One of the biggest challenges for marketing and digital advertising managers within brands is to effectively measure the success of their social media advertising campaigns. Something that is even more complex when the advertising campaigns have conversion objectives such as generating traffic.
What is a conversion?
The conversion in digital marketing has to do with the user's behaviour towards our campaign. When we get the user to perform the action we have defined as a goal, we have a conversion. There are many actions that can lead to conversions and these vary depending on the objective of each strategy we establish.
What is the conversion pixel?
But how do we know when a conversion has taken place on our website? With the conversion pixel. We will define it as the code that we place on the website and which serves to track user behaviour and thus be able to use that information that we receive for digital advertising campaigns. It is something like "a tracking pixel" that through the events that we have configured, will serve us to measure the number of visits, completed forms, purchases made or the abandonment of users in the middle of the process in the online shop.
An event is the name given to the action that the user will carry out after seeing your campaign: view content, add to cart, purchase... This action can be tracked as a conversion.
The objective of any digital advertising strategy is to make the investment effective. Tracing the user's behaviour through the pixel will allow us, for example, to create campaigns with better-segmented targets, achieving a reduction in the cost per click (CPC) and improving the return on investment (ROI).
For many digital marketing specialists, the quote "no pixel, no party" is true, as there is no point in mounting an amazing campaign with mind-blowing creativity, customized targets and generous budgets if the pixel installation process is flawed. Furthermore, you will not be able to know what is going on behind the campaign, nor take advantage of the results to draw conclusions that will be useful for future campaigns.
Usual mistakes when installing the conversion pixel
In Adsmurai we offer a Solutions Engineering with expertise in helping our clients overcome any technical challenges they may encounter and make all their investments a success.
We would like to share a checklist prepared by the Solutions Engineering team for you to consider when installing the pixel:
Put the pixel basecode in all pages
Include the noscript version of the pixel
Send the currency and value parameters in the Purchase event
Add the parameters in the noscript version of the pixel
Connect the pixel to the product catalogue
Add all mandatory event parameters for Dynamic Ads