Hi again, everyone. We’re moving right along in this blog series on action tags. In the last post, I showed you how to create an action tag. And, yes, at the end, I said I’d cover how to create an extended action tag. But, come to think of it, I need to tell you first why you should care about extended action tags.
Extended action tags—also known as extended data action tags—are action tags with customized (“extended”) data elements that get passed to Atlas Media Console for reporting. What does this mean?
It means, as you create your basic action tags, you can add data elements that make reporting on your action tags more meaningful. Two types of data elements that you can use are quantitative and qualitative.
The quantitative data type, called a revenue tag, reports factors such as revenue so you can measure your return on investment (ROI) and other number-crunching aspects of your advertising campaign.
With the qualitative data type, called an advanced action reporting tag or a category reporting tag, you can track non-quantitative categories that make sense to you.
An example might help make these concepts clearer. Let’s say you have an online bookstore: you’d want to know how much money you’re making, but also which books are selling best.
Your revenue tags could include quantitative data elements—we call them metrics—that monitor the number of books you sell every month, as well as the selling price of those books. With category reporting tags, you can add qualitative data elements—we call them category lists—that flag the genres, titles, and authors of the books you sell.
By using both quantitative and qualitative data types with your action tags, you can find out how much revenue your bookstore is generating as well as which books are the most popular.
Once you have this precious data at your fingertips (through Atlas reporting tools, of course!), you can create advertising campaigns targeted at customer segments that would be more likely to buy your top-selling books.
And that’s the beauty of using extended action tags. Until next time!