What does it mean?
Tracking Pixels are small snippets of code inserted on an advertiser's website to track users' activity.
These pixels are commonly used to perform two fundamental tasks -
Firstly, they help create a pool of website visitors that showcase common browsing patterns that advertisers can later use to re-target across the web.
Secondly, to track conversions (purchase, signups, leads, subscriptions) happening on the website.
Generally, two different pixels - retargeting pixel and conversion pixel-are used to accomplish the two functions. But “Universal Pixel” simplifies website tagging where advertisers can place a single pixel across the web property, which can perform both re-targeting (audience building) and conversion tracking.
What can advertisers do on Kritter?
With universal pixel, advertisers need not worry about inserting two different pixels on the conversion page (most often the thank you page) and the rest of the website. The pixel can be generated from the platform and placed across the website. While creating the pixel, advertisers can create certain rules to record conversions on specific pages.
As a result, a single pixel is placed across the website and fires as a re-targeting pixel. It drops an anonymous browser cookie in the visitor's browser when they visit the property or specific pages. This helps create a list of users based on their browsing pattern that can be used to programmatically re-target the same visitors when they visit other websites across the internet.
The same pixel is fired differently when a conversion occurs on the advertiser's website to record it.
Why is this important?
Apart from saving some time to place different pixels on different pages, it also eliminates the redundancy of placing multiple lines of codes. Additionally, advertisers can easily create new or more complicated rules on the Kritter dashboard to generate a new pixel with ease and replace only a single pixel with the new one.