Pontiac IP Conversions

With the Pontiac pixel, a client can place this on their website and attribute online actions (browsing a page, loading the shopping cart, purchases) to CTV campaigns run through the Pontiac platform. Pontiac IP Conversion Pixels are a proprietary and privacy safe attribution solution that utilizes the user’s IP Address to track website traffic and online purchases driven by your campaigns.

To create a new pixel, enter the Pontiac platform and create or open an Advertiser. Once inside the Advertiser, click the ‘New Pixel’ button and enter a name for the pixel. Wait for 30-60 seconds for the pixel to generate, then click back on the name of the pixel to view the code. Both an image version and a script version of the pixel will generate. The format required may depend on the configuration of the website where the pixel will be placed. The pixel should be placed directly in the source code in the header or the body, then associate it to the Line Item where you wish to track conversions.

If you wish to track an action such as purchase, this pixel should be placed on the page the user will see once the transaction is completed, ie. the ‘Thank you’ page. If you want to register any website visit as a conversion (ie. a user that sees your CTV ad, then goes to your homepage), you can place the pixel in the header to fire on all pages, or one specific page you wish to measure.

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.

For metrics in the Advertiser and Campaign screens, a conversion will be attributed to each Line Item that contributed to the action. For example, if a user sees an ad from 2 lines under a campaign and then completes one purchase, this will be counted as a conversion attributed to both Line Items, appearing as 2 conversions on the Campaign when aggregated.

If you would like to see unique conversions under an advertiser or campaign, you can run a custom ‘IP Conversion Rate’ report without selecting the ‘Line ID’ dimension. These are uniques on the selected dates. For uniques across a campaign flight, run an ‘IP Path to Conversion Report’ and de-duplicate the hashed IP address across all dates.

Query String Parameters

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.

Google Privacy Sandbox: Chrome Conversions

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.