Microsoft Curate - Using events and parameters

After you have configured your universal pixel, you can add value by configuring it to identify events, such as adding an item to a shopping cart. Standard events allow you to capture the interactions that matter most to an advertiser. You can enhance events by adding additional information in the form of parameters.


You can also create custom events and parameters. For more information, see Create Custom Events and Parameters.

For example, using the standard event AddtoCart, you can track when users add an item to a shopping cart. Using parameters, you can configure the AddToCart standard event to also gather the product ID, product name, and total cart/purchase value. This information can provide you with better insights for building audience segments and more granular tracking of user interactions.

Standard events are implemented as snippets of code placed on relevant webpages that indicate when users perform typical actions. For example, if you place the code snippet on the landing page where a user arrives after they click Add to Cart, the pixel is triggered by the script code, and the event can be tracked.

The following table shows the benefits of adding events and parameters to the basic pixel implementation.

Universal Pixel with Events Universal Pixel Without Events
Page views and other typical events such as cart adds and purchases Only page views and URLs
Advanced rule logic combining:
- URLs
- standard and custom events
- standard and custom parameters
Only URL-based rules and page view events