CTA & tracking

Call to action

Clients must supply one call-to-action (CTA) URL, which will appear at the bottom of the page. They may also provide optional CTA text to display above the button.

All tracking links must be clearly labelled. Any links to downloadable assets must be hosted on the client’s own website.

Text above the button should be a maximum of 100 characters (including spaces). Text within the button should be a maximum of 25 characters (including spaces).

Third-party tracking

What tracking can clients add to the pages?

• We do allow click tags or trackable links to be applied to the pages.
• We do not allow impression tags/pixels on the pages.

What tracking can clients add to the pages?

• We do allow click tags or trackable links to be applied to the pages.
• We do not allow impression tags/pixels on the pages.

What tracking can clients add to the marketing?

• We do allow impression trackers to be added to the display marketing units. Advertisers are permitted to provide one tag which will be used across all ad sizes and audiences.
• Wedo not allow impression trackers to be added to the native marketing units. Our native ad units are built bespoke to FT.com and not as a standard Google ad unit; as such we do not have the functionality to apply third-party tracking.
• We do not allow click tags adding to the creative. The reason for this is to minimise the chance of errors with the creatives.