Overview

With the IP based pixel, a client can place this on their website and attribute online actions (browsing a page, loading the shopping cart, purchases) to CTV or Streaming Audio campaigns run through the Pontiac platform. Typically, pixels are based on third party cookies which work on browsers, and these do not allow for attribution for CTV and Streaming Audio campaigns. Pontiac IP Conversion Pixels are a proprietary and privacy safe attribution solution for CTV & Streaming Audio that utilizes the user’s IP Address to track website traffic and online purchases driven by your campaigns.

Metrics

At the Advertiser level, IP Conversion metrics will include conversions from ALL Line Items under this Advertiser, even if the pixel was not associated to the Line. If the pixel is associated to a Line Item, you can see metrics for that Line Item by opening the Line. Detailed reporting can be pulled in the Reporting tab under Custom Reports.

IP conversion pixels have a standard lookback of 30 days in the metrics under the Advertiser. This means that the user must complete the desired action within 30 days of seeing the ad for it to count as a conversion. If you would like to pull reporting with a custom lookback window, this can be done in Custom Reporting using the IP Conversion Custom Report. You can select from ‘5’, ‘7’, ’15’ or ’30’ day as the lookback.

• Attributed Imps: The number of impressions served by a Line Item under the Advertiser to users that then converted.
• Total Convs: The number of conversions, or unique actions that were driven by all Line Items under the Advertiser. A conversion event will be defined according to the pixel placement. For example, if the pixel is placed on all web pages, a conversion event would equal a page visit. If the pixel is placed on the ‘Thank you’ page after a purchase, then a conversion event would equal a purchase.
• Total Loads: The Loads will indicate the number of times the pixel has fired on the page. This is the number of users that have visited the page in the selected time interval regardless if the Line Item drove the conversion. If the pixel is showing 0 loads, this may indicate the pixel is not properly placed or firing correctly.
• Uniques: The total number of unique visitors (loads) to the web page where the pixel is placed in the reporting interval selected.

To pull additional metrics or information from your IP Conversion Pixel, see here: Custom Reporting

To create an IP Conversion Pixel, follow these steps:

1. Create or Open an Advertiser: Enter the Pontiac platform and either create a new Advertiser or open an existing one.
2. Create a New Pixel: Inside the Advertiser, click on the ‘New Pixel’ button and enter a name for the IP Conversion Pixel.
3. Share Pixel with Origin Advertiser (Optional): If needed, select an Origin Advertiser you want to share the pixel with.
4. Create a CTV or Origin Audience (Optional): Check the corresponding boxes if creating a CTV or Origin Audience from the Pixel is desired.
   • Set Days to Live: Set the number of days to live.
5. Click Save: Save the changes.
6. Wait for Pixel to Generate: Wait for 30-60 seconds for the pixel to generate.
7. View the Pixel Code: After the pixel is created, click on the pixel name to view the generated code.
8. Place the Pixel on Your Website: Place the pixel code on your website. To track conversions from users who see your CTV ad and later visit your website, you can place the pixel in the header to fire on all pages or place it on a specific page you want to measure.
9. Associate the Pixel with Campaign and Line Item: After placing the pixel, associate it with the appropriate Campaign and Line Item where you want to track conversions.

By following these steps, you can effectively track conversions and measure the success of your Campaigns.

To edit an existing IP Conversion Pixel, follow these steps:

1. Access the Pixel: In the Advertiser, click on the existing IP Conversion Pixel. This will open the pixel settings.
2. Include Query String Macros: Once the pixel has been generated, you can track additional parameters by selecting the corresponding boxes for:
   • Order ID
   • Order Amount
   • Client IP
   • Consumer ID
   • Chrome Conversions (Note: Chrome conversions are only available for campaigns running on the CTV platform.)
3. Work with Your Web Developer: After selecting the desired tracking values, work with your web developer to dynamically replace the placeholders in the pixel code with the intended values. This ensures that the pixel collects the appropriate data from your website.

By following these steps, you can customize the pixel to capture the necessary information and optimize your campaign tracking. For more information on the metrics available for the IP Conversion Pixel, see here: IP Conversion Pixel Metrics

Client IP is a parameter that can be used to pass the IP address seen by your website for the visitor when the pixel loads. This parameter should be used when the pixel is placed in a container or in any case where the IP that would be registered by the pixel would be inaccurate. For loads where Client IP is present, this will be used in attribution and reporting.

To track Order ID, Order Value, and Customer ID using this pixel, select the boxes for these values once the pixel has generated. This will add the parameters and placeholders for the values to the pixel. Work with your web developer to dynamically replace these placeholders with the intended values. These values can then be pulled in Custom Reporting to gather additional insight about conversions driven by your campaigns & optimize towards ROAS.

Through integration with the Google Privacy Sandbox, Pontiac pixels can also be used to track cookieless conversions that occur in Chrome browsers for online video campaigns. To activate with the Google Privacy Sandbox, the advertiser in the Pontiac platform will need to be created with the website where conversions will be tracked in the ‘Advertiser Domain’ field. On the Pontiac pixel, check the ‘Track Chrome Conversions’ check box. This pixel should then be placed on the Advertiser’s website where the conversion event will take place. For example, this could be the ‘thank you’ page the user will land on after a purchase.