Event Pixel Guide

Event Pixel Overview

ADM’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 Even 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 chose 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 chose 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 chose 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. When creating an event pixel, you can select if you would like to generate a secure pixel and if you would like to have segment overlaps computed for this event. If an event has this feature checked, you will be able to see the segment overlap report which shows the population overlap for that pixel fire with your audience segments. Salesforce DMP will only process a limited amount of event overlap reports so please work with your Salesforce DMP services representative to prioritize these reports.

 

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:

http://www.w3schools.com/js/js_htmldom_events.asp

http://www.quackit.com/javascript/javascript_event_handlers.cfm

http://www.quackit.com/html_5/tags/html_5_event_handler_content_attributes.cfm

 

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 drop down.

Event URL

There are two ways to fire an event: HTML or JavaScript. Both the snippets are displayed in the events screen. You can copy the snippet using the "Copy JavaScript" and "Copy HTML" links. 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 DMP Control Tag be 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 DMP 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_2017-06-07_at_11.09.31_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> 

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 ‘Net’ tab.  You can also view reports for the event in the Salesforce DMP UI.  Go to Audience Data -> Audience Discovery -> Events and click on the bar chart icon to view the event pixel fire trends.  Click on the people icon to view the demographic distribution for the event pixel, and for events which you’ve specified to compute segment overlaps, click on the overlap icon to view the overlap of that pixel across your segments.

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1 Comments

  • Avatar
    Tim Cook

    This is like poetry. Thank you, Grace.

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