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Pixels 101: Tracking Basics

Published: August 9, 2017

Author: Jessie Quinn

For those of you who don’t know, pixels are JavaScript code placed on pages of your website. The code places an invisible 1×1 pixel image on your website. They allow for tracking a user’s activity on the site after viewing an ad. They are also important in capturing users who reach a specified page with the purpose of remarketing to them later.

Why are pixels important?

In order to track the success of any campaign, pixels must be added to the website, especially the conversion pages.
They also allow us to retarget users who have reached a specific page and to track when a customer completes an action on your website. This could be, for example, making a purchase, signing up for a newsletter, clicking a button, or any other valuable action a customer can take on your website.
Remarketing pixels can be used to create audiences for both targeting and exclusion purposes.
Setting up and placing separate pixels allows to track multiple conversion actions across the same website (e.g. sign up, view a product, add to cart, etc.).

Where are pixels placed?

There are two main types of pixels: conversion and remarketing.
Conversion pixels are placed on the confirmation page.

Remarketing pixels are typically placed on the bottom of all website pages before the closing </body> tag. If your website uses a common file for a footer, you can place the code snippet there rather than on every page of your website.
Long story short, if you don’t place pixels, you won’t have any insight into the success (or failure) of your marketing campaigns, and you’ll be missing out of a big pool of users to re-engage. If you’d like to learn how to diagnose how your pixels are working, we’ve got a guide for that, too.
Good luck!

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