The 2 must-have tracking pixels you need on your website

Have you got a shiny website for your business but no tracking pixels? Tracking pixels will allow you to understand more about your website and your visitors. This will help you to optimise your marketing and make more sales. Keep on reading to find out the 2 must-have tracking pixels you need on your website and how they can help you.

 

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What is a tracking pixel?

A tracking pixel (also known as a marketing pixel) is a tiny snippet of code that is placed on your website in order to gather information. Every type of pixel has a different purpose and as a result, will gather different information.

 

 

THE 2 MUST-HAVE TRACKING PIXELS YOU NEED ON YOUR WEBSITE

 

 

Now that you know what a tracking pixel it is time for me to share what I believe are the 2 must-have tracking pixels for virtually every website owner.

1. Google Analytics

The first must-have tracking pixel is the Google Analytics pixel. Google Analytics is ran by Google and it allows website owners (and other people who have permission) to gather a wealth of information about a website and its visitors.

 

When working with a new client the first thing I do is check that they have Google Analytics installed on their website. Google Analytics can provide you with so much useful information and it is totally free so there really is no excuse for not installing.

 

Google Analytics is the go-to analytics platform for website owners around the world. I use it to monitor my own websites, but I have also used it when working for multi-million-pound businesses too. The beauty of Google Analytics is that it can truly grow with your business and depending on your knowledge of Google Analytics you can use it to gain basic information or highly sophisticated information.

 

At a super basic level Google Analytics is broken down into four areas:

 

• Audience – This is where you can learn more about your website visitors
• Acquisition – This is where you can learn about how they reached your site
• Behaviour – This is where you can learn about the actions your visitors took on your site
• Conversion – This is where you can check how your website is performing against your goals or KPIs (key performance indicators).

 

Not only does Google provide all of this information for free, but in the Google Analytics Academy you can also learn how to use Google Analytics and again this is for free!

 

However, if you don’t want to learn how to use the platform then don’t worry you can outsource it to a marketing professional, like myself, who has a Google Analytics Individual Qualification.

 

If you sign up for a strategy day then you’ll get your Google Analytics account reviewed before the day. A strategy day is designed to help solo and small business owners to quickly have a strategy put in place across their website, social, email and content marketing. If you are making up your marketing as you go along or just have something big in the pipeline and want a marketing strategy to support that business growth then a strategy day would be perfect for you.  To find out more, and to book a strategy day, click here.

 

 

2. Facebook

 

The second must-have tracking pixel is a Facebook Pixel. Now whilst I can see absolutely no reason to not have a Google Analytics pixels this one is a bit more optional. However, for anyone who is selling via their website I would highly recommend you install the Facebook pixel as soon as possible.

 

Just like the Google Analytics pixel the Facebook pixel will allow Facebook to be gathering information about visitors. The Facebook pixel will allow Facebook to track specific actions, which Facebook calls events. Tracking those actions allows you optimise your advertising via Facebook.

 

Facebook advertising doesn’t just run adverts on Facebook. It allows you to run adverts in Facebook, Instagram and across the Facebook Audience Network. This means that your reach is far wider than Facebook and in the future that reach is only likely to bigger and bigger.

 

The real power of Facebook Pixel is allowing you to run retargeting adverts. If you’ve ever looked at a dress or sofa online and then keep seeing it pop up everywhere that is because the company is using retargeting adverts. Retargeting adverts usually offer a better return-on-investment than prospecting adverts and installing the Facebook pixel will allow you to run retargeting adverts all by yourself.

 

Why you should install tracking pixels on your website as soon as possible

 

Hopefully, you can see the advantages of having the Google Analytics and Facebook pixel on your website. However, you might feel as if it is too techy for you, you aren’t in a financial situation to run adverts yet or that you just can’t imagine being able to understand the analytics. All of this may be true but the fact is the sooner you install tracking pixels the better. Once a tracking pixel is installed it will sit in the background doing its thing and usually doesn’t require any more attention. However, it will be slightly building up a pool of data that can be used when you are ready.

 

For example, for all of my strategy days clients (You can find out more about strategy days here) I ask them if they have Google Analytics installed and if they do I get myself added as an analyst so I can use the data as part of my auditing and planning process. Now if you don’t have the Google Analytics pixel installed you miss out on the opportunity. However, if you’ve had the pixel installed and never looked at it again I can still log in and look back over the data for the duration the pixel has been installed and use that information to help optimise your website and / or marketing.

 

So even if you don’t feel ready to take full advantages of the pixels right now I urge you to get both installed. There are lots of tutorials online to help show you how to install them or since they are fairly standard tasks for digital marketers you can pay someone to do it for you.

 

There you have it! You now know the 2 must-have tracking pixels you need on your website.  

 

Hopefully, you can see the value of adding the Google Analytics and Facebook pixel and if you haven’t already got both installed will do so as soon as possible.

 

In the comments, I would love to know what your biggest takeaway from this blog post has been.  

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