Event Tracking - Insights Reporting and Campaign Optimization

hyScore currently offers two types of tracking pixels, one for impressions, one for clicks. A conversion tracking pixel is provided on request.

Both pixels have to be included in the ad media to enable reporting and associated insights for the online advertising campaign. The necessary pixel parameters should be filled either by macro (DSP specific) or, if appropriate, manually.

1. Impressionspixel

The hyScore Impression Pixel (image) is an event pixel that records a campaign being delivered on a single page URL. It is needed to create an insights and environment reporting for the advertiser to identify the content that works best for his campaign, product or service.

Only campaign-specific information, such as the referrer URL, campaign ID, deal ID, etc., is transmitted. Personal data is completely omitted and is not necessary.

The hyScore Impression Pixel should have been called with every impression, i.e. with every ad of the respective advertising medium. Ideally, it is called after successful display of the advert.

Example 1 (Placeholder [...] should be replaced with DSP specific macros):

https://act.hyscore.io/pixel/[USER_ID]?url=[REFERRER_URL]&campaignid=[CAMPAIGN_ID]&dealid=[DEAL_ID]&publisherid=[PUBLISHER_ID]&segmentid=[SEGMENT_ID]

Example 2: Xandr Invest DSP pixel macros

https://act.hyscore.io/pixel/[USER_ID]?url=${REFERER_URL_ENC}&publisherid=${PUBLISHER_ID}&dealid=${DEAL_ID}&campaignid=${CP_ID}&tagid=${TAG_ID}&auctionid=${AUCTION_ID}&creative=${CREATIVE_ID}

Example 3: Active Agent DSP pixel macros

https://act.hyscore.io/pixel/[USER_ID]?url=${SOURCE_URL}&campaignid=${CAMPAIGN_ID}&sspid=${EXCHANGE_ID}&publisherid=${PUBLISHER_ID}&dealid=08154711

1.1 Parameter for Impression Pixel

Parameter for DSP macro	Type	Description
[USER_ID]	required	You have to replace this permanently with the provided USER ID by hyScore. Typically its the name of your organization or company.   Examples: pixel/[USERID] pixel/hyscore hyscore in that case is the [USERID].
url	required	The referrer-URL where the advert was delivered.
campaignid	required	The unique ID of the campaign provided by your DSP/Bidder. Should be replaced with a macro (autofill by DSP on delivery) or can be set manually.
ccname	required	Unique name or identifier string to be set manually for the campaign by the user. Please use only "-" and "_" as a seperator. Don't use blanks or any special chars. Example: &ccname=BMW-X4_campaign_flight042021 &ccname=OBI_pflanzzeit_032021 This helps to gather and aggregate the data for insights and reporting if more than one Campaign OR LineItem ID for one campaign is in use.
adgroup	optional	Adgroup ID
adgroupname	optional	Adgroup Name; Name (String) of the Adgroup, can be set manually or via DSP macro.
appid	optional	ID of a (mobile) native App; can be used for insights tracking.
appname	optional	Name of a (mobile) native App; can be used for insights tracking
creativeid (former bannerid)	optional	Unique ID of the advert/banner/creative which was clicked.
dealid	partly required	The unique ID of the deal provided by hyScore or your DSP/Bidder. Should be replaced with a macro (autofill by DSP on delivery) or can be set manually. It is only required if you use targeting segments provided via XANDR Curated Deal Platform by hyScore.
publisherid	optional	A unique ID of a publisher site. Not mandatory for tracking and reporting. Is used for debugging.
segmentid	optional	A unique ID in the DSP for the segment being used.
sspid	optional	A unique ID for the Sell Side Platform (SSP) being used. Not supported by every DSP.

2. Click-Tracking Pixel

The hyScore Click Pixel is an event pixel that records a click on a campaign ad on a URL. It is needed to create an environment report that allows the advertiser to identify the content that works best for their campaign, product, or service.

Only campaign-specific information, such as the click itself, the referrer URL, campaign ID, deal ID, etc., is transmitted. Personal data is completely omitted and not necessary.

The hyScore Click Pixel should be configured as the click URL for the ad. When clicking on the ad, the click is transmitted to hyScore and redirected to the landing page of the campaign.

Example 1 (Placeholder [...] should be replaced with DSP specific macros):

https://act.hyscore.io/click/[USER_ID]?url=[REFERRER_URL]&creative=[CREATIVE]&segmentid=[SEGMENT_ID]&campaignid=[CAMPAIGN_ID]&landingpage=[LANDINGPAGEURL]

2.1 Parameter for Click-Tracking Pixel

Parameter for DSP macro	Type	Description
[USER_ID]	required	You have to replace this permanently with the provided USER ID by hyScore. Typically its the name of your organization or company.
auctionid	debugging only	ID of the programmatic auction. This parameter is only used for detailed analysis on request level if a problem occur.
url	required	The referrer-URL where the advert was clicked.
campaignid	required	The unique ID of the campaign provided by your DSP/Bidder. Should be replaced with a macro (autofill by DSP on delivery) or can be set manually.
ccname	required	Unique name or identifier string to be set manually for the campaign by the user. Please use only "-" and "_" as a seperator. Don't use blanks or any special chars. Example: &ccname=BMW-X4_campaign_flight042021 &ccname=OBI_pflanzzeit_032021 This helps to gather and aggregate the data for insights and reporting if more than one Campaign OR LineItem ID for one campaign is in use.
adgroup	optional	Adgroup ID
adgroupname	optional	Adgroup Name; Name (String) of the Adgroup, can be set manually or via DSP macro.
appid	optional	ID of a (mobile) native App; can be used for insights tracking.
appname	optional	Name of a (mobile) native App; can be used for insights tracking
creative (former bannerid)	optional	Unique ID of the advert/banner/creative which was clicked.
dealid	partly required	The unique ID of the deal provided by hyScore or your DSP/Bidder. Should be replaced with a macro (autofill by DSP on delivery) or can be set manually. It is only required if you use targeting segments provided via XANDR Curated Deal Platform by hyScore and want to filter in dashboards for that value.
publisherid	optional	A unique ID of a publisher site. Not mandatory for tracking and reporting. Is used for debugging.
segmentid	optional	A unique ID in the DSP for the segment being used.
landingpage	required	The URL of the landing page to which the click should leadvia HTTPS 302 response. Example: landingpage=https://www.landingpage.com IMPORTANT: If this parameter is missing, a click on the ad will not lead anywhere. Depending on the DSP the URL might be encoded or double_encoded.
lpenc	optional	Either 0(default) or 1. If set to 1, the endpoint returns the landingpage URL as an urlencoded string via a 200 Response instead of a 302 redirect.

3. Macro support links 

Active Agent : https://www.active-agent.com (Please ask your adition account manager)

Adform: https://www.adformhelp.com/s/article/UUID-779877d7-d357-d607-ae07-7c1f584c4329 

Google Display & Video 360:  https://support.google.com/displayvideo/answer/2789508?hl=en 

The Trade Desk: https://www.thetradedesk.com/ (Please ask your TTD account manager!)

Xandr: https://docs.xandr.com/bundle/xandr-bidders/page/xandr-macros.html       

Please ask your DSP Partner for a list of Macros supported by your DSP.

A list of Bidders supported via XANDR curate platform: https://docs.xandr.com/bundle/service-policies/page/third-party-providers.html#ThirdPartyProviders-BidderPartners 

4. Release Notes

• [24-05-2021] Added "adgroup", "adgroupname", "appid" and "appname" parameter to the impression and click event-tracking pixel.
• [05-05-2021] Added "lpenc" parameter to the click event-tracking pixel.
• [01-04-2021] Changed tracking URL from api.hyscore.io to act.hyscore.io. Former tracking URL is still supported but will be fully replaced with act.hyscore.io.
• [21-04-2021] Added parameter "ccname" as a new key/value pair for insights and reporting purposes.
• [01-10-2020] Insights Tracking with Event-Tracking Pixels released.