Have you ever been followed across the Internet by an ad after you looked up a product online? This phenomenon highlights the power of pixel tracking.
Pixel tracking is one of the primary ways marketers identify people who visited their website to retarget them with ads in the future, but explaining to clients how it happens is complicated. Before you pull up a lengthy PowerPoint deck and flowchart, consider a faster way to show them how pixel tracking works.
In under nine minutes, our latest video explains what a pixel is, how it works and why it can impact campaign success. Watch now:
No time to watch? Get the CliffsNotes here:
Terms to Know
Cookie: This is a piece of code saved in your browser that websites use to help identify you from the millions of other people checking out that same website.
Pixel: This is a piece of code companies add onto their website that places a cookie on the browser of anyone who completes a certain action, like visiting a product page or watching a product demo.
Container Tag: This is a tool to add lots of different types of pixels onto a website with one piece of code.
Pixel Tracking Uses
Conversion Tracking: A pixel fires when a visitor takes a specific action, like adding a product to their shopping cart, looking up in-store hours, or getting directions to a specific store location. This helps you track the number of users who converted.
Retargeting: Pixels placed on specific pages allow you to group visitors by interest or product. Then, you can set up a retargeting campaign and advertise to those specific users with more relevant messaging and creative.
Why It Matters
There are three primary benefits to using pixels:
1. Capture customer behaviors – If someone clicks on your ad, you can track where they go on your site after the landing page.
2. Enhance campaign optimization – Knowing which elements of your media plan are working best means you can optimize toward them.
3. Maximize your media spend – Pixels let you analyze everything on a cost-per or conversion-rate basis so you know where your media is making the biggest impact.
Remember, pixel tracking is just one part of a successful digital campaign. If you still have questions, we’re here to help you recognize and reach your customers everywhere.
A seasoned marketing pro with years of experience on both agency and client teams, Amanda brings valuable insight and solutions to today’s challenges in strategic communications, digital branding, and social media management. As marketing manager for Goodway Group, Amanda transforms complex digital media topics into easy-to-understand resources to keep all advertisers and marketers at the forefront of understanding the evolving programmatic landscape. Her favorite part of the job? She gets to share our compelling story with new audiences each and every day.