We talk a lot about Return on Investment here at mRELEVANCE and the reason is clear: marketing budgets are tight, and money has to be spent wisely. So, you have to know what is working and what is not; and in order to know that, there must be systems and tools in place that can collect and measure your marketing efforts. A tracking pixel is one such tool.
What is Pixel Tracking?
A tracking pixel is code inserted into a website that helps companies track web activity. It is a tiny 1×1 image that is invisible to the eye of the site visitor, but relays important information to marketers, like the number of website visits, advertising impressions, email tracking, sales conversions and other types of activity.
Tracking pixel technology allows analytics companies to record actions that can help businesses improve their marketing efforts. The tracking of pixels can provide data to help with things like better ad targeting, enhanced user experience and improved data collection overall (with the increased ability to synchronize cookies across domains). Pixel tracking allows businesses to know how many people visit a site compare to how many and who made a purchase, which is valuable information to a business, because that data can guide how and where to focus marketing efforts to improve conversion and ultimately, increase sales.
Companies advertising their services or products on external websites get a third-party tracking pixel from that third-party site in the form of a URL that is inserted into the tracking pixel code added to the code snippet box in the third-party creative page. Google Support gives some guidance and examples of pixel tracking in third-party and custom creatives here.
What to Track?
You would not want to track every bit of possible activity on your website; that kind of information would become burdensome, and frankly, not very useful. Be more intentional with the use of pixel tracking, track things like downloads, sign-ups/form completions, the addition of items into a shopping cart, purchases, visits to a campaign or promotion page, etc.
How can your company use pixel tracking?
At mRELEVANCE we work with a lot of home building companies and developers, let’s look at them as an example. Suppose your building company wants to get sign-ups for a VIP Interest List for a new community that is currently in the planning phase. So we set them up with an ad campaign on Facebook and generate a tracking pixel (via their Facebook Ads Manager). That pixel gets installed on the homebuilder’s website, on the page where site visitors receive a confirmation for having signed up for the VIP Interest List. An ad would be created on Facebook and the pixel would be applied to that ad. Within Facebook’s Ad Manager, the home builder would be able to see how many site visitors signed up for the VIP Interest List after viewing their ad on Facebook (Facebook and other sites also offer helpful tools measuring conversions and cost per conversions).
You can see how companies can make better informed decisions about the success of their marketing efforts through pixel tracking. Pixel tracking is just one way that we can help clients reach their marketing goals. To learn more, contact mRELEVANCE.