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Event Import via Rokt Pixel

The Rokt Pixel provides an alternative to the Rokt Tag for capturing web events for conversion attribution.

Important note:

The Rokt Pixel is not a recommended conversion data integration and should only be used as a last resort. We would always prefer to integrate via the Rokt Tag and/or other data integrations such as the Event API.

Compared to the tag specifically, the main weaknesses are:

  1. More vulnerable to Browser Protections and Ad Blocking. The pixel is inherently more susceptible to tracking prevention mechanisms than the conversion tag, so the pixel may miss some conversions that would otherwise have been captured by the tag.
  2. Worse device matching. The pixel does not have access to the same suite of device identifiers as the Tag, so it will be less effective for device-based attribution. Using the pixel in a “recognizer-only” context will perform worse than the tag.

Data Capture

By default, the pixel will capture the following data elements:

  • 3rd-party Cookie
  • URL
  • IP Address
  • Locale
  • Browser User Agent

Any other attribute can be optionally included at the discretion of the client. See list of attributes for more details.

Setup

The minimum implementation of the pixel is as follows:

<img src="https://apps.rokt.com/v1/rpe/?id={ID PROVIDED BY ROKT CONTACT}" style="width:1px; height:1px;" />

The pixel above will capture all of the attributes listed above. Additional attributes can be provided by appending additional fields to the src URL. For example, the pixel below is passing Email (SHA256 hashed), purchase amount, and currency.

<img src="https://apps.rokt.com/v1/rpe/?id={ID PROVIDED BY ROKT CONTACT}&emailsha256={INPUT YOUR SHA256 DYNAMIC FIELD HERE}&amount={INPUT YOUR AMOUNT DYNAMIC FIELD HERE}"  style="width:1px; height:1px;" />

The pixel should be embedded on the page wherever possible.

The id in the pixel is your accountID in the Rokt Platform.

Troubleshooting the Pixel

Reach out to your Rokt contact who will be able to help with troubleshooting the pixel implementation.

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