Use Taboola Ads with SegMetrics

When tracking Taboola Ads with SegMetrics, you will need to configure your ads with the appropriate tracking value.

In order for SegMetrics to track your ad-spend effectively, you need to add  seg_aid={campaign_item_id}  to the Tracking Code in the Ad URL Options. You can also add this code at the Campaign level to automatically apply it to all ads. Instructions for this can be found on Taboola's documentation, here

If you would like to automatically generate your UTM values from your ads as well, you can use the following URL Parameters to track the ad-spend as well as UTM values in SegMetrics.


Here's how to set up your ad-tracking for Taboola

  1. Make sure that the SegMetrics Tracking Pixel is installed on your site & landing pages.
  2. When creating a new campaign or editing an existing campaign, you can add URL parameters at the bottom of the New Campaign/Edit Campaign page, in the Tracking Code section.
  3. Change your parameters to the ones listed above. Please note that when creating a new campaign, Taboola’s default URL parameter is “utm_source=taboola&utm_medium=referral”. Replace that with the parameters above. You should not add a question mark or an ampersand in the beginning of the tracking code (We add it in the backend).
  4. Click Continue to save your changes.

Tracking Taboola ad spend through Zapier

At this point, all of your Taboola ads will be tracking through the SegMetrics interface. You'll be able to identify users coming from Taboola, as well as the conversion rate for all your campaigns and ads. However, if you'd like to also bring the ad spend you can connect your Taboola ad performance data manually through Zapier. The following instructions will help you set up your manual ad-spend reporting. 


As long as the ad-tracking (above) is installed on your ads, we'll be able to view the campaign, ad group and ads in the standard UTM reports in SegMetrics. For 90% of Taboola advertisers, this provides enough information to accurately improve your ad spend and performance.

However, if you would like to import the ad-spend of your Taboola ads and tie them together with your SegMetrics tracking in order to calculate your Return on Ad Spend (RoAS), then follow the instructions below to use SegMetrics' Zapier connection to bring your ad-spend into SegMetrics.

Connecting Taboola Ad Spend to SegMetrics through Zapier

In order to import your Taboola Ad Spend into SegMetrics, we're going to use Zapier's Google Sheets integration.

1. Export the Ad Data from Taboola 

Taboola allows you to export your ads directly into Google Sheets so that Zapier can then read the data and send it into SegMetrics.

  1. Log into your Taboola Ads account
  2. In the top-left menu, choose Campaign Management. This will show your data to export.

  3. Click Export > Export to Google Drive to send the document to your Google Drive.

2. Configure Zapier

Finally, we're ready to configure Zapier to send the data into SegMetrics. You can use our shared Zapier template by clicking on this link, or follow the instructions below to set it up yourself.

  1. Log into Zapier and follow Zapier's instructions to create a new Zap using Google Sheets
  2. Choose the document we created above as the data source to use, and set the zap to trigger when you add a new row to the document, as long as the Ad Id column has been set.
  3. Next, follow our instructions to configure a new Custom Ads integration that connects with Zapier.
  4. Follow the steps for Record Ad Performance, to add the data from the Google Sheet into SegMetrics

  5. Click the Test button to confirm everything is working, and then turn the Zap on live. You're ready to go!

Warning about URL Shorteners

It has come to our attention that most URL Shorteners will remove all UTM and Ad Tracking from the final URL,which breaks tracking in SegMetrics, Google Analytics, Keap, and any other tracking systems that you may use. We highly recommend using your FULL URL when creating ads, or use a custom redirection service that will keep the UTM and Ad Tracking values.

You can test this by taking your link shortener, and adding ?utm_campaign=test to the end of it.


Shortened URL
Test URL

If your final URL has the UTM value still attached, then your URL shortener will work. If not, we recommend using the full URL.

(NOTE: USED to pass UTM values to the final page, but they discontinued that feature. Be mindful that third party systems can change at any time)

Still need help? Contact Us Contact Us