6 TRACKING PIXEL TYPES YOU NEED TO KNOW FOR YOUR NEXT AD CAMPAIGN

June 15, 2020

 

In our recent blog post, we discussed how advertisers use tracking pixels to collect data. However, one question remains unanswered: What are the different types of tracking pixels and how are they used by advertisers? These are 6 tracking pixel types to enable advertisers to optimize campaign performance:

 

1. Universal Pixel

The role of this pixel is to allow advertisers to track their website users on multiple pages via a single pixel. In addition to page URL, the pixel can also pass revenue data, order ID and product ID by appending macros to pass these values.

Example: Advertiser would like to track multiple pages across their brand site to allow for journey tracking and optimizations. A single universal pixel (UP) can be placed on each page, without the need for unique pixels per page.

 

2. Landing Page Pixel

The role of this pixel is to allow advertisers to track prospect activity as they reach the brand website landing page/homepage and is used for campaign insights and performance optimizations.

Example: Advertiser would like to deliver specific advertisements to visitors who have landed on specific pages of their website.

 

3. Conversion Pixel

The role of this pixel is to track conversions to help optimize towards the CPA goal. It can be also used to collect converting members for retargeting or blocking.

Example: Advertiser would like to achieve the highest number of conversion actions (i.e. registrations, video views, clicks, etc.).

 

4. Time Delay Pixel

The role of this pixel is to track the amount of time a website user spends on certain pages. Place this pixel where you would like to optimize time spent on the site.

Example: Advertiser only wants to deliver advertisements to visitors who have spent a lot of time on a specific page of their site.

 

5. Revenue & Order Pixel

The role of this pixel is to collect Revenue and Order ID to help optimize towards return on advertising spend (ROAS) goals. Can be used on checkout and purchase confirmation pages.

Example: Advertiser wants to have the best balance of advertising dollars spent to campaign revenue based on specific sales result.

 

6. Postback Pixel

The role of this pixel is to track app installs for mobile app download campaigns. It can be used to optimize towards app downloads.

Example: Advertiser wants to achieve the highest number of downloads of their mobile application.

 

Download Pixel Types Cheat Sheet

Download AcuityAds’ 1-pager on tracking pixel types to learn how we use pixels optimized to provide clients with the best campaign performance below.