The Dynamic Offer Pixel Part One – A Key to Simplifying Postback URL Management
So you’re ready to simplify your network’s ad operations, fast track integrations with advertisers, and ensure accurate tracking and measurement across your offers. Great, we’re glad you’re here. CAKE’s Dynamic Offer Pixel fuels a streamlined approach to postback URL management that accomplishes these benefits, plus so much more.
As part of our ongoing tracking series, we are diving into CAKE’s tracking framework and the features that enable our customers to maximize efficiencies and expand their performance marketing program. In our previous post, we highlighted Offer Contracts and Directed Campaigns.
Up next, the Dynamic Offer Pixel takes the spotlight. This pixel has powerful capabilities that enhance our customers’ daily operations. We’ll cover what is a Dynamic Offer Pixel, the benefits it brings to customers, and how to get started. Next, we will explore the more advanced functionality of the Dynamic Offer Pixel and how it drastically reduces manual hours spent managing pixels across your entire network.
What is a Dynamic Offer Pixel
The Dynamic Offer Pixel is a postback pixel that can be used for all offers associated with an advertiser. It replaces the arduous task of generating, placing, and testing multiple postback URLs specific to each offer.
The benefits of the Dynamic Offer Pixel
While customers have many options in terms of which pixel to use, CAKE’s best practice is to leverage postback URLs. The Dynamic Offer Pixel is recommended for all postback URL tracking scenarios as it empowers customers with three impactful benefits.
Simplify integrations between the network and advertiser
While CAKE simplifies pixel management, one of the biggest challenges network customers face is working with advertisers who do not have their own backend system which makes placing postback URLs cumbersome and time consuming. This means the advertiser typically has to involve their development team, who oftentimes do not have bandwidth to make real-time code changes. The Dynamic Offer Pixel eliminates the need for a network’s ad operations team to generate and test new pixels for every offer. It also reduces the workload for advertisers by enabling them to place a single pixel in their system instead of multiple postback URLs across their system. To avoid missing out on revenue generating opportunities, using the Dynamic Offer Pixel saves valuable time that can go towards optimizing offers
Power accurate tracking and measurement without cookies
With the Dynamic Offer Pixel, tracking is extremely granular and accurate. This postback URL tells customers the exact offer that a user converted on without relying on tracking cookies. This approach enables marketers to accomplish performance tracking requirements while abiding by consumer privacy demands.
Support third-party tracking platforms that only accept one pixel
Some third-party tracking platforms only accept a single pixel from you if you are connected to them. What happens if you have 15 offers associated with an advertiser in your CAKE system that is also connected to a third-party tracking platform requesting a single pixel? The Dynamic Offer Pixel bridges the gap by enabling one pixel to dynamically track all offers associated with an advertiser.
The Dynamic Offer Pixel: Here’s how it works
In order to create the Dynamic Offer Pixel in figure one, the hardcoded Offer ID (or “o=”) parameter from figure two has been removed from the postback URL. In figure two, the “o=1001145” indicates that the pixel belongs to that specific Offer ID. By deleting the hardcoded Offer ID value from the postback URL, all ties to that specific offer have been removed.
The postback URL is now one step closer to becoming fully dynamic so that it can be leveraged across all of an advertiser’s offers.
While the hardcoded Offer ID value has been removed, it’s still important to properly attribute a consumer’s click or conversion to the original offer. Since the Dynamic Offer Pixel is a postback URL and can only exist in a server-to-server or postback tracking paradigm, leveraging a unique identifier instead of cookies to attribute the postback URL back to the offer click is essential. This unique identifier is called the Request Session ID and lives in the “r=” parameter in the postback URL. Unfortunately, a user clicking on multiple offers within the same session will result in the same Request Session ID. As a result, we created a new twist on the Request Session ID and built the #oreqid# token. This approach enables advertisers to place the #oreqid# token on their landing page to dynamically pass back the Offer ID and Request ID in a single value to ensure proper attribution.
By removing the hardcoded Offer ID and including the #oreqid# in the postback URL, we now have a fully Dynamic Offer Pixel that can be used by an advertiser across all their offers.
Ready to get started?
Customers can start taking advantage of the Dynamic Offer Pixel today! If you have any questions regarding implementing the pixel, how to use it, or the value it can bring to your network, reach out to your dedicated client success manager or technical support.
Also, be sure to visit the CAKE Knowledge Base article that highlights everything you need to know about the Dynamic Offer Pixel.
If you’re looking to:
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