Tracking pixels, also known as “Marketing Pixels,” are utilized by almost every advertiser and marketer. Many people use this tool and the reality is that every business owner, website owner, or any individual who sells products or services online should be using tracking pixels to better their customers and marketing efforts.
What are tracking pixels used for?
The insights marketing pixels provide yields a competitive advantage when correctly applied. The benefits include, but are not limited to:
- Reporting accuracy
- Differentiation between real users and bots
- Analyzing email data (open rates, click rates, etc)
- Tracking ad impressions
- Tracking user shopping behaviors and patterns
- Deeper understanding of audience
- Comparing conversions to ad campaigns
- Extending paid ad impressions
- Optimizing ads across platforms
Why do you need tracking pixels?
Tracking pixels are pure marketing gold as they create considerable insights into audience, user behaviors, and ad campaigns. There are many different tracking pixels, but retargeting and conversion pixels are the two types most important for you to be aware of.
Say someone needs a new pair of sunglasses and turns to Google to see what the options are. When they aren’t finding anything, they exit out and head over to a social media platform like Facebook or Instagram, then boom, they get followed by an ad for sunglasses. No, that’s not a secret agent behind the screen, it is a retargeting pixel.
Retargeting pixels focus on website visiting behaviors. It monitors what websites people go to online, the items they pay attention to and interact with. The data gathered from retargeting pixels allow marketers to tailor their ads based on the website visitor’s activity. The goal is to keep the user’s attention on products they’ve already seen and that is achieved thanks to retargeting pixels.
Different from retargeting pixels, conversion pixels track purchases and goals online visitors have completed. It gives marketers insights into specific ads and the generated revenue and sales linked to them. Conversion pixels don’t only track purchases. Other types of goals could be:
- Completing a form
- Sharing a post
- Watching a video
- Clicking on a “call to action”
Users doing exactly what advertisers want them to do
Place a conversion pixel on the order confirmation page or thank you page and a trigger goes off when a user completes an action. The data from that trigger provides information to marketers about their audience, the different types of users that are more likely to convert, and how to better target campaigns.