This article will cover: 

  • What is an Event?

  • Event Tracking Methods

  • Types of Event Pixels

  • Event Pixel Parameters

  • How to Generate an Event Pixel

What is an Event?

An Event is an action a user takes on your website that you have deemed valuable. This may include any of the following: product purchase, lead form submission, newsletter or subscription signup, etc.

Event Tracking Methods

There are two available Event tracking methods within Journey: Browser Tracking and Server-to-Server Tracking. While Browser Tracking is typically the easiest to implement, Server-to-Server Tracking is more accurate and can be used as a fraud prevention tool (since you control what is a legitimate conversion.)

  • Browser Tracking: This method utilizes a piece of HTML code, called a pixel, that is embedded within the thank-you page that fires after a consumer completes the desired action. When the pixel fires from the user's browser, the Journey system will try to match the consumer’s event information with their prior journey touchpoints through the use of cookies to provide attribution and campaign performance metrics. 

  • Server-to-Server Tracking: The Server-to-Server tracking method utilizes a Postback URL, also known as a server pixel or API, to notify the Journey system when the consumer has completed the desired action. Since the Postback URL call is made from your Server, instead of a browser page, there is no way to match the consumer’s browser cookies for their customer journey information and attribution. Instead of using cookies to attribute the conversion to the journey, a Journey Tracking ID will need to be stored for each customer and sent on the Postback URL. 

Types of Event Pixels

Journey has four types of Event Pixels available to suit your specific implementation requirements.

  • iFrame: This is the recommended HTML pixel and most commonly used. It is easy to implement and allows for tag management capabilities (which simplify implementation and management of third-party source or affiliate tags), such as firing an Affiliate’s conversion pixel or Google Analytics Event Tracking. 

  • Javascript: This pixel is recommended when sending back dynamic values in the pixel, such as revenue or ecommerce parameters, to the server or tracking system on the pixel.

  • Image: Though this HTML pixel fires the fastest, it is not recommended because it does not support any tag management capabilities. 

  • Postback URL: This Server-to-Server pixel has many added benefits, such as accuracy and fraud prevention; however, it does not support browser-based tag management. If you use a Postback URL, it will not support Affiliate pixels or Google Event Tracking.

Event Pixel Parameters

Depending on your unique configuration, the parameters below will be either required or optional in the Journey Event Pixels.

Required Event Pixel Parameters:

  • O: Site ID

  • E: Event ID 

  • F:  Pixel Format 

    • f=js: Javascript

    • f=img: Image Pixel

    • f=pb: Postback URL (this parameter will provide an XML response)

Optional Parameters:

  • R: Request Session ID 

  • T: Transaction ID

  • P: Revenue

  • AP: Affiliate Payout

Ecommerce Parameters:

  • ecld: Line Item Discount

  • ecv: Voucher

  • ecc: Coupon

  • eccu: Order Currency

  • ecd: Order Discount

  • ecst: Order Sub Total

  • ectx: Order Tax (Total Order Tax)

  • ecsh: Order Shipping

  • ecco: Shipping Country

  • ecrg: Shipping Region

  • ect: Order Total

  • ecsk: Line Item SKU*

  • ecqu: Line Item Quantity*

  • ecpr: Line Item Price Per Item*

  • ect: Order Total*

*Please note: if you use any of these parameters, then all of them will be required.

If you have multiple line items as part of an order, you can separate them with the "^" symbol.  For example, you may have an order that has two line items (two SKUs.) You can post both SKUs in the ecsk parameter (Line Item SKU parameter) as follows: exsk=sku1^sku2

How to Generate an Event Pixel

To generate an Event Pixel, complete these steps:  

  1. Open the Site Card

  2. Click on the Pixel button


  1. Click on the Action Menu Icon 
  2. Select Generate Macro Event Pixel

From the “Generate Event Pixel” wizard, complete the following steps:

  1. Select the Site from the dropdown

  2. Select the Event(s) you wish to generate pixels for

  3. Tick Include Request Session ID if you wish to support cookieless tracking through your Event Pixel

  4. Tick Include User ID if you wish to pass your unique user or customer ID for cross-device and offline attribution support

  5. Tick Ecommerce Parameters if you wish to append Ecommerce parameters such as SKU, order total, etc. to the pixel(s) (Note that this will only be available if you’ve licensed the Ecommerce module.)

  6. Click Next

  7. Verify the Tracking Type – while the default is set to Standard, other options include:

    1. Mobile: which provides both the Android and iOS SDK

    2. Fallback: which is used for Journey’s propriety Postback/Fallback method 

    3. JS SDK: which utilizes CAKE's JavaScript library to support first-party cookie tracking, this is the recommended option.

  8. Select the Pixel type you wish to implement

  9. Copy to your clipboard

  10. Click Finish to close the wizard

  11. Paste the Event Pixel on the appropriate thank-you page or configure the Postback URL within your Server

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