A pixel, also known as a tracking pixel or pixel tag, is an essential tool for online marketers and advertisers that enables the tracking of user activity on an advertiser's website.
Pixels help advertisers track which pages a user has visited, allowing them to make data-driven decisions on the next best action—such as retargeting users who did not complete a purchase or suppressing ads for users who have already converted.
How Do Pixels Work?
Pixels are small, transparent (invisible) 1x1 images or code snippets (often in .gif format or JavaScript) embedded in a webpage.
When a user loads a webpage containing the pixel, it sends a request to the ad server, logging the event (e.g., page visit, conversion, or user behavior).
The pixel can interact with cookies or other tracking mechanisms in the user’s browser to collect data, such as browsing activity, conversions, or user identifiers.
When Do You Need A Pixel?
If your campaign includes any of the following characteristics, you will need to implement one or more tracking pixels:
Retargeting: The campaign will re-engage users who have previously visited a website.
Conversion Tracking: The campaign will measure key actions on a website, such as a purchase, form submission, or download.
Exclusion (Suppression) Targeting: The campaign will prevent ads from being shown to users who have already completed a specific action, such as signing up for a newsletter or making a purchase.
Related Articles: Creating Pixels | Placing Pixels
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