Page event trackers capture user actions that do not generate a unique URL. These actions include add-to-cart clicks, form submissions, and purchase confirmations. In illumin, page event trackers send event data from a website back to the platform, where the data fills audience pools and supports conversion reporting and retargeting.
This article explains when to use page event trackers, how to create them, and how to map page events to audiences. A different article shows marketers how to manage pixels and audience mapping.
When to use a page event tracker
A page event tracker is a code snippet that you (or someone on your dev team) place on a specific website page. The snippet sends event data (e.g. button clicks) back to the illumin platform, which in turn fills your audience pool, which you use to build retargeting campaigns (if that is part of your marketing plan).
How many page event trackers do you need? For many clients with online stores, a best practice is to start starting with two page event trackers. One is for the Order Confirmation page to capture ROAS-related data like:
- revenue associated with an order
- product IDs
- order IDs
The other page event tracker is for the Add to Cart page. Mapping this page can help marketers retarget users who abandoned the cart.
Steps to create a page event tracker
Start by creating a new tracker or opening an existing one. To create a tracker, go to the top menu and select Library > Trackers. Click the New Tracker button.
In the pop-up window, enter a unique name and select Universal Pixel. Click Create. The Overview page displays.
Go to the left-hand menu and click the Mapping tab. Click the New button. A side panel displays.
- Click the Page Event tile.
- Enter a mapping name (e.g. Add to Cart).
- Click Create.
A pop-up displays the code snippet. Click the Close button.
Now, you have a page event code snippet that needs to be mapped to an audience. Here's how.
- Go to the left-hand menu.
- Click the Actions menu link.
- Click the New button. A side panel displays.
- Fill in the fields.
- Click Create.
Repeat the steps to create a page event tracker for other pages, like the Order Confirmation page.
| 🟪 In most cases, leaving the start and end date fields blank is recommended. If you extend a campaign beyond the original end date and forget to update the End Date field, illumin stops adding data to the audience pool even though your campaign continues. |
Editing trackers
When you finish, go to the Actions page to review and edit the page event trackers. There are two edit options.
One option is to click the three-dot icon to open the action form. You can edit the mapping, conversion type (e.g. Lead or Purchase), and audience.
The other option is click a table row and then click the Edit all details button. Edit the fields (name or mapping) or use the drop-down menu to assign a different audience. You can't change the conversion type with this option.
Steps to use non-revenue data snippets
Page-specific snippets that don't collect revenue data (like the Add to Cart page) do not require customization.
- Go to the Mapping page.
- Locate the Page Event row.
- Click the Copy button.
- Go to the website and place the code on the correct page (or ask your dev team for support).
Steps to customize snippets that collect revenue data
To collect revenue data with a page event tracker (e.g. from the Order Confirmation page), the snippet requires customization. When you create a page event and click the Close button, a pop-up displays the code snippet. The snippet contains placeholder code for a pixelKey, pg number, and macros.
It’s not possible to customize the snippet on the illumin platform. Instead, use a source code editor like Notepad++.
To open an existing snippet:
- Go to the Mapping page.
- Locate the page event.
- Click the three-dot icon.
- Select Edit Mapping. The side panel displays the snippet template.
- Click the Copy button.
- Paste the basic code into an editor. The Copy button auto-adds the unique pixelKey and pg number for the mapping.
Go back to the snippet window. Copy and paste the four macro template fields.
The first three macros (prodid, ordid, and crev) are recommended because they track total revenue and will help you break down revenue by orders and products.
- prodid - Track products and ingest a product ID from the user's website.
- ordid - Track orders and ingest a product ID from the user's website.
- crev - Track revenue data and pass it to the illumin platform so that our reports can associate revenue with conversions. Plus, our system uses the data to optimize ROAS.
The delay macro is optional. If enabled, this macro delays the page event firing. Say, for instance, you set the delay to three seconds. When a user lands on the page, the tracker does not fire until the user’s time on the page is more than three seconds. If you’re building a retargeting pool, this feature can help filter out low-conversion users who land and bounce.
Need help? Contact the illumin support team and ask us how to deploy your pixels and snippets.
FAQs
What is a Page Event Tracker in illumin?
A Page Event Tracker captures user actions that do not create a unique URL and sends that data to illumin. Marketers use this data to fill audience pools, support conversion reporting, and enable retargeting based on actions like add to cart or purchase confirmation.
When should marketers use a Page Event Tracker?
Marketers use a Page Event Tracker when important actions occur without a page load or URL change. Common examples include add to cart clicks, form submissions, and order confirmations that require event-level tracking instead of page-based tracking.
How many Page Event Trackers are recommended?
Most ecommerce advertisers start with two Page Event Trackers. One tracker captures order confirmation data for revenue and ROAS reporting. A second tracker captures add to cart activity to support retargeting for cart abandonment.
Why is a Page Event Tracker not filling an audience pool?
An audience pool does not fill when the snippet is missing, mapped incorrectly, or limited by start and end dates. Marketers should confirm snippet placement, mapping to the correct audience, and open date fields to ensure continuous data collection.
How does illumin collect revenue with Page Event Trackers?
illumin collects revenue when the Page Event Tracker snippet includes revenue macros. The recommended macros pass product IDs, order IDs, and conversion revenue so reports can associate purchases with conversions and optimize campaigns for ROAS.