Pixels
Pixels can be used to collect data from your website and all your platforms. You export a pixel as JavaScript, an image pixel, or a URL when you choose the pixel type. Pixels are created, configured, and exported from the Data Collection Overview window.
On-site: Collects data about visitor activity to the website, which can include visitor, website, browser, device data, and more. When you create a pixel, you specify its default configuration in the Create Pixel window. This default configuration specifies the data points that you want to monitor on all website pages. With the Configure On-Site option, you structure the data that the pixel collects into custom events and custom success events. This configuration is performed in the Configure On-Site window. You can use the custom events and custom success events to build audiences. You export the pixel as an on-site pixel and insert the resulting JavaScript into your website pages.
Click: Tracks the click events for a creative, placement, email, or other element placed on external platforms. To generate a platform-specific URL for the pixel, export it as a Click tracker. Insert the resulting URL into the element that you want to track. The platform-specific macros automatically fill in details, such as advertiser ID and campaign ID.
Impression: Tracks impressions of a creative, placement, email, or other element that appears on external platforms. To generate platform-specific JavaScript or an image for the pixel, export it as an Impression tracker. Insert the resulting script or image into the element that you want to track. The platform-specific macros automatically fill in details, such as advertiser ID and campaign ID.
Advantages
Maintain an overview of the data you collect from websites.
Use custom events to structure your website data.
Create custom success events to capture visitor traffic or occurrence of events that are of special interest to the business or campaign.
Collect data from other platforms with platform-specific trackers.
Default Pixel Configuration
When you create a pixel, you specify a name and the data points you want to collect on a website.
On-Site Configuration as custom events and custom success events
To structure the data you collect from a website, configure on-site custom events and custom success events. For example, you can create a custom event of visitors who spent two minutes and your website and requested a newsletter. With a custom success event, you assign a monetary value to an event. For example, visitors who visited the "thank you" page" means they purchased something. You can use the most useful custom events and custom success events to build audiences.
Custom events
A custom event can capture a wide range of visitors based on the conditions you specify. You can add visitors to a custom event based on specific web pages they visited or visitor interactions on specific weekdays. You can capture the length of time that a visitor spent on a particular page, or where the visitor came from. What is more, you can combine the conditions and queries to refine your data collections to a granular level.
Custom success events
A custom success event can capture a wide range of visitors based on the conditions you specify. You can use a custom success event to target an event and assign it a monetary value.
Click Trackers and Impression Trackers
You can monitor visitor interactions with your creatives, placements, emails, and other elements no matter where in the internet they appear. To do so, you export the desired pixel as an Impression or Click tracker. You add platform-specific trackers to collect the most relevant data for each platform when you insert the tracker into your creative, email, or placement.