Roku JavaScript Pixel Tag Setup Guide

Tag tips

Use mappings to override standard parameters.
Supported E-Commerce extension parameters.

Tag configuration

Go to the tag marketplace to add a new tag. For more information, see About tags.

When adding the tag, configure the following settings:

Ad Account ID: Your Roku ad account ID.
Generate Event ID: Automatically generate an event ID for every Roku tracking event. Used for deduplication when implementing the Roku Events API connector. The default value is true. For more information, see Roku Events API connector.
Auto PageView Tracking: Automatically track page views. The default value is true.
Auto Purchase Tracking: If order_id or _corder are present, automatically trigger a purchase event. The default value is true.

Roku Events API

This feature requires an active Tealium Collect tag.

To support the Roku Events API, set Generate Event ID to true. When Generate Event ID is enabled, this tag generates a unique event ID for each event tracked and sends it as an attribute to Tealium EventStream for use in the Roku Events API connector and passes it to the Roku JavaScript Pixel in the event_id parameter. This event ID attribute may be mapped in the connector to synchronize the web-based tag with server-side integration.

The tag sends event IDs using generated event attributes using the following naming convention:

roku_event_id_{EVENT_NAME}_{TAG_UID}

For example, a purchase event from tag #32 would send the following attribute and value:

{
  "roku_event_id_purchase_32": "028b2ade7478..."
}

A page view event from the same tag would send the following attribute and value:

{
  "roku_event_id_page_view_32": "084b1cda7461..."
}

Deduplication

To ensure proper event deduplication, the event ID from the Roku Events API connector Pixel tag must be included in the payload sent by the Tealium Collect tag. To do this, use the following steps:

From the Tag Timing drop-down, select Prioritized.
Set the Bundle Flag toggle to On.
Use Load Order Manager to fire the Roku JavaScript Pixel tag before the Tealium Collect tag. We recommend that you fire the Tealium Collect tag last. For more information, see Load Order Manager.

For information on using these event ID attributes, see Roku: Events API connector and Roku: Conversions API.

Load rules

Load the tag on all pages or set conditions for when your tag loads. For more information, see About load rules.

Data mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For more information, see About data mappings.

The available categories are:

Tag configuration

Variable	Type/Values	Description
`account_id`	String	Account ID.
`generate_event_id`	Boolean	Generate event ID.
`auto_page_view`	Boolean	Auto page view.
`auto_purchase_event`	Boolean	Auto purchase event.

User

Variable	Type/Values	Description
`user_data.is_hashed`	Boolean	Is hashed.
`user_data.em`	String	Email.
`user_data.ph`	String	Phone number.
`user_data.ge`	String	Gender.
`user_data.db`	String	Date of birth.
`user_data.ln`	String	Last name.
`user_data.fn`	String	First name.
`user_data.ct`	String	City.
`user_data.st`	String	State.
`user_data.zp`	String	Zip.
`user_data.country`	String	Country.
`user_data.external_id`	String	External ID.
`user_data.subscription_id`	String	Subscription ID.
`user_data.ga_session_id`	String	Google Analytics session ID.
`user_data.ga_client_id`	String	Google Analytics client ID.
`user_data.ga_gclid`	String	Google Analytics click ID.
`user_data.ga_measurement_ids`	Array	Google Analytics measurement IDs.
`user_data.us_privacy`	String	US privacy string.

E-Commerce

Variable	Type/Values	Description
`order_id`	String	Order ID (Overrides `_corder`).
`order_subtotal`	String	Sub total (Overrides `_csubtotal`).
`order_currency`	String	Currency (Overrides `_ccurrency`).
`delivery_category`	String	Delivery category.
`product_delivery_category`	Array	List of product delivery categories.
`product_id`	Array	List of product IDs (Overrides `_cprod`).
`product_quantity`	Array	List of product quantities (Overrides `_cquan`).
`product_unit_price`	Array	List of product prices (Overrides `_cprice`).

Standard tracking parameters

Variable	Type/Values	Description
`event_id`	String	Event ID.
`content_category`	String or Array	Content category.
`content_name`	String or Array	Content name.
`content_ids`	Array	Content IDs.
`content_type`	String	Content type.
`predicted_ltv`	String	Predicted lifetime value.
`search_string`	String	Search string.
`num_items`	Number	Number of items.
`status`	String	Status.
`event_source`	String	Event source.
`event_source_URL`	String	Event source URL.
`referrer_URL`	String	Referrer URL.
`opt_out`	String	LDU opt out.

Event-specific parameters

To map events, see Create an Event Mapping.

Event	Description
`event_id`	Event ID.
`content_category`	Content category.
`content_name`	Content name.
`content_ids`	Content IDs (Overrides `_cprod`).
`content_type`	Content type.
`predicted_ltv`	Predicted lifetime value.
`search_string`	Search string.
`num_items`	Number of items.
`status`	Status.
`event_source`	Event source.
`event_source_URL`	Event source URL.
`referrer_URL`	Referrer URL.
`opt_out`	LDU opt out.
`order_id`	Order ID.
`order_subtotal`	Sub total.
`order_currency`	Currency.
`delivery_category`	Delivery category.
`product_delivery_category`	List of product delivery categories.
`product_id`	List of product IDs.
`product_quantity`	List of product quantities.
`product_unit_price`	List of product prices.