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Pixels: Your Secret To 10x Your Website Performance

In the ever-expanding digital landscape, it’s not enough for a business to simply operate a website and track sales. In order to grow your business, you need to keep track of who is visiting your website, what are they looking for and what you can do to bring them back to your website. This is where tracking pixels comes into play. As a leading performance marketing agency, Meta Social advises its clients to track pixels to truly gauge how your website is performing. 

What are Pixels?

In technical terms, pixels are invisible code snippets that are embedded on your website that capture user behavior. These tiny trackers are silent observers that record actions like views, clicks and purchases on your website. They help you see how close a potential customer got to becoming an actual customer, and even what could have possibly stopped them from making the final purchase. This is just one type of information. Pixels collect all user action on your website and it can help you in not only knowing what your audience is looking for, but also how to target them. 

Tracking Pixels VS Cookies

While tracking pixels can appear similar to cookies, they perform nothing like them. Here are some common differences between the two:

  • Pixels are invisible code snippets, whereas cookies are small text files that websites put on your browser to remember your actions on that website (like log in or adding items to cart). 
  • Pixels report directly to a server, capturing your activity on the website, whereas cookies only store information on your device.
  • Pixels are used for tracking conversions for a business, whereas cookies are used for managing sessions and personal preferences of the user. 
  • Pixels allow cross-device tracking, whereas cookies lack cross-device tracking. 

Upsides of Tracking Pixels

Here’s what businesses love about tracking pixels:

  • Detailed Analytics: Because they capture all user activity on the websites, pixels offer precise user insights, helping businesses study what’s working and what’s not.
  • Enhanced Targeting: Once you know what a particular set or demographic of your customers is looking for, you can target them with ads catered directly to their needs. This enhanced targeting gives them an incentive to check your website out. 
  • Retargeting: Pixels are extremely helpful in retargeting old customers or customers who visited the website but didn’t make a purchase. Because their old actions are already recorded, the businesses can reduce cart abandonment by appealing to their needs in their ads and campaigns. 
  • Performance Metrics: With Pixels, you can track conversions and calculate your Return on Ad Spend. This helps you gauge if your campaign is working in your favor or not. 

Downsides of Tracking Pixels 

Now here’s what some people find tricky about these tiny trackers:

  • Privacy Issues: Having all user activity recorded raises some concerns, especially related to exploitation of data. This is exactly why there are strict global regulations in place and why Meta Social advises its clients to seek user consent on their websites. 
  • Cross-Device Limitations: Even though pixels allow cross-device tracking, the scope is still limited. This can create issues for businesses who are seeking accurate data of all their customers.
  • Technical Setup: Your pixels are as effective as the one setting them up. This is why it is advised to businesses to invest in an efficient technical setup so as to avoid any glitches. 
  • Ad Blockers: Using ad blockers directly impacts the effectiveness of pixels. These tools, now used by a large audience online, can prevent pixels from firing, which can lead to under-reporting of data.

Our Two Cents

As a seasoned performance marketing agency in Dubai, Meta Social has seen businesses grow exponentially with the help of these tiny trackers. Pixels act as a silent supporter – giving you the information you need and thus, helping you create effective campaigns. They minimise guess work and provide accurate data – which only makes things easier for your business. How you act on the information provided by them is what decides how far you’ll go.