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Container Tags

The Container Tags solution gives you a possibility to easily arrange all the needed tracking scripts on your website. Once you have Adform tracking code implemented to the website, there will be no further need for a webmaster to implement more codes as they can be handled on Adform’s side.
A container tag can place tracking codes directly to a desirable page with a set of rules of where, when, and how to trigger it.
The tracking codes mostly come from other partner’s platforms and medias, who are also interested in targeting visitors or collecting statistics on your website.

If you choose to implement the scripts yourself, or view, edit and search them, it can be done on the Container Tags tab (1). In order to get a list of all container rules already implemented, click on Export Containers to txt button (2). To add a new container rule, click the Add rule set button (3).



The Fire for drop-down menu (3) enables choosing if the code will be executed for all visitors or only coming from a particular media. Tick the checkboxes next to the necessary medias and, in the adjacent field, define if it should be inserted based on a banner click or an impression, or both by selecting an option from the drop-down menu (4).

The next selection in the rule is path and name settings. Path and name is an identifier of a page, which Adform gets from the tracking on the website. It can be collected from an URL, page titles, CMS variables, etc. The selection allows you including or excluding the pages of your website (5), on which the particular tracking code should be triggered (6). Click the Add Condition button (7) if you need to add more conditions.


Conditions set between Fire for and Path and name rules are “AND” logic, while conditions between several Path and name rules are “OR” based.


The Script box (see the image below), on the right side of the page, is where the code itself should be inserted. The script fires only if it complies the set rules. Insert the code and press the Save button to finish.

In order to add more tracking scripts to fire on a nexisting rule simply click on Add script button to append one more script box to an existing rule. 



  • Server Side Container Tags

    There is a possibility to implement a 3rd Party tracker using the server side call. Meaning that the 3rd party tracker will be fired from the Adform server and it will not have any interaction with a website itself. This solution is used for Adform tracking points which do not have containers (no JavaScript: image type, redirect etc.) when the client has restricted security policy, or for mobile app tracking.







    After selecting Media settings and including tracking points, select Server Side option from the drop-down menu. On the right side of the page, there is a holder for the 3rd Party tracker. Click the Add script button (Add Script) and insert the script. 


  • Container Tags Macros

    Additionally, you can use the Adform supported macros in your postback requests to share information from the Adform system with a 3rd Party System.

    Note that you can also use __ADFADV__ format instead of %%ADFADV%%.


    The supported macros are:

    %%ADFDEVID%% - Advertising ID

    %%ADFSDKVER%% - Adform SDK version

    %%ADFOSVER%% - Android OS version

    %%ADFBUNDID%% - App bundle ID

    %%ADFAPPVER%% - App version

    %%ADFCOUNTRY%% - Country code

    %%ADFJSON%% - JSON data

    %%ADFMUID%% - MD5 hashed Advertising ID

    %%ADFLANG%% - Language

    %%ADFLAT%% - Limit ad tracking status

    %%ADFTID%% - Order ID

    %%ADFPUBD%% - Publisher data

    %%ADFRID%% - Request ID

    %%ADFRND%% - Random

    %%ADFSL%% - Sale 

    %%ADFUSERIP%% - User IP