Pixels Overview

You can create and manage pixels that work across Oath’s DSP and Native and Search platforms. To get started with pixels, navigate to the Pixels page. There, you create pixels, and add rules to them for tracking conversions and retargeting. You can create audience segments for your rules and set granular frequency and recency requirements.


Pixel vs. Rule

A pixel is an organizational structure for a series of rules. One pixel can contain many rules. On the Pixels page, you can generate code for a particular pixel. The code consists of an HTML or JavaScript snippet that you place on an advertiser’s web page to facilitate tracking the user actions you’re interested in (see Copy Pixel Code to Use on a Website).

A rule is a framework for user actions called events (such as purchasing a product or subscribing to a newsletter) or destination URLs (pixels used to retarget users who visit a particular web page). Each rule has a tracking purpose; the purpose can be to track conversions or retargeting opportunities. Rules can record many different types of conversion or retargeting events.

For information on setting up rules, see Create and Manage Rules.

Create a Pixel

On the Pixels page, create as many pixels as you want, and add as many rules to the pixels as you want.

To create a pixel:

  1. On the Pixels page, select Pixel from the Create New drop-down list.
  1. Set up your conversion rules and retargeting rules. For details, see Create and Manage Rules.

Copy Pixel Code to Use on a Website

After you create a pixel and add rules to it, you see a list of your rules on the Pixels page. You can copy the code from any of your pixels or rules and paste it on to your web pages.


Make sure the pixel is placed on the web page only once. Placing the same pixel twice on the same page may cause over counting.

To copy pixel code to use on a website:

  1. On the Pixels page, click the Get Pixel Code button at the top of the page.

You see the Get Pixel Code overlay.

  1. From the Get Pixel Code overlay, select the pixel for which you want to copy the code.

You see the Get Pixel Code page.

  1. On the Get Pixel Code page, copy the code in the code box.
  1. Paste the pixel code within the <head></head> tags on all relevant web pages from which you want to track events.


If you transfer the pixel code to another program, be sure to use plain text. Some programs alter the text, such as by changing straight quotes to curly quotes. Though barely noticible, such changes can cause the code to fail.

  1. Close the Get Pixel Code overlay.