A repository of acronyms, jargon, and useful definitions perfect for eCommerce founders & marketers like yourself.

Tracking Pixel

Tracking Pixel

If you are the owner of an eCommerce website and you want to have a deep understanding of how the visitors on your website respond to your advertisements and email campaigns i.e. if you want to gain an insight into how your customers interact with your website as a whole then tracking pixel is the tool that you should use. In technical terms, a tracking pixel is a 1 x 1-pixel graphic that is used to track traffic and judge user behavior on your website.

A tracking pixel is usually hidden by developers with CSS and is very small but it has large importance in marketing. There are a lot of ways to add a tracking pixel to your website, however before adding the pixel you have to create one. 

For example, if you are using Facebook as the advertising platform for your eCommerce website, you can generate the Facebook Pixel using Facebook Ads Manager. There is a pixels tab under the Facebook Ads Manager, and you can create a pixel by clicking on it. This pixel that you create is distinctive to your brand which means that if you are the owner of more than one brand then you will have to generate different pixels for your different brands. After you have created the pixel, you can add it to your website. 

Almost all the popular advertising platforms, be it Twitter, Linked In or Facebook make use of tracking pixels, however, the Facebook tracking pixel is the most popular among all of them.

Purpose Of A Tracking Pixel 

A Tracking Pixel has four main purposes and they are as follows :

  • It is used to measure cross-device conversions
  • It allows you to show your ads to those users that most likely to convert into your potential buyers
  • It is used to create retarget visitors to your website across devices
  • It explains to you, how people use your website once they click on an ad on your website 

Uses of a Tracking Pixel 

  • A tracking pixel is used to boost a post on your social media handle or an advertisement of your brand i.e. if you have created a Facebook Ad to advertise your website then a tracking pixel is basically going to widen the reach of your ad to a relevant audience
  • It sends people to your website via Facebook Ads, Instagram Ads etc.
  • A tracking pixel increases the conversions on your website which is one of its most popular uses. For example, you have set up a conversion-centered campaign in Facebook Ads then the tracking pixel is going to track all the available conversions which will include adding the product to the cart, beginning a checkout or taking a look at some specific page of your website. The tracking pixel will enable you to see how many full purchase conversions you have i.e how many visitors on your website got converted to your buyers.
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