top of page
  • Writer's pictureJackson Tarrant

A Guide To Tracking Pixels For Advertisers

Published on AcuityAds.com, June 7, 2020.

image designed by Jackson

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 the 6 tracking pixel types to enable advertisers to optimize campaign performance:


1. Universal Pixel


The role of this pixel is to allow user tracking 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: Client would like to track multiple pages across their brand site to allow for journey tracking and optimizations. A single UP pixel 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 track users 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 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 AcuityAds’ 1-pager on tracking pixels to learn how we use pixels optimized to provide clients with the best campaign performance here.


Comments


bottom of page