To track events in your email sponsorships and ads, install the Paved conversion pixel on your website.
What is the Paved Pixel?
The Paved Pixel is a lightweight JavaScript tag that powers conversion tracking, lookalike audiences, and website demographics for Paved ad campaigns. The Paved Pixel works for both dedicated & sponsored campaigns from our Marketplace and campaigns on the Paved Ad Network.
By default, the pixel will track:
URLs visited
domains visited
the devices your visitors use
In addition, you can use the pixel's library of functions to track:
conversions
signups
downloads
custom events
ℹ️ The attribution window for the Paved conversion pixel is 60 days.
Install the Paved Pixel
Follow these steps to install the Paved pixel on any landing pages associated with your email ads or sponsorships.
Copy Your Pixel's Base Code
Before you install the pixel, you will need the pixel's base code, which you can find in Account Settings > Pixels.
Log in to your Paved Advertiser account.
Click the Profile drop-down menu, and choose Conversion Pixels ↗️
Click the name of your site to copy your unique pixel code snippet.
Note: this code is not compatible with Shopify stores. If you're tracking on Shopify, read our guide on Shopify pixel installation.
Next, you'll install this code on your website and the pages you'd like to track. Generally, it's best to install the code on every page of your site.
The Paved Pixel can help you assess the route by which the customer came to make the purchase. For example, it can show that they responded to a particular Paved ad or sponsorship.
Note:
The Paved Pixel is also compatible with Tag Management System (TMS) tools like Google Tag Manager. Learn more in: Use 3rd Party Tracking
Paste the Paved Pixel on Your Site
To install the pixel, we recommend that you add its base code between the opening and closing <head> tags on every page where you will be tracking website visitor actions. Most developers add it to their website's persistent header so it can be used on all pages.
Placing the code in your <head> tags reduces the chances of browsers or 3rd-party code blocking the pixel's execution. It also executes the code sooner, increasing the chance that your visitors are tracked before they leave your page.
Once installed, the pixel should look something like this in your site's code:
In the code, you should see a call to pvd('event', 'pageload'). By default, this will log a PageLoad event in Paved.
Test and Troubleshoot the Paved Pixel
After adding the Paved pixel to your site’s header and publishing your updates, open any page that includes the pixel.
Test the Pixel on Paved
Once Paved receives that signal, your pixel will show as 🟢 Active in the Conversion Pixels section of your account.
Click the View button to view live feed of tracked events to test and debug your integration.
Test the Pixel on Your Site
We recommend using Chrome's developer tools to test your pixel.
To double-check the pixel on your site:
Open your browser’s developer tools (Right-click → Inspect).
Go to Network.
Reload the page.
Look for the pixel script, which appears as pixel.js.
Then look for your event call(s), which appear as pixel.gif.
Click an event and open the Payload tab to confirm that your expected event has fired.
Track New Conversion Events Using the Paved Pixel
You can customize the Paved Pixel code to track various events on your website like signups or custom conversions. Before you start, the pixel's base code must already be installed on every page where you want to track conversions.
All standard events are tracked by calling the pixel's pvd('event') function, with the event parameter, and (optionally) a JSON object as its parameters.
For example, here's a function call to track when a visitor has completed a purchase event, with currency and value included as a parameter:
pvd('event', 'purchase', {currency: "USD", value: 30.00});
We currently support the following events:
Event Type | Event Parameter | Additional Parameters |
Purchase | purchase | currency (string)value (decimal) |
Sign Up | sign_up | account_type (string) |
Download | download | file (string) |
Search | search | search_term (string) |
We also support custom events. Feel free to change the event parameter to whatever you want to track.
Note: If you're working with a Paved Ad Network campaign, be sure to select Enable Conversion Tracking in the Budget step of the Ad Builder, and make sure the event you enter there matches your event parameter.
Pixel Script Examples
By default, the Paved pixel script will add a global pvd function which your website can use to send conversion events.
Let's look at a few examples.
Example 1
If your conversion is simply the user landing on the page, immediately fire an event after the script loads.
<script type="text/javascript"> pvd("event", "my_conversion_event"); </script>
Example 2
If your conversion is the user interacting with some element on the page, such as clicking a button, set up an "onclick" event handler which fires the event.
<script type="text/javascript"> function onClickBuyNow() { pvd("event", "purchase", { currency: "USD", value: 199.99 }); } </script> ... <button onclick="onClickBuyNow()">
Example 3
If your conversion happens on another page, add the pixel script there and fire your custom conversion event there. You should include the pixel script on both pages to better capture the user's journey & to ensure that our system tracks your clicks properly.
<script type="text/javascript"> pvd("event", "purchase", { currency: "USD", value: 199.99 }); </script>
Optional Step: Enhanced User Matching
Optionally, you can add additional details to help identify the user.
Enhanced user matching is recommended for conversion tracking and highly recommended for building audiences.
We can accept the following identifiers:
Parameter | Description | Example |
lowercase email address | ||
md5_email | MD5 hash of lowercase email address | ede11e58ccb2a69be895ebf43bdbfe11 |
sha256_email | SHA256 hash of lowercase email address | 29ad0bc7b86878af75a07a31f2e24d50 |
These can be sent alongside any event parameters, including the Page Load event in the base code:
pvd("event","pageload", {md5_email: "ede11e58ccb2a69be895ebf43bdbfe11"})
Conversion Pixel FAQs
Do I need a developer to set up the Paved Pixel?
Do I need a developer to set up the Paved Pixel?
No. All you need to set up the Paved Pixel is a website and the ability to edit your website code.
You can add the Paved Pixel and customize the events that are captured to measure the actions you care about most.
Do I need to set up multiple pixels?
Do I need to set up multiple pixels?
You can use one pixel across your whole website, even on multiple pages of your site.
How do I troubleshoot the Paved Pixel?
How do I troubleshoot the Paved Pixel?
To verify that it was installed correctly, we recommend using Chrome's developer tools.
To double-check the pixel on your site:
Open your browser’s developer tools (Right-click → Inspect).
Go to Network.
Reload the page.
Look for the pixel script, which appears as pixel.js.
Then look for your event call(s), which appear as pixel.gif.
Click an event and open the Payload tab to confirm what event fired. If your pixel is working correctly, it will send the correct conversion event back to Paved.
In Paved, go to Conversion Pixels > View and scroll to Recent Events to verify the conversion event.
Additional troubleshooting steps
Verify that the conversion pixel is installed all pages of your site.
Ensure the snippet is loaded when the page loads, not when you want to fire the conversion event.
Doublecheck to make sure your conversion event name matches the event name you entered on the Budget step of the Paved Ad Builder.
Check your Pixel's Status in Paved here: Conversion Pixels ↗️
