ad tracking

What Is Ad Tracking And How Is It Beneficial To Your Business?

If you’re promoting your brand using online ads, then you need to evaluate different metrics that determine whether your campaigns are successful or not. And this is where ad tracking comes in.

Ad tracking refers to the process of collecting user data and insights to determine the performance of an online marketing campaign. Therefore, if you’re an advertiser or a business owner, here are some reasons why you should include ad tracking in your marketing campaigns.

Pixels

Tracking pixels can help businesses and individuals to optimize their ads and use that information to position them in front of the right audience.

For instance, if you’re running a banner ad with tracking pixels across different platforms, they’ll help you to collect information about how consumers interact with your ads. They’re extremely effective when it comes to tracking the usefulness of your online marketing campaigns.

Pixels will give you insights on how your target audience is interacting with your content. You can then use that feedback to optimize your ads accordingly.

Cookies

For many years, business owners have been using cookies to acquire insights about user behavior on their websites. But as a marketer, you first need to acquire consent before you can use cookies to track user activity.

Once you’ve been granted that permission, you can then use cookies to customize your website according to various browsing preferences. Cookies play a central role when it comes to the majority of ad retargeting campaigns.

For example, you can use cookies to create a user profile depending on their web activity and habits. You can then leverage this profile to serve or display ads that align with the user’s interests and preferences.

Double Click Tracking

You’ve probably come across an ad that you viewed weeks or even months ago which follows you on various online platforms. This usually happens due to Double Click ad tracking.

Acquired by Google in 2008, Double Click tracking is an ad serving and ad management platform. You can use this to run ad or marketing campaigns across various channels. It’s now known as the Google Marketing Platform.

When it’s time to track your online ads, you can use the Google Marketing Platform to monitor first-party cookies and third-party cookies. With this platform, you can easily monitor how other businesses are serving ads to their customers.

You can then use that information to customize your own ads to launch a retargeting campaign.

Facebook Ad Tracking

If you’re using Facebook to market your products or services, then you can leverage various ad tracking tools and strategies to optimize ads for your target audience.

Facebook’s ad tracking pixel is one of those tools. It operates just like most of the other tracking pixels mentioned above. You can use it to track a person’s path, right from the minute they view your ad to when they land on your website and when they complete a purchase.

The Facebook pixel will provide you with valuable insights on how your ads are influencing various actions on your website.

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