Pixels are the mechanism which ReachDynamics uses in order to identify anonymous web site visitors. These pixels allow ReachDynamics to read cookies on the user's browser which are tied to a hash of the visitor's email address. In this way, all matching of anonymous web site visitors, whether for Email Remarketing or Digital Direct Mail™, is deterministic. No matching is performed based on a "best guess" using information such as IP address or the User Agent of the user's browser. This deterministic matching is critical to ensure the correct user is identified.
When you create a Web Site Visitor audience, you will be provided two pixels to place on your web site, as per the example below.
The first pixel, called the Visitor Tracking Tag, is used to identify all visitors you would like to track. Generally, this pixel should be placed globally on your site (you can later decide to use the ReachDynamics' platform to filter for specific page visits). You may place this tag anywhere on your site between the <body> start tag and </body> end tag of your HTML template or page. It may also be placed using third-party tag management systems, such as Tealium or Google Tag Manager.
In addition to the Visitor Tracking Tag, you will also be provided a Conversion Tracking Tag. The purpose of this tag is to negative target any visitors who have taken some action whereby you no longer want to target them with an email and/or direct mail. For example, if you are an e-commerce customer, you would likely want to add this pixel to your order confirmation page. Alternatively, if you are collecting an email lead or sign up, you would likely want to add this pixel to your sign-up confirmation page. Once this pixel is fired for a user, assuming this occurs prior to sending an email or direct mail piece to that user, the user is automatically suppressed from receiving these communcations. It should be noted that this pixel may be placed on multiple pages or touch points where you would like to negative target the user. As with the Visitor Tracking tag, this pixel should be placed between the <body> start tag and </body> end tag of your HTML on these pages, and third-party tag management systems are able to be leveraged.
Once these tags are placed and tracking properly, you will see check marks next to the audience in the ReachDynamics's platform, indicating that the pixels are tracking properly. Generally this indicator will update within an hour of the pixels placed. If you have placed pixels but are not seeing confirmation in the ReachDynamics' platform that the pixels are tracking, please enter a support request.