)

zx_url URL to product page

zx_photo URL to product image

zx_language Language of the page

To prepare your product page for using MasterTag services please proceed as follows:

1. Place the zanox MasterTag code for product pages on the respective pages of your website

2. Make sure the product details are accessible on your website

3. Please keep the limitations, discussed in 332, in mind

The below examples show different ways of retrieving product details from the HTML markup of the product page

This parameter set is derived from the hProduct microformat standard invented by Google and Best Buy. For more information visit this website

We recommend a complete implementa-tion of all parameters as additional services may require optional parameters.

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3.6.1 Example: Parameter retrieval via HTML ID attribute <div>

Produkt-ID: <span id="zx_identifier">123456789</span>

Product name: <span id="zx_fn">Product name</span>

Details: <span id="zx_decription">Product description</span>

Category: <span id="zx_category">Category</span>

Brand: <span id="zx_brand">Brand</span>

Price: <span id="zx_price">3,99 €</span>

Numeric price: <span id="zx_amount">3.99</span>

URL: <a href="http://www.yourshop.com/product/" id="zx_ url">url</a>

Photo: <img src=" http://www.yourshop.com/product_picture.jpg" id="zx_photo" />

Language: <span zx-language="zx_language">nl</span> </div>

3.6.2 Example: Parameter retrieval via HTML meta tag

<html xmlns:zx="http://www.data-vocabulary.org/Product/"> <head>

<title>Product Page</title>

<meta name="zx:identifier" content="123456789" /> <meta name="zx:fn" content="Product Name" />

<meta name="zx:description" content="Product description" /> <meta name="zx:category" content="Category" />

<meta name="zx:brand" content="Brand" /> <meta name="zx:price" content="3,99 €" /> <meta name="zx:amount" content="3.99" />

<meta name="zx:url" content="http://www.yourshop.com/Product/"

/>

<meta name="zx:photo" content="http://www.yourshop.com/product_ picture.jpg" />

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3.6.3 Example: Parameter retrieval via JavaScript <script type="text/javascript">

var zx_identifier = "123456789";

var zx_fn = "Product Name";

var zx_description = "Product description";

var zx_category = "Category";

var zx_brand = "Brand";

var zx_price = "3,99 €";

var zx_amount = "3.99";

var zx_currency = "EUR";

var zx_url = "http://www.yourshop.com/Product/";

var zx_photo = "http://www.yourshop.com/product_picture.jpg";

var zx_language = "nl"

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3.7 'Search page' implementation instructions

A search page should contain a set of global JavaScript variables that expose certain prop-erties of the current search query To make search queries accessible to the zanox Master-Tag code use the parameter retrieval method JavaScript (see section 25)

Below you will find a list of search parameters you should make accessible on the search page:

Product parameter Description Required

zx_search_query Search text and/or terms as string x

zx_products Search result list with products which apply to the search query (JSON string)

zx_description Product description

identifier Product ID

amount Product price as numerical number

currency Product currency code (ISO 4217)

quantity Quantity of the selected product

zx_language Language of the page

To prepare your search page for using MasterTag services please proceed as follows:

1. Place the zanox MasterTag code for search pages on the respective page of your web-site

2. Make sure the search query details are accessible on your website

3. Please keep the limitations, discussed in 332, in mind

The below example shows how to retrieve search details from the HTML markup of the search page using JavaScript

We recommend a complete implementa-tion of all parameters as additional services may require optional parameters.

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3.7.1 Example: Parameter retrieval via JavaScript <script type="text/javascript">

var zx_search_query = "last search parameter";

var zx_products = [ { "identifier": "34343877", "amount": "2.99", "currency": "EUR", "quantity": "1" },{ // next product }]; var zx_language = "nl"; </script>

Since you will have to pass a list of products zanox suggests to use the JavaScript method.

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3.8 'Basket page' implementation instructions

A basket page should contain a set of global JavaScript variables that expose the content of the customers basket To make the basket details accessible to the zanox MasterTag code use the parameter retrieval method JavaScript (see section 25)

Below you will find a list of basket parameters you should make accessible on the basket page:

Product parameter Description Required

zx_products List of products in the shopping basket x

identifier Product ID x

amount Product price as numerical number x

currency Product currency code (ISO 4217) x

quantity Quantity of the selected product x

zx_language Language of the page

To prepare your basket page for using MasterTag services please proceed as follows:

1. Place the zanox MasterTag code for basket pages on the respective page of your web-site

2. Make sure the basket details are accessible on your website

3. Please keep the limitations, discussed in 332, in mind

The below example shows how to retrieve basket details from the HTML markup of the basket page using JavaScript

3.8.1 Example: Parameter retrieval via JavaScript <script type="text/javascript">

var zx_products = [ { "identifier": "123456789", "amount": "3.99", "currency": "EUR", "quantity": "2" },{ // next product }];

Since you will have to pass a list of products zanox suggests to use the JavaScript method.

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3.9 'Checkout page' implementation instructions

The checkout page confirms the placed order to the customer It is shown to the customer after the order process was successful To make the checkout details accessible to the za-nox MasterTag code use the parameter retrieval method JavaScript (see section 25) Below you will find a list of checkout parameters you should make accessible on the check-out page:

Product parameter Description Required

zx_products List of products in the shopping basket x

identifier Product ID x

amount Product price as numerical number x

currency Product currency code (ISO 4217) x

quantity Quantity of the selected product x

zx_transaction Transaction reference number (eg order ID) x

zx_total_amount Price for total transaction as numerical number x zx_total_currency Total currency code (ISO 4217) for transaction x

zanox partner identi-fier (or Partner ID)

ID that is transmitted by zanox with a click during session tracking

(Format: 99999C99999S99999) CategoryID (CID) Lead or sale tracking category CustomerID ID which identifies the customer

SuborderID Further transaction-related information that is of interest to the advertiser or required for identifica-tion of the transacidentifica-tion

CommissionFix Fixed commission amount

CommissionPercent Variable commission amount

SessionID ID which identifies the session during which the transaction occurred

ReviewNote Additional comment

MaturityDate Programme-specific confirmation time for trans-actions The maturity date may deviate from the default confirmation time

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To prepare your checkout page for using MasterTag services please proceed as follows:

1. Place the zanox MasterTag code for checkout pages on the respective page of your website

2. Make sure the checkout details are accessible on your website

3. please keep the limitations, discussed in 332, in mind

The below example shows how to retrieve checkout details from the HTML markup of the checkout page using JavaScript

3.9.1 Example: Parameter retrieval via JavaScript <script type="text/javascript">

var zx_products = [ { "identifier": "123456789", "amount": "3.99", "currency": "EUR", "quantity": "2" },{ // next product }];

var zx_transaction = "ASFASDAS12321";

var zx_total_amount = "7.98";

var zx_total_currency = "EUR";

var zx_language = "nl";

</script>

Since you will have to pass a list of products zanox suggests to use the JavaScript method.

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4. APPENDIX

Implementation examples

Category page

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