Taboola tracking tokens & macros
Taboola sends paid clicks from the Feed and Widget placements it runs on thousands of publisher sites, so a single campaign can pull traffic from many very different sites. Appending these macros to your landing page URLs lets ValidVisit attribute every visit back to the exact site it came from and judge it Valid or Invalid, with its evidence. 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} — the name of the publisher site or app 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 when the ad is served, 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}, 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. The verdict is a report: it never takes a site off your campaign or touches your Taboola account. You take the sites it flags, check their names against Taboola's Sites report and add them to the campaign's Block Sites list under Advanced Options to stop serving on the sites 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} | vv_publisher_id | news-site-example |
| 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}- ValidVisit param
vv_publisher_id- Example
- news-site-example
- Taboola macro
{click_id}- ValidVisit param
vv_click_id- Example
- abc123
* required for Taboola attribution.
Ready-to-use Taboola tracking parameters
utm_source=taboola&utm_medium=native&vv_campaign_id={campaign_id}&vv_ad_id={campaign_item_id}&vv_publisher_id={site}&vv_click_id={click_id}In Taboola, paste these into the campaign’s Tracking Code section, and keep the ad’s own URL as your plain landing page. Taboola adds them to every click and fills the macros, so every visit arrives attributed and ready to judge.
See which Taboola sources send bots.
- Every visit judged Valid or Invalid, worst source first.
- Attributed through the Taboola tokens above, down to the placement.
- Works beside your tracker, with nothing added to the click path.
What Taboola tokens let you break bots down by
- Site (Publisher) — The publisher site or application name, the kind of value Block Sites takes.
Carries a per-click id, stored with each visit so a verdict traces back to the click.
- IP exclusionnot offered
- Device targetingdocumented
- OS targetingdocumented
- Browser targetingdocumented
- Connection typedocumented
- Languagenot offered
Tokens last verified against Taboola’s docs on 2026-10-02.
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, by advertisers' reports, 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} macro. It resolves to the name of the Taboola publisher site or app that served the click. Taboola's Block Sites list works with site names, which the Sites report shows once you add its 'Site Name' custom column, so check the name against that column when ValidVisit flags a site for invalid traffic. {site_id}, the site's unique ID, is also available, but Taboola's site report has no ID column to match it against.
Do I need a funnel hop or tracking script to use these macros?+
No. {campaign_id}, {campaign_item_id}, {site} and {click_id} are plain URL parameters — Taboola substitutes the real values into the curly-brace macros when the ad is served. There's no extra hop or extra code to install.
Where do I add these macros in Taboola?+
Add them as URL parameters in the campaign's Tracking Code section, which applies them to every item in the campaign, or append them to an individual item's URL. Taboola populates them automatically on every click, and ValidVisit reads them post-arrival to attribute and judge each visit by site.
Tracking tokens for other native networks
Judge every Taboola visit — and find the fake ones.
See which Taboola publishers and placements send real buyers vs. bots.
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