Real-time on-site data collection implementation

Tag & Pixel

Overview

To enhance model performance and real-time optimization, implement our JavaScript-based data collection tag on your website or use server-side pixels for conversion tracking.

Before You Begin: Paramount will supply a unique advertiser ID (advid) for your implementation. We will work with you to define the conversion events to be tracked.

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Follow these steps to implement the Paramount Real-Time Performance (RTP) tracking code using GTM.

1

Enable Required Variables

Built-In Variables:

  • Event
  • Page URL
  • Referrer
  • Click URL
  • Any other Built-In Variables needed for your setup
  • User-Defined Variables for specific tracking
2

Configure Triggers

Navigate to Triggers and add triggers for the relevant conversion events (e.g., button clicks, form submissions).

Special Note: Scroll Depth Trigger

Required to set "Enable this trigger on" to Window Load (gtm.load)

Special Note: Element Visibility Trigger

If the element will be visible on page load, the following custom setup is required:

  1. Create a Custom Event Trigger named "PRTP Ready" where the event name is prtp_ready
  2. Create a Trigger Group consisting of the new "PRTP Ready" trigger and "Element Visibility" trigger
3

Add Tags

Tag 1: Paramount RTP Initialization

1. Go to Tags → New → Tag Configuration → Custom HTML

2. Name: Paramount RTP

3. HTML:

<script src="https://rtp-media.paramount.com/js/prod/ParamountRTP.min.js?advid=[unique_value_from_paramount]&src=gtm&event={{Event}}&referrer={{Referrer}}&page_url={{Page URL}}" type="text/javascript"></script>

4. Advanced Settings: Set Tag Firing Options to "Only Fire Once"

5. Trigger: Consent Initialization - All Pages

6. Click Save

Tag 2: Paramount RTP - Track Event

1. Go to Tags → New → Tag Configuration → Custom HTML

2. Name: Paramount RTP - Track Event (click)

3. HTML (example code for a click event):

<script type="text/javascript">
prtp_trackEvent('gtm', {
event: {{Event}},
click_url: {{Click URL}}
});
</script>

Note: The event parameters object will need to be configured depending on what data (Built-In or User-Defined variables) needs to be gathered based upon trigger events.

4. Trigger: Select the relevant event trigger

5. Click Save

4

Preview & Publish

Use GTM's Preview Mode to verify:

  • Tags are firing correctly
  • Variables are populating as expected

Once confirmed, Publish the container.

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If you are not using a tag manager, you can directly embed the script in your website's HTML.

Base Script Installation

Add this script to the <head> section of every page on your website:

<script src="https://rtp-media.paramount.com/js/prod/ParamountRTP.min.js?advid=[unique_value_from_paramount]&src=native&event=init&referrer=[referrer url]&page_url=[page url]" type="text/javascript"></script>

Replace [unique_value_from_paramount] with your advertiser ID, [referrer url] with the referrer URL, and [page url] with the current page URL.

Track Conversion Events

Call the prtp_trackEvent function on events as needed (e.g., button clicks, form submission, etc.):

<script type="text/javascript">
prtp_trackEvent('native', {
event: "click",
click_url: "https://www.paramount.com"
});
</script>

Note: Customize the event object with relevant data for your conversion events. You can include custom parameters based on your tracking needs.

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It is possible to collect conversion data for your campaign via a server-side pixel. This method is ideal for situations where client-side JavaScript tracking is not feasible.

Pixel Code

Add this pixel to your conversion confirmation page:

<img src='https://conversion.paramount.com/postback/capture?tags=[tag id to be supplied by Paramount]&event={{Event}}&u1={{IP Address}}&u2={{Timestamp}}&u3={{Other parameters}}' />

Parameter Configuration

Available Parameters

We can collect up to twenty parameters. We will work with you to determine what factors are relevant for your campaign.

tags

Unique tag ID supplied by Paramount

event

Event type (e.g., purchase, signup)

u1

IP Address

u2

Timestamp

u3...u20

Additional custom parameters

Best for: Server-side implementations, email confirmations, or scenarios where JavaScript execution cannot be guaranteed. Ideal for capturing conversions that occur outside of web browser contexts.

Need Implementation Support?

Our technical team is available to assist with tag implementation, testing, and troubleshooting.

Contact Technical Support