Content
- What is a pixel in an advertising account?
- What data does the pixel collect?
- Why is the pixel necessary?
- Retargeting and analytics
What is a pixel in an advertising account?
The pixel in an advertising account is a small piece of JavaScript code designed to collect information about website visitors and monitor their activity. For example, it can track which pages the user opens, which products they add to their cart, and the time spent on each page.
The pixel is created within the advertising account of the platform, after which this code needs to be implemented on all pages of the site. The pixel remembers all users who visited the resource and records their actions. The collected data is then transmitted to the advertising account and analytical services, which helps marketers gather statistics, analyze user behavior, and tailor advertising for different audience segments. For instance, different ads can be shown to users who started placing an order but did not complete it, and to those who simply browsed the catalog.
What data does the pixel collect?
The information collected by the pixel can be divided into three main groups:
1. Technical information
The pixel allows you to know what device the user is using to access the site, what operating system they are using, and the screen resolution of their device. This data helps optimize the display of advertisements for different devices.
2. On-site behavior
The pixel records what search queries the user entered, which pages they visited, and how long they stayed on each of them. This information helps understand how and why people use the site, as well as adapt advertising according to their interests.
3. Conversions
The pixel collects data on which users, who came from an advertisement, performed a target action. This tool allows determining the source of conversion and measuring the effectiveness of specific advertising campaigns.
To ensure user privacy, all data collected by the pixel is encrypted. This means that it cannot be viewed or downloaded but can be used for further promotion.
Why is the pixel necessary?
The pixel helps marketers work with the so-called warm audience—users who have already shown interest in the site and its products. The main goals of using the pixel can be divided into two categories: retargeting and analytics.
Analytics
The pixel collects complete information about traffic and all actions on the site, allowing marketers to track how many users clicked on the link from the ad, who spent more than 15 seconds on the page, and who added a product to their cart. Based on this data, one can:
- Identify problems on the site. The pixel records user actions and shows how much time they spend on different pages, helping to identify elements that reduce conversion.
- Segment the audience. The pixel shows how the customer arrived at the site and can help create user profiles for more accurate targeting.
- Analyze the effectiveness of advertising. Information about conversions from all ads helps determine successful campaigns and adjust less successful ones.
Retargeting
The pixel also allows for setting up ads for users who have already visited the site. This significantly increases the effectiveness of marketing efforts, as working with a warm audience requires less time compared to a cold one. With the help of the pixel, marketers can tackle tasks such as:
- Bringing users back to the site. For example, if a customer added a product to their cart but did not complete the purchase, the pixel can show them an ad for that product.
- Excluding those who have already made a purchase from seeing ads. This helps avoid irritating customers and saves on advertising budget.