Web conversions are tracked via pixels. Pixels are small pieces of HTML that embed an image in a website's code. They may look something like

<!-- Barometric Conversion Pixel; Goal ID: 'sale' --> 
<img src="https://trkn.us/pixel/conv/ppt=999;g=sale;gid=999;ord=[uniqueid]" height="1" width="1" border="0" />

Pixels themselves are small, invisible images. When a webpage is loaded, the user's browser attempts to load this image from the unique source URL. A server responds with this small invisible image, but records an entry in a log. This log contains a handful of identifiers, such as the goal ID and property (website) ID, as well as the user's cookie information. This server log is the basis of the web conversion data.

Mira uses a third-party provider, Claritas (formerly Barometric), to provision pixels and collect web conversion data.

Configuration Considerations

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Pre-Campaign Attention Required

Pixel data is by nature not "always-on". In order to start collecting conversion data, pixels must be provisioned, and the client must place them on their production (i.e. not staging/QA) website.

We recommend starting this conversation with the brand as early as possible

We are only able to measure conversions to web properties insofar as the associated pixels are live on the production (i.e. not staging/QA) site. If, say, a campaign is starting on December 1st, we need the pixel to be firing at least on December 1st. If there is a pre period in the campaign, we need the pixel to be firing by the time the pre period starts.

This is important to call out because typically, brands will take a while to implement a pixel, and even longer to do so correctly. If our attribution window and pre period is 14 days, for example, we would want to be having the conversation with the brand at least 21-28 days prior to the campaign launch!

Tag Management

Pixels are fired by being placed in the HTML code of a website. Often, brands will leverage tag software such as Google Tag Manager, which allows marketers to place custom tags on different pages in an organized fashion. One common scenario is to place the sitewide pixel in a portion of code that is common to the entire site, such as the header, and the checkout pixel in a portion of code that is only rendered when the user has completed a particular goal, such as the "thank you" page of an online order.

Javascript Firing

Pixels can also be configured to launch on webpage events that may not necessarily lead to a change in URL. See attached guide for more information.

External Guides