Tracking Off-Site Events with Pixels

Overview

Off-site tracking allows you to capture events that happen beyond your website—such as partner site conversions, email opens, or ad impressions—and associate them with your users in Permutive. This enables powerful use cases like:

Campaign reporting: Measure the effectiveness of advertising campaigns by tracking conversions on partner sites
Campaign optimization: Optimize targeting during campaigns to reach conversion KPIs
Suppression targeting: Remove users from targeting cohorts once they have converted
Premium targeting: Offer premium targeting for users who have visited a partner site but not yet converted

Prerequisites:

A custom event schema must exist in your Permutive workspace before implementation. Contact Support to set this up.
Determine which user identification method you’ll use (third-party cookies, internal user IDs, or Permutive user ID).

User Identification Methods

Before implementing tracking pixels, choose how you’ll identify users: Third-party cookies: Use IDs from partners like AppNexus, Google, or The Trade Desk. Permutive can automatically collect some third-party cookies—contact Support if you’re unsure whether your preferred ID is supported.

Some browsers block third-party cookies, which limits this method’s effectiveness. Consider using internal user IDs or Permutive’s user ID for more reliable tracking.

Internal user IDs: Use Permutive’s identity framework with your own identifiers to track users across touchpoints. Permutive user ID: Use the Permutive-assigned user ID directly for tracking.

Implementation Approaches

Choose the approach that best fits your use case:

Tracking URL
JavaScript Tag
HTML Image Tag

Use this method when you need to copy and paste a tracking URL into third-party platforms like ad servers. The platform will handle firing the pixel request.Run these JavaScript snippets in your browser console to generate tracking URLs.

Using AppNexus ID

This example uses the AppNexus third-party cookie for user identification.

// Configuration
const publicKey = 'your-public-api-key';
const eventName = 'PartnerConversion';
const eventProperties = {
  partner: 'Example Partner',
  value: 50.0
};

// Generate the tracking URL
const baseUrl = 'https://api.permutive.app/v2.0/px/track';
const params = new URLSearchParams({
  k: publicKey,
  i: '$UID',
  e: eventName,
  p: JSON.stringify(eventProperties),
  it: 'appnexus',
  rand: Math.round(Math.random() * 1000000)
});

const trackingUrl = `https://ib.adnxs.com/getuid?${encodeURI(`${baseUrl}?${params}`)}`;
console.log(trackingUrl);

Example output:

https://ib.adnxs.com/getuid?https://api.permutive.app/v2.0/px/track?k=your-public-api-key&i=$UID&e=PartnerConversion&p=%7B%22partner%22%3A%22Example+Partner%22%2C%22value%22%3A50%7D&it=appnexus&rand=123456

GDPR Compliance for EU Users: When targeting users in the EU, you must append GDPR parameters to the AppNexus URL. If TCF signals are available, include gdpr (1 if GDPR applies, 0 if not) and gdpr_consent (the consent string). If TCF signals are unavailable, use consent=1 (user consented) or consent=0 (no consent). Without these parameters, AppNexus will not return the user ID for EU users.Example with GDPR parameters:

https://ib.adnxs.com/getuid?...&gdpr=1&gdpr_consent=YOUR_CONSENT_STRING

Using Internal User ID

This example uses your own identifier via Permutive’s identity framework.

// Configuration
const publicKey = 'your-public-api-key';
const eventName = 'PartnerConversion';
const identifierValue = 'your-user-id';
const identifierTag = 'your-identifier-tag';
const eventProperties = {
  partner: 'Example Partner',
  value: 50.0
};

// Generate the tracking URL
const baseUrl = 'https://api.permutive.app/v2.0/px/track';
const params = new URLSearchParams({
  k: publicKey,
  i: identifierValue,
  e: eventName,
  p: JSON.stringify(eventProperties),
  it: identifierTag,
  rand: Math.round(Math.random() * 1000000)
});

const trackingUrl = `${baseUrl}?${params}`;
console.log(trackingUrl);

Example output:

https://api.permutive.app/v2.0/px/track?k=your-public-api-key&i=your-user-id&e=PartnerConversion&p=%7B%22partner%22%3A%22Example+Partner%22%2C%22value%22%3A50%7D&it=your-identifier-tag&rand=123456

Using Permutive User ID

This example uses the Permutive-assigned user ID directly.

// Configuration
const publicKey = 'your-public-api-key';
const eventName = 'PartnerConversion';
const userId = 'permutive-user-id';
const eventProperties = {
  partner: 'Example Partner',
  value: 50.0
};

// Generate the tracking URL
const baseUrl = 'https://api.permutive.app/v2.0/px/track';
const params = new URLSearchParams({
  k: publicKey,
  u: userId,
  e: eventName,
  p: JSON.stringify(eventProperties),
  rand: Math.round(Math.random() * 1000000)
});

const trackingUrl = `${baseUrl}?${params}`;
console.log(trackingUrl);

Example output:

https://api.permutive.app/v2.0/px/track?k=your-public-api-key&u=permutive-user-id&e=PartnerConversion&p=%7B%22partner%22%3A%22Example+Partner%22%2C%22value%22%3A50%7D&rand=123456

Some platforms provide a macro for the rand (cache-buster) parameter. Check your platform’s documentation to see if you can use their macro instead of generating a random number.

Use this method when you can deploy JavaScript on the page where the event occurs, such as on partner conversion pages, within iframes, or in video players.

Deploy the JavaScript Tag

Add the following script to the page where you want to track the event. This example uses AppNexus for user identification.

<script>
(function() {
  // Configuration
  const publicKey = 'your-public-api-key';
  const eventName = 'PartnerConversion';
  const eventProperties = {
    partner: 'Example Partner',
    url: window.location.href
  };

  // Fire the tracking pixel
  const baseUrl = 'https://api.permutive.app/v2.0/px/track';
  const params = new URLSearchParams({
    k: publicKey,
    i: '$UID',
    e: eventName,
    p: JSON.stringify(eventProperties),
    it: 'appnexus',
    rand: Math.round(Math.random() * 1000000)
  });

  const pixelUrl = `https://ib.adnxs.com/getuid?${encodeURI(`${baseUrl}?${params}`)}`;
  new Image().src = pixelUrl;
})();
</script>

GDPR Compliance for EU Users: When targeting users in the EU, you must append GDPR parameters to the AppNexus URL. Add gdpr=1 and gdpr_consent=YOUR_CONSENT_STRING to the URL if TCF signals are available, or consent=1 if the user has consented but TCF signals are unavailable.

Customize Event Properties

You can dynamically populate event properties based on the page context. For example:

const eventProperties = {
  partner: 'Site A',
  value: 50.0,
  product_category: 'Electronics',
  url: window.location.href
};

The same JavaScript tag can be used across multiple partner sites—the partner name can be inferred from the URL property if needed.

The rand parameter is generated automatically in the code, ensuring each pixel fires uniquely for accurate tracking.

Use this method for environments where JavaScript is not allowed, such as marketing emails.

Generate Your Tracking URL

First, generate your tracking URL using the snippets from the Tracking URL tab. Run the appropriate JavaScript in your browser console and copy the resulting URL.

Embed in an Image Tag

Wrap your tracking URL in a 1x1 pixel image tag:

<img src="your-tracking-url-here" height="1" width="1" border="0" alt="" />

Full example using AppNexus:

<img src="https://ib.adnxs.com/getuid?https%3A%2F%2Fapi.permutive.app%2Fv2.0%2Fpx%2Ftrack%3Fk%3Dyour-public-api-key%26i%3D%24UID%26e%3DEmailOpen%26p%3D%257B%2522campaign%2522%253A%2522Summer%2520Sale%2522%257D%26it%3Dappnexus%26rand%3D123456" height="1" width="1" border="0" alt="" />

Full example using Permutive User ID:

<img src="https://api.permutive.app/v2.0/px/track?k=your-public-api-key&u=permutive-user-id&e=EmailOpen&p=%7B%22campaign%22%3A%22Summer%20Sale%22%7D&rand=123456" height="1" width="1" border="0" alt="" />

Some email service providers (ESPs) offer macros for the rand parameter. Check your ESP’s documentation to see if you can use their macro for cache-busting instead of a static value.

Alternative ID Sync Providers

The examples above use AppNexus for third-party cookie identification. You can also use Google or The Trade Desk for ID syncing, which work similarly but have their own URL patterns.

Show Using Google ID Sync

Google’s cookie sync endpoint automatically forwards custom parameters to Permutive. This allows you to track events while simultaneously syncing the Google ID.Generate a Google tracking URL:

// Configuration
const publicKey = 'your-public-api-key';
const permutiveUserId = 'permutive-user-id'; // Optional: include if known
const eventName = 'AdImpression';
const eventProperties = {
  campaign_id: 123
};
const gdpr = 0; // Set to 1 if GDPR applies

// Build the tracking URL
const params = new URLSearchParams({
  google_nid: 'permutive_dmp',
  google_cm: '',
  type: 'ddp',
  k: publicKey,
  e: eventName,
  p: JSON.stringify(eventProperties),
  gdpr: gdpr
});

// Optionally include Permutive user ID if known
if (permutiveUserId) {
  params.set('u', permutiveUserId);
}

const trackingUrl = `https://cm.g.doubleclick.net/pixel?${params}`;
console.log(trackingUrl);

Example output:

https://cm.g.doubleclick.net/pixel?google_nid=permutive_dmp&google_cm=&type=ddp&k=your-public-api-key&e=AdImpression&p=%7B%22campaign_id%22%3A123%7D&gdpr=0

When this pixel fires, Google will redirect to Permutive’s sync endpoint, passing along all your custom parameters plus the Google ID. The event will be tracked and the ID sync will occur automatically.

GDPR Compliance: Include gdpr=1 for EU users. If consent is required, also include gdpr_consent with the TCF consent string.

Show Using The Trade Desk ID Sync

The Trade Desk’s cookie sync endpoint requires custom parameters to be passed via the ttd_passthrough parameter. This parameter accepts URL-encoded query params, which means event properties (JSON) must be double URL-encoded.Generate a Trade Desk tracking URL:

// Configuration
const publicKey = 'your-public-api-key';
const permutiveUserId = 'permutive-user-id';
const eventName = 'AdImpression';
const eventProperties = {
  campaign_id: 123
};
const gdpr = 1; // Set to 1 if GDPR applies
const gdprConsent = 'YOUR_CONSENT_STRING'; // TCF consent string

// Build the passthrough params (these get forwarded to Permutive)
// Note: Event properties must be URL-encoded within the passthrough
const passthroughParams = new URLSearchParams({
  e: eventName,
  p: JSON.stringify(eventProperties) // Will be encoded by URLSearchParams
});

// Build the full tracking URL
// Note: ttd_puid format is <permutive_api_key>,<permutive_user_id>
const params = new URLSearchParams({
  ttd_pid: 'dbegppc',
  ttd_tpi: '1',
  ttd_puid: `${publicKey},${permutiveUserId}`,
  ttd_passthrough: passthroughParams.toString(), // Already URL-encoded
  gdpr: gdpr,
  gdpr_consent: gdprConsent
});

const trackingUrl = `https://match.adsrvr.org/track/cmf/generic?${params}`;
console.log(trackingUrl);

Example output:

https://match.adsrvr.org/track/cmf/generic?ttd_pid=dbegppc&ttd_tpi=1&ttd_puid=your-public-api-key%2Cpermutive-user-id&ttd_passthrough=e%3DAdImpression%26p%3D%257B%2522campaign_id%2522%253A123%257D&gdpr=1&gdpr_consent=YOUR_CONSENT_STRING

When this pixel fires, The Trade Desk will redirect to Permutive’s sync endpoint, passing along the decoded passthrough parameters plus the Trade Desk ID. The event will be tracked and the ID sync will occur automatically.

Double Encoding Explained: The ttd_passthrough value is URL-encoded by URLSearchParams. Since the event properties (p) contain JSON that is also URL-encoded, the final result has the JSON double-encoded. This is expected behavior—The Trade Desk will decode it once, and Permutive will decode it again.

GDPR Compliance: Include gdpr=1 and gdpr_consent with the TCF consent string for EU users.

Verifying Your Implementation

After implementing your tracking pixel:

Navigate to the Events section in your Permutive dashboard
Look for your custom event name (e.g., “PartnerConversion”)
Allow some time for events to appear after implementation

If you don’t see events appearing, double-check your configuration and ensure the event schema has been created in your workspace.

Common Use Cases

Off-site tracking pixels are commonly used for:

PartnerConversion events: Track when users convert on partner sites to measure campaign effectiveness
EmailOpen events: Track email opens from marketing campaigns to build engagement audiences
AdImpression events: Track ad views in iframes or video players for frequency capping and reporting
Custom events: Track any off-site user behavior relevant to your business

Next Steps

Contact Support

Get help setting up custom event schemas or troubleshooting pixel implementation

Back to Signals

Return to Signals product overview

Guides

​Overview

​User Identification Methods

​Implementation Approaches

​Alternative ID Sync Providers

​Verifying Your Implementation

​Common Use Cases

​Next Steps

Contact Support

Back to Signals

Overview

User Identification Methods

Implementation Approaches

Alternative ID Sync Providers

Verifying Your Implementation

Common Use Cases

Next Steps