Introduction

Universal tags are highly recommended and are required for the following:

  • Sales funnel reporting – this provides a granular view of all actions and abandonments during consumers’ purchase journeys, with filters to enable more granular analysis by device type and by affiliate (see example Report below)
  • Enables engagement with re-targeting publishers and cross-device tracking

salesfunnel

Note: Universal tags should always be added to your site so that they are activated for all visitors (hardcoded)

Tag Structure

Your Universal tag will look similar to the following:

<script type="text/javascript">OMID=460;OPID=3207;ORef=escape(window.parent.location.href);!function(){var a=document.createElement("script");a.type="text/javascript",a.async=!0,a.src="//track.omguk.com/action/application/?action=Content&MID=" + OMID + "&PID=" + OPID + "&ref="+ ORef;var b=document.getElementsByTagName("body")[0];if(b)b.appendChild(a,b);else{var b=document.getElementsByTagName("script")[0];b.parentNode.insertBefore(a,b)}}();</script>

Note: We recommend you add tags as HTTPS to ensure SSL is supported. The domain of the tag may also differ from the above example.

If you want to track a unique event such as a Quote or Application then add the reference number associated with the event to the AppID field.  For example:

<script type="text/javascript">OMID=460;OPID=3207;ORef=escape(window.parent.location.href);!function(){var a=document.createElement("script");a.type="text/javascript",a.async=!0,a.src="//track.omguk.com/action/application/?APPID={YOURREF}&action=Content&MID=" + OMID + "&PID=" + OPID + "&ref="+ ORef;var b=document.getElementsByTagName("body")[0];if(b)b.appendChild(a,b);else{var b=document.getElementsByTagName("script")[0];b.parentNode.insertBefore(a,b)}}();</script>

You can optionally pass up to 11 extended data values into the Universal tag, for example:

<script type="text/javascript">OMID=460;OPID=3207;ORef=escape(window.parent.location.href);!function(){var a=document.createElement("script");a.type="text/javascript",a.async=!0,a.src="//track.omguk.com/action/application/?APPID={YOURREF}&action=Content&MID=" + OMID + "&PID=" + OPID + "&val=&ex1={EX1-Value}&ex2={EX2-Value}&ex3={EX3-Value}&ex4={EX4-Value}&ex5={EX5-Value}&ex6={EX6-Value}&ex7={EX7-Value}&ex8={EX8-Value}&ex9={EX9-Value}&ex10={EX10-Value}&ex11={EX11-Value}&ref="+ ORef;var b=document.getElementsByTagName("body")[0];if(b)b.appendChild(a,b);else{var b=document.getElementsByTagName("script")[0];b.parentNode.insertBefore(a,b)}}();</script>

 

Technical Requirements

In order for your Universal tag to function correctly it must be implemented in a certain way. We require that tags be added as “Synchronous” scripts.

Whilst Universal tags can be added as Asynchronous scripts any “contained” affiliate tags within the Optimise tag may not function correctly and could prevent certain types of affiliates from running your campaigns.

You should also enable document.write specifically if you are using Google Tag Manager:

google-tagman-document-write

 

If you are manipulating the code specified above ensure that the <noscript> section of the tag is not contained within a JavaScript container as this will not function correctly.