How to use the Event Mapping Feature?

The Event Mapping feature allows you to define and / or customize the types of events you wish to track, and send to your analytics and pixels.

🎯 Event Mapping Benefits:

Running ads across multiple ad networks, is complex due to the disparate data which you need to ingest, process, and analyze. This complexity is increased if you want to track the entire customer journey, and across different types of platforms.

The Event Mapping enables you to unify, and standardize your customer journey tracking, under predefined events, and sync these events across all your analytics and pixels.

• You set it once, and everything runs in the background.
• Optimize campaigns, across multiple ad networks, simultaneously.
• Standardize your audience building across all ad networks.
• Cross-platform "InFunnel" targeting.

Example:

Let's say that you own a VPN comparison website (topvpnSite.foo) that you promote on Google Ads. You might want to run an Advertorial on Taboola, that praises the benefits of a new VPN software (topvpnsite.foo/review/new-vpn).

Run a Top of the Funnel campaign in Taboola, and retarget users that have performed a specific action (ex. OutboundClick) in, Google Ads display or cpc.

• In Taboola:
  • Segment audiences according to each events
  • Exclude audiences from your TOF campaign
  • Create Lookalike audiences.
  • Create New campaigns according to each Lookalike audiences.
  • Rince & repeat
• In Google Ads
  • Target audiences that have triggered the OutboundClick Event, with Purchase Objective.
  • Create Lookalike audiences
  • Exclude purchasers from your campaign
  • Include purchasers in an "upsell" campaign.

In order to run such campaign, you would need to perfectly align your Events so that you can fully automate your ads across both ad networks, while leveraging the power of retargeting campaigns, AI, and automatic bid optimization.

💡 What is an event?

An event is any user interaction that is tracked by AnyTrack.

For example, `pageview`, `outboundclick`, `addToCart`, `purchase`.

What types of interactions can be tracked by Anytrack?

• Client-Side events, which are triggered on your website.
• Server-side events which are triggered by third party platforms (affiliate networks, APIs, eCommerce platforms, Webhooks etc...).

What are the Standard AnyTrack Events?

The AnyTrack platform triggers standard events, via the AnyTrack JS Tag or via the Server-Side API when the event is triggered by a third party platform (Affiliate Network, eCommerce platform, Zapier, or an external resource).

OutboundClick

AddToCart

ViewContent

InitiateCheckout

FormSubmit

Lead

CompleteRegistration

Purchase

How does the Event Mapping work?

Each AnyTrack standard event has a corresponding event in the analytics and pixels integrations you've connected your account with.

Consequently, when an `lead` is triggered in AnyTrack, it is processed, formatted, and sent to your connected pixels, according to the Event Mapping defined for the specific pixel.

By default, the AnyTrack standard Events are mapped to each pixel's standard Events.

Facebook Standard Events Mapping

In the illustration below, you can see the AnyTrack standard events on the Left Side, and the Facebook Standard Events on the right side.

How can you customize the Event mapping to suit your business needs?

1. You can disable some events that you don't want to send to Facebook.
2. You can change the mapping to other Facebook Standard Events
3. You can map Anytrack Standard Events to Custom Event Names
   1. When updating the event name, you will be prompted to create a custom conversion in Facebook (simply follow the setup flow which will send an API call to Facebook and create a custom conversion for you.)
4. You can create custom events in AnyTrack, and map them to custom / standard events in Facebook.

We highly recommend to make good use of this feature as it will give you insightful data, that can be leveraged very easily.

This feature is available on all pixels and analytics integrations.