Overview

This document will serve as an instruction guide to Web-To-Home, including what it is, how to use it, and best practices. Web-To-Home allows you to generate a pixel that you can place within the code of your website, which will gather the IP addresses of users on that site. Using our patented IP matching algorithm, El Toro will match those IP addresses to a physical address with at least 95% confidence. This audience type allows you to deliver both digital and direct-mail ads to the prospects who visited the website.

Product Overview

Web-To-Home allows users to create a pixel that will be placed on the desired website to gather data from users. That pixel will be associated with a “Subscription” within the El Toro portal, which aggregates the data and outputs the addresses associated with those website users. These subscriptions can be filtered to provide addresses only from certain pages on the website, from certain geographic locations, and can even include logic to exclude duplicate addresses. Once the pixel has been placed and the publisher for the records has been assigned, a two-week trial period will begin. During this trial period, you may review results for that subscription free of charge, but you will not be able to mail to those addresses until the trial has ended.. After the trial ends, the subscription will be automatically disabled, and you will be notified. At this time, you may decide to leave the subscription disabled or to re-enable “daily processing” and begin utilizing the results for mailing or digital targeting.

Pixel Library

Pixels can be found and generated under the “Pixel Library” tab found in the dashboard’s left side menu under “Audiences”.

Creating a New Pixel

From the Pixel Library, you can choose “+ New” in the top right corner to generate a new pixel.

On the New Pixel Screen, you will be prompted to enter the following information:
Pixel Name: The identifying name for your Pixel. (Required)
Tags: Any relevant tags to help your organization identify the Pixel.
Placement URL: The URL where the Pixel will be placed. (Required)
Notes: Any relevant notes.
Sensitive Industry: If the Pixel will be placed on a URL related to a sensitive industry (healthcare, finance, gambling, etc), you must select this to enable additional compliance checks. (Required)

Once these fields have been filled out, you can click the “Create Pixel” button to generate this pixel.

This Pixel will then be set to the status “Submitted” until it is either Approved or Rejected by a member of the El Toro operations team.

Viewing Your Pixel

In the Pixel Library, you can select and view the pixels that you have created. This page will contain general information for each pixel, such as tags, notes, and the Pixel Placement URL. There is also a “Create Subscription” button, which can be used to quickly create a subscription utilizing the current pixel (detailed in the next sections).

Pixel Code

Below the notes section, you will find the pixel code labeled as “JavaScript Pixel Code”. Please note that this code will only be available after the Pixel has been approved.

To place the pixel, insert the code provided into the header of the site.

Note: Do not modify the pixel code. Modifying the pixel code will break functionality.

Alternatively, our pixel is compatible with Google Tag Manager. If you prefer to place the pixel using Google Tag Manager, please feel free to do so. The previous V2 El Toro Portal included guidance on placing Pixels with Google Tag Manager, which can be provided upon request to your Sales Executive or Support@eltoro.com.

Pixel Subscriptions

Creating a Subscription
To begin processing data from an existing pixel, you must create a subscription and associate the pixel to that subscription.

There are two ways to create a subscription:

Step 1: After selecting an approved Pixel from your Pixel Library, you will find a “Create Subscription” button in the top right of the page. Clicking this button will allow you to create a subscription for the pixel you currently have selected.

Step 2: From the Pixel Library, select “New” in the top right corner. From there, select the “New Subscription” button. This will allow you to create a subscription using any one of your existing pixels.

Within the “Create New Subscription” page, you must first enter a name for the Subscription.

You can also choose to add Tags and Notes for your own organizational purposes.

If you did not access this page from an existing Pixel, you will have to select an existing Pixel to associate with this Subscription.

*Note: You can create multiple subscriptions utilizing the same pixel, but only one pixel can be assigned to each subscription.

Establishing Rule Sets and Filters

Below are the general fields in the subscription page, you will find a section that allows you to enter Rule Sets and toggle Geographic Filtering.

Business Rulesets determine the URL logic from which records will be pulled, allowing you to narrow your audience down to only the most qualified leads.

Business Rulesets: Regex vs. Term
When defining a rule, you must select the format for the rule, with the options of Regex and Term.

Term Rule Set: When setting a Term Rule Set, you must enter an exact URL to be matched. Any differences in the URL string will cause a user to be filtered out. This can be useful for product-specific URLs and other high-value pages.

Regex Rule Set: When entering a Regex Rule Set, you must enter a specific string of characters that will appear in the URL. You enter this by placing the string of characters between “.*(String of Characters).*”. This can be useful to capture keywords and groups of pages, as opposed to the exact matches required in the Term format.

For example, if the Regex Rule Set was “.*Product.*”, every URL with “Product” in the name will be counted in the rule.

Min and Max
The “Min” and “Max” buttons next to the rule determine how many times that rule must be satisfied to count the record.

For instance, if a Regex rule was set to .*Product.* and a minimum of 2, that would mean that the website visitor must access a page (on the pixeled site) with “Product” in the URL twice before being counted.

Base Level Rule Set vs. Group

When looking at rulesets, there are the Base Level Rule Sets (“Rule Sets”) as well as Group Rule Sets (“Add Group”). These types of Rule Sets function differently, with Group Rule Sets allowing for more complex rules to be set on a Subscription.

Base Level Ruleset: Base Level Rule Sets state that the rule must be satisfied, meaning that if multiple Base Level Rule Sets are set on the same Subscription, all rules must be satisfied for the record to count.

Group Ruleset
By selecting “Add Group”, you can choose to create a Group Rule Set. Within this group, you can select if the rules follow AND, OR, or NOT. These will determine how the rules interact, as listed below.

AND: The website visitor must satisfy ALL specified rule(s). This works the same as Base Level Rule Sets, just nested within a group.

OR: The website visitor must satisfy at least one of the rules listed.

NOT: The website visitor must not have visited the specified page or group of pages. This is most commonly used to exclude website visitors who have already converted, often by identifying a 'thank you' page or another page indicating a successful conversion.

Geographic Filtering

You can also choose to filter out records from particular states or zip codes by selecting those that you would want to exclude.

After toggling “Geographic Filters”, simply input the two-letter state abbreviation of the states you wish to exclude under the states section. Likewise, simply enter the zip codes you wish to exclude under the zip code section.

Activating the Subscription / Daily Processing

Once you select “Create Subscription”, an El Toro operator will soon assign a publisher to the subscription. Once the publisher has been assigned, a two-week trial period will start where records will be collected, but you will not be charged for the data. After that 2 week period is over, the subscription will be disabled, and you can evaluate the volume and distribution of matched addresses. At that point, you can either make adjustments, or re-enable the subscription, and begin your mailing campaign.

Best Practices

• Always place the pixel in the Website’s header. This will allow the pixel to gather user data from all webpages across the entire site and this can be filtered down using Business Rulesets.

• After placing the code, feel free to confirm with support@eltoro.com that it is properly placed.

• For bulk state or zip code filters that you would like to set on a bucket, please reach out to support@eltoro.com.

FAQs

• Q: Does the website visitor have to click on the area the pixel is placed to collect a record?

  • A: No, a pixel must simply load within the page for the record to be collected. As long as the pixel loads, the visit will be recorded.

• Q: Do I have to turn on daily processing immediately after my two-week trial period, or can I choose to turn the bucket back on at a later date? 

  • A: You can choose to turn the bucket on at any point as long as the pixel is still placed.

• Q: Does El Toro have particular Print Partners that can use these records to set up direct mail?

  • A: Yes, El Toro does have print partners, and your sales executive can help you determine which one is right for you.

• Q: Can I choose to always exclude duplicates? 

  • A: No, you can only exclude duplicates for up to 8 weeks. 

Need Help?

To request support, follow the steps in the article below or contact us at support@eltoro.com and we’ll be happy to help.
Support Requests and Knowledge Base – El Toro Support Center