The Marketing Cloud team has recently made it easier for the DMP pixels to be included in the email campaigns sent out from Email Studio. This guide will walk you through what this new feature does, and how to get it setup.
When your Marketing Cloud account is configured to include the DMP pixels, they are automatically added to any of the out-of-the-box email templates provided in Marketing Cloud. For your own email content (or templates), a new Code Snippet option is offered in the Content Builder that lets you easily include the pixels as well. In either case, what you include the DMP pixels, what you would see in the email content is a snippet of HTML that looks like:
<custom name="usermatch" type="tracking" />
When the email is sent out, Marketing Cloud will replace that string with three different image tags for three different pixels: a user match pixel to capture the Subscriber ID, a user match pixel to capture the SHA256 hashed version of the subscriber's email address, and an impression pixel.
To use the Code Snippet, you log in to Marketing Cloud, and select Email from under Email Studio in the navigation bar. Then click on Content and either create a new email - or edit an existing one - in Content Builder. Go to the location where you would like the pixels inserted, and click on the Insert Code Snippet button.
The Insert Code Snippet Button
In the drop down list of snippets, when your account is configured, you should see an option for "Salesforce DMP Pixel". Select that, and the "<custom name="usermatch" type="tracking" />" placeholder will be added in to your email, and you are good to go!
When you use this option, the impression pixel that is added to your emails will collect the MID for your Marketing Cloud account in the Advertiser ID field, and the "Email Name" as the Campaign ID. Note, internal email names must be alpha numeric and not contain any special characters for DMP processing. If you would like to collect additional information, or collect different values for the Advertiser ID or Campaign ID, then you would need to manually add the pixels instead. However, you can also create a Custom Snippet of your own to use with Content Builder too.
Note: The acceptable values for these fields can be alphanumeric characters (a-z,0-9) and hyphens or dashes. Please see the table of Fields and Field Types in the Generating the Tags section for what is accepted for each field. If the macro passes in a value that includes an unaccepted character - such as non-alphanumeric character like a space, asterisk (*), comma(,) exclamation mark (!) or a percent sign (%) - data won't be collected. The macro itself can include special characters, but the value it is replaced with cannot.
This option is available when both your DMP and Marketing Cloud accounts are configured properly. Here are the steps for getting this set up:
1. Your DMP Client Team will have to set up the User Match pixels set up in the DMP. User matching between the DMP and Marketing Cloud is done at the account (or MID) level, so if you have multiple Marketing Cloud accounts, you will need to give the DMP Client Team all of the relevant MIDs.
2. Your Marketing Cloud account needs to be provisioned as well in order to show the administration screen for this configuration. Your Marketing Cloud Account Team can help get that set up for you.
3. An administrator needs to take the information provided by the DMP Client Team for the pixels, and configured the account with it (at Administration > Account > Salesforce DMP Integration). This information simply includes the user match partner for the Subscriber ID match, the user match partner for the hashed email address match, and the DMP Conf ID for the DMP site you want to collect the email campaign data into. Once the information is entered into the appropriate fields and saved, your account is configured and you're ready to go.