Pontiac IP Conversions

Pontiac IP Conversion Pixels can be placed on an Advertiser’s website to measure online activity associated with users who were previously served an Ad through Pontiac. Examples of measurable activity include page visits, shopping cart activity, form submissions, and purchases.

IP Conversion attribution uses IP address data to associate website activity with previously served Impressions within the applicable Lookback Window. This allows users to evaluate online activity associated with Campaign delivery and analyze conversion performance within Pontiac.

Create an IP Conversion Pixel

1. Open the applicable Advertiser in Pontiac.
2. Select New Pixel.
3. Enter a name for the Pixel and complete the applicable settings.
4. Select Save.
5. Once the Pixel has generated, open the Pixel to view the available implementation code.
6. Copy the applicable Image or JavaScript version of the Pixel based on the website or tag management implementation.
7. Implement the Pixel on the page or pages where the desired activity should be recorded.
8. Associate the Pixel with the applicable Campaigns or Lines for attribution and reporting.

The required Pixel format and implementation method may depend on the configuration of the website or tag management platform where the Pixel is placed.

Pixel Placement

Pixel placement depends on the activity being measured.

• Purchase or completed action: Place the Pixel on the page displayed after the action is completed, such as an order confirmation or Thank You page.
• Specific page visit: Place the Pixel on the page where the visit should be recorded.
• General site visits: Implement the Pixel so it fires across the applicable pages of the website.

Each time the Pixel fires, Pontiac records the applicable site activity for reporting. When eligible previously served Impressions are found within the Lookback Window, that activity can also be attributed to Campaign delivery.

Lookback Window

IP Conversion metrics displayed in Pontiac use a standard 30-day Lookback Window. This means an eligible website action must occur within 30 days of an eligible Impression to be included as a conversion. Custom Lookback Windows can be used with applicable IP Conversion reports in Custom Reporting. For assistance with a longer Lookback Window, contact your Account Manager or reach out through the Help Center.

Conversion Attribution

For Advertiser and Campaign metrics, a conversion may be attributed to more than one Line when eligible Impressions from multiple Lines are associated with the conversion.

For example, if a user is served an Ad from two different Lines within the same Campaign and later completes one conversion:

• Line 1 may receive 1 conversion.
• Line 2 may receive 1 conversion.
• When aggregated across the Lines, the Campaign may therefore display 2 conversions.

This Line-level behavior is also reflected in the IP Conversion Pixel: Conversion Rate report when the Line Id Dimension is included.

To review unique conversions across an Advertiser or Campaign for selected dates, generate an IP Conversion Pixel: Conversion Rate report without the Line Id Dimension.

For Impression-level conversion paths and unique conversion analysis across a full Campaign flight, use the IP Conversion Pixel: Path to Conversion report. The Path to Conversion report can be used to review the individual Impressions attributed to each conversion and de-duplicate the hashed IP address across the applicable dates.

See the Custom Reporting documentation for additional setup instructions and definitions for each IP Conversion report type.

IP Conversion Reporting

Custom Reporting provides several reports for analyzing IP Conversion activity:

• IP Conversion Pixel: Path to Conversion: Provides Impression-level data for Impressions attributed to conversions, including media, Creative, inventory, and fractional attribution details.
• IP Conversion Pixel: Page Visits: Provides page visit activity recorded by the selected IP Conversion Pixels, independent of whether the visitor was previously served an Ad.
• IP Conversion Pixel: Conversion Rate: Compares attributed conversions with Impressions and can be used to evaluate conversion performance across Advertisers, Campaigns, and Lines.

Use the report type that best aligns with the conversion analysis being performed.

Query String Parameters

Optional query string parameters can be used to pass additional visitor, conversion, and transaction data when an IP Conversion Pixel fires.

These values must be dynamically populated by the website, tag manager, or other Pixel implementation. When included in the Pixel request, supported values can be included in applicable Custom Reports.

Common parameters include:

• Client IP (CLIENT_IP): Passes the visitor IP address observed by the website. This can be useful when the Pixel is implemented through a container or another environment where the IP address observed directly by the Pixel may not represent the visitor. When provided, Client IP is used for applicable attribution and reporting.
• Order ID (ORDER_ID): Passes a unique order or transaction identifier.
• Order Amount (ORDER_AMOUNT): Passes the value associated with the order or conversion for reporting and ROAS analysis.
• Consumer ID (CONSUMER_ID): Passes a customer identifier associated with the activity.
• Custom Variable 1 (VAR1): Passes a custom value for additional reporting.
• Custom Variable 2 (VAR2): Passes a custom value for additional reporting.
• Custom Variable 3 (VAR3): Passes a custom value for additional reporting.
• Custom Variable 4 (VAR4): Passes a custom value for additional reporting.

For example, an e-commerce implementation may dynamically pass the transaction ID through Order ID and the transaction amount through Order Amount when a purchase Pixel fires. These values can then be included in Custom Reporting for additional conversion and ROAS analysis.

See Pixel Query String Parameters for the complete list of supported parameters and implementation details.