Pixel in RTB campaigns
What's a pixel?
A pixel is a transparent and very small image (1x1 pixels) that is inserted in the source code of a website to collect data from the users who visit the site. It's a very useful element that will help us to better understand our audience and to optimization of campaigns.
There are two types of pixels, depending on what you want to get from them: one is for tracking and the other one for conversion.
Píxel de seguimiento.
The tracking pixel is inserted to collect data from all the people who visit our website (traffic sources, type of device, geographic location, etc.).
This pixel is inserted in all the pages of our website, and it will give us the data required to build segments our audience -this is, we'll be able to group users following specific criteria such as sex, product of interest, etc. These segments can be used later, for example, in retargeting campaigns.
This type of pixel can be inserted at any moment, no matter if there's an active campaign or not, since its function is to collect data from visitors. In fact, it should be inserted before starting any campaign so that, once the campaign starts, we already have data from our audience.
Píxel de conversión.
The conversion pixel, on the other hand, will tell us the amount of people who came to our website from the ad and converted (be it finishing a purchase, subscribe, fill out a form, etc.).
When the campaign is created, we must choose an objective to achieve. This can be done by indicating the platform which is the landing page that's going to represent that conversion. This way, the pixel will tell us which users entered our site through the ad and which ones converted.
Por ejemplo, si queremos que las personas que clican en nuestro banner rellenen un formulario, indicaremos que convierten aquellos que llegan a la «thank you» page a la que se les redirige tras rellenarlo.
In case there's no "thank you" page (in an e-commerce, this page could be the order confirmation page), the pixel can be inserted in a button (for instance, in case the objetive is to fill out a form or download a file).
Dónde se coloca el píxel.
It's recommended to insert the pixel, both tracking and conversion, en el header – mejor si es arriba del todo. Esto se hace para prevenir problemas en caso de que la página no cargue correctamente. Si el código se coloca muy abajo, es posible que no salte aunque se haya realizado una conversión por ejemplo. De esta manera, colocando el código en el header, nos aseguramos que el píxel salte, aunque la página no cargue por completo.
Cómo se inserta el píxel.
This is a more complicated issue, though the fast answer is "it depends". If the page is built with WordPress, the pixel can be inserted with a plugin, inside the theme code or using a website builder (such as Elementor or Divi). This can be done if we wanted to insert the code in a page. If we wanted to insert the pixel, for example, in a button, it would have to be done via programing.
To make sure the pixel is correctly inserted, we can check the source code of the website. In order to do that, we go to the page where the pixel should be, right click and select "View page source" (or "Ctrl + U"). If we find the code there, it means that it has been inserted.
Ventajas del píxel.
Having information about out visitors can have many advantages. All the data can be used in our marketing campaigns to optimize them and obtain better results.
Here are some of the benefits of using pixels:
- Personalization: we know what kind of ad drives more traffic and/or converts better, and we can make teh adjustements required.
- Effectiveness: pixels work better than browsers' cache because it keeps counting page visits.
- A/B test: if we use different banners, we can know which one performs better.
- Databases: with the collected information we can build our own database.