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Pixel Insights

The Pixel Insights Report, also known as Analyze Pixels, lets you study how the Pixels you have placed are firing. 


1. Click on the DSP logo in the upper left corner. Within the menu that appears for Advertisers and Admin, select the Account that contains your advertiser, and then select your Advertiser.

2. As the Advertiser’s campaigns are displayed, select the campaign you would like to view from the list.

3. With the campaign open, click on the breadcrumb menu atop the page and select Manage > Campaign Analytics > Pixels

  • The DSP displays the Pixels Report screen.

Report Information

Report Features


(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.


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.


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.


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.


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.


  • 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



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.


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


Indicates the Pixel's name given at create time.


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



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 6 pm EST on any given day. As such, data from 8/31 would not be considered accurate until 6 pm EST on 9/1. An artifact of this process is that yesterday’s impressions may appear to drop after 6 pm EST. The size of this drop will vary from day to day, and campaign to campaign. This change in numbers is the 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.

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