🖼️Impression Pixel (Early Access)

The Freshpaint Impression Pixel is a custom tracking pixel you can serve across the web and use to match ad impressions to conversion events to support view-through conversions on supported destinations on the Freshpaint platform.

This feature is currently in a limited preview and not available for most destinations. If you're interested in using it, please reach out to [e-mail] for more information.

Currently matching events from impression pixels is supported only for Basis, Google Campaign Manager 360, and theTradeDesk.

Overview

The impression pixel can be used to match events with earlier views of the pixel and add information from that impression to the event. This can be used to track view-through conversions on advertising platforms by matching the impression and conversion events within Freshpaint and sharing with the advertisement platform that a conversion happened for an ad impression.

From the perspective of a conversion, the impression pixel works like this:

1. A user views the impression pixel served to them anywhere on the web, such as alongside an advertisement.

2. The same user later converts on a website with Freshpaint installed and sends an event to Freshpaint and the Destination.

3. The site user and impression are matched based on IP address if the impression occurred within the configured number of days.

4. Freshpaint forwards the event on to your destination alongside information captured with the impression.

For HIPAA mode customers, note that any properties on the impression still need to be allowlisted to be forwarded to the destination.

Configuration and Usage

If you're using theTradeDesk with Creatives hosted by Google Campaign Manager 360, see theTradeDesk with CM360 Configuration Guide: Configuring View-through

Using the impression pixel with a destination is a two step process:

1. Configure the destination you want to use the impression pixel with to match impressions

2. Set up a macro in your advertising platform to serve the impression pixel

The impression pixel is destination specific and a unique pixel is necessary for each supported destination that is in use.

Destination Configuration

In the configuration settings for a destination that supports the impression pixel, click "Configure" next to Freshpaint Impression Pixel.

The configuration screen showing the impression enabled for Basis as a destination with a 7 day conversion window.

Enable at least one form of matching and set a conversion window between 1 and 30 days. The conversion window controls how old an impression can be while still being matched. For instance, a conversion window of 7 days means that only impressions that occurred within 7 days of an event will be matched to that event.

The impression pixel currently supports two matching modes:

• IP Matching matches impressions on events which originate from the same IP (v4) address as the impression.

• Cookie Matching matches impressions based on a cookie which is set at the time of the impression and read at the time of the event.

Note that these matching methods are internal to the Freshpaint platform; enabling a matching mode does not change what data is forwarded to destinations. The data from the most recent matching impression will be used if multiple matches exist within the conversion window.

Pixel Usage

Because this feature is still being developed and tested, the instructions here may currently require more technical expertise than the intended final version of this feature will. If you're actively using this feature and unsure of the instructions, feel free to reach out to [e-mail] for assistance.

The impression pixel is a 1x1 transparent pixel served from https://freshpaint-impression.com/pixel.png. Query parameters defined on the impression pixel are used to match impressions to events in your platform.

In the configuration for your destination, you will find a "configuration URL" that you can copy. This will contain the correct env_id and dest_id, as well as any known required destination-specific parameters, such as an advertising auction ID.

If you want, you can define custom query parameters to store on impressions. At a minimum, for an impression to match the following query parameters must be defined:

• env_id — The Freshpaint environment ID

• dest_id — The Freshpaint destination ID

Any views of the impression pixel that do not provide an environment ID and destination ID will not be able to be logged or matched. These are present on the copied snippet, but if configuring this manually ensure that these parameters are not removed.

Any additional parameters passed to the impression pixel will be added to matched events before they are sent to the destination. HIPAA mode customers will need to allowlist properties that are captured via the impression pixel.

Generally, you will want to serve the impression pixel via an ad platform, using a macro to add unique identification about the impression alongside an advertisement.