Managing Web Properties

A Web Property represents one website you want to measure conversion to. Within it, each pixel is a goal - a specific action worth tracking, such as landing on the site at all, reaching a product page, or completing a checkout.

How you split pixels determines what your reporting can show. A single sitewide pixel answers "did OOH drive traffic?"; adding a checkout pixel answers "did it drive purchases?". Pixels cost nothing to create, so it is usually worth defining the funnel you care about up front rather than discovering mid-campaign that the interesting step was not tracked.

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Create Them Early

A pixel only collects data once it is live on the production site, and nothing can be recovered from before that point. If the Study uses a pre period, the pixel needs to be firing before the pre period starts - which in practice means having this conversation several weeks ahead of the campaign. See Web Pixels.

Creating Web Properties and Pixels

To create a Web Property,

• Navigate to the Conversion Property List Page
• Click the + Create Property button and select Web (Pixels).
• Provide a name and an optional description, to help you identify this Property.
• Optional: Select an advertiser this Property is associated with.
• Enter the web property URL. This should be a well-formed URL, like https://mira.co.
• Add a pixel name, such as "sitewide" or "conversion", and select a goal type for each pixel. Click the + New Pixel button if you need to add more than one pixel.

After a Web Property is created, additional Pixels can be created by visiting the Property View Page. To create additional Pixels,

• Navigate to the specific Conversion Property's page.
• Scroll to the pixel section, and click the + Create Pixel button.
• Add a pixel name, such as "sitewide" or "conversion", and select a goal type for each pixel. Click the + New Pixel button if you need to add more than one pixel.
• Click the Create Pixels button to save the new pixels.