Pixel Creation & Implementation

Pixels are small pieces of HTML code which are placed on webpages to track users online. The Pontiac platform offers the capability to create conversion pixels as well as segment pixels for remarketing. Pontiac also supports the use of third-party pixels and post-back pixels. 

For a video demonstration on how to create pixels:  https://tinyurl.com/PontiacPixels

Segment Pixels (Remarketing)
Conversion Pixels
       Query String Macros
Third-Party Pixels (Trackers)
       Invalid JavaScript Error
Post-Back Pixels
Pixel Placement
       Placing Pixels with Google Tag Manager
       Placing Pixels with Shopify

 

Segment Pixel (Remarketing)

A segment pixel is an HTML code placed on the Advertiser’s website to collect the User ID of the individuals that visit the page where they are placed. These User IDs are collected in an audience in the platform that you can then target in remarketing campaigns. 

To create a segment pixel, open the Advertiser and click ‘New Segment’ on the right-hand side of the ‘Audiences’ dropdown. Give the segment a name and set the ‘Days to live’ as the number of days that you would like users to remain in this segment. If a user is not seen again in this time frame, they will be removed from the segment after the selected number of days. Per IAB, the maximum time the user can remain in the segment is 90 days. Click save and wait a few minutes for the pixel to generate. Your pixel will appear in your list of audiences under the Advertiser and when you click the name of the pixel you will see the following window:

Copy the ‘Pixel URL Img’ or ‘Pixel URL JS’ and place it on your website. It can be placed anywhere, but we recommend placing it in the header. 

To target this Audience, associate it to a Line Item under ‘Audiences’. See steps on associating an Audience here: Associate Audience to a Line Item

For more information on the metrics displayed for Remarketing Pixels see here: Audience Metrics.

 

Conversion Pixel

Conversion pixels are codes that when fired, allow for the tracking of an event on your webpage. These are placed on pages where Pontiac will ultimately try to drive users. Usually this is a purchase ‘Thank you’ page, and this pixel will fire whenever a user completes a transaction. These can be used to track micro conversions on your site as well, such as newsletter signups, meeting requests and more. 

To create a conversion pixel, open the Advertiser and click ‘New Conversion Pixel’ on the right-hand side of the ‘Conversion Pixels’ dropdown. Give the pixel a name and fill in the following required fields:

Trigger Type: 

  • Click: This pixel will only fire when a user clicks the ad and immediately completes a conversion.
  • View:  This pixel will only fire when a user views an ad and completes a conversion. View will also count for users that click, do not immediately convert, but return to the domain and convert at a later time.
  • Hybrid: This pixel will fire on both click AND view. Reporting can be broken out to examine click vs view.

Post View Expiration Days: The number of days between a user being served the ad and then completing a conversion for a transaction to be counted as a valid post-view conversion attributable to the Pontiac ad. This is the ‘attribution window’ for post-view conversions.

Post Click Expiration Days: The number of days between a user clicking on an ad and the user completing a conversion for the transaction to be counted as a valid post-click conversion attributable to the Pontiac ad. This is the ‘attribution window’ for post-click conversions.

Minimum Minutes Per Conversion: Minimum duration of time during which a user can complete a conversion before registering another conversion.

Wait a few minutes for the pixel to generate. Your pixel will appear in the Advertiser menu, under the conversion pixel dropdown, and when you click the name of the pixel you will see the following window:

Copy the ‘Pixel URL Img’ or ‘Pixel URL JS’ and place it on your website on the page that the user will see after completing a conversion. For more information on the metrics displayed for Conversion pixels, see here: Conversion Pixel Metrics

 

Query String Macros

Once the conversion pixel generates you will have the option to add in query string macros. Click on the name of the pixel and check the boxes next to ‘Order id’ and ‘Value’. This will add the macros into the pixel which can then be copied and placed on the landing page after a conversion. Speak with your web developer to swap in the values that you would like to pass in. For example, ${ORDER_ID} must be replaced by the actual order ID and ${REVENUE} must be switched out for the actual value of the conversion when firing this pixel.

  • Order_ID: Allows the platform to track the exact order ID number of a transaction generated from a Pontiac ad.
  • Value: Allows the platform to track the exact value of a transaction generated from a Pontiac ad.

 

Third-Party Pixels (Trackers)

Third-Party pixels, or ‘trackers’ allow the attachment of trackers to your ads from external providers allowing you to call external servers at the time that the ad is rendered on a page. This allows Advertisers to collect data and real time stats about the ad being served.

For Video Creatives, only the URL format can be used and these are added in the Creative Upload process. For other Creative types follow these steps:

  1. To use a pixel from an external provider, enter the Advertiser menu by clicking on the name of the Advertiser that this pixel will help track, and select ‘New Third Party Pixel’. 
  2. Select the code type of the pixel. 
  3. Enter the pixel code into the content box and save it. 
  4. These pixels MUST then be associated to each Creative that you wish to track.  While uploading or editing a specific Creative, you will notice a tab for ‘Third-Party Pixels’ or ‘Trackers’. Select the third-party pixel that you desire to attach to the Creative and save the Creative.
Pixel Formats:
  • Raw-js: enter the tracker code in raw javascript
  • URL-html: enter a URL, for example- https://one.progmxs.com/px?id=1429462&t=2 and information will be returned in html
  • URL-js: enter a URL, for example- https://one.progmxs.com/px?id=1429462&t=2 and information will be returned in javascript
  • URL-image: enter a URL, for example- https://one.progmxs.com/px?id=1429462&t=2 and this will return a 1×1 transparent image
Invalid Javascript Error:

If you are entering a Third-Party pixel in raw-js and receive the error ‘Valid JavaScript code required’, we recommend using this tool to validate the JavaScript in the tag: Online Javascript Validator – BeautifyTools.com

 

Post-Back Pixels

Otherwise known as ‘server-side’ pixels, post-back pixels are used to do cost-per-install mobile-app campaigns. They need to be integrated through a mobile attribution partner such as HasOffers or AD-X (Criteo). These pixels allow outside attribution servers to callback to the Pontiac conversion pixel and attribute conversion that stem from Pontiac.  This allows you to optimize toward app installs for mobile campaigns.

To begin the creation process of these pixels, create a conversion pixel in Pontiac. Email your Account Manager to request the server-side pixel.  Once you receive the server-side version of the pixel, you will need to set up the postbacking through your attribution server.  The attribution server will prompt you to select an origin platform for the pixel. Select “Appnexus” or “Xandr” and enter the pixel ID that your Account Manager provided you.

 

Pixel Placement

The type of pixel (URL JS or URL Img) indicates on which webpage each pixel should be placed. There are a variety of scenarios which determine whether one uses the HTML or the URL.

  1. Advertiser has a relationship with an ad server which has placed ‘Floodlight’ tags on the pages. In this option, the trafficker should follow the instructions provided by the ad server to ‘piggyback’ or add the Pixel URL to the appropriate floodlight.
  2. When interacting with the HTML on the website, the pixel should be placed directly in the source code in the header or the body. This is a screen shot of the HTML code after the pixel has been added:

If you have any questions regarding specific pixel placement, email your Account Manager.

 

Placing Pixels with Google Tag Manager

Once you have created a pixel in Pontiac:

  1. Log in to your Google Tag Manager account.
  2. Select your website’s container and click Add a new tag.
  3. Click Custom HTML Tag and enter a name for your tag.
  4. Go to Events Manager and select Add Event.
  5. Select Install code manually.
  6. Copy the pixel from Pontiac. (we recommend using URL img version of the pixel)
  7. Return to Google Tag Manager and paste the code in the HTML container.
  8. Click the Advanced Settings dropdown and select Once per page under Tag firing options.
  9. For Remarketing pixels under ‘Fire On’, select ‘All Pages’. For Conversion pixels under ‘Fire On’, select the landing page a user will be brought to AFTER converting.
  10. Click Create Tag
Placing Pixels on Shopify

If you use Shopify for e-commerce transactions, the Pontiac conversion pixel can be placed on the Shopify order status page to track conversions and attribute them to your Pontiac campaigns. Review this Shopify Guide Add Conversion Tracking to your Order Status Page and follow the steps to place the pixel. To track order ID and order revenue from these transactions add in query string macros to the Pontiac pixel before it is placed. See more here: Query String Macros