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Taboola
Taboola is configured as an attribution-only integration in OneView. OneView tracks Taboola touchpoints for attribution and includes them in merit-based routing decisions, but does not send conversion data back to Taboola's API.
No conversion data is sent back to Taboola. If you need conversion data sent to Taboola for campaign optimization, use Taboola's native tracking or request a full Conversion API integration.

Merit-Based Routing

When Taboola touchpoints overlap with Conversion API platforms (like Google Ads or Meta), merit-based routing determines which platform receives the conversion based on your attribution model and conversion merit. If Taboola wins attribution, the conversion is recorded in OneView but not sent anywhere.

Setup

Configure UTM parameters in your Taboola campaigns with utm_source identifying the platform. OneView automatically captures UTM parameters from all traffic sources—no additional configuration needed.
When overlapping conversions occur, merit-based routing evaluates all touchpoints, including attribution-only platforms:
  1. OneView collects touchpoints from all sources (Taboola via UTM, Conversion API platforms via click identifiers)
  2. Your attribution model determines which touchpoint gets credit
  3. If the winner is a Conversion API platform (e.g., Google Ads, Meta), OneView sends the conversion to that platform's API
  4. If the winner is attribution-only (e.g., Taboola), the conversion is recorded in OneView but not sent anywhere
  5. Taboola remains visible in reports showing it was part of the customer journey

Next Steps

Learn about merit-based routing

Understand how OneView routes overlapping conversions based on attribution merit.

Learn about conversions

Understand how OneView processes conversions across platforms.