We know publishers often use third-party sources to drive traffic to content landing pages in order to meet page view goals. Partner Referral Links help simplify the management and optimization of these traffic sources with tools built into the Ad Platform.
With Partner Referral Links you can use third-party promotion (e.g. Facebook, Taboola, Email newsletters) to direct audiences (drive traffic) to brand content pages (CLPs) on your O&O properties and to measure that traffic and performance by source, right from the Ad Platform.
How They Work
When Partner Referral Links are enabled for your publications, the Ad Platform will generate internal placements representing each traffic source. These placements will appear in Campaign reporting for your publications, but are not directly targetable from Campaigns. Traffic from your partners will be associated with their respective placements, along with performance metrics.
When you are ready to start driving traffic to your landing pages, you'll generate trackable content links for each partner for your ads. You'll use these links in promotions with partners, such as Facebook. When a user clicks on the ad link on the third-party property, they will be redirected to the Nativo content landing page on your site. This traffic then generates "paid" page views along with performance and engagement metrics for each "placement".
NOTE: before January 2022, this traffic was categorized as "earned".
Using Partner Referal Links
Step 1. Export referral links from your ad
Step 2. Select the publication landing pages you want to drive to
Step 3. Export Excel file for referral links for each partner and combination of headline/image
Step 4. Create traffic-driving campaign in third-party system (e.g. Facebook)
Step 5. Choose desired headline and preview image and set referral link as the click URL
Step 6. From the Direct Campaigns report builder, generate a report by selecting the “placement” corresponding to the partner referral source (e.g. Facebook, Taboola)
