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.

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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.

Properties and Pixels

A Property is essentially a unique website, e.g. brand-a.com. While Brand A might have multiple pages and actions they want to track, their pixels will be organized under single property ID, corresponding to their website.

Each Property may have multiple goals or actions that are to be tracked. Each unique action to be tracked on a Web Property is implemented by exactly one Pixel. Thus, each Property can have multiple Pixel children. A common implementation is to have a sitewide Pixel, as well as a checkout Pixel for each Web Property.

Creating Web Properties and Pixels

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Full Console Support

Web Property and Pixel creation is fully supported by the Console.

To create a Web Property,

• Navigate to the Conversion Property view
• Click the + Create New button and select Web (Pixels).
• Provide a name an optionally a description, to help you identify this Property
• Select a Property Provider. Currently, the platform only has one Provider: Barometric. Select this every time.
• Optional: Select an advertiser this Property is associated with
• Note the web property URL. This should be a well-formed URL, like https://mira.co

After a Web Property is created, Pixels can be created as children of that Property. To create Pixels:

• Navigate to the specific Conversion Property's page
• Scroll to the pixel section, and click the + Add Pixels button
• Give the Pixel a goal name, such as "sitewide" or "conversion". This corresponds to the unique action you will track.

Downloading Pixel Tags

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Full Console Support

Pixel Tags can be downloaded from the Mira Console.

To download tags for all Pixels in a particular Property,

• Navigate to the specific Conversion Property's page
• Scroll to the pixel section, and click the three dots in the header
• Click the Pixel Tags option
• A modal will pop up with the HTML img tags. Copy these to your clipboard

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Managed Service: Mira Provisions Pixels

For managed service customers, once you communicate your properties/goals that are being tracked, your account manager will provision the pixels for you on your behalf. These are delivered to you in a text file via email.

Configuration

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!

Pixel Firing

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