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
Third-Party Pixels (Trackers)
Post-Back Pixels
Pixel Placement

 

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. Pontiac segment pixels store user data for 90 days.

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 click save. 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’ and place it on your website. It can be placed anywhere, but we recommend placing it in the header. 

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’ and place it on your website on the page that the user will see after completing a conversion. 

 

Query String Macros

You will have the option once the conversion pixel generates to add in query string macros.

  • 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.

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.

For more information on the metrics displayed for Conversion pixels, see here: Conversion Pixel Metrics.

 

Third-Party Pixels (Trackers)

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’. 

  1. 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.
  2. 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’. 
  3. Select the code type of the pixel. 
  4. Enter the pixel code into the content box and save it. 
  5. 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

 

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.