Implementing conversion tracking pixels onto a page is one of the cornerstones of marketing, enabling you to create the most relevant audiences for your business and measure and optimise your ads. So can you use multiple conversion tracking pixels on a page? This blog aims to explore…
It’s often the case, that in order to satisfy business realities, your site needs multiple pixels.
Tracking pixels are an important component of any sales funnel – implementing a base pixel code and tagging key elements of your funnel are all part of the initial optimal setup for your site.
A pixel code allows you to track customer behaviour and conversions – giving you the relevant data for your analytics software.
In short, the answer is yes, you can use multiple conversion tracking pixels on a page, and this might be a viable option when managing your marketing needs.
It is usually the case that Facebook Ads, Google Analytics or Google Ads track data in different ways and so implementing code that transfers to all of them is a beneficial way of gathering the majority and correct data.
Using multiple conversion tracking pixels on a page is a great way of ensuring the most accurate tracking and minimising the risk of technical errors.
It’s specifically handy to use multiple conversion tracking pixels on a page when you have, for example, a pixel for your ad account and a pixel for a third party that is providing a service to your business. This allows each entity to focus on tracking conversions and remarketing as they see fit.
When it comes to using multiple conversion tracking pixels on a page, however, there may be some issues you run into, this blog aims to highlight these and offer ways and means around them.
Multiple Google Ads Tracking Pixels
A common misconception within the Google Ads Community is that a pixel used for tracking for Google is associated with an individual ad campaign.
It is commonly believed that each ad has its tracking pixel. This would cause huge complexity when referring to data and tracking. Thankfully, your Google Ads tracking pixel is associated with your account, as opposed to the singular ad campaign. Therefore, there are no multiple confirmation pages or visually identical landing pages instead, one tracking code does the job of conversion.
Google, as we know, is smart enough to track visitors’ information from one page to the next and can carry that information from the ad click to the conversion and so in this instance, there is no need for multiple conversion tracking codes.
Multiple Analytics Suites
So how does it work when you have one landing page, but traffic coming from several different ad campaigns? Of course, you want to be able to monitor what conversions are coming from what ad.
At this point, installing multiple conversion tracking pixels to your page is essential: the Google Analytics Tracking Pixel, Facebook Pixel and the Twitter Conversion Tracking Pixel are all useful to have. All three of these codes are self-contained and can run alongside each other.
We may run into problems when users end up on your page through different means.
Example. Somebody finds your page by clicking on a Google Ad. The Google Ad tracking lasts 30 days. On day 28, they remember your site and click a link through Facebook to get to the same page – who is responsible for the conversion?
The answer to this is both. So, it’s important for you to monitor which conversions are duplicates – and this can be a pretty complex issue!
Multiple Affiliate Network Tags
Affiliate network tracking pixels is a whole new ball game, with its own complexities. The main issue you may encounter is if numerous affiliate tracking pixels track the same thing. If something is on multiple affiliate networks, leading to one sale, who is responsible for the conversion?
The only real response to this is to be careful. You want your pages to be single-focused enough so that only one product is tracked on one network. Be vigilant of these conflicts!
Multiple Instances Of One Pixel
So how does this work for a company like us? A marketing agency wants to track customer data with our own Facebook pixel and track their data with their pixel to gain a more accurate representation.
Sure you can track all data with your agency-level pixel but then what happens if a contract is terminated? These are all questions to keep in mind when exploring multiple instances of one pixel.
Thankfully, tracking pixels are smart enough to handle more than one ID. So one piece of data can be monitored by two different ID’s at the same time. Data comes to the agency for overview analytics, and the data goes to the customer for individual analytics.
We know, that’s a lot of overlapping information! Conversion tracking pixels are sticky stuff to get your head around but there are a number of ways in which you can make tracking conversions easier for yourself.
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