THE ADACADO PIXEL

What Does the Pixel Do?

A pixel is a code snippet placed on a website that runs when a page loads, capturing valuable information about website visitors and recording data on actions taken, such as visiting the site, viewing specific products, or making purchases.

The information collected by the pixel is primarily utilized for enhanced ad targeting, particularly in retargeting campaigns. By tracking interactions with your brand and website, pixels play a crucial role in measuring campaign performance, monitoring conversions, and building audiences based on user behavior.

What is a Retargeting Campaign?

A retargeting campaign, also known as remarketing, is a digital advertising strategy that involves displaying targeted ads based on data captured through pixels to users who have previously interacted with your website or digital content but did not complete a desired action, such as making a purchase. The goal of retargeting is to re-engage these users, bring them back to your site, and encourage them to take the desired action.

How the Adacado Pixel Works

The Adacado pixel is a short JavaScript code snippet designed to collect data on user behavior and interactions when they visit an advertiser’s website. Upon loading a page with the Adacado pixel, the code is executed, placing a tracking cookie in the user’s browser. Subsequently, the collected data is utilized to serve tailored and relevant ads to targeted users, playing a crucial role in retargeting campaigns.

Example:

This code is primarily employed for product retargeting campaigns, where ads showcase specific products or services that visitors have previously browsed through on your website.

The implementation of the Adacado pixel depends on your campaign type and chosen product targeting option. For prospecting campaigns that use static or dynamic ads to enhance reach and brand awareness, the Adacado pixel is not required. To determine which product targeting option requires the Adacado pixel, explore more about the available options.

Product Retargeting

To showcase specific products or services that visitors have viewed on your website but left without taking the desired action, implement the Adacado pixel on every product page you want to retarget. Ensure the product ID placeholder is filled in with the corresponding product ID for the viewed item. It is crucial that the product ID passed through the pixel event matches the one in your data feed. Successful product targeting relies on the correct placement of the Adacado pixel on your website, accurate product ID passing, matching product IDs in your data feed, and proper data feed mapping.

*NOTE*

You can do abandoned cart retargeting using the Adacado pixel by properly implementing the pixel on the shopping cart page and passing the product ID/s of the abandoned products in the cart in the correct format.

Audience Retargeting

If your campaign goal is to build an audience for retargeting without the need to showcase specific products previously viewed by visitors, simply implement the Adacado pixel on every desired page of your website. This will help in creating an audience from your website’s visitors. In this case, the product ID placeholder can be ignored. For users purchasing media through a 3rd-party DSP, the Adacado pixel is irrelevant for audience creation purposes, as audience bases are configured within the DSP itself.

*NOTE*

Conversion Tracking

The Adacado pixel currently does not provide the capability for conversion tracking.

Implementing the Pixel

Your Advertiser, Your Pixel

When you create an advertiser in Adacado, a pixel is automatically generated for you, even if you don’t plan to use it. It’s important to note that every campaign under a given advertiser will share the same pixel. Therefore, it is never necessary to add more than one pixel per page on your website, even if you are running multiple campaigns.

Where to Download the Pixel

The pixel for a given advertiser can be downloaded from multiple pages, including Product Settings, Ad Delivery Settings, and Campaign Analytics.

Click on the “Show My Pixel” button in the top right corner, and a pop-up box with the pixel will appear.

Adding the Pixel to Your Website

Implementing the pixel is a technical process, and we strongly recommend collaborating with a professional web developer, your webmaster, or the development team.

Please provide the person responsible for implementation with a copy of the pixel and the following instructions to ensure correct placement. After adding the pixel, test the implementation by clicking the “Test Pixel” in the pixel pop-up and following the provided instructions.

It is important to note that Adacado does not provide pixel implementation services.

Implementation Instructions

Please follow the notes below to ensure the proper implementation of your pixel:

• Place the pixel on product/vehicle/service pages only. Pixels placed on other pages of your website may cause undesirable behavior for dynamic retargeting.
• Only put one pixel on each page.
• Add the pixel right before the </body> tag on all product pages where you want to generate ads and/or track user behavior.

For a list of abandoned product IDs:

• Encode the values with MIME encoding. Failure to do so can lead to unexpected behavior when retrieving the ads.
• Ensure the values passed are the same as the data in the data feed for the Product ID field.
• If passing a list, use “,” as the separator.

Automate Pixel Placement

Many of our customers find it convenient to utilize external services, such as Google Tag Manager (GTM), to dynamically place the pixel on their website. GTM, in particular, is a popular choice among our users.

Automating the pixel placement process can be especially beneficial, particularly when dealing with a large number of pages on your website. If your product pages share a common string in their URLs (distinct from other types of pages), automatic becomes feasible. For instance, you could establish a rule to implement the pixel on all pages containing the URL string “/all-products/.”

To learn more about how to add a pixel to Google Tag Manager (GTM), click here.

After Implementation

After implementing the pixel on your website, it’s important to verify that the pixel is functioning as intended. Please follow our guide on testing the pixel for detailed instructions.