Co-op Campaigns

Co-op Campaigns on Armanet allow manufacturers to run paid ads that drive traffic to a retailer's product page, and still get full visibility into their own performance.

For example: Brand runs a campaign that drives to the brand page on the retailer in question. When a user clicks (or is exposed to) that ad and later purchases a brand product on the retailer, the conversion is attributed back to the brand, even though the sale happened on a third-party site.

Benefits of Co-op Campaigns

  • Brand-specific attribution: See how your ads perform down to individual UPCs, without needing your retail partners to run or manage the campaign.
  • Retailer benefits: Retailers don't need to lift a finger. No creative approvals, no ad ops, no payment processing. They just get free traffic from brand partners investing in performance marketing.
  • Think of it as DR-lite: Brands get the benefits of direct-response measurement without owning the checkout.

How to Integrate

To integrate and participate on Co-op Campaigns, you need to have conversion tracking enabled and integrated. However, you also need some enhanced conversion tracking features, such as passing order line item information.

If you already have conversion tracking integrated, just make sure you are sending the order line item with the required fields: upc, quantity, price.

Getting Started

Before you fire any Armanet events, make sure the core pixel library is loaded on your site (or via your tag manager):

<script src="https://assets.armanet.us/armanet-pxl.js" defer></script>

If you use GTM (or another tag manager), create a separate Custom HTML tag that injects this on All Pages, with no trigger conditions beyond “All Pages.

Direct Integration

If you’re not using GTM (or any tag manager), simply drop these snippets into your order-confirmation page template.

<script src="https://assets.armanet.us/armanet-pxl.js" defer></script>
<script>
  // Ensure the queue exists
  window.ArmaLayer = window.ArmaLayer || [];

  // Once the pixel is ready, send your purchased event
  window.ArmaLayer.push(() => {
    Armanet.sendEvent('purchased', {
      orderNumber: '123456',
      orderTotal: 123.45,
      items: [
        {
          itemId: 123456,
          upc: '764503037108',
          price: 123.45,
          quantity: 1,
        },
      ]
    });
  });
</script>

Integration via Google Tag Manager

When you manage tags via GTM, Tealium, Adobe Launch, etc., you will create two tags:

Load the Pixel Library on All Pages

  1. Tag Type: Custom HTML

  2. Name: Armanet: Pixel Library

  3. HTML:

    <script src="https://assets.armanet.us/armanet-pxl.js" defer></script>

  4. Trigger: All Pages

Fire the purchased Event

  1. Tag Type: Custom HTML

  2. Name: Armanet: Coop Campaign Event

  3. HTML:

    <script>
  window.ArmaLayer = window.ArmaLayer || [];
  window.ArmaLayer.push(() => {
    Armanet.sendEvent('purchased', {
       orderNumber: {{Order ID Variable}},
       orderTotal: {{Order Total Variable}},
       items: {{Order Line Items Variable}}
     });
  });
</script>
    • {{Order ID Variable}}: a Data Layer variable that holds your order ID.
    • {{Order Line Items Variable}}: a Data Layer variable returning an array of objects, each with { upc, price, quantity }.

  4. Trigger:

    • For example, a Custom Event trigger named coopCampaignEvent.
    • Or a Page View trigger scoped to your order-confirmation URL.