Attribution Without the Addressable Pixel

Some organizations have compliance policies that restrict the use of tracking pixels. If your organization enforces a no-pixel policy - read the below.

What If You Can't Install the Addressable Pixel?

This guide outlines how to achieve attribution and campaign optimization without using the Addressable pixel.

Goal

To enable campaign performance tracking and wallet intelligence without installing the Addressable pixel, customers can leverage server-to-server (S2S) event reporting. This method allows Addressable to:

• Attribute users to campaigns

• Optimize performance based on funnel events

• Maximize Return on Ad Spend (ROAS)

Requirements for S2S Attribution

To ensure accurate tracking and attribution, the customer should:

1. Use a persistent unique user identifier Ensure each user has a unique ID that persists for at least 30 days. This allows Addressable to correlate multiple events to the same user.

2. Report funnel events via the S2S API Events may include: page_view (or site visit), button_click , sign_up , wallet_connect , conversion

3. Include tracking parameters in each event Send the following metadata alongside each event: user_id , URL parameters (e.g., UTMs, ViewID)

4. Include revenue-related parameters For ROAS calculation and deduplication: amount , transaction_hash , tokens_transferred or currency_exchanged

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Attribution Overview

Attribution is divided into two categories: post-click and post-view.

Post-Click Attribution

Triggered when a user clicks an ad.

• UTM parameters such as utm_campaign, utm_source, utm_medium, utm_content, and clickID are generated.

• These parameters should be captured in the page URL and reported back to Addressable via the S2S API on the page_view event.

Post-View Attribution

Triggered when a user views (but does not click) an ad.

• The ad sends UTM parameters along with a unique ViewID.

• When the user later engages with the website, the event should include both:

  • The user_id

  • The original ViewID

This enables Addressable to match the ad view to the user and attribute the action accordingly.

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