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Universal Pixel Feed

The Log-Level Universal Pixel Feed provides you with data on the firing of all of your Universal Pixels. The feed contains one row per pixel fire. Each row includes both the data received on the fire as well as any segment and conversion IDs that were associated with the event based on the Audience and Conversion rules that matched the traffic. It is possible for a pixel fire to satisfy no Audience or Conversion rules.

The Universal Pixel Feed does not distinguish between attributed and unattributed conversions. To view attributed conversion data, see Attributed Conversions or the Standard Feed.

The Xandr internal name for this feed is universal_pixel_feed.

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The columns below are listed in the same order in which they appear in the log-level feed file (top to bottom here, left to right in the file). 

Integer Key

  • tinyint = 1 byte (8 bit)
  • smallint = 2 byte (16 bit)
  • int = 4 byte (32 bit)
  • bigint = 8 byte (64 bit)


Column IndexColumn NameTypeDescription
01date_timeUNIX Epoch time

The time and date of the universal pixel fire. 
(e.g., 1526057561 which would need to be translated to Friday, May 11, 2018 4:52:41 PM (UTC).


The EPOCH time is in milliseconds format, and not the standard EPOCH time.

02pixel_uuidstringThe UUID of the universal pixel.
03user_id_64bigint The Xandr 64-bit user ID (stored in the Xandr cookie store). The value of this field is 0 when Xandr does not have a match for this user or the user's browser doesn't accept cookies. The value of this field is -1 for opt-out users.
04urlstring The entire URL of the page the pixel is on.

The entire URL of the referrer to the page the pixel is on.

06eventstring  The event associated with the pixel fire. The standard universal pixel events are:
  • PageView (default)
  • LandingPage
  • ItemView
  • AddToCart
  • InitiativeCheckout
  • AddPaymentInfo
  • Purchase
  • Lead
array of strings 

Strings passed in on the item_id parameter within your pixel . This value is an array (e.g, ['product_5', 'product_6']).

array of strings Strings passed in on the item_type parameter within your pixel . This value is an array (e.g, ['apparel']).
array of strings

Strings passed in on the item_name parameter within your pixel . This value is an array (e.g., ['ford fiesta']).

10segment_idsarray of int The list of IDs for the segments the user was added to as a result of the universal pixel firing. 
array of intThe list of IDs for the conversion events triggered by the user as a result of the universal pixel firing.
12partition_time_millislong The hourly partition any record row falls into, represented as a UNIX Epoch timestamp value (in milliseconds). Useful for defining hourly partitions when loading into a database or data warehouse. For the Avro format, this field is given the timestamp-millis logical type for native timestamp detection. For example, 1568077200000 can also be represented as Tuesday, September 10, 2019 1 AM (UTC).
13event_valuenumericThe nominal value of the event (passed in as a float from the value parameter within your pixel).
14traffic_typestringThe source of the traffic being tracked by the pixel. Possible values are WEB or APP.
15application_idstringThe ID of the application (in the app store) that the pixel has been placed on. This value can be numeric or alphanumeric (e..g, com.xandr.application_name).
The unique identifier representing the mobile device. The numeric prefix indicates the type of unique device identifier:
  • 0 = IDFA (Apple ID for Advertising)
  • 1 = SHA1
  • 2 = MD5
  • 3 = ODIN
  • 4 = OPENUDID
  • 5 = AAID (Android Advertising ID)
  • 6 = WINDOWSADID (Microsoft Advertising ID).

The value of this field will be null except for specific integrations.

17custom_parametersmessageContains all custom parameters that were sent with the pixel fire. This is represented as a repeated protobuf field with a key (string) and values (repeated string).
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