Overview

Nearly all RevMsg web projects come with an advertising buy. Advertising buys are handled by RevMsg’s advertising team (RAD). The goal of this article is to help establish a smooth process and exchange of information between the Tech Team and RAD.

The amount of work that needs to happen to make sure all pixels are inserted to the web project ‘firing’ correctly is minimal, but does require good communication and understanding between times.

Note for developers: There are times when adding pixels will not require any involvement on your end, but it’s still good to have an understanding of what advertising pixels do, and how they’re implemented.

Types of Pixels

Audience/Retargeting Pixel

These pixels are served to all people who visit a particular site. These will almost always be added via Qubit and rarely require a developer.

RAD uses these pixels to target ads to people who visited a website but didn’t complete a conversion and/or to potentially serve them future ads for the next campaign by this client. 

Conversion Pixel

These pixels are only served to people who complete a particular action — most often a signup, but it could also be a social share, click event on a particular target, etc.

If there is a redirect after a conversion (i.e. User signs up and is then directed to another page), we can use Qubit to place the pixel only on that particular page. In these cases, the developer does not need to be involved in placing the conversion pixel.

In other cases, developers need to trigger a conversion pixel after a user takes a specific action the does not have a redirect. Examples would be a form that submits via ajax or a click event on a social share.

RAD uses conversions pixels for two primary reasons:

  • to optimize for conversions during a live campaign
  • to serve as a metric for clients, as this audience is typically new-to-list people who we can reached out to again for donations, future actions, etc.

Donation Pixel

Donation Pixels are used exclusively to track a person’s donation history. We most often see these used on site’s like ActBlue.

RAD will use this information to:

  • to optimize for donations during a live campaign and
  • to determine ROI of a campaign.

Vendors

Facebook

Sample Pixel:

HPI/AppNexus

Sample Snippet:

Twitter

Sample Snippet:

Google

Sample Snippet:

Other

In some cases, smaller vendors will have their own pixels that will probably work similarly to the examples listed above. These occurrences are rare, but it’s important to document that it’s a possibility.

Placing Pixels

Qubit

Qubit is a web application we use that allows for the easy insertion of code snippets into WordPress sites. Qubit’s UI allows the user to quickly target specific URLs and run scripts only on that page. For example, if RevMsg needs to launch a conversion pixel after a user signs up and redirects to www.samplelandingpage.com/thank-you, that can be easily done with Qubit.

qubit-ui

Qubit UI

JavaScript

Sample Facebook snippet triggered on click. Not that we don’t need to initiate the pixel again (in fact, this will cause an error visible when using the Facebook Pixel Helper Plugin for Chrome), simply run the track events defined by RAD.

Sample HPI snippet triggered on click. Not that we need to create all the elements included in the snippet delivered from RAD and then append them to the document.

QA – Testing

To ensure the pixels are properly placed and are tracking properly, take the following steps:

  1. Insert all pixels via Quibit and JavaScript — if required
  2. Send email to radops@revolutionmessaging.com and the RAD Account Manager for this project informing them that all provided pixels have been placed. This task should generally be completed by the Digital Project Liaison.
  3. Wait for confirmation that all expected pixels are being tracked.
  4. Adjust if needed, repeat steps 1-3.

Resources

Facebook Pixel Helper Chrome Extension – The FB Pixel Helper is a troubleshooting tool that helps you validate your FB Conversion and Custom Audience Pixels.

Qubit Login