Conversion pixels allow us to attribute a post-click (or post-view) actions with people who have viewed or interacted with our ad units.
For example: Someone clicks an ad, goes to the client website and fills out a form or purchases goods.
Conversion pixels have two main purposes:
1) Reporting – Look at conversion events in total and against different line items or pieces of creative.
2) Optimization – To drive traffic toward websites by choosing the pubishers and placements that are giving better conversions.
Generating Conversion Pixels
In AppNexus select the Conversion Pixels from the Advertising menu
Give the conversion pixel a detailed name: including the advertiser name and some kind of action.
This ensure that we always know what it is for.
Follow the basic format "Client name - Associated Action" for example "Acme - Registration Form Submitted."
Leave all other settings and save.
Select the pixel and then select export from the action menu.
It will default to generating a secure pixel. Only select the non-secure version if you know the pixel will be on a non-secure page.
If you are in doubt ask the client.
Click Get Tags
Highlight the tag code and copy it.
Send it to the client. Please include the implemetation guide document from below when you send tags to a client.
Implementation Guide for Clients
Download this word doument and send it to the client when you send them the code for their conversion pixels
Once the client responds that they have implemented the conversion pixel you will need to test.
This is critical because if the pixel is not placed properly it will appear to the client that our ad product are not delivering for them.
Read this Ops Guide to Checking Pixels