Datafy Media Measurement Implementation Guidelines

Datafy Media Pixel & Click Tags

Datafy offers two kinds of media measurement: an impression pixel and a click tag. Datafy’s pixels capture an impression and click tags capture a click ID, then records the timestamp, and records basic information including IP address, and associated campaign and creative details. Currently, when a measured advertising impression is served or click occurs, we attempt to place a cookie (when applicable) to identify a repeat ID in our reporting to help determine unique reach. Datafy collects this data pursuant with a browser or device’s privacy settings; for example, if they are blocking cookies, we do not place a cookie. Data collected is anonymized and aggregated to maintain ethical reporting and to respect users’ privacy.

By default, Datafy’s media pixels and/or tags are used to inform advertisers of:

Impressions and Unique Reach (when impression pixels are used)
Clicks(when click tags are used)
Referral Site (where impressions are served or clicks are recorded)
IP Address
Browser and device type information
Validations metrics

In addition, Datafy’s media pixels may be configured upon request to record or capture additional data such as:

Vendor
Tactic
Creative or Content

Get your media pixels and/or click tags

Before launching, you will need to have a customized program be created by Datafy. If you have not yet started a program, reach out to your customer experience representative or contact us to get started.

Depending on your customized program and media types, we may create the following media impression pixels for your program:

Standard 1x1 JavaScript Impression Tags
Standard 1x1 Image Impression Tags
Custom Script Impression Tags
Click Tags

Install your pixels or click tags

Impression Tags

Please refer to your ad server or direct vendor documentation for installation best practices and preferred pixel types.

Unless otherwise noted, pixels should only be placed once - in an ad server or directly with a vendor - to avoid duplicated event tracking.

We offer a variety of pixel types for our media pixel programs:

Standard 1x1 JavaScript Impression Tags

Standard 1x1 JavaScript tags may be applied to creatives or as third-party impression tags directly for vendors and in ad servers that accept JavaScript tags.

A sample 1x1 JavaScript impression tag looks like this:

https://datafy_customized_client_url/?adv_id=0&source=Test Sample&medium=TestSample&campaign=TestSample&content=TestSample

To implement a 1x1 JavaScript impression pixel, copy and paste the tag into your third party impression tag field in your DSP or ad server.

When the pixel fires with an impression or pageview, this code will send Datafy information about the impression and data to enable our basic visitor measurement tracking.

Standard 1x1 Image Impression Tags

Standard 1x1 image tags may be applied to creatives or as third-party impression tags directly for vendors and in ad servers who accept image tags.

A sample 1x1 Image Impression tag looks like this:

<img src="https://datafy_customized_client_url/?adv_id=0&source=TestSample&medium=TestSample&campaign=TestSample&content=TestSample" alt="Datafy Pixel" style="display:none;">

To implement a 1x1 image impression pixel, copy and paste the URL between the src=” “ and place within your desired third-party tracking field or creative tag.

When the pixel fires with an impression, this code will send Datafy information about the impression and data to enable our basic visitor attribution tracking.

Custom Script Impression Tags

Custom script impression tags may be needed to track custom media solutions such as sponsored landing pages, sponsored content, or advertorial content.

A sample custom script may look like this:

<script>window.addEventListener(‘load’, function() {
var xhr = new XMLHttpRequest();
xhr.open(‘GET’, ‘https://datafy_customized_client_url/?adv_id=0&source=TestSample&medium=display&campaign=TestSample&content=TestSample’, true);
xhr.send();
});
</script>

For best results, this pixel should be installed on each paid landing page or listing of the associated website. This pixel may be implemented through a third-party tags manager or directly on-page between the opening and closing <body> tags on every page to be tracked.

Because it will reduce latent third-party code blocking and slower loading of additional containers, placing the tags directly on-page between the opening and closing <body> tags (rather than through a tags manager) improves our tracking capabilities and the likelihood that your website visitors are captured before they leave the site.

To place your pixel based on our best practices:

Pixel code should be copied and placed as plain text with any formatting stripped prior to implementing on the website
Pixel should be placed to fire on each paid landing page to capture all impressions
Pixel should be placed directly on the paid landing page(s)

When the pixel fires with an impression or pageview, this code will send Datafy information about the impression and data to enable our basic visitor attribution tracking.

Click Tags

Click tags should be used directly with vendors or in ad servers in place of your URL landing page or UTM.

A sample click tag looks like this:

https://datafy_customized_client_url/?adv_id=0&source=TestSample&medium=TestSample&campaign=TestSample&content=TestSample&drurl=www.landing_page_here.com/

https://datafy_customized_client_url/?adv_id=0&source=TestSample&medium=TestSample&campaign=TestSample&content=TestSample&drurl=www.landing_page_here.com/?utm_source=test_utm

To create a click tag, Datafy will create a link that redirects to your desired landing page URL when it is clicked. To implement a click tag, copy and paste the tag and place where you normally would place a landing page URL or UTM directly with a vendor or within a creative tag in your ad server.

You may enable your own tracking, including UTM codes, in the landing page redirect URL provided to Datafy. When the ad is clicked it fires, then immediately redirects your audience to your landing page. Our click tracker will send Datafy information about the click and data to enable our basic visitor measurement tracking.

It is highly recommended that you have our website pixel placed on the landing page in which you are directing your click tags to. This can help with ensuring that a click tag was placed properly.

Verify your pixels

Pixels may often be added in a testing environment prior to a campaign launch. See your ad server or media partner documentation for pixel testing recommendations or processes.

Once a pixel is placed for testing or a launch date arrives (whichever can happen first), reach out to your Datafy representative to ensure we see it firing as expected based on your program’s setup.

Troubleshooting your pixels

Please refer to your ad server or direct vendor documentation for troubleshooting pixel implementation.

Known Issue	Common Fix
Misaligned impression counts	Implementation for certain channels may align better when implemented directly with your DSP or site-served vendor rather than through creative tags. Test applying the pixel directly.
Running into different or other issues?	Reach out to your Datafy representative if you have trouble installing your pixel.

Troubleshooting your click tags

Known Issue	Common Fix
Some platforms will flag the click tag with an error like "unmatched destination"	An alternate click tag can be generated by request to your Customer Experience Representative.
Running into different or other issues?	Reach out to your Datafy representative if you have trouble installing your click tags.

Privacy recommendations

We recommend you review your advertising privacy policies to ensure the data collected by these pixels adheres to your business operations prior to placing the pixels and collecting data for attribution.