Measuring the success of a digital campaign is vital when attempting to draw correlations between sales and audience acquisition. We want to track not only what a user does while on your website, but also what audience type visits your website. The more information we can gather on audience insights and their actions, the more data-driven focus a digital campaign can have. The easiest way to gain these insights: pixels.
A pixel is a piece of code generated from a third-party advertising platform and placed within the code of a website. Pixels record important information that is vital to the success of a digital marketing campaign. Here’s a rundown of some of the benefits:
- Conversion Tracking – A conversion is a specific action that a visitor takes on your website that has value to your business. By placing pixels on your site, we can track successful conversions.
- Retargeting – This is a powerful branding and conversion optimization tool that shows ads to individuals who have already visited a website or were otherwise touched by a campaign. Retargeting focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest.The graphic below illustrates the retargeting process.
- Audience Data – Pixels collect data on website visitors and their actions so we can identify and understand what interests them and drives them to action.
If you have questions about placing pixels on your website, contact your account manager.