If you’re using social media, especially for advertising purposes, you should be measuring your results. Doing so can help you to understand what’s working, what’s not and how you can improve your efforts.
All of the main social media platforms, like Facebook, Twitter and LinkedIn have pixels that are available to use for free.
Simply put, a pixel is a snippet of code that is embedded into your website, which lets you track user behaviour and movements, measure results, while also helping to optimise content and build audiences based on your website’s regular visitors.
All pixels track when a user has visited a certain page on a website, while some go even further by tracking certain events and actions on your website.
The Facebook Pixel is the most popular of its kind. It has the basic tracking functionalities, but it also allows advertisers on the platform to create Custom Audiences from website visitors.
Facebook’s Pixel is particularly advanced as it starts to show adverts to people who are more likely to take certain actions, based on previous conversions.
Facebook has 17 events which you can track on your website, for example you can track when someone has started the checkout progress, completed a registration or contact form and lots more.
In addition, the Facebook Pixel allows you to create custom events, which can collect extra information than the standard events. These can be created using specific URL or URL keywords.
Click here to find out more about Facebook Pixel.
Twitter’s Universal Website Tag tracks actions users take after viewing or engaging with your ads on Twitter. This particular tool includes powerful capabilities to let its users track conversions cross-device too.
Twitter has 4 set conversions you can track – site visit, purchase, download and sign up. However, it’s important to know that custom conversions can also be set up.
Click here to find out more about the Universal Twitter Website Tag.
The LinkedIn Insight Tag enables in-depth campaign reporting and gives valuable insights into your website demographics while helping with conversion tracking and retargeting.
LinkedIn’s Pixel has similar functionality to Twitters in the way it has set conversions to choose from. But custom conversions can be set up using specific URL or URL keywords.
Click here to find out more about the LinkedIn Insight Tag.