First Party Data

First-party data represents your direct knowledge about your customers, generated from pixels created in the UI and placed on your advertiser webpage. First-party data is necessary for setting goals and attribution, deriving insights through modeling against third-party data, and retargeting to drive further user action.

In the Admatx UI you will create and manage your first party data in the data section of your advertiser.

You have the option to create image pixels or universal pixels.

Image Pixel: A 1x1 piece of code that is added to your site to gather information about visitors

Universal Pixel: A tracking tag that contains JavaScript (JS). The universal pixel allows the management of multiple processes with just one pixel added to an entire website.

Image Pixel

A pixel or tracking tag is a piece of code added to a website as a way to track that someone landed on a page. In some cases, tracking tags pass information on what actions a user took on a given page. Tracking tags are not seen by users and are also known as pixels, tracking pixels, retargeting pixels, or conversion pixels.

 

Creating an Image Pixel

1. Navigate to your desired advertiser
2. Select “Data” in the sub-top navigation
3. Remain in “First Party Data”
4. Select “+ Add Pixel”
5. Name your pixel
6. Pixel type: Image Pixel
7. Data Type: Retargeting or Conversion. Select retargeting when your purpose is to collect an audience for the purpose of targeting, negatively targeting, or building look-alikes from the users. Select conversion when your purpose is to optimize toward an action or a cost per action.
8. URL: Enter the URL where the pixel will be placed
9. Save
10. A success window will appear. Download the text file containing your code with the “Download” button or copy the code with the “Copy code to clipboard” button and paste it into your website. Place the code between the body tags of your website, as high in the body as possible.

 

Editing an Image Pixel

1. Navigate to your desired advertiser
2. Select “Data” in the sub-top navigation
3. Remain in “First Party Data”
4. Click the name of the pixel
5. Make edits
6. Click save

 

Viewing an Image Pixel

7. Navigate to your desired advertiser
8. Select “Data” in the sub-top navigation
9. Remain in “First Party Data”
10. Click the “click here” link under the ImageTag header on the row for the desired pixel
11. Download the text file containing your code with the “Download” button or copy the code with the “Copy code to clipboard” button and paste it into your website. Place the code between the body tags of your website, as high in the body as possible.

Universal Pixel

The universal pixel is a tracking tag that contains JavaScript (JS). As its name suggests, the universal pixel allows the management of multiple processes with just one pixel added to an entire website. You can create conversion tracking tags from a single universal pixel.

Here’s what you need to know about universal pixels:

• Universal pixels support all the functionality of image pixels, including dynamic parameters, while also providing the additional, optional functionality of URL mappings.
• To use a universal pixel, you must place its code on every page of the target website to which you would like to map, typically through a global header, footer, or another site-wide mechanism.
• You cannot use universal pixels as container tags, but you can host them inside container tags, for example, using Google Tag Manager, Floodlight, and so on.
• Universal pixels are automatically enabled to track consent, but you must use an IAB-compliant consent management platform (CMP) to make sure that pixels are actually tracking users.
• Cookie syncing is always enabled for universal pixels and cannot be turned off.

 

Creating a Universal Pixel

1. Navigate to your desired advertiser
2. Select “Data” in the sub-top navigation
3. Remain in “First Party Data”
4. Select “+ Add Pixel”
5. Name your pixel
6. Pixel type: Universal Pixel
7. Data Type: Retargeting or Conversion. Select retargeting when your purpose is to collect an audience for the purpose of targeting, negatively targeting, or building look-alikes from the users. Select conversion when your purpose is to optimize toward an action or a cost per action.
8. Mapping: URL mappings allow for more granular retargeting and attribution. For example, by mapping universal pixels to specific pages on a website, such as confirmation, shopping cart, home page, and so on, you can track the related user activities.

1. Only one URL mapping is required. Additional mappings are optional.
2. URL mappings can be defined as exact-match, contains, or contains custom. You can create unlimited exact-match mappings or up to 100 wildcard mappings. See below for Mapping types and examples
3. Each match is defined as a separate tracking tag, which facilitates creating, editing, and removing tracking tags dynamically in the UI without any additional universal pixel code changes on a website.

9. Save
10. A success window will appear. Download the text file containing your code with the “Download” button or copy the code with the “Copy code to clipboard” button and paste it into your website. Place the code between the body tags of your website, as high in the body as possible.

 

 

 

MAPPING TYPE	URL PATTERN EXAMPLE	POSSIBLE MATCHES
Exact	https://admatx.com/blog/	Only the https://admatx.com/blog/ Page
Contains	/about-us/	admatx.com/about-us/ page and any page below it, for example:   admatx.com/about-us/our-story/   admatx.com/about-us/industry-initiatives/   admatx.com/about-us/careers/
Contains Custom	*	Any page on the website
Contains Custom	*admatx.com/*	The homepage admatx.com (http or https) and any page below it.
Contains Custom	*/about-us/	Any page ending in about-us, but nothing below it.
Contains Custom	*admatx.com/about-us/*	The admatx.com/about-us/ page and any page below it, for example: admatx.com/about-us/ admatx.com/about-us/leadership/ admatx.com/about-us/careers/
Contains Custom	*http://www.admatx.com/	No pages may be matched.

 

 

Editing a Universal Pixel

1. Navigate to your desired advertiser
2. Select “Data” in the sub-top navigation
3. Remain in “First Party Data”
4. Click the drop down above the table and switch to Universal Pixels
5. Click the name of the pixel
6. Make edits
7. Click save

 

Viewing a Universal Pixel

1. Navigate to your desired advertiser
2. Select “Data” in the sub-top navigation
3. Remain in “First Party Data”
4. Click the drop down above the table and switch to Universal Pixels
5. Click the “click here” link under the PixelCode header on the row for the desired pixel
6. Download the text file containing your code with the “Download” button or copy the code with the “Copy code to clipboard” button and paste it into your website. Place the code between the body tags of your website, as high in the body as possible.

 

Placing a Universal Pixel

The universal pixel must be placed into the shared code of a webpage, such as a footer, a header, a persistent navigation menu, or another site-wide mechanism. It is most common, however, to place pixels in the header because it loads first. This means that a pixel placed in the header of a webpage will capture the most traffic.

 

• The target website must support JavaScript.
• The universal pixel can be put into a tag manager that supports JavaScript.
• The universal pixel must not be used as a container tag.

 

Example Universal Pixel Code Header Placement

 

<html>

    <head>

    ...

        Paste universal pixel code here.

    ...

    </head>

    <body>

    </body>

</html>