How to implement our audience pixel




In the EasyPlatform online advertising platform, you have access to a full-fledged Audience Center – a set of tools that allow you to communicate personally and target users online, create engaging and dynamic ads, and utilize dynamic remarketing.

Какво ще намерите в това ръководство:

For most functions to work, you need to implement JavaScript code on your website, enabling the creation of custom audiences based on user behavior. This is the so-called pixel – EasyPlatform Pixel. Currently, the platform does not have a Conversion API.


What does EasyPlatform Pixel offer?


By embedding the code on your site, you will be able to target visitors later while they browse various media sites and display personalized ads based on their actions on your site. The pixel allows you to define key user actions, such as placing an order in an online store, signing up for a newsletter, submitting a form, and more.


Generating and Installing EasyPlatform Pixel


To start using the functionalities of EasyPlatform Audience Center, you first need to activate this tool in your EasyPlatform account. After logging in, select Audiences from the menu and follow the steps.

  1. Activate EasyPlatform Audience Center using the green button.

  2. Generate your personal EasyPlatform Pixel code. You have the option to get the code immediately and implement it on your site or send it via email along with instructions to the person responsible for this process. You can also copy the code below and replace YOUR PROFILE ID with your profile ID:
    <!-- EasyPlatform Pixel Code -->
    <script>
    !function(e,a,p,x){e.eapx||(o=e.eapx=function(){o.add?o.add(arguments):
      o.queue.push(arguments)},o.queue=[],s=a.createElement(p),s.async=!0,s.src=x,
      n=a.getElementsByTagName(p)[0],n.parentNode.insertBefore(s,n))}(window,
      document,"script","//eadsrv.com/js/px.js");
        eapx('init', {{YOUR PROFILE ID}});
        eapx('track', 'PageView');
    </script>
    <!-- End EasyPlatform Pixel Code -->

  3. You can place the EasyPlatform Pixel code directly in your website's code or implement it via Google Tag Manager.
  • Direct placement in site code
    Place the EasyPlatform Pixel code immediately after the opening <body> tag on your site. It is important that it runs on all pages; otherwise, you will lose data and fail to create complete audiences.
  • Adding the code via Google Tag Manager
    You need to create a new Tag of type Custom HTML. In the field, copy the EasyPlatform Pixel code and activate it with a trigger for all pages.

These steps will ensure the EasyPlatform Pixel is embedded across all pages of your site, allowing you to create audiences of users who have visited your site as well as those who have visited specific pages. To track user actions that are not tied to specific page visits—such as adding a product to the cart, submitting a form, making a purchase, or actions like scrolling halfway down the page or staying on a page—you need to define additional events on your site. These actions are grouped under the term "Events." EasyPlatform provides standard events that are commonly used, but you can also create custom ones based on your needs using the "Add Custom Event" button.

Standard Events


When setting up your account and activating the Audience Center, you have access to all standard events.

  • PageView

    Event code:

    Main pixel code

    Required for remarketing

    tells you when someone lands on a web page with the pixel base code installed. Note that the PageView event is included as part of your main pixel code.
  • ViewContent

    Event code:

    <script>
    eapx('track', 'ViewContent', {content_ids: {{content_ids}}});
    </script>

    Required for remarketing

    Users have loaded a product page. It is mandatory to provide the product ID (content_id).
  • AddToWishlist

    Event code:

    <script>
    eapx('track', 'AddToWishlist', {content_ids: {{content_ids}}});
    </script>
    Adding a product to a favorites or wishlist. It is mandatory to provide the product ID (content_id).
  • Search

    Event code:

    <script>
    eapx('track', 'Search', {content_ids: {{content_ids}}});
    </script>
    Users have performed a search on the site, and the goal is to capture the product IDs that appeared in the search results.
  • AddToCart

    Event code:

    <script>
    eapx('track', 'AddToCart', {content_ids: {{content_ids}}});
    </script>

    Required for remarketing

    Adding a product to the cart in an online store. It is mandatory to provide the product ID (content_id). It is recommended that when this event is loaded, the ViewContent event be fired in parallel. The reason for this is that AddToCart is often not fired from an already loaded product page, but from a listing page (search result or category).
  • ViewCart

    Event code:

    <script>
    eapx('track', 'ViewCart', {content_ids: {{content_ids}}});
    </script>
    Reaching the cart review page.
  • InitiateCheckout

    Event code:

    <script>
    eapx('track', 'InitiateCheckout', {content_ids: {{content_ids}}});
    </script>
    Starting the checkout process.
  • AddPaymentInfo

    Event code:

    <script>
    eapx('track', 'AddPaymentInfo', {content_ids: {{content_ids}}});
    </script>
    Entering final payment details for an order.
  • Purchase

    Event code:

    <script>
    eapx('track', 'Purchase', {content_ids: {{content_ids}}, value: {{value}}, num_items: {{num_items}}, transaction_id: {{transaction_id}}});
    </script>

    Required for remarketing

    Reporting a successful order. Please note that the purchase currency is not provided as a separate parameter. The currency is taken directly from your online store settings in the eShop menu.
  • Lead

    Event code:

    <script>
    eapx('track', 'Lead');
    </script>
    Submitting data in a lead form – this could be for a specific promotion, a newsletter, or something else.
  • CompleteRegistration

    Event code:

    <script>
    eapx('track', 'CompleteRegistration');
    </script>
    Completing a registration on the site.


    • Creating Custom Events


    In addition to standard events, you can create custom ones based on the critical actions for your business and site. To create such events, click the green "Add Custom Event" button in the Audiences -> Events menu. Assign a name using Latin letters, numbers, and dashes without spaces. You can also set additional parameters to provide more information about user actions.

    Defining Parameters for Events


    Parameters are additional fields of information that allow you to send more data to the pixel to create audiences based on more specific conditions and rules. The possible parameters are predefined, and you can only use them without creating custom parameters. This is why it is important to adhere to them and activate them in the event settings panel before implementing them on your site. These parameters include:
  • Value

    (value)

    Allowed data:

    decimal numbers
    Provides information on the order value, for example. If you have a reservation without payment, you can also provide the reservation value.
  • Content Category

    (content_category)

    Allowed data:

    lowercase and uppercase Latin letters, numbers, mathematical symbols, currency symbols, and punctuation marks
    Provides additional information about the conversion. Only the last value is stored, and the system works with the most recent data.
  • Content ID

    (content_id)

    Allowed data:

    lowercase and uppercase Latin letters, numbers, hyphen "-" and underscore "_"
    Stores an array of data, which is very useful when passing multiple products. The system keeps an array of several values.
  • Transaction ID

    (transaction_id)

    Allowed data:

    lowercase and uppercase Latin letters, numbers, hyphen "-" and underscore "_"
    Provides an identifier or number for the transaction.
  • Product Quantity

    (num_items)

    Allowed data:

    numbers
    The number of items is passed directly as a number or as an array of data that is then summed. It is mostly used in the Purchase event to pass the total number of products purchased.
  • Search Query

    (search_string)

    Allowed data:

    lowercase and uppercase Latin letters, numbers, mathematical symbols, currency symbols, and punctuation marks
    Indicates what users are searching for, allowing you to create audiences based on search queries even if users haven’t visited a specific page afterward.



    • WooCommerce plugin recommendations


    If your e-shop is on the WooCommerce platform, the best and fastest solution is to use plugins. You need a plugin to add the Google Tag Manager, for which we recommend the popularGoogle Tag Manager (GTM) plugin for WordPress.

    And you need another one for capturing and sending events - we recommend the pluginPixelYourSite. It will automatically add the necessary events and send them to Google Tag Manager. This eliminates the need to write server-side code or add manual snippets - all settings are managed directly from the plugin interface. This plugin can also send events to Meta, both via Pixel and Conversions API (CAPI).

    Google Tag Manager recommendations and template(GTM)


    To make it as easy as possible for you, we have created a ready-made template for you to install it directly in the GTM.
    However, to use our template file, you need to have a dataLayer already set up with ecommerce data.
    1. Download this file from the link готов за импортиране json файл. Той съдържа нужните променливи, тригери и тагове и ще ги създаде при самото импортиране на файла.
    2. Installing the file in GTM is done in the menu: Admin -> Import Container.
    3. After all the necessary tags, triggers and variables are installed, you need to change the variable "EasyPlatform Pixel ID", which should have the value of your profile ID on the platform (you can find it in the upper right corner after logging into your EasyPlatform account).

    Dynamic Remarketing Settings


    An essential tool for online merchants is dynamic product remarketing. With it, you can display products that have been viewed, added to the cart, and/or purchased. To establish this connection between your store and the ads in EasyPlatform, a Product Feed / Product Catalog is required. Learn about the technical requirements for advertising feeds. Our system supports various formats and syntaxes, but we recommend adhering to the standard ones to minimize the risk of issues or delays.

    For integrating your Product Catalog, you can contact our team for assistance.

    Once you have a working Product Catalog in the platform, it is crucial to configure Pixel events on your site to send information about user actions related to products. For this purpose, the product ID is passed as a parameter for the respective action. Below is an example of some of the most commonly used events:

    We are, of course, available for assistance and would be happy to help you place the codes easily and in the correct locations. Do not hesitate to contact us if you need any support.

    EasyPlatform Team
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