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Implementing the Universal Pixel on Your Website: A Comprehensive Guide


The is a powerful tool that enables conversion tracking and user segmentation for your programmatic advertising . To fully leverage its capabilities, it is essential to implement the Universal Pixel script on your website. In this article, we will explore two simple methods for implementing the Universal Pixel, including Google Tag Manager integration and manual installation. We will also discuss the importance of tag management systems in simplifying the implementation process.

Google Tag Manager Implementation

Google Tag Manager (GTM) is a popular platform that streamlines the management of various tracking codes on your website. Follow these steps to implement the Universal Pixel using GTM:

  1. Copy the HTML code provided in the email you received after creating your first pixel.
  2. Access the Google Tag Manager interface by visiting tagmanager.google.com.
  3. Create a new Tag within GTM, selecting the Custom HTML tag type.
  4. Paste the Universal Pixel code into the HTML field of the newly created Tag.
  5. Choose an appropriate Trigger for firing the Universal Pixel. We recommend using the “All Pages” Trigger, but the structure of your website may require a different Trigger.
  6. Complete the Tag setup by submitting and publishing the changes to your production environment.
  7. Once the Tag has been published to your website through GTM, you can start building audiences and tracking additional conversions using the Universal Pixel.
<!-- Xandr Universal Pixel - Initialization (include only once per page) -->
<script>
!function(e,i){if(!e.pixie){var n=e.pixie=function(e,i,a){n.actionQueue.push({action:e,actionValue:i,params:a})};n.actionQueue=[];var a=i.createElement("script");a.async=!0,a.src="//acdn.adnxs.com/dmp/up/pixie.js";var t=i.getElementsByTagName("head")[0];t.insertBefore(a,t.firstChild)}}(window,document);
pixie('init', 'b172677b-1de3-448b-809f-ee41b94aa985');
</script>

<!-- Xandr Universal Pixel - PageView Event -->
<script>
pixie('event', 'PageView');
</script>
<noscript><img src="https://ib.adnxs.com/pixie?pi=b172677b-1de3-448b-809f-ee41b94aa985&e=PageView&script=0" width="1" height="1" style="display:none"/></noscript>

Expert Mode (Manual Installation)

If you prefer a manual approach, you can implement the Universal Pixel directly into your website's code. Follow these steps to install the Universal Pixel manually:

  1. Copy the entire code script provided in the email.
  2. Open the HTML source code of the 's webpage.
  3. Locate the closing head tag within the head element.
  4. Paste the Universal Pixel code just before the head tag.
  5. Save the changes to your website's code.

The Purpose of Tag Management Systems:

Tag management systems, such as Google Tag Manager, play a crucial role in simplifying the implementation of various tracking codes on your website. These systems provide a centralized platform to manage and deploy multiple tags without directly modifying the website's source code. By utilizing a tag management system, you can streamline the implementation process, reduce the risk of code conflicts, and have better control over your tracking and marketing initiatives.

Implementing the Universal Pixel on your website is a vital step in unlocking the full potential of conversion tracking and user segmentation. Whether you choose to integrate it through Google Tag Manager or manually install the script, ensure that the Universal Pixel is correctly implemented to gather accurate data and optimize your programmatic advertising campaigns effectively. Embrace the power of tag management systems to simplify the implementation process and gain greater control over your website tracking efforts.

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