Pixel Activation Guide: Install in Your Website Header

What is the RollWorks Pixel

The RollWorks Pixel is a JavaScript code snippet that is uniquely generated for your RollWorks account when you sign up.

This JavaScript code snippet should be placed in the header of your website to track all visitor traffic on all your website pages. The Pixel is designed to load asynchronously without interfering with any other elements on your website, and without slowing down the performance of your website.

Alternatively, the Pixel can be activated using Google Tag Manager (GTM). Go to this Google Tag Manager Activation Guide if you are going to activate your Pixel using this method.


Multiple Websites

If your company has multiple websites, you should create an additional advertiser profile for each website. RollWorks will provide you with an individual Pixel code for each of your advertiser profiles. 


Activate the RollWorks Pixel

Step 1. Find and copy your Pixel code

To find your Pixel code login to the RollWorks platform:

      • On the left side navigation bar go to 'Audiences' > 'Website Audience'
      • A 'Pixel Setup Required' red banner will appear at the top, click 'Setup Pixel'
      • If you haven't yet, select a cookie consent banner and click 'Save'
      • If the red banner does not appear go to 'Audiences' > 'Website Audience' > 'View Pixel'
      • Click 'Copy' to retrieve your unique Pixel code

Once you find and copy your Pixel the next step is to add it to your website.


Step 2. Add the Pixel to your website header

Once you have copied your Pixel code from the RollWorks platform you will be able to activate the pixel so that it starts tracking your website traffic. Once you activate the Pixel it may take a few hours to start firing.

After you copy your unique Pixel code from the RollWorks platform you can go ahead and add it to your website. 

Paste the code snippet in your website's HTML code in the global header like in the example below.

<!DOCTYPE html>
< Insert Your Pixel Code here >

Alternatively, you can paste the code right above the end </body tag>, however, we strongly recommend adding the Pixel to the global header to ensure it fires across all the pages of your website.

After you add the Pixel to your website's global header, it should fire across every page on your website. We strongly suggest that after placing the Pixel on your website you confirm with your web developer that the Pixel is firing on all pages to ensure that the RollWorks platform is capturing all the traffic and activity on your website.

If your website has content that takes visitors to different domains (for example yourdomain.com vs content.yourdomain.com), make sure that all those pages are tagged with the Pixel as well. If this scenario applies to you, you may need to add your RollWorks Pixel to those pages separately. 



If you are encountering issues with your Pixel or your Pixel is not active, go to this Pixel troubleshooting article to find some tips and troubleshooting steps you can take.


Pass additional visitor data to the Pixel

If your site collects visitor cookie data, you can pass this additional information along to your RollWorks campaigns.

Place the following JavaScript after your RollWorks Pixel. In the following example, unique_internal_visitor_id represents your code for your cookie data. 

We recommend testing the code in different browsers by executing the JavaScript in your developer console.

To make sure it is working correctly, test adroll_custom_data.unique_internal_visitor_id in the developer console. This should then export the same cookie value as the original cookie. 

Once you've successfully set it up, you'll soon see this value in your Granular Conversion Reports. 

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