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If you were wondering if you can measure the return on investment for your Facebook ads, the answer is yes! By leveraging pixels for downstream revenue tracking, you can optimize your Facebook ads for predictive lifetime value to acquire the most profitable customers and make the best use of your marketing spend.
Conversion pixels are used to signal events that happened while the user was browsing your website like viewing a product, registering or even adding a product to a shopping cart. It can be represented by an HTML image tag with a height and width of 1.
So why are pixels important? Nanigans conducted a case study across multiple ecommerce customers to test the significance of pixeling, specifically at the “add to cart” phase of conversion. In total, the test included 8,862,375,162 impressions, split between campaigns operating with an “add to cart” pixel versus those without. The results are telling. Campaigns that included pixeling at the “add to cart” stage of the conversion funnel resulted in a purchase rate percent increase of 688%, and an 88% percent decrease in cost per purchase.
The standard pixel flow works as follows:
There are a variety of pixel tracking parameters including:
Nanigans pixels can also be used to:
Nanigans offers two approaches to conversion tracking, client-side tracking and server-side tracking.
Downstream tracking can be highly effective for remarketing with ecommerce, travel, gaming and financial services companies leveraging pixels for their FBX campaigns. Some considerations for setting up your downstream tracking include:
If you want to track clicks and impressions you need to provide impression and click tags (click trackers). We recommend tracking these separately so you can clearly identify what’s driving your conversions.
If you are running a performance marketing campaign at scale using an ad platform like Nanigans, data sharing and downstream revenue tracking are critical to your success. Pixels enable algorithm-based optimization, predictive lifetime value modeling and audience learning for marketers. Without pixel integration, marketers are operating blindly and missing out on a massive opportunity to scale revenue.