Troubleshoot Traffic Acquisition Campaigns

This article goes over common issues with Traffic Acquisition campaigns and their solution

Updated over a week ago

Find solutions to common issues encountered while running Traffic Acquisition campaigns on Teads Ad Manager below:

Traffic Acquisition campaign is not delivering

If your Traffic Acquisition campaign not delivering, follow these steps:

  1. Start by troubleshooting your campaign's line items: Follow the steps outlined in Troubleshoot under delivery with the auction report and make note of the main delivery blockers for your line item.

  2. Confirm the bids are appropriate: A typical sign of the bidding rate being too low is when your campaign's effective clearing price is equal to the max price in the line item. You will also see a high rate of impressions lost to "Bid below floor" or "Outbid by another campaign". Please reach out to the Teads support team via Intercom to verify that the rates your campaign is using are competitive for your market and objectives. Note that for campaigns optimizing to a target that is well above the local benchmark, it is encouraged to add +50% on the standard rates.

  3. Ensure the KPI optimization is not too aggressive: If a line item has suddenly stopped spending, or if it has a high rate of lost impressions due to "KPI below threshold", these are typically indications that the line item is using a Target KPI optimization (e.g. CTR, Cost Per Visit, etc), that is too strict. If this is the case for your campaign:

    • Compare your campaign's current KPI target to the local benchmarks of your market to ensure you are not setting an unrealistic goal. Please reach out to the Teads support team via Intercom for information on your market's benchmarks.

    • Relaxing the targeting will have the greatest impact in finding more users to deliver the desired outcome

    • Avoid using a target that is more than 20% better than the results the line item was achieving before the pacing started to diminish.

    • Consider adding more creatives, different CTAs, headlines, etc, as a way to enhance clicks and visits.

  4. If a low rate or high KPI threshold is the reason for the under-delivery: One or more of these solutions must be implemented:

    • Extending the end date

    • Relaxing the targeting

    • Increasing the price

Traffic Acquisition is not reaching my target KPI

If your campaign's performance is below expectations:

  1. Ensure your campaign is set up according to our best practices. Optimizing your campaign's targeting reach, creative variations, and budget allocation will significantly improve your chances of success.

  2. Teads Ad Manager offers a variety of automated bidding strategies for Clicks and Quality Traffic objectives. Select the strategy that best aligns with your main KPI from the options available directly within your line item's settings.

Teads Pixel is not triggering after users accept cookies

In Europe and other regions, advertisers are required to have a Consent Management

Platform (CMP) implemented on their website, and only load cookies such as the Teads Pixel, after visiting users have granted their consent. However, if the Teads Pixel is not being triggered immediately after the user provides content (i.e. requiring the page to be reloaded), this will cause tracking issues with visits and conversions generated from Teads campaigns. There are two alternatives to solve this issue:

Option 1: Use a javascript to force the page to refresh/reload after the user consent:

Follow these steps to implement a javascript code that forces the page to be refreshed after the user has clicked on the consent button:

  1. Get the id attribute by inspecting the HTML on the page and locating the code of the consent button

    Inspect.png

    In this example, the website is using OneTrust as the consent management platform.

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  2. Copy the button ID of the "accept" button (in this example onetrust-accept-btn-handler), and use it to generate the extra javascript code needed (step 3).

  3. Implement the Javascript code below under the <button> tag for the consent in the code of the website:

    <script>document.getElementById("onetrust-accept-btn-handler").onclick =
    function() { window.location.reload();} </script>

Option 2: Use a javascript to trigger the Teads Pixel immediately after the user consent:

Follow these steps to implement a javascript code that forces the Teads Pixel to be triggered immediately after the user has clicked on the consent button:

  1. Get the id attribute by inspecting the HTML on the page and locating the code of the consent button

    Inspect.png

    In this example, the website is using OneTrust as the consent management platform.

    Unnamed
  2. Copy the button ID of the "accept" button (in this example onetrust-accept-btn-handler), and use it to generate the extra javascript code needed (step 3).

  3. Implement the Javascript code below under the <button> tag, replacing the XXXX with your Pixel ID (i.e. buyer_pixel_id):

    <script>document.getElementById("onetrust-accept-btn-handler").onclick =
    function() { var teadsFellow = document.createElement("script");
    teadsFellow.setAttribute("type","text/javascript");
    teadsFellow.setAttribute("src","https://p.teads.tv/teads-fellow.js");
    teadsFellow.setAttribute("async","true");var teadsGlobalVariable =
    document.createElement("script"); teadsGlobalVariable.innerHTML =
    "window.teads_e = window.teads_e || []; window.teads_buyer_pixel_id =
    XXXX;";document.head.appendChild(teadsFellow);
    document.head.appendChild(teadsGlobalVariable);}</script>

Teads Pixel is triggering multiple times on the page

The Teads pixel should be triggered across all the pages on the site, but only once per page load. If your website is using a single-page application (SPA), the GTM trigger for the Teads Pixel must be updated as follows:

  1. Log into your GTM account and select the appropriate Workspace

  2. Go to Tags, and select the Teads Universal Pixel tag

  3. From the Triggering section, edit the trigger and set it to be on History Change.

For additional documentation on how to configure this, refer here.

Traffic Acquisition campaign is not tracking website activity

If your campaign is not showing any website activity (visits and/or conversion events), this is typically due to an issue with the pixel implementation. The steps below will help you identify the most common causes:

  1. Click on the creative preview links from your campaign's dashboard in Teads Ad Manager, then click on the demo creative to ensure the click is leading to a landing page where the Teads Pixel is implemented.

  2. Check that the Teads Pixel is properly implemented on the website using the Teads Pixel Helper. 

  3. Take note of the pixel ID on the website, and cross-reference it with the TAM Events Manager to ensure that it matches the ID of the pixel associated with the line items in your campaign.

  4. Ensure that the conversion events in the pixel are configured and showing signals in Events Manager.

  5. For UK, Brazil, and European markets, confirm that the pixel is implemented post-consent.

Traffic Acquisition campaign has low visits' performance

Visits quality must be optimized by leveraging the Qualified Visits optimization (Note: a qualified visit is defined as 10 seconds OR 2 pages viewed). To ensure the optimization can work effectively:

  1. Confirm that the Teads Pixel has been implemented on the landing page, and that it is loading in the header on all the pages of the website.

  2. Select the line item bidding strategy focused on driving "Qualified Visits."

  3. It is also possible to use a "Target Cost Per Visit" bid strategy to manually set this goal on your line item (it is recommended to increase your bid by up to +50% and start by applying a target optimization between 20-25% below the line item's current cost per visit).

  4. Check your line item's delivery pace after 2 to 3 days after any changes are made to ensure that the daily delivery level is appropriate.

Traffic Acquisition campaign's numbers do not match my analytics

When comparing results and optimizing your campaign based on 3rd party analytics,

follow the steps below to ensure that your website actions are aligned with what Teads is able to measure:

  1. Start by ensuring that the Teads Pixel is properly implemented:

    • Using Javascript, and implemented via Google Tag Manager or directly on the website's code.

    • Implemented on the website's header, and firing on all pages.

  2. For Bounce Rate or Time Spent discrepancies:

    • Check the pixel implementation on the page to ensure that Teads Pixel is called only once (in some implementations, Teads Pixel can be called several times as users scroll the page. This would cause Teads to compute the bounce rate incorrectly).

    • Confirm that the client is using the same formula as Teads to calculate:

      Bounce rate = (Visitors - Qualified Visitors ) / Visitors

  3. For Conversion discrepancies: These are typically the result of the event configuration and attribution rules being used. When comparing conversion numbers:

    • Ensure the look-back windows in the line item are aligned with the attribution rules used in the 3rd party platform (note that Teads uses Last Touch attribution).

    • Note: Conversions in Teads Ad Manager are not de-duplicated from those that may have also been influenced by other channels (conversions are de-duplicated only in the advertiser's attribution platform).

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