Xandr
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) -->
<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',
'f9bed93e-dad1-4e1a-ba5a-1ae5713217ba');
</script>
<!--
Xandr Universal Pixel - PageView Event -->
<script>
pixie('event',
'PageView');
</script>
<noscript><img
src="https://ib.adnxs.com/pixie?pi=f9bed93e-dad1-4e1a-ba5a-
1ae5713217ba&e=PageView&script=0"/></noscript>;
➔ 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.