Two different types of pixels can be placed via Xandr:

Universal pixel: placed on site header, and then controlled by specific conversion events, including landing on a specific URL (i.e. https://www.gcu.edu/academics, https://www.gcu.edu/admissions - both page views can be tracked as separate conversion events, with one pixel placed in the header).

<!-- Xandr Universal Pixel - Initialization (include only once per page) -->
pixie('init', 'f9bed93e-dad1-4e1a-ba5a-1ae5713217ba');

<!-- Xandr Universal Pixel - PageView Event -->
pixie('event', 'PageView');
<noscript><img src="https://ib.adnxs.com/pixie?pi=f9bed93e-dad1-4e1a-ba5a-

Simple Universal pixel: they place one unique pixel on each page/action. This makes sense for the most simple conversions, or a site that doesn't have a universal header

<!-- Conversion Pixel - Concordia University Irvine - Submit button - DO NOT MODIFY -->
<img src="https://secure.adnxs.com/px?id=1396778&t=2"" width="1" height="1" />
<!-- End of Conversion Pixel -->

The script provided needs to be placed within the header of your website. Copy the entire script and paste it within the <head> tag on the website. It can be pasted below or above the existing tags that may already be present in the site header.

Setting up pixels for success:

Specify in advance exactly what pages/conversions they wish to track, and what they want to see in reporting. This will inform what type of pixels are used, and what conversion events the CM will set up.

● Xandr will track both page views and conversions. Realistically, the path from an OTT ad to a tracked purchase is difficult, but technically it's no different to track the lift on a site's home page vs the site's thank-you page.