What is a pixel and what are the benefits of using them?
A pixel is a snippet of code embedded in a website's code that enables a demand side platform (DSP) to collect data about user interactions on that site.
When advertisers properly implement the pixel on their site, they gain the ability to retarget site visitors and track conversion metrics that would otherwise be inaccessible. Site Retargeting and Conversion Tracking are proven methods for enhancing retention rates and boosting the overall effectiveness of digital marketing campaigns.
Each advertiser in our DSP uses a unique pixel to gather information specific to their client's site. Once the pixel is correctly placed, it collects audience data based on user cookies. This data enables us to retarget website visitors and analyze the behaviors and demographics of the users engaging with the client’s site.
Within our DSP, these advertiser-specific pixels can only track conversions for the respective advertiser. This becomes especially important when clients request detailed reporting in Ui.Marketing.
Benefits of Placing a Pixel on the Client's Website
When a pixel is correctly placed on a client’s website, it allows us to track conversions and incorporate site retargeting into the campaign.
Conversions:
Conversions track general site activity. After an ad is delivered to a user, we can monitor their activity on up to five specific pages of the site. For example, we can designate the "contact us" page as a conversion point to track how many users view it after seeing or clicking on an ad from your campaign.
Site Retargeting:
Site retargeting enables us to target users who have previously visited a client’s website. Once the pixel is properly placed, we can identify these users and serve them ads for the ongoing campaign. Retargeting ads are particularly effective because they allow advertisers to reach out to engaged customers with highly relevant ads, even if they did not convert on their initial visit.
How to Place a Pixel on the Site:
Within our Help Center, we have detailed documentation on how to place pixels on certain CMS websites. Please see the articles linked below:
If your client cannot place the pixel themselves, our team can do so on their behalf. Please review Pixel Placement as a Service (PPaaS) for additional information.