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Purpose of the MNTN Pixel

Learn about the purpose of the MNTN pixel and how they work to drive performance.

Jazmine Jackson avatar
Written by Jazmine Jackson
Updated over a week ago

The MNTN pixel has two components: the tracking and conversion pixels. Both pixels must be installed to run campaigns successfully with MNTN.

✅ The MNTN Pixel's Purpose

✅ Pixel Load

✅ MNTN Tracking Pixel

✅ MNTN Conversion Pixel

✅ The Conversion Detail Table

What is the MNTN Pixel & how does it work?

The MNTN Pixel is a JavaScript code snippet uniquely generated for your MNTN account. It is installed directly into your site's HTML code. Once the pixel is installed, it will send information directly from your site and automatically map information into our database. This allows the pixel to gather critical data about site visitors.

The MNTN Pixel also sets unique identifiers for your visitors so they can be identified as part of an active segment you can target with your campaigns.

Pixel Load

The MNTN Pixel is designed to load asynchronously without interfering with any other scripts on your site and without slowing down your site's performance.

Each time the MNTN Pixels fire, it makes two calls to our pixel servers: a dx and a px call.

The dx call contains the Javascript mappings that run on the site and gather data (e.g., product name, price, etc.). The px call contains the data from those mappings. Due to the 2 calls described, the pixels will appear as 2 separate trackers; however, both calls are related to our single MNTN Pixels and fire asynchronously.

The MNTN Tracking Pixel

The MNTN Tracking Pixel tracks user behavior and grabs site-specific data on viewed products. It pulls the following data from your site for each unique visitor:

  • Product Name

  • Product Category

  • Product Price

  • Product Brand

  • Product Image URL

  • Product SKU

  • Shopping Cart Value

  • Shopping Cart Quantity

  • Product Inventory Quantity

The MNTN Conversion Pixel

This MNTN Conversion Pixel fires upon a conversion. Where your conversion pixel fires depends on where it's set-up on your site (certain click events on a page, form fills, purchases, etc.). The conversion pixel collects pertinent conversion data from the conversion event we have mapped. It pulls the following information from your shoppers’ each unique conversion:

🧠 Pro tip: Pixels are placed on the account level, meaning that while you can have multiple conversion points, those conversion points will be optimized "equally" based on the performance they are driving.

We do not recommend having multiple conversion points if your conversion types are not of equal value.

If your site has one conversion point that is a purchase or revenue value and another conversion point that is a button click or lead generating event, then we'll be optimizing equally towards both events, even if one of your conversion points is a non revenue-generating event.

We only recommend having multiple conversion points if you are optimizing toward an equal goal for both conversion types.

Order ID

💡 Note: In order to leverage a specific unique ID, that ID must exist within your site's data layer or within the URL of the conversion confirmation page.

🚩 Disclaimer: You cannot pass personal privacy information (PII) into the conversion pixel's order ID field. PII includes: names, email addresses, phone numbers, etc.

Dynamic Order ID Mappings

We recommend leveraging a dynamic order ID mapping within the order ID field:

  1. To identify unique conversion events for any level of match-back analysis.

  2. To de-dupe conversions seen in the MNTN Reporting Dashboard.

🔍 Example Identifiers: purchase order ID, confirmation ID, lead ID, subscriber ID, quote ID, booking ID, etc.

Hardcoded Order ID Mappings

You can also leverage hardcoded parameters within the order ID field. This is helpful if needing to identify conversion event types within the Conversion Details Table.

However, a hardcoded order ID mapping does not allow our system to de-dupe conversions in your MNTN Reporting Dashboard. This is why we recommend leveraging a hardcoded parameter and a dynamic variable if wanting to utilize a hardcoded parameter.

Multiple Variables within the Order ID Field

You have the ability to leverage several variables within the order ID field. This can be any combo of identifiers and parameters:

  • one dynamic variable and one hardcoded parameter

  • two dynamic variables and one hardcoded parameter

  • two dynamic variables

  • etc.

🔍 Example:

  • Conversion Point: Subscriptions

  • Order ID variables: new vs. returning user, subscription type, subscription order number.

Multiple Conversion Points

Should your team be tracking multiple conversion events with the MNTN conversion pixel, the order ID field can be used to differentiate the types of conversions being driven by your efforts within the Conversion Details Table.

Formatting ultimately comes down to what is most important to your team's needs, however, you can move forward with mapping in the unique dynamic IDs associated with the conversion events, or a combo of hardcoded and dynamic variables.

🔍 Example:

  • Conversion Point: Several Form Submissions

  • Order ID Variables: form type (Contact Us, Book a Demo), unique lead ID.

💡Note: Should you need additional support mapping several variables into the order ID field of your conversion pixel, you can always reach out to the MNTN support team for additional guidance and help.

Order Amount

You also have the ability to map an accompanying "Order Amount" by way of the conversion pixel's order amount field, allowing you to attribute revenue to a given on-site conversion event.

🧠 Pro tip: When mapping order amount, keep in mind if you want that field to be inclusive or exclusive of tax and shipping when referencing revenue metrics in your reporting dashboard.

In most cases, the order amount field would be the purchase amount. However, this field can also be used if you consider a non-revenue conversion point as carrying specific value to your business.

The Conversion Details Table

Within MNTN's Reporting Dashboard exists the Campaign report. The Campaign report houses the Conversion Details Table, which breaks out the below within a line item:

  • A MNTN-attributed conversion event's "order ID" (unique ID)

  • That conversion point's associated order amount

  • The time the associated conversion occurred

  • The MNTN campaign that drove the associated conversion

The Conversion Details table can be exported as an excel file to then compare these unique, MNTN-attributed conversions back to internal records across the defined date range:

  1. For visibility into the percentage of business driven by MNTN

  2. To monitor the lifetime value of these customers

  3. To follow these users fully down the full conversion funnel

  4. Etc.

My Site Doesn't Have a Unique ID

Don’t have a system to identify conversions on your end? Our team also has the ability to map GA Client ID.

GA Client ID Pros: Allows you to de-dupe conversions in the MNTN dashboard.

GA Client ID Cons: The GA client ID is device and browser-specific, meaning it cannot track users across different devices or browsers.

Because of this, it’s not typically helpful for any internal match-back analysis. We only recommend leveraging this option if your team has no other unique ID available to you within your site’s data layer and if you would like to de-duplicate conversions.

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