Universal Pixel provides insights into users' interactions with your website so you can easily segment them and measure the value of their actions. Thanks to the unified pixel code, Universal Pixel removes the need to define conversion pixels and segment pixels separately.
Events
Page view
Pixel for the ‘Page view’ event represents the new Segment Pixel, allowing the creation of audiences based on user-defined rules. It is used for retargeting, where we can specify what audience we want to include in targeting, and for prospecting and contextual, where we can specify what audience(s) to exclude (e.g., converted users audience). The 'Page view' pixel serves as a base for audiences.
'Page view' event pixel example
<!-- Universal Pixel - Initialization (include only once per page) -->
<script>
!function(e,i){if(!e.pixie){var n=e.pixie=function(e,i,a){n.actionQueue.push({action:e,actionValue:i,params:a})};n.actionQueue=[];var a=i.createElement("script");a.async=!0,a.src="//acdn.adnxs.com/dmp/up/pixie.js";var t=i.getElementsByTagName("head")[0];t.insertBefore(a,t.firstChild)}}(window,document);
pixie('init', '00000000');
</script>
<!-- Universal Pixel - PageView Event -->
<script>
pixie('event', 'PageView');
</script>
<noscript><img src="https://ib.adnxs.com/pixie?pi=00000000&e=PageView&script=0" width="1" height="1" style="display:none"/></noscript>
Other events
Pixels for other events represent the new Conversion Pixels, allowing different conversion events to be tracked without being limited to one conversion event per account. List of available event types:
Landing page
Item view
Add to cart
Initiate checkout
Add payment info
Purchase
Lead
Sign up*
First time deposit*
Deposit*
*Custom events - these events must be set up on request, so placing them on representative pages will not be enough (contact Customer Support for help)
'Purchase' event pixel example
<!-- Universal Pixel - Initialization (include only once per page) -->
<script>
!function(e,i){if(!e.pixie){var n=e.pixie=function(e,i,a){n.actionQueue.push({action:e,actionValue:i,params:a})};n.actionQueue=[];var a=i.createElement("script");a.async=!0,a.src="//acdn.adnxs.com/dmp/up/pixie.js";var t=i.getElementsByTagName("head")[0];t.insertBefore(a,t.firstChild)}}(window,document);
pixie('init', '00000000');
</script>
<!-- Universal Pixel - Purchase Event -->
<script>
pixie('event', 'Purchase', {
order_id: <ORDER_ID>,
order_value: <ORDER_VALUE>,
order_currency_code: <ORDER_CURRENCY_CODE>
});
</script>
<noscript><img src="https://ib.adnxs.com/pixie?pi=00000000&e=Purchase&order_id=<ORDER_ID>&order_value=<ORDER_VALUE>&order_currency_code=<ORDER_CURRENCY_CODE>&script=0" width="1" height="1" style="display:none"/></noscript>
Audiences
An audience, or audience segment, consists of a collection of users who have interacted on a website in a similar way. After configuring one or more audiences, you can target them in your campaigns.
When you create and place Universal Pixel, an audience labeled "All website visits" is automatically generated, aggregating users from all page view events. Additionally, for each UP-based conversion event, a corresponding audience of converted users will be created automatically. These audiences do not require manual setup; they're non-editable and cannot be removed.
Learn how to create an audience based on your defined rules.
Conversions
A conversion is a key action taken by a user on your website. It could be adding an item to a cart, making a purchase, signing up, making a first-time deposit, etc.
Learn how to create a conversion based on your defined rules.