What is the Naver ad tag?
Why do you need to implement the Naver ad tag?
How to get the Naver ad tag and what implementation methods are available?
Naver ad tags help you track conversions and optimize ads in a more data-driven way. It is important to implement Naver ad tags if you run conversion ads on the Naver Search Ads platform. Without tags, you miss crucial conversion data that can cause limited ad optimization. You need to request Naver to issue a customized tag for your domain and there are two ways to implement the tags to your website.
What is the Naver ad tag?
The Naver ad tag is a conversion tracking script that can be implemented on your website (the tag cannot be used for apps) to track conversions. The Naver ad tag is also called 'Premium Log Analytics' by Naver. Naver ad tags consist of 2 types of scripts:
'All Page View' script
'Conversion' script
5 website conversion events can be tracked with the tag:
Purchase
Sign-up
Add to cart
Lead
Others
Why do you need to implement the Naver Ad tag?
By using tags, you can identify effective and ineffective advertisements and optimize ads in a more data-driven way. Tags can help to identify converting keywords, media, and ad copies. By using the Naver ad tags, you can get conversion data from the search ad report and an ad dashboard within the Naver Search Ad platform.
The Naver ad tag can record the following events:
Conversions: The sum of conversions for each conversion type
Last-click conversions: Conversions that occur within 30 minutes of clicking your ad.
Data-driven conversions: The number of conversions that occur within the conversion tracking period starting 30 minutes after the ad was clicked. You can manually set your conversion tracking window to any period between 7 and 20 days.
Conversion rate: The number of conversions divided by the number of clicks on your ad.
Conversion revenue: The sum of the conversion value (or revenue) for each conversion, calculated from the previously described conversion value for each conversion.
Last-click conversion revenue: The sum of conversion revenue that occurs within 30 minutes of clicking your ad.
Data-driven conversion revenue: The sum of conversion revenue that occurs within the conversion tracking period starting 30 minutes after the ad was clicked. You can manually set your conversion tracking window to any period between 7 and 20 days.
Cost per conversion: Ad cost divided by number of conversions. Average ad spend per conversion.
Average pageviews per visit: The number of pages a user views per site visit.
Average time spent per visit: The amount of time a user spends on your site per site visit.
Number of conversions (Naver Pay): This is the number of conversions when a user visits the site through a search ad and pays with Naver Pay.
Conversion revenue (Naver Pay): The sum of conversion sales generated through Naver Pay.
ROAS: Converted revenue divided by total cost.
Conversion metrics can be checked in reports and adsdashboard.
If you use website analytics tools such as GA4, you can track Naver Search Ad performance with UTM parameters. The conversions can be checked at the campaign and session source/medium level. However, keyword and media (Naver media and Naver search ad media partners such as Daum and Bing) conversions cannot be checked. That is why it is best to implement Naver ad tags to optimize ads in a data-driven way.
How to get the Naver ad tag and what implementation methods are available?
Naver ad tags can be requested & issued through the Naver Search Ads platform. Naver takes 1~3 business day to issue a tag.
Unlike global platforms like Google, Meta, or local platform Kakao, you cannot just get the tag within the ad platform, implement it, and simply verify tags by yourself within a day or even an hour. In the case of Naver, you must request Naver to issue a tag. Once Naver issues a tag, you must implement it by following the very strict Naver tag implementation guide. Naver strongly recommends implementing scripts directly to your website source codes. It is because Naver has difficulties verifying tags implemented through GTM. However, it does not mean that you cannot add scripts through GTM. You can use GTM but just make sure to inform Naver that you implemented tags through GTM. Once the tag is implemented, you need to contact Naver again to verify the tags. Naver takes another 1~3 business day to review & verify tags. If everything is good, Naver approves tags and you can start receiving conversion data within the Naver Search Ads platform. If there are any errors/issues with tag implementation, Naver requests you fix tags.
Alternatively, you can grant Naver Ad staff access to your website CMS and they implement the tag by themselves.
