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OneTag Retail Media upgrade for existing Performance Marketing clients

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Process for existing PM clients

If you're an existing Performance Marketing (retargeting) client with OneTag already implemented and daily feeds in place, upgrading your integration to support Retail Media requires a few additional steps. This includes adding specific fields to both OneTag and your feed to meet Retail Media data requirements.

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Retail Media OneTag for on-site ads

In addition to the below upgrades that are outlined specifically, please visit this page for a holistic overview of the Retail Media OneTag setup.

Dynamic loader

To leverage Retail Media, update your library loader to use Criteo's dynamic endpoint. This change loads a specialized version of the library, enabling dedicated ad placements on your site. Make sure all tags are updated with your unique partner ID (XXXXX):

<script type="text/javascript" src="//dynamic.criteo.com/js/ld/ld.js?a=XXXXX" async="true"></script>

New parameters

RetailerVisitorId and CustomerId

To measure Return-on-Ad-Spend (ROAS), Criteo requires 1P identifiers for user navigation:

  • Retailer Visitor ID: An unauthenticated user ID, consistent across sessions on the same device and valid for at least 30 days. A first-party cookie is recommended.
  • Customer ID: An ID for authenticated users, consistent across all logged-in sessions, typically a hashed internal user ID.

page_id

In order to serve ads on dedicated page types, we must add a new parameter titled page_id. The naming convention should follow the pattern below:

Page typepage-ids
HomeAMER:
viewHome_desktop
viewHome_mobile

EMEA:
viewHomeDesktop
viewHomeMobile
CategoryAMER:
viewCategory_desktop
viewCategory_mobile

EMEA:
viewCategoryDesktop
viewCategoryMobile
MerchandisingAMER:
viewMerchandising_desktop
viewMerchandising_mobile

EMEA:
viewMerchandisingDesktop
viewMerchandisingMobile
SearchAMER:
viewSearchResult_desktop
viewSearchResult_mobile

EMEA:
viewSearchResultDesktop
viewSearchResultMobile
Null SearchAMER:
viewNullSearchResult_desktop
viewNullSearchResult_mobile

EMEA:
viewNullSearchResultDesktop
viewNullSearchResultMobile
Product detailAMER:
viewItem_desktop
viewItem_mobile

EMEA:
viewItemDesktop
viewItemMobile
BasketAMER:
viewBasket_desktop
viewBasket_mobile

EMEA:
viewBasketDesktop
viewBasketMobile
Order confirmationAMER:
trackTransaction_desktop
trackTransaction_mobile

EMEA:
trackTransactionDesktop
trackTransactionMobile

Tag adjustments by page type

Listing pages

Modify the listing event based on page type:

  • Category page: Change listing to viewCategory and include a category ID
  • Search page: Change listing to viewSearchResult and include a keyword.
  • Product page: Add price and availability fields to enable real-time updates.

Examples

viewCategory

<!-- ##### is the partner ID provided by Criteo -->

<script type="text/javascript" src="//dynamic.criteo.com/js/ld/ld.js?a=#####" async></script>
<script type="text/javascript">
  window.criteo_q = window.criteo_q || [];
  window.criteo_q.push(
    { event: "setAccount", account: "12345" }, // Your partner ID
    { event: "setRetailerVisitorId", id: "0193553C0A39937F23FC" }, // User's guest ID
    { event: "setCustomerId", id: "1SDFJI435FH12HFK2" }, // User's logged-in ID
    { event: "setEmail", email: "d9c378bb0369ee148f7700fc296165d4e8dc356b90ac318be3701ee76f00c588" }, // User's SHA-256 hashed email
    { event: "setSiteType", type: "d" }, // User's device type
    { 
      event: "viewCategory",
      item: ["123", "321", "456"], // All organic products in order
      page_id: "viewCategory_desktop", // Platform-specific page ID
      page_number: "2", // Page number of the grid
      category: "21>45732>23568553", // Category breadcrumb of the browse page
      filters: [
        {
          name: "brand",
          operator: "eq",
          value: "Nike" // Filters set by the user
        },
        // Add a line for each filter set on the page
      ],
      ,
      store_id: "1537" // User's store ID
    }
  );
</script>

viewSearchResult

<!-- ##### is the partner ID provided by Criteo -->

<script type="text/javascript" src="//dynamic.criteo.com/js/ld/ld.js?a=#####" async></script>
<script type="text/javascript">
  window.criteo_q = window.criteo_q || [];
  window.criteo_q.push(
    { event: "setAccount", account: "12345" }, // Your partner ID
    { event: "setRetailerVisitorId", id: "0193553C0A39937F23FC" }, // User's guest ID
    { event: "setCustomerId", id: "1SDFJI435FH12HFK2" }, // User's logged-in ID
    { 
      event: "setEmail", 
      email: "d9c378bb0369ee148f7700fc296165d4e8dc356b90ac318be3701ee76f00c588" // User's SHA-256 hashed email
    },
    { event: "setSiteType", type: "d" }, // User's device type
    { 
      event: "viewSearchResult",
      item: ["123", "321", "456"], // All organic products in order
      page_id: "viewSearchResultMobile", // Platform-specific page ID
      page_number: "2", // Page number of the grid
      keywords: "running shoes", // User's entered keyword
      filters: [
        {
          name: "brand",
          operator: "eq",
          value: "Nike" // Filters set by the user
        }
        // Add a line for each filter set on the page
      ],
      store_id: "1537" // User's store ID
    }
  );
</script>

viewItem

<!-- ##### is the partner ID provided by Criteo -->

<script type="text/javascript" src="//dynamic.criteo.com/js/ld/ld.js?a=#####" async></script>
<script type="text/javascript">
  window.criteo_q = window.criteo_q || [];
  window.criteo_q.push(
    { event: "setAccount", account: "12345" }, // Your partner ID
    { event: "setRetailerVisitorId", id: "0193553C0A39937F23FC" }, // User's guest ID
    { event: "setCustomerId", id: "1SDFJI435FH12HFK2" }, // User's logged-in ID
    { 
      event: "setEmail", 
      email: "d9c378bb0369ee148f7700fc296165d4e8dc356b90ac318be3701ee76f00c588" // User's SHA-256 hashed email
    },
    { event: "setSiteType", type: "d" }, // User's device type
    { 
      event: "viewItem",
      page_id: "viewItem_mobile", // Platform-specific page ID
      item: "1573236", // Viewed item's SKU ID
      parent_item: "P64388324", // Viewed item's parent ID
      price: "5.99", // Viewed item's current unitary price
      availability: "1", // Viewed item's availability status
      store_id: "1537" // User's store ID
    }
  );
</script>

Feed

If you already send Criteo a feed for your performance marketing program, you can use it as long as all Retail Media parameters are added.

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Feed parameters

For a full list of Retail Media parameters, visit Feed Parameters

Essential parameters for Retail Media that may not be in a standard feed include:

  • GTIN
  • product_type
  • product_type_key
  • filters
  • Any custom parameters needed for ad rendering, such as sales labels/badges or shipping costs

Updated about 1 month ago

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