To track events in your email sponsorships and ads, install the Paved conversion pixel on your website.
What is a Conversion Pixel?
A conversion pixel is a tiny code snippet placed on a website. It tracks user interactions, such as purchases or sign-ups, after they’ve clicked on a digital ad.
This data helps marketers gauge ad effectiveness in real time and execute targeted campaigns. These pixels provide crucial insights into customer behavior, enabling campaign optimization for measurable success.
What is the Paved Pixel?
The Paved Pixel is a lightweight JavaScript tag that powers conversion tracking, lookalike audiences, and website demographics for Paved ad campaigns. The Paved Pixel works for both dedicated & sponsored campaigns from our Marketplace and programmatic campaigns on the Paved Ad Network.
By default, the pixel will track URLs visited, domains visited, and the devices your visitors use. In addition, you can use the pixel's library of functions to track:
conversions
signups
downloads
custom events
Install the Paved Pixel
Follow these steps to install the Paved pixel on any landing pages associated with your email ads or sponsorships.
1. Copy Your Pixel's Base Code
Before you install the pixel, you will need your pixel's base code, which you can find in Account Settings > Pixels.
Log in to your Paved Advertiser account.
Click the Profile drop-down menu, and choose Conversion Pixels ↗️
Click the name of your site to copy your unique pixel code.
Note: this code is not compatible with Shopify stores. If you're tracking on Shopify, read our guide on Shopify pixel installation.
Next, you'll install this code on your website and the pages you'd like to track.
They’re usually included in an order confirmation email or on a “thank you” page that appears after a customer makes a purchase.
The Paved Pixel can help you assess the route by which the customer came to make the purchase. For example, it can show that they responded to a particular Paved ad or sponsorship.
Note:
The Paved Pixel is also compatible with Tag Management System (TMS) tools like Google Tag Manager. Learn more in: Use 3rd Party Tracking
2. Install the Paved Pixel On Your Site
To install the pixel, we highly recommend that you add its base code between the opening and closing <head> tags on every page where you will be tracking website visitor actions. Most developers add it to their website's persistent header so it can be used on all pages.
Placing the code in your <head> tags reduces the chances of browsers or 3rd-party code blocking the pixel's execution. It also executes the code sooner, increasing the chance that your visitors are tracked before they leave your page.
Once you have added it to your website, load a page that has the pixel. This should call pvd('event', 'pageload'), which will be tracked as a PageLoad event in the Events Manager.
Once Paved receives a signal from the tag, your pixel will be listed as 🟢 Active in the Conversion Pixels ↗️ section of your account:
3. Track Events Using the Paved Pixel
You can use the Paved Pixel to track various events on your website. Before you start, the pixel's base code must already be installed on every page where you want to track conversions.
All standard events are tracked by calling the pixel's pvd('event') function, with the event name, and (optionally) a JSON object as its parameters. For example, here's a function call to track when a visitor has completed a purchase event, with currency and value included as a parameter:
pvd('event', 'purchase', {currency: "USD", value: 30.00});
We currently support the following events:
Event Type | Event Parameter | Additional Parameters |
Purchase | purchase | currency (string)value (decimal) |
Sign Up | sign_up | account_type (string) |
Download | download | file (string) |
Search | search | search_term (string) |
We also support custom events. Feel free to change the event parameter to whatever you want to track.
Note: If you're working with a Paved Ad Network campaign, be sure to select Enable Conversion Tracking in the Budget step of the Ad Builder.
Optional Step: Enhanced User Matching
Optionally, you can add additional details to help identify the user.
Enhanced user matching is recommended for conversion tracking and highly recommended for building audiences.
We can accept the following identifiers:
Parameter | Description | Example |
lowercase email address | ||
md5_email | MD5 hash of lowercase email address | ede11e58ccb2a69be895ebf43bdbfe11 |
sha256_email | SHA256 hash of lowercase email address | 29ad0bc7b86878af75a07a31f2e24d50 |
These can be sent alongside any event parameters, including the Page Load event in the base code:
pvd("event","pageload", {md5_email: "ede11e58ccb2a69be895ebf43bdbfe11"})