“We often plough so much so much energy into the big picture, we forget the pixels.” -Silvia Cartwright
-We are here to make sure that we don’t!
Owning a long history on the Internet and going by many names, a tracking pixel, also known as a web beacon or page tag, is an embedded object commonly found in a web page. Pixels unobtrusively allow websites to record the relevant web activity of their customers. This information in turn facilitates campaign performance measurement, conversion event tracking, and audience insights across Zeta solutions. When dealing with pixels, these three key concepts are enough to learn about:
The types of pixels
Solution or data to take action on
Zync Container Tag Bundle
The Zeta Global Container Tag Bundle includes both a Universal tag and a unique Conversion tag per conversion type. Each tag URL contains marketer-specific hardcoded key-value pairs including:
c, the client hash key
p, the partner hash key
k, the tag short name which defines the tag type within the Zeta Marketing Platform
zmpID which defines the account in the Zeta Marketing Platform
Based on the predetermined requirements of the marketer, a tag might also contain additional standard or custom parameters.
Types of Pixels
The Universal Tag should be implemented upon all pages of the marketer's site, such as the home page, generic pages, product level pages, category level pages, configurators, shopping cart, customer only accessible areas (for e.g., my account), and all stages of a conversion funnel excluding the final conversion page. The more comprehensive site coverage the tag has, the more complete your customer journey data events will be.
The Conversion Tag should be implemented to fire exclusively upon the final conversion/transaction/lead event or page load.