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Pixel Engagement Tracking: How to Keep Up with Mobile Customers
How many times have you checked your phone today? According to a study by Dscout, a typical American picks up their phone about 76 separate times a day on average. As lives get busier and schedules get more hectic, people turn to their mobile device to stay in touch with their digital lives when they’re off their desktops. Now that more companies are turning mobile-first to find customer engagement, we’re left with the following question:
How do we keep up with our mobile customers?
The answer? Cross-device pixel engagement tracking.
What is pixel engagement tracking?
Pixel engagement tracking is a method of gaining insights on customers using a 1×1 image (or pixel) that follows customers as they navigate your content. The pixel is tiny and transparent so it can be placed inside HTML or email while not disrupting user experience.
How does it work?
Once you implement a pixel’s code, it’s ready for use. Whenever a user clicks on your website, the pixel loads and activates a demand-side platform (DSP) to trigger cookies that log user activity.
Through pixel tracking across different devices, you gain a deeper understanding of your audience’s behavior throughout their buyer’s journey.
When you compare data from cross-device pixels, you can match these data points and get a closer look at the actual person behind the screen.
How can this help me?
Although small, tracking pixels have the capacity to collect a lot of important data. Here’s some information a pixel can gather from users:
- What device they’re using (Desktop, mobile, etc.)
- How they accessed the website/email (browser, mail app, etc.)
- Activity on your website (purchases, clicks, etc.)
Now that you can identify a real person, you can accommodate for how they engage with your content whether they’re on mobile or desktop. For example, using tracking pixels can help you track where your users are most of the time. Sending customers desktop-optimized ads, if they mostly use their phones, isn’t an efficient use of marketing dollars.
The average person owns 3.64 devices, so it’s easy to miss the gaps in your consumer profiles. Through cross-device pixel engagement tracking, you can reach real people and connect with them in meaningful ways.