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, Streaming Audio, and Display 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. Create Custom Audience (Optional): Check the box if wanting to create an audience for retargeting or exclusion purposes.
   • Set Days to Live: Set to 180 days by default. Set the number of days to live. Typically 30, 60, 90 days is input here. The maximum is 180 days.
   • Note that users are only added to the audience if they visit the site after the pixel is placed.
4. Click Save: Save the changes.
5. Wait for Pixel to Generate: Wait for 30-60 seconds for the pixel to generate.
6. View the Pixel Code: After the pixel is created, click on the pixel name to view the generated code.
7. Include Query String Macros (Optional):
   • Adding these macros allows you to report on revenue and order ids generated from your site. After placing on your site contact your web developer to switch out the macros with the actual values you want to pass in. For example ORDER_ID must be replaced by the actual order id and ORDER_AMOUNT must be switched out with the actual value of your conversion when firing the pixel in a conversion event.
   • When using macros for pixels placed on a client page the client will need to replace the variable at load time with a usable value. If placing these pixels in a creative include the decorators ${}.
     • Order ID
     • Order Amount
     • Client IP
     • Consumer ID
     • Track chrome conversions: Google Privacy Sandbox conversion reporting is only available for campaigns running on the Bidder platform.
     • GDPR Consent
     • GDPR
8. Select desired Pixel:
   • Pixel URL Img: Recommended for most use cases. The image pixel is more widely supported and works reliably across environments.
     Pixel URL JS: Collects additional user data and may be preferred by some publishers, but is rarely needed. Use only when enhanced tracking is required and supported.
9. Place the Pixel on Your Website: Place the pixel code on your website. To track conversions from users who see your 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.
10. 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: After placing the pixel with any of the following macros included, work with your developer to switch out the macros with the actual values you want to pass in.
   • Once the pixel has been generated, you can track additional parameters by selecting the corresponding boxes for:
     • Order ID: The unique order ID generated by your site.
     • Order Amount: The total order value associated with the Order ID generated by your site.
     • Client IP: The visitor’s IP address captured by your site at the time of the pixel fire.
     • Consumer ID: A unique customer, lead, or visitor ID generated by your site.
     • Chrome Conversions: Chrome conversions are only available for campaigns running on the CTV platform.
     • GDPR Consent: The visitor’s consent string collected by your site.
     • GDPR: A flag (0 or 1) that indicates whether GDPR applies to the visitor.
     • Custom Variable 1: This adds var1=VAR1 to the pixel URL and populates Custom Variable 1 in Custom Reporting. To pass additional values, add var2, var3, or var4 using the same format. Work with your web developer to replace the placeholders with the intended values.
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.
   • Pixel URL Img: Recommended for most use cases. The image pixel is more widely supported and works reliably across environments.
   • Pixel URL JS: Collects additional user data and may be preferred by some publishers, but is rarely needed. Use only when enhanced tracking is required and supported.

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

Users can also opt into creating a custom audience after the initial pixel creation by checking the Create Custom Audience checkbox. This creates a Pixel IP-based audience from pixel fires. The Days to Live value defaults to 180 days, but users can update it as needed. Common values are 30, 60, or 90 days, and the maximum value is 180 days. Users are only added to the audience if they visit the site after the pixel is placed.

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 web 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 URL’ field.

The pixel must have the ‘Track Chrome Conversions’ checked. 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.

Once the above are implemented and the campaign has started serving, users can create reports to view the Chrome Conversions by selecting the metric.

Completed Checkout Custom Pixel

A Shopify custom pixel can be used to report completed checkouts to Pontiac. The pixel subscribes to Shopify’s checkout_completed customer event and sends a request to the Pontiac pixel endpoint when an order is completed.

The request can include:

• Pontiac pixel ID
• Event type
• Shopify order ID
• Completed order amount

Shopify typically triggers the checkout_completed event once per checkout on the order confirmation or Thank You page.

Before configuring the custom pixel, confirm that:

• You have access to the Shopify store’s admin settings.
• A Pontiac conversion pixel has been created.
• You know the Pontiac pixel ID that should receive the completed checkout event.

The example below uses Pontiac pixel ID 12345. Replace this value with the applicable Pontiac pixel ID.

Add the Custom Pixel in Shopify

1. Log in to the Shopify admin.
2. Go to Settings.
3. Select Customer events.
4. Open the Custom pixels section.
5. Click Add custom pixel.
6. Enter a name such as: Pontiac Completed Checkout Pixel
7. Paste the completed checkout code into the code editor.
8. Save the pixel.
9. Click Connect to activate it.

The custom pixel must be connected before it can receive customer events.

Locate the Pontiac Pixel Information

The Pontiac img pixel is provided in the following format:

Pixel URL Img: <img src=”https://pix.pontiac.media/pixel?id=12345&type=2″ width=”1″ height=”1″ />

For the Shopify implementation, use only the URL contained in the src attribute: https://pix.pontiac.media/pixel?id=12345&type=2

The URL is separated into the following values in the custom pixel template:

“https://pix.pontiac.media/pixel” + “?id=12345” + “&type=2”

Replace 12345 with the ID from the Pontiac pixel. Do not paste the full HTML <img> tag into the Shopify custom pixel.

Shopify Custom Pixel Code

analytics.subscribe("checkout_completed", (event) => {
  const checkout = event.data?.checkout;

  if (!checkout) return;

  const orderId =
    checkout.order?.id ||
    checkout.order?.name ||
    checkout.id ||
    checkout.token ||
    "";

  const orderAmount =
    checkout.totalPrice?.amount ||
    "";

  const pixelUrl =
    "https://pix.pontiac.media/pixel" +
    "?id=12345" +
    "&type=2" +
    "&order-id=" + encodeURIComponent(orderId) +
    "&order-amount=" + encodeURIComponent(orderAmount);

  fetch(pixelUrl, {
 method: "GET",
 mode: "no-cors",
 keepalive: true
 });
});

Update the Pontiac Pixel ID

In the custom pixel code, locate:

"?id=12345"

Replace 12345 with the applicable Pontiac pixel ID.

For example, if the Pontiac pixel URL is: https://pix.pontiac.media/pixel?id=67890&type=2

the corresponding portion of the Shopify code should be:

"?id=67890" +
"&type=2"

Do not change the type=2 value for a completed checkout conversion pixel unless instructed by Pontiac.

Information Sent to Pontiac

When a checkout is completed, the custom pixel sends:

• id: The Pontiac pixel ID
• type: The Pontiac event type
• order-id: The first available Shopify order or checkout identifier
• order-amount: The completed checkout total

Reach out through the Pontiac Help Center or contact your account manager for additional guidance or questions.