In this doc:
- How to create a new audience pixel
- How to implement the pixel to collect an audience
- How to check the size of your audience
- How to use this audience for a retargeting campaign
The purpose of retargeting pixels is to create a pool of users (an audience) who have seen or clicked on a specific ad so that clients can target ads to that audience. This is desired by clients because it shows the audience has piqued their interest in the client's brand by engaging with their ads.
Limitations:
- We incur costs from creating audience pools, so pixels should be created with the intention that we will later run a retargeting campaign to the audience collected.
Difference between re-targeting pixels and conversion pixels:
To create a retargeting pixel in GAM
- Go to Inventory > Audience.
- Select "New Audience Segment".
- Name it NZME_ClientName_CampaignName_RT.
- Optionally, add a description to note the purpose of the pixel/what campaign it relates to.
- Change the population method to 'pixel based'. This will automatically add the following targeting criteria:
- Ad unit > DFPAudiencePixel
- Customised targeting > Audience Pixel ID > *unique value* - don't touch this, it will populate itself
- Change Page Views and Membership Expiration if needed.
- Page views: specify the number of times someone must see the ad before they are added to the audience e.g. 1.
- Membership expiration: change to full amount, 540 days
- Select SAVE AND POPULATE. If you Save, rather than Save and Populate, you will not be able to generate a tag.
- Search for your tag again and open.
- Select the "Generate Tag" tab and the tag will generate.
Example of an audience pixel:
<script type='text/javascript'> var axel = Math.random() + ''; var a = axel * 10000000000000; document.write('<img src="https://pubads.g.doubleclick.net/activity;dc_iu=/83069739/DFPAudiencePixel;ord=' + a + ';dc_seg=880064773?" width=1 height=1 border=0/>'); </script> <noscript> <img src="https://pubads.g.doubleclick.net/activity;dc_iu=/83069739/DFPAudiencePixel;ord=1;dc_seg=880064773?" width=1 height=1 border=0/> </noscript>
Implementing your audience pixel tag
Depending on what the client wants to use their pixel for, there are different ways to implement the pixel.
Collect a pool of users who click on the ad
The client will need to implement the pixel on their site. This will need to be on the landing page of their campaign.
Copy the whole tag and send this to the client. I would recommend doing this in a document e.g. Word or Notepad. Once the client has done this you can check the pixel is implemented correctly by searching for "DFPAudiencePixel" in Chrome Dev Tools (F12 --> Element --> Ctrl+F)
Collect a pool of users who see the ad
You will need to load the pixel into the impression tracking field on your creative.
Take the second URL within the tag. For example it looks like:
https://pubads.g.doubleclick.net/activity;dc_iu=/83069739/DFPAudiencePixel;ord=1;dc_seg=878050553?
Add this into the impression tracking field on the creative you want to track – click on Third-party impression tracking URLs – paste the URL.
To check how many users have been collected by your pixel, search for it again under GAM > Inventory > Audience. You will be able to see the total size.
To target a campaign to an audience pixel
Once your pixel has collected enough users, you can run a campaign targeted to this pool. Simply set the campaign up as normal and within the line targeting, select Custom Targeting > Audience segment > add your pixel.
You may want to set a frequency cap on the retargeting activity based on the size of the audience.
Implementing a Lotame pixel tag
These are some examples of click and impression Lotame Pixels:
To add Lotame click tracking to a click through URL, just prepend the Lotame pixel URL to the click through URL and add a question mark e.g.
Landing Page: https://www.nzme.co.nz
Lotame Pixel URL: https://bcp.crwdcntrl.net/5/c=5304/b=8558107
Result: https://bcp.crwdcntrl.net/5/c=5304/b=8558107?https://www.nzme.co.nz
To add Lotame impression tracking, simply paste the part between the quotes into the imp trk field. e.g. https://bcp.crwdcntrl.net/5/c=5304/b=8558107
Here is a line item where the creative has these Lotame click and imp trackers implemented: