How to set up Sonar tracking

Sonar is an attention measurement tracker from Adnami. Sonar tracks Impressions, Clicks, Engagements, Viewability, TimeInView and Attention (APM and eAPM. Plus, it can also function as a 3rd party validation of your metrics.)

Sonar is an attention measurement and validation tracker from Adnami. You can read more about the tool’s benefits here and Attention measurement here.

1. Get the Sonar script

Sonar is set up in the Adnami suite on the campaign level. Simply go to the campaign you want to track. Click the 3 dots in the upper right corner and click on “Get Sonar Tracker” to find the Sonar tracker.

You will be able to select a script or an URL version of the Sonar tracker.
"Note - If you are using the URL version of the Sonar Tracker, implement it as a JavaScript URL"

2. Configure the Sonar tracker

The default Sonar tracking scripts are set up DV360, GAM, CM360, Adform and Xandr. Trackers for other platforms can be configured by admin users.

In the tracking script, the parameter “data-adnm-tid” uses line item macros as an identifier. Change the macro if you use another DSP or Adserver or want to use another value such as Placement ID. Be careful not to use cachebuster, random numbers or timestamp macros.

a. Why the macro?

The macro defines how data is presented. Using the line item macro, and you will get attention on line item level.

You can add easy-to-understand names to the creatives. For example, if you’d like to present the numbers. Simply click the Sonar creative you want to update and add the name of your choice to the first editable field. Tracking will still work.

Example:

You use Google Ad Manager and want granularit on line item and creative di level. Then use this tid configuration:

data-adnm-tid="LineitemID:%eaid!,CreativeID:%ecid!"

3. Implement the Sonar tracker

a. Per campaign

You can use the tracker on a per-campaign basis. For example, you have a campaign in your DSP that you want to track. Then, you would need to create a corresponding campaign in the Adnami suite and copy the tracker from that campaign to the 3rd party tracking script in your DSP or Adserver.

b. Per account

If you want to use Sonar on all activities in your DSP or Adserver, set up a campaign and give it a conclusive name like “Sonar tracking”. This campaign is used solely to store all Sonar tracking data.

Take the tracking script from the campaign, configure the macro and implement it in your DPS as a creative template or similar feature. This enables you to add the tracking script to all your creatives. Now, all tracking data will end up in the “Sonar tracking” campaign with unique naming based on the macro value and the banner dimensions.

4. Access your Sonar data

The Sonar data is available in the Campaign overviews and the Analytics module in the Adnami Suite. Oversee your Sonar data in the same way as you do with your other creative data hosted by Adnami. They can be identified as “Sonar” creatives. You can export your data in the Analytics module in a .csv format.

We’re happy to set up automated exports of the Sonar data so you can use it in combination with other data sources in your own BI solutions. Reach out to your Adnami rep to learn more.

Good to know

How do Sonar and Adnami formats work together?

You can run formats hosted by Adnami, for example High Impact formats, and Sonar in the same campaign.
There's no need to append the Sonar tracker to the Adnami-hosted creatives, they are tracked automatically.
Data from both sources will be readily available in the same campaign.

Is Sonar compatible with DSPs or Adservers?

The Sonar tracker works in most DSPs or Adservers on all standard display ads that are not displayed in-app.