Site Activity Pixels

Thunder supports two general types of Site Activity Pixels (aka: tags, trackers, beacons)

  • Retargeting
  • Conversion

Both types of Thunder Site Activity pixels are universal - neither utilize a specific pixel ID for site placement mapping. Thunder pixels are supported by macro-inserted values or, in some cases, hardcoded strings.

Functionality

The general functions of Site Activity Pixels are:

  • Decisioning / Segmentation
  • Analytics and Reporting

Decisioning / Segmentation

Like a traditional retargeting pixel, data about a Site Activity Pixel event (pixel fire) is stored with the browser-profile. Additionally, Thunder builds a cross-device profile, a Thunder User ID, and resolves the identity of many browser-profiles to one Thunder User ID.

Users can build Creative Optimization rules based on Site Activity Pixel events - based on responses received in the Pixel requests. Decisions influence yes/no outcomes in a Decision Tree, Custom Audiences can be built with overlays of many decisions for more complex Segmentation.

Then, at each impression request, Thunder looks up both the Site Activity of the browser-profile and the associated Thunder User ID (plus any linked browser-profiles to that Thunder User ID), and compares it with the Creative Optimization rules.

This is a feature of all Site Activity pixels - both Retargeting and Conversion.

Analytics and Reporting

Some Site Activity Pixel events are used to measure Campaign KPIs, like a Form-Submission or Purchase. These events can be surfaced in analytics and reporting - in Looker (our standard data visualization tool) or in Log-Level reports.

This is a feature of our Site Activity Conversion Pixel.

Based on the Campaign Attribution rules, some events may not be attributed to a campaign and will not show in reporting. For instance, if Attribution rules define a 14-day post-click window, Site Activity Pixel events >14d from Impression will not be aggregated. Alternatively, some clients may opt for Un-Attributed Conversion Logs -- surfacing all Site Activity Conversion Pixel activity.

Pixel Detail and Use Cases - Retargeting Pixels

Thunder supports five Retargeting Pixels for varied client use cases: Home Page, Brand Page, Category Page, Detail Page and Cart Page.

These are designed to align with typical page-types and most have the ability to accept a custom term or array of values to allow flexible Decisioning and Segmentation.

Example: Detail Page - Retargeting Pixel

<script>
(function(){
var url='https://sa.placelocal.com/e?';
var params='e='+encodeURIComponent('ProductDetail')+
'&brand='+encodeURIComponent('advertiser')+
'&partition='+encodeURIComponent('advertiser-report')+
'&skus='+encodeURIComponent(['{SKU1}','{SKU2}'])
;
var newScript = document.createElement("script");
newScript.src = url+params;
document.body.appendChild(newScript);
})();
</script>

Thunder Detail Page - Retargeting Pixels contain four critical parameters, passing values to the endpoint which are required for proper processing of the event.

Use Case: Detail Page - Retargeting Pixel

* As a marketer I want to be able to place one flexible Thunder Site Activity - Detail Page Pixel across all of my Product Pages and collect the Product SKU viewed by the profile. Then, in decisioning and segmentation I want to create audiences of profiles who have viewed specific products.*

With the Detail Page - Retargeting Pixel above, the client can implement the same pixel to fire on any Product Page, using the Site’s Data Layer to dynamically insert the viewed Product Sku into the skus= parameter.

Additionally, if there is more than one product displayed on a page, an array or comma separated values can be inserted to collect multiple product skus.

NOTE: Thunder Site Activity Pixels and responses can be combined across different Pixel / Page-Types for more complex decisioning. Additionally, inserting multiple comma separated terms into the pixel customization parameter allows for several decision-able terms to be collected at once.

Pixel Detail and Use Cases - Conversion Pixels

Similar to Thunder Site Activity Retargeting Pixels, Conversion Pixels can also be used in decisioning, but these pixel events are eligible to be surfaced in reporting.

Example: Conversion Pixel

<script>
(function(){
var url='https://sa.placelocal.com/e?';
var params='e='+encodeURIComponent('Conversion')+
'&brand='+encodeURIComponent('advertiser')+
'&partition='+encodeURIComponent('advertiser-report')+
'&skus='+encodeURIComponent(['{SKU1}','{SKU2}'])+
'&ordertype='+encodeURIComponent('{ORDERTYPE}')+
'&orderid='+encodeURIComponent('{ORDERID}')
;
var newScript = document.createElement("script");
newScript.src = url+params;
document.body.appendChild(newScript);
})();
</script>

Thunder Conversion Pixels contain six critical parameters, passing values to the endpoint which are required for proper processing of the event.

Use Case: Conversion Pixel

* As a marketer I want to be able to track Purchases and segment purchasers into different Creative Optimizations.*

With the Conversion Pixel above, the client can implement the pixel to fire on the KPI Page - the “thank you” or “purchased” page - and use the Site Data Layer to dynamically insert the Purchased Product Sku IDs, the Order Type (could be hardcoded as “Purchase”), and Order ID.

Additionally, if there is more than one product purchased, an array or comma separated values can be inserted to collect multiple product skus.

In Reporting, attributable conversions will surface with OrderType and Order ID.

In Decisioning, Profiles who have “Converted” with any of the sku values received can be segmented.

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