WEWO TAG Policy

Technical instructions, data security, and privacy documentation

Technical Instructions for Implementing WEWO TAG Scripts

Supplementary document to the Implementation Guide

1. Script Location

The WEWO script should be placed in the HTML code of the website, preferably in the <head> section, or at the end of the <body> section. The minimal implementation looks like this:

<script src="https://rtg.wewomedia.com/track/code.js" async="true" type="text/javascript"></script>
<script type="text/javascript">
  window.wewo = window.wewo || [];
  window.wewo.push(
    { event: "account", account: "THE ACCOUNT ID" },
    { event: "email", email: "USER EMAIL ADDRESS" },
    { event: "page_view" }
  );
</script>

In place of THE ACCOUNT ID, enter the account ID provided by WEWO (or by the customer), and USER EMAIL ADDRESS – the user’s email address (or its SHA1 hash).

2. Integration on Different Sites

Additional implementations are provided for:

  • Product pages: { event: "product", productID: "PRODUCT ID" }
  • Product list pages: { event: "list", listProductIDs: [...] }
  • Basket pages: { event: "basket", items: [...] }
  • Order confirmation pages: { event: "confirmation", id: "TRANSACTION ID", items: [...] }

3. Lead / Sales Tracking Pixel

The individual pixel is provided by WEWO for specific campaigns. The pixel should be embedded according to the instructions from the campaign manager.

*For detailed instructions and implementation information, please refer to the Implementation Guide file.

WEWO Data Security Policy

1. Implementation Security

  • The WEWO TAG script is delivered from the HTTPS server https://rtg.wewomedia.com.
  • All user data (e.g. e-mail) can be sent in encrypted form using SHA1 hash.
  • It is recommended to test the script implementation in a development environment before deploying it to production.

2. Responsibility for the Implementation and Operation of Scripts

  • The advertiser is responsible for the correct implementation of the script on their website. We declare that the script is free from technical and legal defects. However, we do not guarantee its correct operation or behavior in every situation.
  • Errors resulting from conflicts with other scripts or changes in the site structure may affect the correct operation of tracking, attribution and validation ultimately lies with the advertiser, and the codes help count transactions.
  • WEWO MEDIA is not responsible for the implementation of the script on the client side or the lack of monitoring of the script’s operation.
  • The WEWO TAG script responsible for IP retargeting (RTG) is designed to support advertising campaigns and track conversions. Final conversion attribution and traffic source tracking rests solely with the advertiser, who bears full responsibility for analyzing and interpreting the script’s performance.
  • WEWO MEDIA is not liable for any damage caused by incorrectly functioning technical tools, scripts or systems, as well as the advertiser’s environment.
  • If any irregularities in the operation of the script or WEWO systems are noticed, the advertiser is obliged to immediately report such a situation to WEWO MEDIA, stop or pause the advertising campaign and arrange a traffic audit and analysis of the script’s operation.

Errors in the operation of the script may result from problems on the advertiser’s/partner’s side, for many technical reasons, e.g.:

A. Incorrect script implementation (e.g. with HTML/JS errors)

B. Conflicts with other scripts or tags on the client’s site

C. Changes to the website without informing Wewo Media (e.g. changing the structure of forms)

D. No client-side testing, no audit of script operation (influence of other scripts)

E. Incorrect management of cookies or user data, which may affect conversion counting and attribution of conversions to the source

F. Other technical issues that may arise in the client/advertiser environment over which WEWO MEDIA has no influence

3. Operation Verification

  • WEWO recommends conducting an audit after implementation and after each change to the website structure.
  • Team meetings are possible for technical synchronization.

Privacy Policy (WEWO Script)

1. Data Collected

  • The script collects data about user behavior on the website (e.g. page views, interactions with products, shopping cart contents).
  • If an email address (or its hash) is provided, it can be used to match the user in the WEWO database.

2. Data Processing

  • The data is processed to create user profiles and optimize advertising campaigns (remarketing, retargeting, personalization).
  • E-mails are sent exclusively from WEWO servers, under the WEWO MEDIA brand, based on the opt-in consents.
  • The WEWO TAG script may use cookies and similar technologies (e.g. localStorage, web beacons) to: identify returning users, analyze their behavior on the website, match advertising content (profiling and personalization), track the conversion path (lead and sales attribution).
  • Cookies may be first-party files (placed by the advertiser’s domain) or third-party files (e.g., from the rtg.wewomedia.com domain). The storage time of cookies depends on their purpose and may range from one session to several months.
  • The user can manage consent to cookies using browser settings or the consent mechanism (so-called CMP – Consent Management Platform).
  • The advertiser is obliged to ensure an appropriate mechanism for obtaining and documenting consent in accordance with the provisions of the GDPR and ePrivacy (e.g. Directive 2002/58/EC) or other relevant provisions regarding the protection of personal data and/or their processing.

GDPR Compliance Rules

  • The script does not collect personal data directly – if the email function is used, the advertiser should ensure compliance with GDPR (e.g. appropriate information in the user’s privacy policy).

Processing of IP addresses: As part of the WEWO script’s operation, IP addresses of users visiting the advertiser’s website may be collected and processed. This information is used for the following purposes:

A. Analytical (e.g. measuring the number of unique users)

B. Marketing (e.g. IP retargeting)

C. Security (e.g. preventing abuse and bot attacks)

  • IP addresses can be used to: identify the user’s approximate geolocation (country, city), detect abuse (e.g., attempted fraud), and tailor ads using the IP retargeting (RTG) model. IP addresses are not combined with other personal data about the user unless the user has voluntarily provided such data (e.g., email address). WEWO does not use IP addresses to uniquely identify a natural person, but rather as a technical session and location identifier. The advertiser should inform users accordingly about the processing of IP addresses in its privacy policy, in accordance with the requirements of the GDPR and local data protection regulations.
  • WEWO provides GDPR-compliant mechanisms for processing hashed data.

How the Script Works

  1. The script works based on event-based tracking – this means that each user interaction is sent as an event (e.g. page_view, basket, confirmation).
  2. Information is sent in real time to the WEWO infrastructure.
  3. Data is analyzed by systems based on machine learning to:
    • Identify potential conversions, track conversions, count conversions
    • Provide tailored marketing content
    • Optimize campaigns in real-time
    • Enable retargeting (RTG) based on users’ IP addresses
    • Based on data on user activity, including their IP addresses, it is possible to direct retargeting campaigns (RTG)
    • Retargeting (RTG) allows you to re-engage with users who have previously visited an advertiser’s website by matching advertising content on other pages or channels. These activities serve to increase conversions and improve campaign effectiveness.

4. Technical Operation of the WEWO Script

The WEWO script is based on modern analytical and tracking mechanisms. Its operation includes:

4.1. Asynchronous Loading from an External Source

The script is embedded on the advertiser’s website using the <script> tag and loaded from a secure source: https://rtg.wewomedia.com/track/code.js

It works asynchronously, which means it does not affect the loading of page content or its performance.

4.2. Event-Driven Model

Based on the window.wewo structure, which acts as an event queue. Example events include:

  • page_view – page display
  • product – visiting the product page
  • basket – adding a product to the basket
  • confirmation – confirmation of the transaction
  • email_hash – transmitting the hashed email
  • custom – non-standard events configured individually

Each event is sent to the WEWO infrastructure in real time.

4.3. Data Processing

The data sent by the script goes to the WEWO analytical system, which:

  • Analyzes the user’s path (behavioral tracking)
  • Builds dynamic user profiles
  • Combines data with advertising campaigns and retargeting
  • Supports personalization and product recommendations

The system can use machine learning (AI/ML) to identify conversion patterns and optimize campaigns.

4.4. User Identification

Identification can be based on:

  • Email address (hash or plaintext)
  • IP address
  • Cookies and browser identifiers
  • Browser fingerprinting (optional)

WEWO TAG does not aim to uniquely identify your identity, but only to segment users for marketing purposes.

4.5. Compatibility and Security

Script – detailed information and rules:

  • Works on most browsers and devices
  • Is compliant with GDPR and ePrivacy (provided that it is correctly implemented by the client/advertiser)
  • Can be tested using the WEWO debugger or tag manager (e.g. GTM)
  • Supports dynamic campaigns, e-commerce tracking and CRM sync (optional)

Wewo Media Sp. z o.o.
Nowogrodzka Street 64/43
02-014 Warsaw
VAT EU: PL 7011167635
KRS: 0001061932
REGON: 526603033

Approved on: 08/05/2024