You may have heard about a pixel, but I can almost guarantee that you've never seen it. With a tracking pixel, businesses can gather insightful marketing information to assess advertising campaigns.
What is a Pixel?
A tracking pixel is used to track metrics such as traffic, conversions, and user behavior. The pixel is a tiny 1x1 pixel graphic that is typically be embedded and hidden in anything from your website, ads, and email. Although it works similarly to a browser cookie, it does have its differences.
Implementing these micro codes can allow you to optimize your website and ad campaigns, which will help increase your conversions and build your audience. A commonly known pixel is the Facebook pixel, which is placed on your website to track the behavior and collect data of users who interact with your Facebook ads and website.
As mentioned earlier, tracking pixels are typically hidden in ads, websites, and emails. The code is embedded in either your website’s HTML code or email, which connects an external link to the pixel server.
With the data obtained from a tracking pixel, you can ensure that your ads will be relevant and that you deliver an optimal user experience on your site.
There are different types of pixels, but there are two main types that digital marketers use: retargeting pixels and conversion pixels.
A retargeting pixel identifies someone that has visited your site or landing page before. It is used to remind potential customers about your business after they leave your site. When you add this pixel to your site or landing page, it drops an anonymous cookie on the visitor’s browser. When they leave your website and visit Facebook, that cookie will let Facebook know that they were previously on your website and to show your ad to that person. That person may be more inclined to purchase or subscribe after being retargeted with your ad.
For example, a potential client has been debating about making a hair appointment at two different hair salons, salon A and B. The client has visited both websites, but only salon A runs ads and utilizes tracking pixel. Soon thereafter, the client gets on Facebook and begins to see ads for salon A, and eventually decides to schedule an appointment with them instead.
Conversion pixels track your marketing campaigns and landing pages. They become active once a purchase has been made and are typically embedded in the order confirmation page or email. These pixels allow digital marketers to understand the source from which their customer came to make the purchase. For example, the client may have come through a specific ad campaign.
Why are pixels important in digital marketing?
Pixels provide valuable insight into ad campaigns, behaviors of users and audience. Through data gathered from the pixel, you can use this information to deepen your understanding of your website visitors, which allows you to:
- Analyze insights from specific campaigns/ads, track purchases, visitors, revenue, ROAS (return on ad spend), sales, etc.
- Adjust current ads based on website/ad activity.
The tracking pixel plays a critical role in your business marketing strategy by helping you to understand your audience, their behaviors and how you can refine your ads/campaigns. When you run ads on platforms like Google Analytics or Facebook, a pixel is required. Learning how to navigate the platforms and figuring where to insert the code in an email and/or website can be tricky and time consuming. At Top Media Consulting, we specialize in the proper implementation of tracking pixels and can help you understand how they can benefit your specific business.