Dot Tags

Dot is Yahoo’s universal tracking tag.

You use Dot tags to communicate website and app events when you want to track performance and optimize your Yahoo search, native and display campaigns. Dot tags also enable you to leverage retargeting and advanced audience targeting for various Yahoo channels.

Using a single pixel, you can manage multiple objectives, like creating new audiences for retargeting and tracking website conversions, mobile app installs and in-app user behavior.

Key benefits

  • Use one Dot tag to record all events for conversion tracking and retargeting. This simplifies instrumentation and maintenance of tags.
  • The Dot tag script loads asynchronously during page load so that it never delays the rest of the content being presented to your users.
  • Your Dot tag is associated with you as an advertiser. The advantage to this is that you can use the same tag to define and track conversions across Yahoo’s multiple booking systems for search, native and display campaigns. This flexibility allows you to instrument your site just once and keep defining new conversion and retargeting rules without ever needing to add another Yahoo tag to your site.
  • Integration with Bing Ads’ Universal Event Tracking (UET). With one tag, you can use Universal Event Tracking for campaign analytics, enable remarketing and audience-based buying opportunities and better understand your customer activity, like destination URL, visit duration, pages per visit and custom events. You can also view performance of all Bing Ads campaigns in Microsoft’s dashboard with no additional effort.

How it works

Dot provides you with a snippet of JavaScript code that when placed on a website, sends event data to Yahoo for use with your Yahoo advertising campaigns. The event data may be either through standard or custom implementation of Dot tagging.

In the standard Dot implementation, you place the tag in the <head> of every page on your website to transmit standard HTTP header information for each page a user visits, most importantly the URL of the page.

The more advanced option lets you send custom event parameters that transmit more complex event data (e.g., check out with a cart value of $150). You can then use the event data collected through your Dot tag to define specific conversion rules or retargeting segments.

Features and capabilities

Navigate to these sections to learn more about the features and capabilities of Yahoo Dot tags:

Feature Objective Task
Installing Dot Tags Install a Dot tag on your website. Capture event data with a custom event script, described in Installing Dot Tags.
Managing Dot Tags Create audiences from your website, as well as track conversions. Place Dot - Yahoo’s universal tracking tag - on the pages of your website.
Conversion Rules Inform Gemini which user actions you would like to track, so you can measure and optimize your performance. Use fields and endpoints described in Conversion Rules, making POST, PUT and GET calls to accomplish this task.
Managing Rules Define rules using and, or and not operators applied to your data. Use the supported operators, data types and sample rules described in Managing Rules to accomplish this task.