How to Install a Tracking Pixel

August 5, 2020

Having a tracking pixel on your website is crucial if you want to measure your marketing efforts. Instead of blindly hoping that people will react positively to your ads and landing pages you can actually track website traffic, site conversions, and user behavior.

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Installing a tracking pixel is one of the easiest things you can do to improve your marketing campaigns. It enables you to gain deeper insights of how users interact and respond to your digital ads and email campaigns. It also enables you to create remarketing lists based on website behavior. 

To unlock the powers of tracking pixels follow our simple guide on how to install different tracking pixels. 


Google Tag Manager

Even if you’re not running any digital advertising campaigns we highly recommend utilizing Google Tag Manager and Google Analytics. The tag manager is a very user-friendly system that allows you to add, edit, and disable tags without having to touch the source code of your website. You can use tags to track for example scrolls, clicks on certain links, and form submissions, and then create remarketing lists based on the website actions. 

To start using the Google Tag Manager simply add a new account and set up a container for your website. You’ll need to add the container code directly to the source code, but after this initial setup you can manage all your tags through the tag manager. When you start creating tags you also need to set up triggers which tell the tag manager what action, like clicking on a specific link, will fire the tag. The tag manager has a handy preview mode that allows you to check do the tags fire correctly on your website. Be sure to take advantage of this feature and test your tags before you publish them. 

Facebook Pixel 

The Facebook pixel is Facebook’s own code that allows you to track conversions from Facebook ads and build remarketing lists based on website behavior. Even if you’re not using Facebook ads yet, you should still install the pixel so that it can start collecting data to create for example lookalike audiences later on. 

To install a Facebook pixel, go to Events Manager and click the plus sign to connect data sources and select web. Select Facebook pixel and click connect. Add your pixel name and then enter your website url to see the set up options. Click on continue. Once you have created the pixel you need to add the code to your website. You can do that either by adding the code manually to your website, by using a partner integration, or by emailing the instructions to your web developer. 

LinkedIn Insight Tag

LinkedIn Insight Tag allows you to track conversions and create website audiences and website demographics for LinkedIn ad campaigns. 

To install a LinkedIn Insight Tag, log into your LinkedIn Campaign Manager and select the correct account name. Click on the Account Assets tab in the top navigation bar and select Insight Tag from the dropdown menu. Click on Install my Insight Tag and choose how you would like to install tha tag. You can either install the tag yourself by adding the code to your website, email the tag to your website developer, or use tag manager like the Google Tag Manager. 

Twitter Pixel

Twitter has their own conversion tracking pixel that allows you to track the actions people take after viewing or engaging with your ads on Twitter. 

To install the Twitter pixel, log into your ads account, click on the tools tab in the top navigation bar and select conversion tracking from the dropdown menu. Agree to terms and conditions and then click the "Generate a website tag for conversion tracking" button. You can add the code to your website yourself, email the code to your website developer, or use tag manager like the Google Tag Manager. 

Adding conversion tracking to your website is one of the first steps towards a successful digital marketing strategy. Once you have your tracking pixels in place it’s time to start monitoring and analyzing the data and developing a remarketing strategy. Digital Impact & can help you if you have any questions about how to install conversion tracking and how to get the most out of the different pixels. Reach out if you have any questions!


Emilia Honkasaari, Digital Media Director

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