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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.