Pixels Insights

Overview

This Pixel Insights Report (also known as "Analyze Pixels") lets you study how the Pixels you have placed are firing. 

Opening the Campaign Pixels Report

  1. Navigate to the DSP logo in the upper left corner, and then click the menu icon. The DSP will display a menu for Advertisers and Admin. 

2. Select the Account that contains your Advertiser, and then select your Advertiser. The DSP shows all the Advertiser's campaigns.

3. Select the campaign you would like to view from the list.

4. With the campaign open, click the caret next to Campaigns (atop the page) and select Campaign Analytics > Pixels. 

5. The DSP displays the Pixels Report screen.

Report Information

Report Features

Description

(dates range box)

Choose the box to modify the dates for the graph and grid. A pop-up appears. Change the text in the Start Date and/or End Date and choose Save.

America/New York

Available for campaigns whose time zone is other than America/New York. Choose this to change the time zone for both the graph and the grid, which can change the date on which a Pixel fire is considered to have occurred.

Total Fires


Choose to change the data reported on the graph and grid from a number of options:

  • Messaged Fires is the number of Pixel fires from users who had previously been messaged by a Zeta Ad. For a Pixel fire to be credited, the campaign ID of the Ad must match the campaign ID to which the Pixel is assigned. Pixel fires are attributed to the last Ad shown to that user.

  • Post-Click is the number of Pixel fires from users who have previously clicked on a Zeta Ad. The time between the click and the Pixel fire must be shorter than the click attribution window set for that Pixel.

  • Post-View is the number of Pixel fires from users who have previously been messaged by a Zeta Ad. The time between the Ad view and the Pixel fire must be within the Pixel's view attribution window. Pixel fires are attributed to the last Ad shown to that user, unless that user had previously clicked on that Ad.

  • Unmessaged Fires is the number of Pixel fires from users not messaged by a Zeta Ad.

  • Total Fires is the sum of credited and uncredited number of times Pixels fired.

  • Messaged %expresses the ratio of credited fires to total pixel fires as a percentage.

Export CSV

Choose this to save the current grid to a CSV (comma-separated values) file named, the first time, analyze.csv. Virtually all spreadsheet packages can display this type of file.

Graph

Above, the graph displays on the y-axis the number of whatever is visible in the Total Fires box above. Each of your Pixels has its own color, matching a row of the grid. The x-axis indicates the dates on which the Pixel activities occurred. You may reduce the date range on the graph itself by using click-drag to drag out a sub-region.

Grid

Below, the table depicts the graph information, and more, including columns for each of the different types of Pixel activity. By default, you see all the Pixels for your company.

Granularity

By default, the grid tracks the full date range. Choose Month, Week or Day to group the report by the current month, week or day, respectively.

Slices

Choose these options to break down further the information displayed in the grid. By default, there is a one-to-one correspondence between Pixels and rows in the grid. Choosing one of the Slice By options adds another column of the same name, thus breaking down each row further by the value in the column.

For example, choosing Advertisement breaks down each Pixel row into multiple rows corresponding to the different Ads associated with each.
You may slice by more than one category simultaneously.

Slices:

  • Advertisement: Analyze the relative performance of each of your Ads.

  • Campaign: Analyze the relative performance of each of your Campaigns.

  • Flight: Analyze the relative performance of each of your Flights.

  • Line-item: Analyze the relative performance of each of your Line-items.

  • Tactic: Analyze the relative performance of each of your Tactics.

  • Placement: The site or app where the DSP AI displayed each Ad. This choice works well when you also choose Advertisement. A designation of "N/A" (Not Available) indicates that the Ad exchange has not given Zeta permission to republish the data.

  • Publisher: Analyze the relative performance of the various Ad exchanges.

Table Columns

Description

Checkbox

By default, all boxes are checked, meaning that each Pixel's performance is reflected in the graph. Uncheck a box to remove the corresponding Pixel's data from the graph. Uncheck the box at the top of the column to uncheck all boxes.

ID

View only a single Pixel's information by choosing its identifying code.

Name

Indicates the Pixel's name given at create time.

Type

Indicates the type of the Pixel. You set the type when you create a Pixel.

Terms

Definition

Messaged Fires

Pixel fires attributed to the campaigns you're running in Zeta DSP.

  • For a pixel fire to be attributed to the campaign, one of the campaign's Ad needs to have been delivered to an end-user and that delivery lead to the pixel firing within the set attribution window.

  • As such, pixel fires caused by the testing of the campaign's website will count as "unmessaged".

Unmessaged Fires

Any pixel fires outside the attribution window of this campaign (or campaigns within this company).

Post Click

Fires that happened after a user was previously served an Ad from the campaign and clicked on the banner within the attribution window.

Post View

Fires that happened after a user was previously served an Ad but did not click on the banner within the attribution window.

Total Fires

Includes both Zeta driven fires (Messaged) and other fires (Unmessaged).

  • Only Conversion and Landing pixels will result in Messaged Fires. All Tracking pixel fires are recorded as Unmessaged.

  • For pixel data to appear on the campaign-level "Analyze Pixel" tab, the pixel(s) must be assigned to the campaign

Data Recency

Every day, the Zeta DSP runs a deduplication process on your pixels, which reconciles irregularities seen in cost and impression data from our supply exchange partners. Due to this process, and due to the overall amount of data in the platform, the report data for the previous day is considered stable at 6pm EST on any given day. As such, data from 8/31 would not be considered accurate until 6pm EST on 9/1. An artifact of this process is that yesterday's Impressions, Clicks, Spend, etc., may appear to drop after 6pm EST. The size of this drop will vary from day to day, and campaign to campaign. This change in numbers is an expected behavior of the DSP.

Please note that this process of ongoing reconciliation is also done over a rolling 30 days, so small fluctuations in the data may occur even after the data is considered stable. The fluctuations are not expected to exceed a 1-3% change in either direction.

Causes for the irregularities in data we receive include:

  • Zeta won the Ad, and then the Ad didn't completely deliver due to slow Ad loading on the user's end.

  • The user moved off the page where the Ad was delivered before any DSP Pixels could fire.

  • Changes in the data supplied to us by Advertisers and publishers due to their own data deduplication process.

FAQ

Question

Answer

Is Zeta a member of any organization that develop digital advertising standards?

Zeta is a part of the Interactive Advertising Bureau (IAB), Network Advertising Initiative (NAI), and Digital Advertising Alliance (DAA), Digital Advertising Alliance of Canada (DAAC) and European Digital Advertising Alliance (EDAA).

What is the Ad Choices icon?

The Ad Choices icon appears on all behaviorally targeted Zeta display ads and indicates to users that the specific ad they are viewing is served based on user interest and provides the user with means to express choice about their interest-based information. Zeta must show the Ad Choices icon due to standards and practices set by the NAI, DAA, DAAC, and EDAA. It is possible for users to opt-out of behavioral advertising, which will require Zeta to not use the user's online behavior to determine what Zeta Ads are shown.

What is Zeta's position on collecting Personably Identifiable Information (PII)?

Zeta does not collect personally identifiable information. Anonymized data collection is not used for any other purpose than to target advertising.

What is cookie matching?

Cookie matching is the process of mapping users from one system to another. This is done to ensure Zeta can recognize individual users across the Zeta Network, from publisher to publisher, and serve ads in a timely manner. Zeta does not use HTML5 cookies nor Locally Shared Objects (Flash Cookies).

Are there other versions of the DSP Pixel available?

There are several different types of DSP Pixels. Pixels are provisioned according to the specific needs of each individual campaign.

Will pixels slow down my site load time?

No. The average SLA for load time with a tracking pixel is 100 milliseconds or less. Pixels are loaded asynchronously and should not affect site performance. And the benefits are clear: adopting a pixel strategy can reduce CPA by over 50% for each campaign.

Are there any tools you can recommend for investigating pixel implementation?

Ghostery is available for all major browsers and will show you pixel fires on a page.

What is a Cache buster?

To speed up internet browsing, individual user browsers store local copies of web pages and images that are accessed frequently. On subsequent requests for the same URL, browsers use the locally stored content to minimize data transmission and decrease load times. This is known as caching. In order to ensure accurate pixel counts, pixels need to make unique calls to the server and defeat caching, which is done by appending a constantly changing random number, called a cache buster, into the URL, thereby making the browser believe each request is unique. Without a cache buster, there will most likely be discrepancies between first-party and third-party servers

Can the Zeta Universal Pixel be placed in a tag container?

Yes, but the Zeta Universal Pixel was designed as an easy solution to deploy pixels to all pages for clients that do not have an existing tag management framework in place. Clients with existing tag management frameworks should instead utilize regular DSP Pixels rather than the Zeta Universal Pixel.
Universal Pixels were created specifically to capture all page fires, which may not be accomplished by placing pixels inside a tag container, especially if that tag container is not deployed to all pages. This can be seen in Scenario 1 of the example below. In this case, as the container is not deployed to the landing page, the Universal Pixel will not fire. Scenario 2 is our ideal scenario, where the pixel will fire in all instances as the Universal Pixel is implemented in the global footer of all pages.

I have implemented the DSP Pixel but it is not working.

There are two primary causes to this. We normally find the DSP Pixel has been either been inadvertently modified or the pixel container/tag management system has not been correctly setup. Here are two sample cases:

  1. In this situation, modifications were made to the DSP Pixel. The screenshot to the left shows the correct implementation, as the pixel was implemented exactly as provisioned. In the screenshot to the right, the developer commentary and the "no script" portion is removed from the pixel to shorten the amount of code, which will cause the pixel to not fire for users correctly. DSP Pixels should be implemented exactly as provisioned to ensure the pixel functions as expected.

  2. In this situation, the DSP Pixel has been implemented incorrectly in the container/tag management system. The screenshot to the left shows the correct implementation of the DSP Pixel as a Default Tag within DoubleClick. The screenshot to the right shows an incorrect implementation of Zeta as a Publisher Tag within DoubleClick. This setup would prevent the DSP Pixel from firing for all users.

I have done all of the above but still have questions. Who should I contact?

Please log a ticket with Programmatic Support for assistance via the Service Desk.