IMG Pixel Verification Recommendations

Reduce stress when using a 3P solution like an img pixel by verifying correct pixel implementation ahead of campaign launch

Due to the nature of img pixels, Spotify Ad Analytics is unable to provide assistance with the QA or troubleshooting of an img pixel implementation.

Using an img pixel (by Floodlight or ssGTM) reduces Spotify Ad Analytics visibility into the performance of the pixel. For this reason, we highly recommend using js instead. However, we know this can't always be helped.

With reduced visibility into the pixel performance, Spotify Ad Analytics only offers one tool within the dashboard for pixel placement review. Because this tool only provides high level visibility, it is important to utilize your own internal tooling to verify img implementation.

The only tool available within Spotify Ad Analytics platform for img pixel/ssGTM implementation verification is the Event Log, which provides a high level overview of the number of raw (unattributed) pixel fires of each event type that is being passed to Spotify Ad Analytics from the pixel. This graph will display one or multiple lines, dependent upon the number of events that have been placed.

Pointers: Img pixels must be generated exactly as outlined in our documentation. You should not deviate from the provided HTML code. Deviation from the code will result in unusable data, which cannot be retroactively attributed.

KPI: Brand Awareness

To ensure this pixel is set up properly, you’ll want to review the Event Log in your pixel dashboard

Event log- Once your pixel is installed and firing, your pixel event log will display a graph with both hourly and daily raw pixel fires. If you hover over the graph, you will see each line (if more than one) notated with the event type, such as "Img - Init", which represents and img pixel page view.

We recommend viewing this graph in a way that allows you to match one day’s sum of page view pixel fires to the sum of website traffic you are seeing within your internal systems. While the sum of any given day’s worth of data in Spotify Ad Analytics will often not match your own internal systems one-for-one, the numbers should be within the same ballpark. If your total website traffic is higher than what is visualized in the Ad Analytics dashboard, this means the pixel has not been placed site-wide, or has been placed site wide but is not firing as expected. Please keep in mind the limitations of using an img pixel when comparing this data. Spotify Ad Analytics is not guaranteed to receive all or parts of the data from the pixel fire.

JS Pixel Placement Best Practices: Brand Awareness KPI

KPI: Sign Up/Interest (LEAD)

Again, only the main overview tool is available with this event.

Event Log - Your event log will display one colored line within the graph for each event type that is sending us data. If you have created a single lead event, you’ll see the purple “page view” line and additional line for the LEAD event. If you’ve added multiple lead events, you will see one line for each lead event that is sending us data.
To ensure we are capturing all intended lead events, we recommend you generate traffic for each lead type, then check the event log for this traffic (note: the event log does not update in real time)

JS Pixel Placement Best Practices: LEAD KPI

KPI: Purchase

To confirm the placement and successful fire of your purchase event, you may want to compare the Ad Analytics tooling to your internal systems. However, Ad Analytics tooling will provide significant details on a JS pixel implementation directly within the dashboard.

Event Log - Your event log, which will show at least one line for raw page view pixel fires, will display an additional line for all purchases. This is a great way to look at the total number of raw purchase event fires for any given day, or any given hour within a day. On sites with high purchase traffic, you may see this graph populate within a couple of hours of implementing the purchase event. If you have lower purchase traffic, it could take longer before this graph populates. In either case, if after 12-24 hours you do not see the PURCHASE line populate, please review your event placement to ensure that there is nothing missing, or anything (such as CSP) blocking the purchase event from firing.

JS Pixel Placement Best Practices: Purchase KPI