Tracking Pixel is a 1×1 graphic that needs to be implemented on the website page or email. When a user loads the pixel-implemented website page or email, the pixel gets loaded along with the content. So, we can track how many times that website page or email is opened. Pixel size is 1×1 so it won’t disturb the user when they see the content.
In the digital advertising world, tracking is very important. We can track impressions, clicks and other creative performances by the ad server mechanism. But, tracking action is different. Because, the actions only happen at the client’s website or application or email. So, we need additional tracking methods to track the actions. Here, I am going to explain about pixels in digital advertising as much as possible. You can use this to answer the digital marketing interview questions or to develop your knowledge about pixels.
- What Is Tracking Pixel In Digital Advertising?
- How Does Tracking Pixel Work?
- What Are The Types Of Tracking Pixels?
- Advantages Of Tracking Pixel
- Disadvantages Of Tracking Pixel
What Is Tracking Pixel In Digital Advertising?
Pixel is a 1×1 graphic that needs to be implemented on the website page or email. When a user loads the pixel implemented website page or email, the pixel gets loaded along with the content. So, we can track how many times that website page or email opened. Pixel graphic size is 1×1 so it won’t disturb the user when they see the content.
If I want to track how many times users see this website “srimarketingstrategy.com” means, I have to edit this page and implement the tracking pixel code on any place of this page. So, whenever a user loads this page, the tracking pixel also loads. So, how many times a pixel loaded is equal to the page views. Likely, we can track button clicks, add to cart, purchase anything using pixels.
Commonly tracking pixel codes are looks like,
<img style=”“position: absolute;” src=”“Tracking”>
<img border=”0″ src=”……..”>
Javascript type tracking pixel codes are also available.
How Does Tracking Pixel Work?
The marketers need to know how many actions happened through their digital campaigns to make further decisions. Demand Side Platforms help them to track actions. Marketers need to create a tracking pixel on the platform where they run their campaign. Once they created the tracking pixel, they need to assign that tracking pixel to their campaign. Also, they need to place this pixel on their website page or email or application.
For example,
Max Fashion company run a campaign in one DSP to increase the sale of their new t-shirt brand. They need to know how many purchases happened from this campaign. So that only they can run future campaigns and make marketing decisions. In this situation, they need to create a lead tracking pixel on the corresponding DSP and assign it to their campaign. Also, they need to place the pixel code on “Order Complete Page”. This page will display the thank you message or bill message once the user successfully done the order.
Some users make an order by seeing ads from this campaign and some users directly come & make an order. Normally, the pixel loads for all users who did the order. The marketer already associated the beacon to the corresponding campaign in DSP. So, the actions count for this campaign only record if the user sees this campaign ad or clicks this campaign ad before making the purchase. DSP has the capability to do this.
Meanwhile, the pixel has collected all the user information who made the purchase. Marketers can use these overall user details for Remarketing purposes.
What Are The Types Of Tracking Pixel?
Tracking pixel differs per its usage. So, we can categorize them as below,
> Landing Page Tracking Pixel
> Conversion Tracking Pixel
> App Install Tracking Pixel
> Site Interaction Tracking Pixel, etc
Advantages Of Tracking Pixel
Retargeting : Many marketers are interested in showing their advertisements to their existing customers. Using tracking pixels, marketers can collect the user information, who visited the landing page, who did the order, who clicked the subscription button etc. So, they can retarget the users using the tracking pixel.
Exclusion : Some marketers want to stop showing ads to the user who did the purchase. It is possible through tracking pixels. In DSP, marketers can exclude them in real time.
Lookalike : Normally, a limited number of users only make an order or visit the landing page. To increase the sales or create brand awareness, the marketers need large numbers of users’ information. Using the data collected from the tracking pixel, the marketers are able to get similar audiences [lookalike] from various data providers.
Disadvantages Of Tracking Pixel
Data Protection : Tracking pixels are very small and transparent mostly. So, users cannot identify the available tracking pixels on the visiting page. Mostly, these pixels are collecting information without user knowledge.
Website Loading Issue : Most of the websites allow many third parties to collect user’s information. So, they put their pixel on the website page. It slows down the website loading speed.
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