What are pixels?
Roku offers a JavaScript pixel solution.
Pixels and events are small bits of code that you or a web developer will place on your website to track events that are directly tied to your advertising objective, like purchases and page views.
An active base pixel is required to run campaigns with a conversion objective. If awareness is your objective, no pixel is needed.
The benefits of installing a base pixel and events
Pixels and events are extremely beneficial. They provide information to Roku that unlocks optimization and reporting features that will benefit your current and future campaigns with Roku.
Learn more about setting up a base pixels and events here.
Some more benefits:
Optimization: Pixels and events unlock conversion campaigns, allowing your ads to drive the maximum amount of online actions, like sign-ups or purchases.
Reporting: Pixels and events unlock performance-based reporting, like page views, add-to-carts, and purchases.
Future-proofing: Knowing what tactics and creatives perform best, allows you to apply those learnings to future campaigns.
Which website events can I monitor?
After you've created a base pixel, you can also create and install custom events. The more events you install, the better! It'll help Roku optimize your campaign while also increasing your visibility within reporting.
Page views | This event is automatically installed when you install your Base Pixel. It tracks the first action a consumer takes to learn more about your brand, a visit to your webpage. |
Installs | Assesses how often your audience installs your app |
Subscribe | Captures how often your audience subscribes to a service or offering |
Sign-ups | Records how often your audience has signed up for a newsletter, updates, events, or marketing offers |
Add to cart | Gauges purchase intent by tracking how often products are added to their online shopping cart |
Purchases | Measures the conversion by tracking products your audience are buying, and how much they spent on those items |
How does it work?
Every time someone interacts with the base pixel or custom event you've installed -- visits your website, buys a product, signs up for a newsletter, subscribes to your service, etc. -- Roku Ads Manager will receive data.
Roku uses this information to provide two key services to you:
Optimization
Pixels and events tell us who saw your ad and then completed an important action on your website. We'll use this info to optimize your campaign automatically, driving more actions and growing your business.Reporting
Pixels and events tell us how many times specific actions are happening, and we can tie that back to your reporting. Now you can track how many times your ads on Roku drove specific events, and which creatives or campaigns performed best. This helps you make smarter decisions in the future.