Event Pixel Guide

Event Pixel Overview

Audience Studio's event-based framework allows users to create dynamic segmentation strategies by capturing and combining any user gesture, click, and behavior as an ‘Event’.  Events are configurable by the user and can be used to understand user interactions on the page as well as building and targeting against a particular audience that interacts with the page in specific ways.

Example Event Pixel Use Cases

There are a variety of places where you may wish to capture user interactions on your site.  Below are a few examples of some typical use cases.

Site Interactions

When users are engaged with the content on the site, they may engage through a variety of mechanisms.  Event pixels can be placed on these interaction events in order to define and segment your users who are heavily engaged.  Examples include downloading content, emailing and article, and commenting on a blog post.

Defining Preferences

Sometimes a website is set up for a user to select preferences via checkboxes on the site.  These may be display preferences (selecting a skin on a game, viewing a map of nearby business) or search preferences that may not be able to be captured in the resulting query (finding apartments that take pets or searching for products of a particular brand).

Subscription Process

Websites that offer registration or subscriptions can collect information as users go through the sign-up process.  Through the Event Attributes, you can not only capture if someone subscribed, but you can capture information they provide in the forms during the subscription process.  Though capturing information such as their middle name is not relevant for creating relevant audience segments, capturing other information such as product selection and demographic information can be useful.

Shopping Carts

Shopping carts provide a wealth of information that can be captured via the event pixel.  When a shopper checks out, you may choose to pass over information such as the product, product category, and price range, that can help you determine what kind of shopper the user is and what additional products they may be interested in the future.

Creative Interactions

If you have the ability to track any creatives such as your own house ads and beyond, you may choose to capture user interactions with the creative.  Interactions such as view, clicks, and hovers can be captured on any creative.  In addition to these, you may choose to capture video start and completion on video ad units.

Event Settings

The Event view is where users can view and create event pixels. To create an event pixel, enter a name, select an Event Type (eg: click, video view, etc.), and enter a Category name (optional). The Type and Category are merely a way to help you categorize and search through your list of event pixels. This screen also gives you the ability to generate the full event pixel, or just the Click Tracker if necessary. When creating an event pixel, you can select if you would like to generate a secure pixel on the following screen, after selecting Save and Get Code from the New Event screen. 


Once you save an event, the system will then automatically create a Unique ID and an Event pixel will be generated. You can then take the event pixel and deploy it where appropriate (within a creative for a campaign to track campaign clicks, within a video to track video viewership, etc.) by implementing JavaScript which calls the event pixel:

function onclick() {
            (new Image()).src = "<event_url>"


Some resources on event handlers are listed below:





Note that only active pixels will fire and will be available in Segment Builder, so ensure that the pixels you place are set to active. You can edit an inactive pixel and select “Save and Activate”, or activate it through the Bulk Actions dropdown.


Important note regarding disabling and deleting event pixels:

If you no longer want data to be collected on an event pixel, the event pixel must be removed from the site that it was tagged on. Disabling an event pixel via the UI will only remove it from being available in UI reports. Disabling an event pixel in the UI will not stop the pixel from firing on your site. Event pixels that remain on sites and continue to fire even after being disabled in the UI will continue to count towards your billed data collection events (DCEs) until it either stops firing or is removed from the site completely.

Event URL

There are two ways to fire an event: HTML or JavaScript. Both the snippets are displayed on the events screen. You can copy the snippet by selecting the desired Code Format, External site or Javascript, from the Save and Get Code screen. The JavaScript version is optimized and puts users into real-time segments immediately. Therefore, you should use the JavaScript version if you need the pixel fire immediately or for real-time segments. However, the JavaScript version requires that the Salesforce Audience Studio Control Tag is on the page. The HTML version is available for segments after 20 minutes, but is more commonly used, as the pixel can be placed on any page (regardless of if there is a Salesforce Audience Studio Control Tag, such as a partner site).

Event Attributes

For some use cases, you may wish to pass variables back via the pixel. For example, if you wish to track a shopping cart experience, you may want to pass the item name, item category, and item price. For any variables you’d like to add, click the + button and type the Attribute Name and the Display Name. These variables will now be included in the pixel.

Screen_Shot_2020-12-03_at_11.25.21_AM.png  Screen_Shot_2020-12-03_at_11.28.32_AM.png

You may wish to insert Macros to pull attributes into the pixel. If you are implementing the JavaScript version of the pixel, if the variable is a string, make sure to place quotes around the Macro. For example:
<script> Krux('admEvent', 'xxxxxxxx', { Campaign_ID:"%%CAMPAIGN%%"});</script> 

Please note that you may not send unique or highly unique values for event attributes, like timestamps or random numbers.

Please note that there is a 32 character limit on Event Attribute Names.


Event Pixel Verification

You may use Firebug or comparable tools to verify the event pixel fire.  Navigate to the site with the event pixel, find ‘event.gif’ from the ‘beacon.krxd.net’ domain within the Network tab. 

You can also view reports for the event in the Salesforce Audience Studio UI.  Go to Manage -> Events and click on the action wheel and bar chart icon to view the event pixel fire trends.  


Click on the graph icon to view the demographic distribution for the event pixel, and for events that you’ve specified to compute segment overlaps, click on the overlap icon to view the overlap of that pixel across your segments.

Please note, the Top 20 Attribute signatures in the Event Report show the "average daily" attribute signatures, not the sum over the days selected.

The Audience Profile report shows the breakdown of the demographics for a specific Event Pixel based on the chosen data provider. Audience Profile Reports process over the weekends.

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  • Avatar
    Tim Cook

    This is like poetry. Thank you, Grace.

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