Postback URL and Universal Pixel

Use universal pixels to set up postback conversion tracking using your own server-to-server tracking system rather than one of our vendors. The specific setup may vary depending on how your system works, but the main idea is that you need to collect the auction ID, store it, and then pass it back to us when the pixel fires so that we can attribute the sale.

Step 1: Collect the DSP auction ID

Collect the DSP auction ID using an impression pixel that fires when the ad is shown. Add the {auctionID} macro to your destination URL to collect the ID when you win an impression. Store this ID somewhere on your end so that you can use it to match the conversion to a tactic when a conversion occurs.

Step 2: Set up your pixel

The pixel you're using to track conversions needs to pass the auction ID to Subset. It should look something like this:

https://pixel.subset.com/up/a1B2c3D4e5?cntr_postbackAuctionId=(AUCTION_ID_HERE)

When this pixel fires, Subset will know a conversion occurred and use the auction ID to attribute the conversion on our end.

Step 3: Trigger the universal pixel

There are two ways Subset can set up the universal pixel to capture the conversion:

Option A: Create a universal pixel with no specific rules so that it counts a conversion every time the pixel fires, as long as there's an auction ID present.

Option B: Create key/value pairs using the data layer script that you place on your conversion page. These key/value pairs function as the rules that make the DSP count the conversion when the universal pixel fires. In this example, the key/string variable that triggers the conversion would be “category:shoes”:

<!—Universal Pixel Script Code Here -->
<script type="text/javascript">
var cntrData = {
    'category':'shoes',               
    'gender':'m' 
};
</script>

In either case, include the universal pixel script in the HEAD or BODY section of the conversion page.