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Pixel Service Integration Guide

This page explains how to implement the Rokt Pixel Service to connect conversions with your campaigns. The Pixel Service is intended as a fallback for situations where the Rokt Web SDK is not an option. A common example is advertisers in regulated industries — such as financial services or healthcare — whose security policies enforce a strict Content Security Policy (CSP) that blocks third-party JavaScript execution, but still permits image requests.

Your dedicated Rokt account manager will assist in configuring your account for the Pixel Service. They will provide the required API key and any additional resources needed.

注記

The instructions below will require development resources to complete. If you need further assistance, please contact your Rokt account manager.

All requests to the Pixel Service are made as HTTP GET requests to:

https://pixels.mparticle.com/v1/{api_key}/Pixel

Where {api_key} is the Rokt API key provided by your account manager.

1. Track Page Views1. Track Page Views への直接リンク

To track a page view, send a pixel request on each page load. Place the request in the <head> of your page, or fire it from your JavaScript as soon as the page loads.

1.1 Enter your Rokt API Key1.1 Enter your Rokt API Key への直接リンク

Replace {api_key} in the URL with the Rokt API key provided by your dedicated Rokt account manager.

Your Rokt API Key is a unique credential provided by your Rokt account manager that securely enables your site to connect and interact with the Rokt Pixel Service.

注記

The Pixel Service is intended for organizations whose Content Security Policy (CSP) blocks third-party JavaScript. If your organization does not have this restriction, use the Rokt Web SDK instead, which provides richer functionality.

1.2 Identify the user1.2 Identify the user への直接リンク

Rokt requires a consistent user identifier across all pixel calls to stitch together funnel events. Without one, each page view is treated as a separate anonymous user, making it impossible to track funnel progression or build retargeting audiences for users who showed high intent but did not convert.

Pass user identities using comma-separated ui_t (identity type keys) and ui_v (identity type values) parameters.

Known users (email available)

If the user has provided their email address, pass both the persistent anonymous identifier and the email so Rokt can link any earlier anonymous page views to the now-known user:

  • Un-hashed email: ui_t=other3,email
  • SHA-256 hashed email: ui_t=other3,other
ui_t=other3,email&ui_v={sessionId},j.smith%40example.com

Anonymous users (no PII available)

If the user has not provided any PII — for example, a user browsing an application funnel without logging in — you must still pass a persistent identifier so Rokt can tie all page view events together, both within a visit and across return visits.

Generate a unique ID when the user first arrives and persist it in localStorage so it is reused on future visits. Pass it on every pixel call using ui_t=other3:

function getSessionId() {
  let sessionId = localStorage.getItem('rokt_session_id');
  if (!sessionId) {
    sessionId = crypto.randomUUID();
    localStorage.setItem('rokt_session_id', sessionId);
  }
  return sessionId;
}
ui_t=other3&ui_v={sessionId}
注記

The identifier stored in localStorage is not tied to a real user identity — it is a stable anonymous ID that persists across visits so returning users are recognized as the same user rather than as new ones. If the user later provides their email (for example, on a conversion confirmation page), include both identifiers so Rokt can associate all prior anonymous activity with the now-known user:

ui_t=other3,email&ui_v={sessionId},j.smith%40example.com

This pattern enables two outcomes for anonymous users who do not convert:

  • Rokt can see that the user progressed through the funnel (high intent signal).
  • Rokt places those users into a retargeting audience to re-engage them, and recognizes them as the same user if they return.

1.3 Set user attributes1.3 Set user attributes への直接リンク

You can include user attributes with each pixel request using comma-separated ua_k (user attribute keys) and ua_v (user attribute values) parameters.

For a list of attributes Rokt recommends collecting, see Recommended user attributes.

ua_k=firstname,lastname,zip&ua_v=Jane,Smith,98103

Page view examplePage view example への直接リンク

// ─── Page View Pixel ───────────────────────────────────────────────────────

const API_KEY = "YOUR_API_KEY";
const pixelURL = `https://pixels.mparticle.com/v1/${API_KEY}/Pixel`;
const currentTime = new Date().getTime();

// Generate or retrieve a persistent anonymous ID to tie all page view events
// together across visits.
function getSessionId() {
  let sessionId = localStorage.getItem("rokt_session_id");
  if (!sessionId) {
    sessionId = crypto.randomUUID();
    localStorage.setItem("rokt_session_id", sessionId);
  }
  return sessionId;
}

// If rtid is present in the URL (landing page), persist it for use throughout
// the funnel. On subsequent pages, retrieve the stored value instead.
function getRtid() {
  const fromUrl = new URLSearchParams(window.location.search).get("rtid");
  if (fromUrl) {
    const normalized = fromUrl.toLowerCase();
    localStorage.setItem("rokt_rtid", normalized);
    return normalized;
  }
  const stored = localStorage.getItem("rokt_rtid");
  return stored ? stored.toLowerCase() : "";
}

// Fetch user email from your persistence layer (e.g., localStorage,
// sessionStorage, cookies, or server-side session).
const email = null; // e.g., localStorage.getItem("userEmail") or null
// If you're using a hashed email address, set it in 'hashedEmail' instead
// (lowercase and trim before hashing).
const hashedEmail = null; // e.g., localStorage.getItem("hashedEmail") or null

const sessionId = getSessionId();
const rtid = getRtid();

const params = new URLSearchParams({
  dt: "ScreenView",
  ct: currentTime,
  hn: window.location.hostname,
  ttl: document.title,
});

if (email) {
  // Known user: pass session ID, email, and Rokt Click ID (rtid)
  params.append("ui_t", "other3,email,other2");
  params.append("ui_v", `${sessionId},${email},${rtid}`);
} else if (hashedEmail) {
  // Known user with hashed email
  params.append("ui_t", "other3,other,other2");
  params.append("ui_v", `${sessionId},${hashedEmail},${rtid}`);
} else {
  // Anonymous user: pass session ID and Rokt Click ID only
  params.append("ui_t", "other3,other2");
  params.append("ui_v", `${sessionId},${rtid}`);
}

fetch(pixelURL + "?" + params.toString());

2. Track Conversions2. Track Conversions への直接リンク

To track a conversion, send a pixel request on the page that loads after a customer converts, such as a purchase confirmation or "thank you" page.

When sending the conversion pixel, make sure to:

  1. Include the user's identity (ui_t, ui_v) with their email or hashed email address. If you tracked the user anonymously, pass both the persistent anonymous identifier and the email together so Rokt can link the anonymous funnel activity to the converted user:

    ui_t=other3,email&ui_v={sessionId},j.smith%40example.com

  2. Include user attributes (ua_k, ua_v) with at least:

    • firstname
    • lastname
    • zip
    • mobile

  3. Include the following required conversion event attributes (attrs_k, attrs_v):

    • conversiontype — The name of the conversion event, e.g., signup or purchase.
    • confirmationref — Your transaction or order ID, used as Rokt's deduplication key.
注記

The conversiontype and confirmationref attributes allow Rokt to optimize your campaign effectively and deduplicate events and conversions appropriately. These are required launch attributes.

When logging a conversion event, include as many user attributes and event attributes as possible to improve Rokt's ability to optimize your campaigns.

// ─── Conversion Pixel ──────────────────────────────────────────────────────

const API_KEY = "YOUR_API_KEY";
const pixelURL = `https://pixels.mparticle.com/v1/${API_KEY}/Pixel`;
const currentTime = new Date().getTime();

function getSessionId() {
  let sessionId = localStorage.getItem("rokt_session_id");
  if (!sessionId) {
    sessionId = crypto.randomUUID();
    localStorage.setItem("rokt_session_id", sessionId);
  }
  return sessionId;
}

// Retrieve rtid from localStorage — it was captured and stored on the landing page.
function getRtid() {
  const fromUrl = new URLSearchParams(window.location.search).get("rtid");
  if (fromUrl) {
    const normalized = fromUrl.toLowerCase();
    localStorage.setItem("rokt_rtid", normalized);
    return normalized;
  }
  const stored = localStorage.getItem("rokt_rtid");
  return stored ? stored.toLowerCase() : "";
}

const sessionId = getSessionId();
const rtid = getRtid();

const params = new URLSearchParams({
  dt: "AppEvent",
  et: "Transaction",
  n: "conversion",
  ct: currentTime,

  // User identity — include the persistent session ID, email, and Rokt Click ID
  ui_t: "other3,email,other2",
  ui_v: `${sessionId},j.smith@example.com,${rtid}`,

  // User attributes
  ua_k: "firstname,lastname,zip,mobile",
  ua_v: "John,Doe,98103,3125551515",

  // Conversion event attributes — conversiontype and confirmationref are required
  attrs_k: "conversiontype,confirmationref,amount,currency",
  attrs_v: "signup,54321,300.5,USD",
});

fetch(pixelURL + "?" + params.toString());

Rokt recommends setting as many of the following user attributes as possible:

User Attribute KeyExample ValueNotes
firstnameJohnThe customer's first name.
firstnamesha256fab1e2e699b3b927cbf875046a64f222SHA-256 hash of first name. Prior to hashing, lowercase and trim all trailing spaces.
lastnameDoeThe customer's last name.
lastnamesha256fab1e2e699b3b927cbf875046a64f222SHA-256 hash of last name. Prior to hashing, lowercase and trim all trailing spaces.
mobile3125551515Phone numbers can be formatted either as 1112345678 or +1 (222) 345-6789.
mobilesha256fab1e2e699b3b927cbf875046a64f222SHA-256 of mobile number. Prior to hashing, format as 5551234567 (no dashes or spaces).
age33The customer's age.
dob19900717Date of birth. Formatted as yyyymmdd.
genderMThe customer's gender. For example, M, Male, F, or Female.
cityBrooklynThe customer's city.
stateNYThe customer's state.
zip11201The customer's zip code.
titleMrThe customer's title. For example, Mr, Mrs, Ms.
languageenLanguage associated with the purchase.
value52.25The value of the customer.
predictedltv136.23The total predicted lifetime value of the customer.

All user attributes must have distinct names.

3. Test Your Integration3. Test Your Integration への直接リンク

Rokt recommends testing your integration to ensure that pixel requests are sent correctly and that events are logged successfully.

注記

After verifying the following steps, perform a few test purchases or sign-ups as an end user. Then, provide the email or hashed email you used to your Rokt account manager so they can verify that the data is ingested properly into Rokt.

Testing Page View TrackingTesting Page View Tracking への直接リンク

  1. Open a new browser window.
  2. Access your browser's developer tools panel. For most browsers, do this by right-clicking on your screen and selecting Inspect.
  3. In the developer tools panel, navigate to the Network tab and enter pixels.mparticle.com into the filter bar.
  4. Load the page where you placed the page view pixel. You should see a GET request to pixels.mparticle.com.

Testing Conversion TrackingTesting Conversion Tracking への直接リンク

  1. Open a new browser window.
  2. Access your browser's developer tools panel. For most browsers, do this by right-clicking on your screen and selecting Inspect.
  3. In the developer tools panel, navigate to the Network tab and enter pixels.mparticle.com into the filter bar.
  4. Complete a test conversion on your site. On the confirmation page, you should see a GET request to pixels.mparticle.com containing your conversion event attributes.

TroubleshootingTroubleshooting への直接リンク

While testing, check that:

  • The dt parameter is set correctly (ScreenView for page views, AppEvent for conversion events).
  • The ct parameter contains a valid epoch timestamp in milliseconds.
  • All query parameter values are URL-encoded, especially email addresses (e.g., %40 for @).
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Last updated Mar 31, 2026