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Tag: tracking pixels

  • Conversion pixels 101: Optimize your conversion strategy

    Conversion pixels 101: Optimize your conversion strategy

    Have you ever noticed a “thank you” page pops up as soon as you complete an online purchase?Sometimes, e-commerce stores recommend products based on your previous purchases or showcase relevant products buyers purchase along with those products.

    You might wonder how this happens. Well, the secret behind all this is something called conversion pixels.

    I’ll explain the conversion pixels in a jiffy, but let’s discuss the pixels first.

    What’s a pixel?

    Pixel is a code inserted into a website, mobile app, or email. The purpose behind adding a pixel to a website or any other online real estate is to track a user’s activity.

    The pixel observes the user behavior and reports back to the main source. Thus, it opens up a floodgate of opportunities for digital marketers, online businesses, and e-commerce stores to reach out to the same audience through retargeting.

    What is retargeting?

    Retargeting is an advertising strategy that allows brands and entrepreneurs to remarket the products or services to the audience that has visited their websites or used their apps. All this becomes possible due to the pixel.

    Almost all major social media platforms provide pixels for advertisers. It helps marketers track website visitors and better understand how they interact with the products and content.

    What’s a conversion pixel?

    A conversion pixel is a piece of code placed on e-commerce websites and apps to track the conversions that occur on the websites, sales pages, and emails.

    A conversion pixel is crucial to tracking conversions on websites and apps as it reports to the advertiser when a conversion event occurs. Usually, advertisers use conversion pixels to track the sales performances of their marketing campaigns.

    Its code is embedded in the “payment successful” or “thank you for the purchase” pages on an e-commerce website.

    When the conversion happens, the conversion pixel triggers a signal and the event gets recorded for the advertiser’s record.

    If you ever run a Facebook ad campaign for generating sales on your website, the Facebook Pixel is used to track the sales.

    Note that a sale isn’t the only conversion metric used by advertisers. In some cases, a successfully generated lead or a downloaded file through an ad is also considered a conversion.

    Why use a conversion pixel?

    While the primary goal of using a conversion pixel is to keep track of the ad campaign’s performance, there’s more to the story.

    Advertisers must know that conversion pixel is imperative to understand the performance of ad units, call-to-actions, and landing pages. Moreover, it doesn’t end here.

    Here are four key reasons why to use a conversion pixel:

    i. Measure conversion rate

    The key benefit of injecting a conversion pixel on your website or landing page is to keep track of your conversion rate, especially after the conversion optimization tactics have been applied. Low or zero conversion is indicative of wrong tactics.

    ii. A/B testing Ad strategies

    When a conversion pixel is embedded into the website code, it’s pretty clear that the conversions are being closely analyzed. Therefore, it allows advertisers to test out different ad designs, ad copies, and color schemes to see what works the best.

    iii. Analyze conversion cost

    One of the most underrated metrics is the conversion cost. Some digital marketers pay attention to analyzing the conversion cost, especially if they’re running different marketing campaigns, such as social media advertising and influencer marketing campaigns. It helps them understand which one is outperforming the other one.

    iv. Optimize campaigns

    When the data of an ad campaign comes up — usually at the end of the campaign — it’s the time to reflect on the situation. Moreover, marketers could optimize campaigns based on the previous ad campaign’s data. This data analysis wouldn’t have been possible without placing the conversion pixel on the site or landing page to track performance.

    Use cases for using a conversion pixel

    Since conversion pixel provides valuable insights into visitor engagement, it assists brands make data-driven marketing decisions, optimize their digital marketing campaign, and skyrocket the conversion rate.

    Here are different areas where marketers can use conversion pixels:

    i. Email marketing

    Most email marketing softwares have a built-in feature to track the open rate of emails so that users could keep track of their email campaigns’ performances. However, a conversion pixel is also linked with an email campaign to inform the merchant or brand about the action being taken.
    For instance, users often get confirmation emails when they sign up for a service, it triggers the confirmation signal that a conversion event has occurred.

    iii. Online advertising

    Running online ad campaigns without any check-and-balance might be a huge mistake. It’s essential to track the performance of an ad campaign. One of the easiest campaign measurement techniques is to place a conversion pixel in the website or landing code.

    When advertisers utilize conversion pixels, it assists them track, record, and analyze the output of the ad campaign. As a result, it helps them make informed decisions based on the ROI.

    iii. Affiliate marketing

    An affiliate marketing campaign would fall flat if there is no conversion tracking available or the conversion pixel isn’t working properly.

    The way affiliate marketing works is that an affiliate promotes a product of a merchant and when a web visitor makes a purchase through the affiliate partner’s link, the affiliate earns a commission.

    However, the merchant uses the affiliate tracking software to keep track of the affiliate conversions so that the affiliate partners could be paid for their referrals.

    iv. E-commerce sales

    The most common use case of the conversion pixel is in the e-commerce industry. It assists e-commerce businesses track e-commerce sales.

    All they need to do is to place a conversion pixel on their “thank you” or “order confirmation” page to trigger the successful sale signal.

    It significantly helps users measure the sales numbers from online ads or any other marketing campaign. More importantly, it’ll give insight into which of the online campaigns or ad platforms are driving the most sales.

    v. Track mobile app installations

    Startups and mobile app developers can use conversion pixels to track app installs and downloads. Remember to add the conversion pixel to the app download completion page to track the data.

    Once it starts working properly, the user can analyze which ad campaigns or marketing channel is driving the most traction.

    vi. Lead generation

    Lead generation is a process of gathering user details, such as name, phone, and email through a lead magnet or sign-up form.

    Businesses and organizations can track the performance of their event registrations landing pages, whether they’re hosting a webinar or a physical event.

    Most brands and entrepreneurs use opt-in bribes to generate leads whether it’s access to an email course or a downloadable content.

    The conversion pixel comes in handy in lead generation. Without placing a conversion pixel, it won’t be possible to track the conversion of a specific campaign or platform.

    For example, if you run a Quora ads campaign, you place Quore Pixel on your website to measure the campaign’s effectiveness.

    All they need to do is to paste a conversion pixel, and it will track the performance and effectiveness of the copy, landing page layout design, and ad campaign.

    Best conversion tracking tools

    Here are some of the best conversion tracking tools to check out:

    ⦁ Replug

    replug-1

    Replug is an all-in-one link management tool that provides a complete toolkit for URL management. The key features include a URL shortener, branded URLs, UTM codes, URL tracking, deep links, retargeting, and more. This tool plays a vital role in setting up a retargeting campaign for brands and advertisers using pixel tracking.

    ⦁ Optimizely

    optimizely-logo

    Optimizely is yet another powerful URL-tracking tool for digital marketers and brands. It assists web developers and digital marketers in analyzing and optimizing landing pages and website content pages. This tool empowers brands and digital marketing agencies to implement visual editing, page optimization, and advanced targeting.

    ⦁ Google Analytics

    google-analytics4

    Google Analytics is the widely popular website and app analytics tool from the house of the internet tech giant Google. It’s used to collect website visitors’ data, conversion reporting, site traffic sources, bounce rate, page views, and much more.

    ⦁ Woopra

    woopra-logo

    Woopra is a well-known player in the website conversion optimization genre. It’s a powerful tool that helps users track, analyze, and improve the customer journey. It offers powerful features to empower brands with effective, real-time customer analytics.

    How to set up conversion tracking pixel for your website?

    Conversion pixels are a must-have tool for measuring the effectiveness of your online advertising efforts and digital marketing campaign.

    Let’s shed some light on how to set up a conversion pixel for your website:

    1. Create a Conversion Pixel

    Most first-timers haven’t had a chance to generate their conversion pixel. So the first step while setting up the conversion pixels is to generate the pixel itself. To do this, marketers need to go to their advertising platforms, such as we have taken Facebook Ads Manager in this case.

    facebook-ads-manager

    If it’s not created before, then select the option to create a new conversion pixel in the conversion tracking area. The process is pretty much the same across all social media ad platforms.

    2. Choose a name for the pixel

    name-your-pixel

    All you need to do is to choose a name for the pixel and select the type of conversion you want to measure, such as a purchase or lead generation.

    3. Generate the pixel code for your website

    copy the pixel code

    Once the conversion pixel is generated, grab it for installation on your web or app property. You don’t need to be a website developer to insert this piece of code into your website or application.

    4. Add the pixel code to your website

    Install your conversion pixel on your website or app by adding it to the source code. If you’re using WordPress, it’s better to use a link insertion plugin.

    -put-Meta-Pixel-code-on-website-header-

    In some cases, you might have to manually inject the code into the website source. Make sure the code is in the right place on your page, such as the header or footer. Once it’s done, go ahead and connect it with your site.

    So this entails adding a short piece of code to the page or website section where conversions are to be tracked. Once the code is added, save the changes and move on to the next step.

    Pixel-helper

    Now you can test traffic using Pixel Helper extension.

    Setup Facebook conversion API

    • Click on the “Events Manager” tab in the Business Manager menu.
    • Click on “Data Sources” in the left-hand menu.
    • Select or create the event you want to configure for the Conversion API.

    Now you have two options

    • If using Partner Integration, choose the partner and follow the provided instructions.
    • If using Manual, you’ll need to manually implement the API calls.

    Just follow the prescribed steps and you will be done setting up your conversion API. If you still have any confusion, check the detail here..

    Conversion tracking using GA4

    Two steps for tracking conversions on Google Analytics4.

    1. Create an event for the confirmation page
    2. Mark the event as a conversion

    Step 1: Create an event for the confirmation page

    Access admin section and choose property:

    Admin-GA4

    Begin by accessing the admin section of your analytics tool or platform. Within this section, locate and select your preferred property. For this guide, let’s focus on the “events” property. Navigate to the property options where you can manage and set up events.

    Create a new event:

    Inside the “events” property settings, you’ll find the option to create a new event. Click on this option to initiate the event creation process. This is where you’ll define the specific event you want to track and analyze.

    Enter custom event name:

    Create-event-GA4

    As part of event creation, you’ll need to provide a unique name for the event. For instance, let’s use the example of tracking a lead generation event. In the “Custom event name” field, input a descriptive name such as “generate_lead.” This name should clearly represent the nature of the event you’re setting up.

    Set matching conditions:

    Matching conditions help define when the event should be triggered and recorded. In the “Matching conditions” section, you’ll configure these conditions for accurate tracking. Start by entering the first matching condition. For instance, if you want to track an event when a page is viewed, input “event_name equals page_view.”

    Add first condition:

    After entering the initial matching condition, click on the “Add condition” button. This step confirms the first condition you’ve specified. It’s essential for ensuring the event is only triggered when the specified conditions are met.

    Enter second matching condition:

    Now, proceed to input the second matching condition. This further refines when the event should be recorded. For the lead generation example, if you want to track a form submission on a specific page, enter “page_location equals https://www.example.com/contact-us-submitted.”

    Finalize Event Setup:

    After providing both matching conditions, review the details you’ve entered. Make sure the event name and conditions accurately represent the event you’re tracking. This step is crucial for proper data interpretation and analysis.

    In the Parameter configuration section, click Add modification twice. Because you are using a recommended event, you need to define each of the required parameters. Otherwise, Google Analytics will treat the event as a custom event.

    Step 2: Mark the event as a conversion

    To set up a new conversion event in Google Analytics, start by clicking on the “Admin” option from the main menu. This will take you to the administrative section where you can manage various settings for your account.

    Ensure that you’re working within the correct Google Analytics account and property. You’ll want to make sure you’re making changes to the right data. In the “Property” column, find and click on the “Conversions” option. This is where you can manage your conversion tracking settings.

    Once you’re in the “Conversions” section, you’ll see an option to create a new conversion event. Click on “New conversion event” to initiate the event creation process. This is where you’ll define the specifics of the event you want to track.

    Give your new event a descriptive name. For instance, let’s say you’re setting up an event to track lead generation. Enter the name “generate_lead” in the provided field. This name should clearly represent the action or interaction you’re interested in tracking.

    Here’s a detailed video of tracking conversion goals in GA4.

    That’s it from our side now get started with your conversion tracking process.

    FAQs about Conversion Tracking Pixels

    Let’s answer some of the frequently asked questions about conversion tracking:

    What triggers a conversion pixel?

    Any pre-defined action or event that matches the conversion criteria triggers the conversion pixel and ensures that the action or event gets recorded. The conversion pixel is a short piece of code that plays a crucial role in recording a specific event or action.

    How do you set conversion pixels?

    To set a conversion pixel, create and grab the conversion pixel from the desired social media advertising platform like Facebook ads or Quora ads, and then put it on the website property, such as a landing page or website to start tracking an action or event.

    What is pixel-perfect conversion?

    Pixel-perfect conversion refers to the process of understanding design principles and front-end development techniques for translating a design into a digital format with absolute precision. The goal is to ensure that the digital version replicates the original design with accuracy and avoids discrepancies in the output.

  • What are tracking pixels & how do they work?

    What are tracking pixels & how do they work?

    What is a tracking pixel?

    A tracking pixel is a pixel tag or code snippet that triggers the tracking system when a visitor lands on a website page after clicking on a specific link or CTA.

    A tracking pixel works by placing it on a website or in an email and tracking the data that helps the marketer or advertiser analyze and track the campaign performances.

    Have you ever noticed how quickly you land on a “thank you” page when you finish the checkout process on an e-commerce site?

    Do you know that the largest websites, such as e-commerce platforms, social media platforms, and web portals, track their website visitors?

    Websites and apps track their users because it helps them navigate in the right direction or understand what they need to accomplish.

    In some cases, a tiny image file is added to the website or app, which usually goes unnoticed by the naked eye. While in some instances, a tracking pixel could also be a piece of code that goes into the website page URL and helps marketers track performance through clickability.

    Adding a tracking pixel on any web or app property is to collect user data to understand their behaviors, actions, and choices.

    Furthermore, it is used to track the activity of users on a website or email campaign to determine the success of the campaign.

    Let’s do this. Shall we?

    Why do you need tracking pixels?

     

    TrackingPixel_Info-
    Source: https://blog.shareasale.com/2016/01/25/tracking-pixels-101/

    Tracking performance is the essence of any marketing campaign, as it helps marketers understand how their marketing efforts will pan out.

    Here are four areas where tracking pixels comes in handy:

    i. Analyzing website traffic: Tracking pixels can gather data on how users interact with a website. This can help website owners understand which pages are most popular, how users navigate through the site, and where they are coming from.

    ii. Measuring the effectiveness of online advertising: Tracking pixels can measure the success of online advertising campaigns by tracking how many users click on an advertisement and then go on to make a purchase or complete some other desired action.

    iii. Targeting users with relevant advertisements: Tracking pixels can be used to track user behavior and interests, which can be used to show targeted advertisements to users that are more likely to be interested in them.

    iv, Email marketing campaign: Tracking pixels can be used to track the success of email marketing campaigns by measuring how many users open the email and click on links within it.

    No doubt, tracking pixels are important for businesses and marketers, as they allow them to gather data on how users interact with their websites and emails regardless of the platform.

    Moreover, it enables marketers and advertisers to use this information to improve their marketing efforts and relaunch their advertising campaigns more effectively.

    What are the different types of tracking pixels?

    There are two main types of tracking pixels used in digital marketing:

    Conversion Pixels

    Conversion pixels play a vital role in tracking conversions on websites and apps. For example, you may have seen “thank you” or “also check these” pages while buying products online. Such pages trigger or direct visitors to specific pages when they notice a conversion. And conversion pixels help perform this action.

    Now a product sale isn’t the only conversion. In fact, a generated lead or downloaded file is also a conversion. It depends on the campaign type and what the marketer or advertiser wants from the audience.

    Retargeting Pixels

    retargeting-pixel

    One of the most popular tracking pixels is the retargeting pixels. It’s used in retargeting campaigns in the digital marketing field. Retargeting is a marketing strategy of targeting the audience that has visited their website or landing page to convert visitors into subscribers or paid users.

    Retargeting is usually done through paid advertising. However, the targeting process begins earlier by adding a tracking parameter to the URL or the website code. Hence, the retargeting pixel collects visitor data and helps marketers reach the same audience through paid ads.

    How does tracking pixels work?

    Tracking pixels are used to track the users’ online behavior, such as the pages they visit, the links they click on, and the products they purchase.

    A tracking pixel is a piece of code that embeds into the website code or URL to track the performance of the page or link.

    In some cases, tracking pixels are tiny, transparent images placed on web pages or emails to track user behavior.

    Advertisers often use tracking pixels to track the effectiveness of their online advertising campaigns. They can also be used by website owners to track the traffic to their sites and to understand the demographics of their users.

    The way tracking pixels works is that they are often placed in the HTML code of a web page or in the body of an email. They can be implemented using JavaScript or iFrame.

    Example: Suppose a user visits a website or opens an email that contains a tracking pixel; the pixel sends a request to the server that hosts the pixel.

    This request includes information about the user’s browser, such as the user’s IP address, the type of device they are using, and the type of browser they are using.

    The server then records this information and stores it in a database. This information can be used by the webmaster or by the sender of the email to analyze the user’s behavior and tailor their marketing efforts.

    How to Set Up a Tracking Pixel Using Replug?

    Replug is a powerful URL shortener tool that allows brands and marketers to create short, branded URLs for marketing such as for social media, email marketing, and online advertising.

    Since Replug is a URL shortener that offers UTM embedding, URL tracking, branded URLs, deep links, and other services, it opens up the opportunity to retarget the audience.

    As Replug records data of the users’ behavior on the short links, it makes it possible for marketers and brands to retarget those people through different advertising channels.

    Replug plays an anchor role in setting up a retargeting campaign for brands and advertisers using pixel tracking.

    Here’s how you can set up tracking pixels using Replug:

    Step #1: Create a Replug account

    log-in-to-your-account

    To get started with Replug, you must first create a Replug account. Then, you just need to visit the Replug website and sign-up for a free trial account to start the process.

    Once you’ve created your Replug account, log in to your account to explore the features this URL-shortening tool has to offer.

    After the successful login to your Replug account, you’ll see the Replug dashboard, where the process begins.

    Pay close attention to all the steps for setting up a tracking pixel using Replug before jumping the gun. And more importantly, don’t create a short link right after landing on the dashboard area because you’d have missed out on a few steps.

    Step: #2: Setup your brand in the Replug account

    All the steps are crucial to setting up the retargeting pixel using Replug. Now select the appropriate brand or create a new one, just in case.

    Creating a brand on Replug would only take a few seconds. It’s highly unlikely that most readers have already set up their brands on Replug since most would be new users.

    To create a brand:

    Create a Brand

    1. Go to the “Manage” page from the dashboard header menu and click “Brands.”
    2. Option.”
    3. Click on the “Add Brand” button to get started with creating a brand.

    Once it’s done, click the “next” button to proceed.

    Step #3: Make a new campaign

    The next up is creating a new Replug campaign in line with your retargeting campaign. But first, ensure you’ve set up the brand on Replug properly.

    click campaign

    Now go to the “Manage” drop-down from the top menu and click on the “Campaigns” button, and then select “New Campaign” to get started.

    new campaign

    At this point, you’d have to select an already existing brand or create a new brand. Since you have just created a new brand, continue with the created brand in the Replug account.

    Step #4: Select retargeting as the campaign type

    select-campaign-type

    It’s one of the most important steps in the retargeting campaign because it sets the direction of the campaign. This is the part where you name your campaign and choose its type.

    Provide a name for your campaign and select the custom domain if required in the campaign. Otherwise, you can skip the custom domain section.

    However, make sure that you check the retargeting pixel option before moving on to the next step. Once you choose the retargeting pixel, it becomes crystal clear to the Replug platform that it’s a retargeting campaign.
    Also read: Retargeting Ad Examples That Convert & Drive Growth

    Step #5: Add your retargeting code

    Everything seems quite easy until this point, and I’ll ensure the last step goes as smoothly as possible.

    Now, this is the part where you select the social media platform to run your retargeting ad campaign.

    add-retargeting-pixel

    The way it works is that marketers choose the social media platform, give the pixel a name, and finally enter the pixel ID from the respective social media platform such as Facebook pixel id.

    Once everything is done, you’re all set to launch your retargeting campaign using Replug.

    Also read: How to find my Twitter Pixel ID?

    What are the key differences between a pixel and cookie?

    A pixel is a small piece of code placed on a website or in an email. It is often used to track a user’s activity on the website or email and to send this information back to the company or organization that placed the pixel.

    Pixels are typically used to track website visitors and to understand how they interact with the website.

    A cookie is a tiny chunk of data that is stored on the visitor’s computer by a website. It is used to remember certain information about the user, such as their preferences or login information. In addition, cookies are often used to personalize the user experience and to track a user’s activity on a website.

    There are some key differences between pixels and cookies:

    Purpose/Goal: Pixels are primarily used for tracking and analytics, while cookies are used for personalization and tracking.

    Placement: Pixels are placed on websites or in emails, while cookies are stored on a user’s computer.

    Size: Pixels are typically very small (a few hundred bytes), while cookies can be larger (up to 4KB).

    Duration: Pixels are usually short-lived and expire after a certain period. At the same time, cookies can persist for extended periods, depending on how they are configured.

    Privacy: Pixels can be used to track users across different websites and devices, which has raised privacy concerns. Cookies are generally less controversial, but they can also be used to track users and their activity.

    Also read: How To Utilize Replug for Facebook Retargeting Ads?

    FAQs about tracking pixels

    Is tracking pixel legal?

    Tracking pixels are legal as long as they comply with relevant laws and regulations, such as the General Data Protection Regulation (GDPR) in the European Union. Therefore, once the users comply with all the legal requirements, there shouldn’t be any problem regarding using tracking pixels.

    Is a tracking pixel a cookie?

    A tracking pixel is a small, transparent image file that is placed on a website or in an email. It is often used for tracking and analysis purposes. A tracking pixel is not the same as a cookie, a small piece of data stored on a user’s device and used for tracking and personalization targeting.

    Does pixel track steps?

    A tracking pixel does not track steps, but it can be used to track a user’s actions on a website or in an email. For example, a tracking pixel can be used to track how many people opened an email or clicked on a link.

    Is tracking pixel free?

    Tracking pixels may or may not be free to use. Some tracking pixels are provided by third-party vendors and may require a subscription or fee to use. However, social media platforms provide pixels for retargeting purposes that are free to use for advertisers.

    How to block tracking pixels?

    You can use a browser extension that blocks tracking systems set by websites to block tracking pixels. Furthermore, you can also adjust your browser settings to block or limit the use of cookies.

    Will users know if I’m using a tracking pixel?

    In most cases, users will not know if a tracking pixel is being used on a website or in an email. This is because tracking pixels are typically small and transparent, and they do not interact with the user in any way. However, as described above, users can use tools to detect and block tracking pixels.