Taboola tracking tokens & macros
Taboola sends paid clicks across thousands of publisher sites in its native feed, so a single campaign can pull traffic from hundreds of very different placements. Appending these macros to your landing page URLs lets ValidVisit attribute every visit back to the exact site it came from and score it 0-100 for traffic quality. That turns one blended campaign number into a per-site picture of where your spend is actually landing.
Cross-check any macro against the network’s official documentation. Taboola official docs →
On Taboola, attribution hangs on two required tokens: {click_id}, the unique per-click identifier Taboola stamps on each visit, and {campaign_id} to tie it to the right campaign. The token that matters most for cleanup is {site_id} — the publisher placement serving the ad — with {campaign_item_id} available if you also want to break results down by individual ad. Taboola fills these curly-brace macros in automatically at click time, so you just add them as URL parameters once; no funnel hop, no extra script.
Per-site granularity is what makes the data actionable. Once each click is pinned to its {site_id}, ValidVisit can show you which specific publisher sites are sending invalid traffic and bots versus genuine readers, instead of leaving it buried in a campaign average. ValidVisit only reports and scores — it never blocks anything itself. You take the site IDs it flags and paste them into Taboola's own Campaign → Site Blocking list to stop serving on the placements wasting your budget. The decision and the exclusion stay entirely in your hands inside Taboola.
Taboola macro → ValidVisit param
| Token | Taboola macro | ValidVisit param | Example |
|---|---|---|---|
| Campaign ID *campaign | {campaign_id} | vv_campaign_id | 123456 |
| Ad / Item IDad | {campaign_item_id} | vv_ad_id | 7891011 |
| Site (Publisher)publisher | {site_id} | vv_publisher_id | cnn |
| Click ID *click | {click_id} | vv_click_id | abc123 |
- Taboola macro
{campaign_id}- ValidVisit param
vv_campaign_id- Example
- 123456
- Taboola macro
{campaign_item_id}- ValidVisit param
vv_ad_id- Example
- 7891011
- Taboola macro
{site_id}- ValidVisit param
vv_publisher_id- Example
- cnn
- Taboola macro
{click_id}- ValidVisit param
vv_click_id- Example
- abc123
* required for Taboola attribution.
Ready-to-use Taboola tracking URL
https://yoursite.com/landing?utm_source=taboola&utm_medium=native&vv_campaign_id={campaign_id}&vv_ad_id={campaign_item_id}&vv_publisher_id={site_id}&vv_click_id={click_id}Append these params to your landing-page URL — Taboola fills the macros at click time, so every visit arrives attributed and ready to score. No funnel hop.
The buyer takes the unique site names from their Realize Sites report and adds them to the campaign’s Block Sites list (Advanced Options, or in bulk via Excel/Backstage API), capped at 1,500 blocked/targeted sites per campaign and 1,500 at account level.
Taboola tracking token FAQs
Which token identifies the publisher site I'd want to exclude?+
The {site_id} macro. It resolves to the specific Taboola publisher placement that served the click, which is the same ID you paste into Campaign → Site Blocking when ValidVisit flags a site for invalid traffic.
Do I need a funnel hop or tracking script to use these macros?+
No. {campaign_id}, {campaign_item_id}, {site_id} and {click_id} are plain URL parameters — Taboola substitutes the real values into the curly-brace macros at click time. There's no extra hop or extra code to install.
Where do I add these macros in Taboola?+
Append them as query parameters on your campaign's landing page / destination URL. Taboola populates them automatically on every click, and ValidVisit reads them post-arrival to attribute and score each visit by site.
Score every Taboola click — and find the fake ones.
See which Taboola publishers and placements send real buyers vs. bots.
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