Tracking pixels give your team the ability to track every step of the customer journey - from landing on your Splash page to completing their registration.
Disclaimer: We always recommend consulting with your program manager prior to implementing any pixels on your Splash pages.
Wait - what’s a tracking pixel? What are they used for?
Glad you asked! A tracking pixel is an HTML code snippet that is placed on a website to collect information about people interacting with that site. This can enable your team to gain a deep understanding of how guests interact with your event and how many of your visitors successfully submit a registration.
What can I do with a pixel?
There are four locations you can place a tracking pixel to fire:
1. Initial page load
2. Opening the RSVP or Ticket form (Not compatible with inline forms)
3. Loading the ticketing checkout page (Ticketed events only)
4. After submitting an RSVP or ticket purchase
This means that if you place a pixel on “the opening of the RSVP form,” your pixel will fire once (or, track one record) when a guest clicks on the RSVP button after the page is loaded. Pretty cool, right?
There are a variety of pixels that our team can implement on your Splash pages, but it’s important to note that Splash does not support all tracking pixels. We also don't create them, but the most popular pixels we see come from the following sites:
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Facebook Tracking Pixel
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MailChimp
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Google Tag Manager
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Google AdWords
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YouTube Pixel
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Google Analytics
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Marketo Munchkin Tracking
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LinkedIn Insight Pixel ID
What does a pixel look like?
Your pixel will look something like the below. It will typically be in HTML format, beginning with <script> and ending with </noscript>.
What does this mean for my team’s marketing strategy?
Sure, it’s great to track conversions on a single event, but as we know, event marketers are constantly juggling and analyzing multiple events at once. Wouldn’t it be amazing if you could apply a single tracking pixel to all your event pages to scale? Well - you’re in luck! We can apply your pixel to any branded or custom theme. The pixel will be applied to any event page created from that theme moving forward so you don’t even have to lift a finger.
So, how can I set this up?
The Splash Support team can help set up the below pixels to fire on page load, which can be set up on event pages or themes.
- Google Analytics
- Google Tag Manager
- Marketo Munchkin
The above tracking pixels and more can be set up and fired on other actions, but this does require additional scoping and is completed as a service at cost.
You can reach out to us with the following information included and we'll get the process started:
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The pixel in a .txt file attachment. Why? Sometimes copy or pasting the the pixel into the body of an email can alter the formatting of the code, which could lead to an error upon implementation. Using an external .txt file to store this code will avoid that. We want to make sure that we get this right on the first try!
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The URL(s) of the Splash event pages and themes you'd like this pixel placed on. Please note that if the scope includes multiple pages, the work will be scoped for time and potential cost.
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When you would like this pixel to fire. As a reminder, you have four options:
1. Initial page load
2. Opening the RSVP or Ticket form
3. Loading the ticketing checkout page
4. After submitting an RSVP or ticket purchase
How can I check to see if my pixel fired correctly?
Great question! You can easily download a browser extension such as Google Tag Assistant, which displays a pixel when it fires. Google Tag Assistant will also let you know when a pixel is not firing correctly, and why.
Can I have my pixel fire multiple times throughout the registration process?
This is definitely possible, but our team will have to evaluate on a case by case basis. Some scripts, such as Facebook pixels, by default fire once on a specific page. If you're looking to fire a Facebook pixel multiple times throughout the RSVP process, we can scope the additional implementation and assess any custom development costs.
Alternatively, you can send over multiple pixels to have placed on different parts of the registration process (i.e. both page load and submission of the registration). Our team can handle this with ease!
How does Splash implement my tracking pixel?
On your third party site, you might see a list of instructions, letting your team know that this pixel must be placed at the <head> or <body> of your website. We get this question a lot: How do I access the <head> or <body> tag on my site?
Splash inserts tracking pixels a bit differently from other sites. We take the original code in your .txt file and write a function that tells our software to run this tracking pixel when the designated action happens (e.g. when the page is loaded).
Why? Splash is not a static HTML website, so it will not function like one. Splash pages are built via a fully-fledged, flexible content management system (CMS) with many other scripts running in the background to provide the RSVP or ticketed experience that our clients have grown to love. This is why we must create code snippets based on the tracking pixel to run the function you're trying to achieve.
Any other burning questions about tracking pixels? Drop us a note and we’ll promptly assist!
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