Using NextRoll Pixel to Collect Email Addresses and Expand Reach

What is the Pixel

The Pixel helps you track visitor engagement on your website. It's a unique JavaScript snippet created for your RollWorks account upon sign-up. Placed in your website's header, the Pixel captures user behavior on-site, enabling RollWorks to provide insights and expand its advertising reach.

This article explains how to set up the Pixel to securely collect visitors' email addresses, enhancing the insights you get from RollWorks, like the conversion emails tracked with the Granular Conversion Report and Sales Insights.

Benefits of using the Pixel for email collection

There’s a distinct and valuable reason to use the Pixel for email capture, especially in combination with other methods you may have running, such as Marketo or HubSpot forms from other providers. Using the Pixel for email collection improves capture coverage for submitted email addresses that other methods can miss. Forms and pages across your website may change, while the Pixel dynamically adapts and captures addresses from new forms and pages without any additional development effort on your part.

Enable email address collection through the Pixel

1. Accept the NextRoll Terms of Service. You’ll review and accept the NextRoll Terms of Service the first time you log in to RollWorks.
2. Install the Pixel in the header of your website or via Google Tag Manager.
3. Log in to RollWorks and Enable email Collection from your Website

Troubleshooting: I’m not seeing all emails captured

If you've followed the steps above but RollWorks features like the Granular Conversion Report or Sales Insights Spiking Contacts aren't showing all expected emails, it may be due to missing a form submit event. This event triggers when a form is submitted, allowing NextRoll to collect emails. Ensure your team provides RollWorks with this event for full benefits. Use Pixel Assistant to set up email collection correctly by following the steps below.

Optimize Email Collection with Pixel Assistant

Use Pixel Assistant to set up email collection on all your website forms. Follow the steps below to ensure proper setup and maximize email capture.

To enable email and other fields on your forms, launch Pixel Assistant, navigate to the form page, and follow these steps. Please note that password and payment forms are excluded from this collection.

1. Log in to RollWorks, go to Audiences > Website Audiences, and click Launch Pixel Assistant. This will open your website in a new tab with Pixel Assistant displayed at the top.

2. Click the Authorize forms for Data Collection tab in Pixel Assistant and navigate to a page in your website containing an email submission form.

3. Click the Authorize button 

4. Click on the email form field you would like to opt-in for collection

5. Select Email from the Select an Option dropdown

6. Select and identify consent values that apply to this form

7. Navigate to the part of your form where the ‘Submit’ button is displayed and click on the button

8. Click Yes if you have selected the correct Send button

9. A success message will appear letting you know you have successfully defined your submit event

Alternative methods to optimize email collection

If you prefer not to use the Pixel Assistant for email collection, ask your dev team to implement the code below to accurately gather visitor emails and enjoy the benefits mentioned. There are two methods to achieve this, allowing you to use the Pixel for collecting email addresses submitted by site visitors for marketing purposes in compliance with Applicable Law.

Option 1

Work with your team or website platform provider to ensure that all forms on your site have a form submit event. 

Option 2

Add a Javascript snippet to your website with the Pixel. Follow these instructions:

1. Find the header code and locate the NextRollPixel.

2. Insert the Javascript below the NextRollPixel.

<script type=”text/javascript”>
adroll.identify_email("visitor@emailaddress.com");
</script>

3. Make sure your website replaces visitor@emailaddress.com with the actual email address of the visitor.  Here’s an example of how to set up this script:

var visitorEmail = GetEmail();
// ...
adroll.identify_email(visitorEmail);

This example assumes GetEmail() is a function that fills the visitorEmail variable with the visitor's email.