Atlas Solutions

Atlas Best Practices: Universal Tags

By Nick Rivano – Atlas Product Marketing Manager |

Welcome to the next post in the Atlas Best Practices blog series. If you haven’t checked out our previous posts on creative concepts and custom parameters yet, make sure you give them a read. This series is designed to help our customers get the most out of Atlas — from building media plans and trafficking campaigns to measuring and understanding results.

Today we’ll dig deeper into Atlas universal tags.

So just what are universal tags? At a basic level, this is the Atlas specific name for our conversion tags. In other words, Atlas uses universal tags to measure the performance of your paid media against the actions your customers take across all of your owned digital properties (website, mSite, app) in a privacy-safe way. Google’s DoubleClick for Advertisers calls them floodlight/spotlight tags, Twitter calls them website tags and others just call them conversion pixels or, more simply, “tags.” No matter the name, they all serve the basic purpose of measuring conversions.

However, each of these tags vary in the additional functionality they provide, so let’s take a look at what makes universal tags unique:

One tag is all it takes! The premise of a universal tag is that you can deploy it across all of your owned digital properties. (If you’re an Atlas customer, you can view instructions on how to do this here). Whenever a page loads or an event happens, a call goes out to Atlas through the universal tag. On the Atlas side, after a universal tag is deployed on your site, you can create rules based on the actions you want to measure. Some examples might be, “When the homepage loads” or “When my customer buys more than three items.” You can base these rules on the following types of data:  the referrer URL, specific events or other information you pass to Atlas.

The real power of using rules is that for each new action you want to measure, you do not need to go back to your IT team to have a new tag implemented — simply go into Atlas and create a new rule for the action you want to measure. Now, instead of weeks-long turnaround time for a new tag to be implemented, it only takes a few minutes. And it gets better, because each universal tag call to Atlas can even represent multiple actions. Let’s take a look at another example to help illustrate this point.

Imagine the following call fires off on the main conversion page for your business:;m=55555555555555;cache=1234567890?page_name=thankyoupage&qty=4&revenue=299.99&promo_code=summerdeals

What if you wanted to measure three separate conversion events: any time a customer completes an order, any time a customer completes an order of more than $200 and the total number of orders completed using the promo code “summerdeals”? With most other platforms, you’d need to create three separate tags for each event, and then have your IT team implement all three based on your conditions. With Atlas, you can simply implement the universal tag, collect the additional conversion information (aka extended data), and create all three actions within our UI. Want a fourth event? Just create a fourth action in Atlas. Easy breezy!

Piggybacking third-party tags. Atlas wants to ensure your campaigns get out the door as quickly as possible, so we enable you to piggyback conversion tags from third-party platforms by using universal tags.

It only takes two steps:

  1. Create the third-party tag by copying the vendor code into Atlas;
  2. Associate it with an Atlas action.

The benefits you get from using Atlas as a container are pretty cool as well:

With Atlas universal tags, you can deploy once, measure all the actions that are important to you with forward flexibility and expedite the deployment of your third-party tags.

If you’re an existing Atlas customer, be sure to check out the new “Getting Started” section in the Atlas Help Center. This resource provides instructions and tips for preparing and launching your campaigns with Atlas.