How To Add Pixels To Your Website (Facebook, LinkedIn & Google)

How To Add Pixels To Your Website (Facebook, LinkedIn & Google)

How To Add Pixels To Your Website From Facebook, Google & LinkedIn

making what seems crazy complicated, nice and easy!

How To Add Pixels To Your Website From Facebook, Google & LinkedIn

making what seems crazy complicated, nice and easy!

Adding tracking pixels to your website

From tracking activity on your site to offering easy remarketing options for your ads, Pixels, as it turns out, aren’t just the latest Google phone or those tiny squares that make up digital images. Who knew? 

Pixels are an important part of an effective digital marketing strategy, particularly if social media advertising is a strong branch of your overall plan. 

There are pixels for a variety of different channels, from social media platforms like Facebook and LinkedIn, to Google-centric platforms like Google Ads. Which pixels are the most crucial to your digital marketing strategy is dependent on the platforms that you already use and where your target audience are hanging out on the world wide web.

Now, before we start getting ahead of ourselves, let’s cover what a pixel is, how it works and how it can be used.

Getting to grips with tracking pixels

Pixels are essentially a tiny handful of code or a ‘tag’ that, once implemented on the backend of your site, allows you to gather insightful information about the users that visit your site and the actions that they take while they’re there. Tracking pixels can gather information from a user’s visit like what pages they visited, what time they visited as well as what type of device they used and what operating system it uses.

But that’s not the only information that they’re limited to!

Once you’ve set up your pixel, you can then use standard event tags to track actions taken on your site such as “add to cart”, “form submission” and “complete registration”. You can even create your own custom event if there isn’t a standard event that covers the specific action on your site that you want to track.

Once your pixel and events are set up, whenever someone visits your site and these actions are completed, the pixel will fire and record this information. You can then track and report using this data. You can also go a step further with advertising based pixels like Facebook, LinkedIn or Google Ads and create audiences of users who have completed these actions or users similar to them who are likely to complete these actions too.

So, now you know what they are, let’s get started on how to add those pixels onto your website. 

Facebook Pixel

The Facebook pixel furthers the scope of Facebook Advertising as pixel can be easily integrated and used as part of your targeting. 

Start by visiting Events Manager on Facebook Business Tools, then click “Connect Data Sources” and select the Web option, then select Facebook Pixel and click Connect. After naming your pixel, enter your website’s URL and click continue

Once you’ve created your pixel, you need to add it to your website’s code. Thankfully Facebook offers you three different routes to install the Facebook pixel to your site with plenty of instructions for each option, making the process seamless. Our personal favourite is the Partner Integration option, for which we use Google Tag Manager as it works well with other google centric platforms, but you can find Facebook’s other Partner Integrations right here. 

Once it’s all set up, you can set up your events to measure actions on your site and then test that your pixel is working before you start using it for your Facebook ads!

LinkedIn Insight Tag

Also known as the LinkedIn Insight Tag, the LinkedIn pixel is a JavaScript tag which is the basis of conversion tracking, building audiences from your site data and website demographic for LinkedIn Ads. You can install it by adding the LinkedIn Insight Tag to your website’s Javascript code, emailing the tag to your site’s developer or you can opt for adding the LinkedIn Insight Tag to Google Tag Manager (or any other tag management systems that’s compatible). 

Simply start by signing into Campaign Manager and selecting the right account, then click the Account Assets tab in the navigation bar and select the insights tag option from the dropdown menu. From there you’ll be able to choose which set up option you’d like to use.

Google Ads Conversion Tracking Tag

The Google Ads interface uses a ‘conversion tracking tag’ but this essentially has the same function as a pixel. The main difference between this type of pixel compared to the other two we’ve already look at is that first, you need to create a conversion action before setting up your conversion tracking tag.

Once you’ve done that you’ll then have to add two code snippets, one of which is called the global site tag. This is the ‘pixel’ tag that pulls the data from your site which you can then use for remarketing. Find out more about setting up Google Ad’s conversion tracking for your website here.

 

Pixels are just one of the great digital marketing tools that you can utilise to learn more about your website’s visitors and being able to turn them into potential customers.

Want to learn more about which tools and techniques can help you improve your digital marketing strategy? Why not check out the digital marketing workshops that we offer or get in touch to see what we can do for you.

Yumna Kumran

Yumna Kumran

Snr Digital Creative

Follow us on social media for blog updates and more kick-ass learning content to grow your digital skills!
How To Add Pixels To Your Website (Facebook, LinkedIn & Google)

How To Add Pixels To Your Website (Facebook, LinkedIn & Google)

How To Add Pixels To Your Website From Facebook, Google & LinkedIn making what seems crazy complicated, nice and easy!How To Add Pixels To Your Website From Facebook, Google & LinkedIn making what seems crazy complicated, nice and easy!Adding tracking pixels...

How to engage with your customers online

How to engage with your customers online

How To Engage With Your Customers Online

using creativity to get users to engage with you

Engaging with your customers whilst online is a crucial element to digital marketing. It can not only boost awareness of your brand but also encourage repeat business from existing customers.

We find that one of the best online platforms to engage with customers or clients is through social media. Now, we know that one of the most obvious ways to engage with customers is through responding to questions and complaints, but when it comes to social media, creativity is essential to get users to engage. After all, this isn’t your grandmother’s social media (unless she’s a social media wizard…).

Because of the way that audiences use social media and consume content, not to mention the number of brands who are trying to get their marketing message out there, it can be difficult to encourage social media users to interact with your posts. If we’re being totally realistic, we all follow at least a few companies or brands on social – and we don’t always engage with them.

So, as a brand or business, when you’re posting on social media you’re ultimately fighting for space on the feeds of your users, along with every other brand they follow. This makes using creative methods of engaging with your customers even more crucial to your social strategy. But don’t worry, we’re here to help. Here are our favourite ways to prompt engagement with customers through social media!

Polls

Social media is largely made up of opinions. “This is what I think of this news article”, “I loved this movie”, “I can’t stand this music artist”, “I think that this celebrity is so brave” and “This is my favourite ___” are just a few that come to mind. That’s why, when you’re actively asking users for their opinions – especially through a format like polls – you’re much more likely to get engagement. One of the most beneficial aspects of polls is that they’re available to use on a variety of social platforms, such as Instagram Stories, Facebook posts, and tweets on Twitter.

Polls can also be used in different contexts. This could be allowing users to contribute to your business or brand, such as offering options for what your next product/service could be, or to make internal decisions, like what the new names for meeting rooms should be. This offers users a way to connect with your brand in a way that isn’t solely based around products or services, but more on a personal level. Polls can also be used for general conversation around topical and relevant news – for example, asking whether new changes being made by tech companies will impact them.

Conversation Starters

Conversation starters are one of the biggest ways to interact with users online, as you’re offering people the opportunity to contribute to a conversation. Conversation starters also allow users to provide their opinions as well as their own experiences, not to mention the opportunity to interact with someone – whether that’s the brand or even another like-minded user! We’ve included some of our favourite conversation starters below.

Questions

When writing a social post, including a question directed towards your users is a great way to get the conversation flowing. For example, we recently posted about our new blog ‘what are memes and can they help my online presence?’ on Facebook and Twitter, and at the end of the post, we asked users to share their favourite meme in the comments – keeping the conversation going.

Answers

Another way to encourage engagement is providing users with a problem that they can solve (ideally with a prize at the end!). Our sister brand, Sleeping Giant Media, recently ran a Christmas campaign called Giant Elf, which incorporated a puzzle – asking users how many ball pit balls there were in a video. As a result, users submitted plenty of entries, creating some healthy competition and getting people talking – while also meaning that we received some lovely engagement!

GIF Responses

GIFs are great for responding to… well, most things really. After all, pictures can say 1,000 words! The right GIF can explain exactly how you’re feeling, which is why they’re such a great tool for conversations on social media. We often ask users to tell us their opinion, thoughts or even how their day is going through a GIF. We do this because it’s a fun, interactive and creative way to prompt users to contribute to the conversation.

 

Ultimately, customer engagement is all about the emotional connection between your customers and you, bringing them closer to your brand. Customers who are engaged with are much more likely to purchase your products or services, promote your products or services to other potential customers, and above all, exhibit loyalty to you and your brand. By providing your customers with high-quality customer experience, you’re solidifying a crucial component in your brand’s customer engagement strategy.

 

Still not got your fill of learning how to utilise social media? Check out our blog ‘ffs, stop trying to cheat social media’, or our blog on ‘The dark and light side of social media’ to learn more about how you can effectively use social media in your digital marketing strategy!

If you want to learn more about using social to your advantage, book a slot on our Social Animal course, where you can learn how to implement strategies and use all social platforms to achieve your business goals. Sign up today!

Yumna Kumran

Yumna Kumran

Digital Creative

Follow us on social media for blog updates and more kick-ass learning content to grow your digital skills!
How To Add Pixels To Your Website (Facebook, LinkedIn & Google)

How To Add Pixels To Your Website (Facebook, LinkedIn & Google)

How To Add Pixels To Your Website From Facebook, Google & LinkedIn making what seems crazy complicated, nice and easy!How To Add Pixels To Your Website From Facebook, Google & LinkedIn making what seems crazy complicated, nice and easy!Adding tracking pixels...

Transforming Data Into Things You Can Do!

Transforming Data Into Things You Can Do!

Transforming Data Into Things You Can Do!

what’s the point of measuring it, if you’re not going to make the most of it?

 

Numbers everywhere! Great, you’ve collected all the data, but now what?

These days, businesses are able to know what customers are thinking and how they’re interacting with websites without having to manually collect data – all thanks to tech. But with the sheer amount of data that technology collects and analyses, how can you turn this raw data into actionable insights, and help to improve your business strategy?

What is an insight?

An insight, in digital marketing, is a way to gain an accurate and in-depth understanding of how your site and services are used by your customers. Insights are developed from data and then used to make actionable decisions to improve the performance of your site.

With all the tools we have available, from social media to Google Analytics, there’s little data that can’t be tracked and measured. Data collection and analysis is common practice for many modern businesses and, ideally, data should be utilised and factored into how a brand approaches its marketing. The better the understanding of how customers see and experience your service, the more efficient your marketing efforts can be.

Organise your data

Of course, to gain this understanding, a targeted strategy is required to get the most out of your data. Provided that you have set goals for the performance of your site, you can go straight to the categorising of your data. Begin by breaking down the digital data you’ve collected into whether it’s relevant to your business goals.

There are two main types of data: qualitative and quantitative data. Depending on your goals, one may be more important than the other.

Quantitative Data

Quantitative data is anything that can be measured numerically. This type of data is mostly pulled from analytics tools, like Google Analytics, as well as the analytics of individual social media platforms. This is a great way to determine the demographics and search habits of your site users and the digital journey that these users have taken across your site.

Qualitative Data

Qualitative data is anything that can be defined as descriptive information. These provide you with insight into the types of experiences that your customers have with your services, and their general thoughts and opinions of your business. This type of data can be found in the form of on-site reviews, and reviews on external sources and platforms such as Trip Advisor, social media and Google reviews.

Both of these types of data allow you to understand what’s working and what isn’t when it comes to your business. Once you’ve collected your relevant data, identify whether or not this data reflects the achieving of your specified site goals.

Interpret your data

For example, imagine one of your business goals is to increase the number of positive reviews on your site. To achieve this you previously made pinned posts on Twitter and Facebook, asking users to leave a comment about their most recent experience with you. However, upon checking your data to see if there have been review-based comments on your social channels, you see that there has been little to no change. What you should interpret from this data is that this is perhaps not the most effective way to improve positive reviews of your business.

Alternatively, one of your business goals could be to increase transactions, so, to do so, you implement a discount which you highlight on the site through the form of a promotional banner, which, when clicked, leads to a unique transaction page. You also share a link to this page on your social platforms. As a result, you can see through your data that users have responded well to this discount code, with many landing on the unique transaction page through clicking the banner which has impacted the increase in transactions on your site. What you should interpret from this is that your introduction of a discount has helped you to achieve one of your goals, so this is probably something you should try and replicate.

Make Recommended Next Actions

It’s all well and good that you’ve identified that your previous actions either have or haven’t helped you achieve the goals you’re aiming for, but now what? Well, now is when you make decisions to help you achieve your goals based on the information in the data you’ve collected.

So, the social posts asking users to comment or review their most recent experience didn’t work, and you’ve been able to discover this through your data collection and analysis. You should then make recommended actions based on this, to turn this around. Perhaps your recommended next action is to consider email marketing to your existing customers (while staying GDPR compliant) and offering these customers a voucher in return for a review, to increase the amount of positive feedback for your business.

Or, you can tell that, based on the data, you successfully managed to increase your site’s transactions through a discount banner. You may now consider running a campaign with a couple of PPC ads that highlight this discount offer, to encourage more users to click-through to the unique landing page, and potentially increase the number of transactions on your site.

Start Again

We know what you’re thinking; “What?! I’ve got to do this again?” – and the answer is yes. To ensure that you keep achieving the goals you’ve set, it’s important to keep reviewing your data on a regular basis – and definitely during and after every campaign that you run. This provides you with up-to-date insights which you can use to pinpoint whether or not your actions have achieved the results you were aiming for. Digital marketing very rarely ends up being a one-time effort and often requires adjustments, which is why it’s crucial to continue to improve your online presence through actionable data-led insights.

Unsure about what you’re looking for in Google Analytics when it comes to collecting data? Check out our blog on The Metrics – What to look at in Google Analytics for some top tips. You can also check out the Google Garage topic on turning data into insights for a comprehensive lowdown, including understanding the data cycle, managing numbers, and presenting data effectively – it was written by a bunch of absolute know-it-all data experts… *ahem*… so you’re in good hands.

Yumna Kumran

Yumna Kumran

Digital Creative

Follow us on social media for blog updates and more kick-ass learning content to grow your digital skills!
How To Add Pixels To Your Website (Facebook, LinkedIn & Google)

How To Add Pixels To Your Website (Facebook, LinkedIn & Google)

How To Add Pixels To Your Website From Facebook, Google & LinkedIn making what seems crazy complicated, nice and easy!How To Add Pixels To Your Website From Facebook, Google & LinkedIn making what seems crazy complicated, nice and easy!Adding tracking pixels...