Want to know how your campaigns are performing? We can help.
No matter where you run your campaigns, or who you use to manage them, it is imperative to set-up tracking pixels to make sure your ad spend is spent as efficiently as possible.
Setting up tracking pixels can be confusing. We take care of the whole process from start to finish. Typically with most websites, we’d use Google Tag Manager to set up tracking pixels.
Below are some frequently asked questions, as well as some real-world examples of pixel tracking in action.
Here is a screenshot from a campaign we are managing. This client is using Facebook Ads and Google Ads to drive sales to their e-commerce store. The client wants to know how much money they are making with these campaigns. Before we started running ads, we set up their tracking tags to track the sub-total purchase amount on their website purchases.
A consumer sees an ad on Facebook, clicks on the ad and makes a purchase. The tracking tag will report back to facebook the sub-total amount (excluding shipping/taxes) of that sale. Facebook will then report that amount as a purchase conversion value on the campaign. This gives us and the store owner an idea of how effective their ad campaign is and how well it is performing.
Example: Facebook Campaign Tracking
Above, we are looking at a Facebook campaign’s data over a 14-day period. We can see that we’ve served 62 thousand impressions, reached 14 thousand people and generated 448 unique link clicks on our ad. We’ve spent about $700 and since we have set up conversion tracking we can see how effective that ad spend has been. It has produced 80 purchases on this clients website. Those purchases sub-total amount adds up to roughly $5,800 in value. That means this client generated about an 8x return on their ad spend investment. The client likes to know how effective their advertising is, and pixel tracking lets us see exactly how effective it is (in this case, extremely effective).
It should be noted that only purchases that came from the ad campaign are accounted for within the campaign report.
Facebook Event Set-up
Once we have installed the Facebook Pixel on a website, we can identify different actions people take on the site and label them accordingly. Actions like page views, adds to cart, initiate checkouts, product views purchases and more. Below is an example demonstrating a pixel that has been set-up with data flowing into each event.
The number of total events represent every time that action is taken, regardless of the source. There are some really valuable data points we can take away from this. As you can see they have generated about 1,000 add to cart actions in a two week period, of that they generated 87 purchases. You could interpret this to mean that there are a lot of products being added to cart, and not as many purchases. This gives you an idea that there must be a bottleneck somewhere in the conversion process. perhaps there are too many steps between adding to cart and checkout and you need to streamline your checkout process. This is extremely valuable data that you are missing out on if you do not have your pixel set up.
Example: Google Campaign Tracking
Above we are looking at a Google search campaign. As you can see, we’ve spent about $900 dollars and that has resulted in $7,000 in purchases. That’s a 7x return on their advertising investment. This lets the store owner know that their advertising dollars are being put to good use, and generating a very lucrative return. This information gives us a much better picture of how a campaign is performing than what we would get without a tracking pixel.
If you want to know how effective your campaigns are, setting up tracking pixels/tags is imperative.
FAQ // LEARN MORE ABOUT TRACKING PIXELS
+ What is a tracking pixel and how does it work?
A tracking pixel is a simple piece of code installed on your website that tracks user actions. Each ad platform drives traffic to your website and will have a tracking pixel you can use to see what actions users are taking. With this data you can attribute those actions to your campaign to gauge how effective your ad dollars are being spent. Let's say you are running a pay per click campaign, impressions and click metrics are great, but what happens after someone clicks on your ad? That's the information you'll get by utilizing a tracking pixel.
+ Whats the difference between a pixel and a tag?
Pixels and Tags are the same thing, there is no difference. No matter what you call it, it's simply a piece of code you'll install on your website.
+ How does pixel tracking work?
After a pixel is installed on your website, it will begin collecting data from your site visitors. When you run an ad campaign, the tag will be able to report back to the platform different events users take on your site. For example - if you're running a google pay per click campaign you'll want to know how many people call your business, fill out a contact form, book an appointment, or make a purchase on your site. With the pixel installed, you can do just that.
+ What events can I track?
Virtually anything can be considered an event. Button clicks, thank you page visits, form fills, phone calls, add to carts, purchases, initiate checkouts, time spent on site, number of products viewed - there is almost no limit to what you can consider an event to track. It all depends on what is important to you and your business. If you want to book appointments, then tracking that is important. If you want to make sales, then purchases are important to track. Depending on your business, you'll want to set up events to track that are meaningful to you so you can gauge how effective your ad spend is.
+ What is the process for installing a pixel or tag?
You can install the tracking tag manually on the back end of your website. Usually their is a global tag you'll install on all pages of your website, followed by an event tag you'll install on the specific "thank you" page, or button click that you want to track. You can also use Google Tag Manager - which makes installing tags a little easier, and organizes them all in one place.
+ What is Google Tag Manager?
Google Tag Manager is exactly that, a way to manage multiple tags. Once you open an account, you'll get a piece of code you'll install on your website. After that is done, you'll be able to install different tags with ease through Google Tag Manager, instead of instaling them directly on your website. This helps with organization, and protects your site speet etc., and GTM helps you set up conversion events to fire based on multiple variables. If you don't have a GTM account, we can set one up for you in a few minutes. You can add/remove user access to the account as well so if you are partnering with people who need to install tags on your site, you can give them access to that platform instead of your website.
+ What types of businesses need to utilize tracking?
Any business that is running paid advertising online can, and should, utilize tracking. Impressions and clicks are virtually meaningless - you need to know what people are doing on your site after you pay to get them their.
+ Can we hire you to install our pixels if you aren't managing our campaigns?
+ How much does it cost to have you set up our pixel tracking?
It depends on how many tags we are installing, how complex the scope of work is. Get in touch with us and we can provide a quote based on the details of your job.