Deduplication with GTM¶

A guide to implement Criteo Deduplication solution in GTM.

Overview¶

Deduplication is a parameter added to the Criteo Sales tag, which enables our system to identify whether that transaction was attributed to Criteo or not. It is typically implemented with a last-click attribution model. The idea is quite simple: if the user goes to the website through a Criteo banner, and ultimately purchases a product (or any other act considered as a sale metric), the sale will be attributed to Criteo (dedup = 1), otherwise not (dedup = 0). Such a value will persist for a given time – usually 30 days, unless the user clicks on a banner from other campaign (Google, Yahoo etc).

In order to set it up in Google Tag Manager, we will need 2 Variables, 2 Triggers and 1 Tag.

[[disclaimer-developer]]

Steps¶

1) Open GTM and create a Tag, called Criteo Dedupe Cookie:

<script>
    var date = new Date(); //current date to create the cookie
    var expires; //expire date of the cookie
    var value; //cookie's value
    var url = {{Page URL}}; //current page URL
    date.setTime(date.getTime() + (30 * 24 * 60 * 60 * 1000));
    expires = date.toUTCString();
    value = url.toLowerCase().search("utm_source=criteo") != -
        1 ? "criteo" : "other";
    document.cookie = "__utmz=" + value + "; expires=" +
        expires + "; path=/";
</script>

2) Create 2 Triggers for that tag: criteoDedupe & otherDedupe

3) Add the 2 Triggers to the Criteo Dedupe Cookie

4) Create a Variable called utmz:

5) Create a Variable called isCriteo:

function() {
    var cookie = {{utmz}};
    if (cookie == undefined) {
        cookie = 'other';
    }
    return (cookie.search('criteo') != -1 ? 1 : 0);
}

6) Add the isCriteo Variable to the Criteo Sales tag:

Verification¶

[[accurate]]