Adding tracking pixels to your event page allows your team to gather data about your customer's journey – from landing on your Splash page to completing registration.

We recommend consulting with your marketing program manager before implementing any pixels on your Splash pages.

	This feature is available to Basic, Pro, and Enterprise plans
	Roles available: Admin, Admin (Basic), Group Manager, Creative Specialist, Integrations Specialist, Event Organizer
	This feature is in General Availability

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What's a tracking pixel?

A tracking pixel is an HTML code snippet placed on a website to collect information about people interacting with that site. They can enable your team to better understand how guests interact with your event and how many of your visitors successfully submit a registration.

For example, you can apply a Meta pixel to your Splash event, which will track the key actions your audience takes on your event page, such as when they RSVP to an event. Those actions are captured and sent to your Facebook Events Manager for you to analyze.

Splash supports a variety of pixels. You can now set up tracking pixels using self-service in Splash, and there are others that our team can implement on your behalf. It's important to note that Splash does not support all tracking pixels, and we don’t create/obtain them (meaning, you will need to create the tracking pixel and add it to your Splash event.)

The most popular pixels come from the following sites:

• Meta (Facebook) Pixel
  • Learn more about verifying your event domain to ensure Meta pixels perform as expected.
• MailChimp
• Google Tag Manager
• Google AdWords
• YouTube Pixel
• Google Analytics
• Adobe Marketo Engage Munchkin Javascript
• LinkedIn Insight

There are three locations you can place a tracking pixel to fire:

• Initial page load
• Opening the RSVP form (not compatible with inline forms)
• After submitting an RSVP or ticket purchase

Create a tracking pixel

Before adding a tracking pixel to your Splash event, you’ll need to create it from the provider’s site. For example, if you are adding a Google Analytics tracking pixel to a Splash event, you can find your Google Analytics Tracking ID on your Google Analytics Admin page. Please refer to your pixel provider’s documentation for more information and best practices.

Verify your event domain (Meta Pixel only)

Apple announced changes to iOS 14 that impact how conversion events are received and processed from tools like Facebook. Read more about the release.

As a result, there are a few actions Meta requires you to take to ensure the pixel will perform as expected:

• Your Splash event page should have a valid vanity domain.
• Once your domain is set up, it should be submitted for verification within your Meta Business Manager account. Read the step by step instructions for how to complete this verification. Keep in mind these steps cannot be completed by Splash.
• Once verified, take the TXT DNS record that the Meta Business Manager provides and add it to your existing DNS settings for that domain.

Implement or manage tracking pixels using self-service

You can now implement many common tracking pixels on Splash events using self-service from your event’s Analytics tab.

You can add tracking pixels to Splash events for the following providers:

• Google Analytics
• Google Tag Manager
• Meta Pixel
• LinkedIn Insight
• Adobe Marketo Engage Munchkin JavaScript

Set up a new tracking pixel

1. Open your Events dashboard and select the event you want to track with a tracking pixel.
2. Click Analytics.
3. On the Analytics page, click Tracking Pixels.
4. To add a new pixel, click New Tracking Pixel.
5. Select the tracking pixel provider, and configure the following:
   
   • Tracking pixel ID: The pixel tracking code from your pixel provider
   • Tracking Alias (optional): A descriptive name that helps you identify this tracking pixel
   • Trigger: When you want the pixel to fire
     
     • Page Load
     • Opening RSVP Form
     • Submitted RSVP
       

       Note: For LinkedIn Insight and Adobe Marketo Engage Munchkin JavaScript, Page Load is the only trigger available at this time.

6. Click Save. By default, your new tracking pixel is now active.

Edit an existing tracking pixel

When you apply a tracking pixel, it is activated or turned On by default. This means your pixel is collecting data and returning it to your third-party provider, such as Facebook Event Manager. Select the On/Off toggle next to the pixel to activate and deactivate a tracking pixel. You can also delete the pixel entirely by clicking the trash can icon. This cannot be undone.

Click the pixel to edit any pixel settings, and the settings will display. Make any necessary changes and click Save.

Test to confirm your pixel fired correctly

You can download a browser extension such as Google Tag Assistant, which displays a Google Analytics or Google Tag Manager pixel when it fires. Google Tag Assistant will also let you know when a pixel is not firing correctly, and why.

Browser extensions such as Omnibug and Tag Explorer are also helpful for testing marketing tags and tracking pixels.  

For additional testing information, work with your company’s marketing team or refer to your pixel provider’s documentation.

Implement tracking pixels using Splash Support or Services

You can set up many tracking pixels on your own using self-service at the Splash event level. To add tracking pixels for providers not included using self-service, we can help, but this requires additional scoping and is a service at cost. Additionally, if you need a pixel to fire on page load and another event, this will also be a service that the Splash Support team cannot complete on your behalf.

How do I add theme-level tracking pixels?

It's great to track conversions for a single event, but event marketers constantly juggle and analyze multiple events simultaneously. Applying a single tracking pixel to all your event pages saves time and improves scalability. While you can't do that yourself in Splash today, we can help by applying your pixel to any custom theme. Then, the pixel will be automatically applied to any event page created from that theme moving forward.

You can reach out to us with the following information included, and we'll get the process started:

1. The pixel in a .txt file attachment. Why? Sometimes copying or pasting 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.
2. The URL(s) of the Splash event pages and themes you'd like this pixel placed. Please note that if the scope includes multiple pages, the work will be scoped for time and potential cost.
3. When you would like this pixel to fire. As a reminder, you have three options:
   • Initial page load
   • Opening the RSVP or ticket form
   • After submitting an RSVP or ticket purchase

Frequently asked questions

Can I have my pixel fire multiple times throughout the registration process?

This is possible, but our team will have to evaluate it on a case-by-case basis. Some scripts, such as Meta pixels, by default fire once on a specific page. If you want to fire a Meta pixel multiple times throughout the RSVP process, we can scope the additional implementation and assess any custom development costs.

Alternatively, you can send multiple pixels to be placed on different parts of the registration process (For example: on page load and submission of the registration).

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 in your website's <head> or <body>. We often get asked, "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 loads).

Why? Splash is not a static HTML website, so it will not function like one. Instead, Splash pages are built using 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.

If I duplicate an event, will my tracking pixels carry over?

No. Splash removes the tracking pixel code as a best practice when events are duplicated. If you want tracking pixels implemented across many events, you can add them individually using self-service or contact Splash Services for custom implementation.

Any other questions about tracking pixels? Drop us a note and we’ll be happy to help.