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Getting started with tracking pixels

Effective marketing is key to putting on a successful event. Using tracking pixels helps ensure that your marketing budget is spent as effectively as possible. Pixels help you identify people that are interested in your events, provide information about their behavior, and measure how well your advertising converts them into paying customers.

EXAMPLE: Sarah wants to make sure her event’s limited marketing budget is spent wisely, so she sets up tracking pixels on her event page and confirmation page. This way she can see who’s interested, target them with online advertisements, and track when they buy tickets.

NOTE: Eventbrite Support can only verify that your pixel is set up in our system and firing correctly. For other questions, like setup in the advertising platform or reporting, please contact support for your chosen platform.

Introduction to tracking pixels

New to online marketing? Learn more about what tracking pixels are, how they work, and how they can drive more people to your event listings.

1. What’s a pixel?

A pixel is a tool that tracks visitor data on the webpage where it’s placed. Pixels allow you to identify an audience that reached your page or performed a specific action (like purchasing a ticket). With this information you can retarget them with advertisements or measure the effectiveness of your original campaign.

2. What does a pixel look like?

A pixel is either a small snippet of code in a webpage’s JavaScript or a tiny transparent image on the page itself. If it’s added as an image, it measures only 1x1 pixel, which is virtually invisible on a webpage.

3. How does a pixel work?

Whenever you visit a website, your internet browser makes a request to the server hosting that page. Then your browser makes a separate request for any images on the page. This process allows a tracking pixel to send metadata back to the server. Metadata can include the type of browser you’re using, your computer’s IP address, and the time of the request. If JavaScript is enabled, the metadata can be even more detailed, like how long you spent on the page or if you clicked on any buttons.

4. Are there different kind of pixels?

There are 2 main types of pixels: retargeting (or remarketing) pixels and conversion pixels. Retargeting pixels allow you to identify people who showed interest in your event by visiting the listing but didn’t purchase a ticket. Once the pixel identifies this audience, it surfaces relevant ads to encourage them to return and complete a purchase. Conversion pixels track ticket sales from your online advertising. Conversion pixels are typically placed on the eblink{order confirmation page=>https://www.eventbrite.ie/support/articleredirect?anum=3281} to let you know that a sale has been completed.

PRO TIP: If people visit a specific event listing but don’t buy tickets, you could retarget them with an ad eblink{offering a discount=>https://www.eventbrite.ie/support/articleredirect?anum=3295}.

Why should I use pixels?

Pixels are one of a marketer’s most valuable tools. They make your job easier by collecting essential audience data and allowing you make informed decisions on how to optimise your ad campaigns.

1. View your advertising spend and conversions in one platform.

Measuring the return on investment (or ROI) of your advertising is key to making smart marketing decisions. Platforms like eblink{AdRoll=>https://www.eventbrite.ie/support/articleredirect?anum=29228}, eblink{Facebook=>https://www.eventbrite.ie/support/articleredirect?anum=27563}, eblink{Twitter=>https://www.eventbrite.ie/support/articleredirect?anum=27021}, eblink{Google AdWords=>https://www.eventbrite.ie/support/articleredirect?anum=27022}, and eblink{Google Universal Analytics=>https://www.eventbrite.ie/support/articleredirect?anum=3400} help you run ad campaigns, place pixels, and track success all in one place.

2. Track which audiences, campaigns, and marketing efforts are performing best.

By placing pixels on multiple pages and advertisements, you can compare data to get a clear picture of what’s working best for you. Then, you can make informed decisions about where to funnel the rest of your marketing spend for maximum effectiveness.

3. View data on indirect conversions.

Pixels allow you to see when your ads are influencing purchases that otherwise would have been attributed to other sources. For example, a customer may have seen your ad on Facebook and then later found the event on Google and purchased tickets. In a “eblink{direct attribution model=>https://support.google.com/analytics/answer/1662518?hl=en},” the Facebook ad would not be credited as responsible for the conversion. However, just because they didn’t click on the Facebook ad doesn’t mean it didn’t have an effect on their decision to purchase tickets later on. An “eblink{indirect attribution model=>https://support.google.com/analytics/answer/1662518?hl=en}” takes into consideration every touchpoint a customer had with your listing and advertisements. Ad platforms give you more insight as they often allow you to toggle between different attribution models.

4. Build smarter audiences based on behavior.

This is where “retargeting” or “remarketing” pixels come in. People who’ve already viewed your event listing, searched for your event, or placed tickets in their cart are much more likely to purchase tickets than those who haven’t interacted at all. By saturating your existing audience with additional ads, you’re much more likely to increase conversions than you would be by trying to reach a new audience.

Getting started with pixels

Now that you’ve got a basic understanding of pixels, you’re ready to use one on your next event. To get started, choose from one of our advertising platform partners: eblink{AdRoll=>https://www.eventbrite.ie/support/articleredirect?anum=29228}, eblink{Google Universal Analytics=>https://www.eventbrite.ie/support/articleredirect?anum=3400}, eblink{Google AdWords=>https://www.eventbrite.ie/support/articleredirect?anum=27022}, eblink{Facebook=>https://www.eventbrite.ie/support/articleredirect?anum=27563}, or eblink{Twitter=>https://www.eventbrite.ie/support/articleredirect?anum=27021}.

1. Broaden your reach with AdRoll.

eblink{AdRoll=>https://www.adroll.com/} is a retargeting and prospecting platform that allows you to reach customers across any device. It combines inventory from several sites, including Facebook, Twitter, Instagram, and Google. Sound right for your needs? eblink{Learn how to create a tracking pixel with AdRoll=>https://www.eventbrite.ie/support/articleredirect?anum=29228}.

2. Track visitors to your event with Google Universal Analytics.

Eventbrite’s tracking pixels tool for eblink{Google Universal Analytics=>https://support.google.com/analytics/answer/2790010?hl=en} makes it easy to track the number of visitors coming to your event listing. eblink{Learn how to set up a tracking pixel with Google Universal Analytics=>https://www.eventbrite.ie/support/articleredirect?anum=3400}.

TIP: Before you add tracking pixels with Google Universal Analytics, make sure none of your live events use Eventbrite’s classic “Google Analytics” tool, then eblink{upgrade from classic to Universal Google Analytics=>https://analytics.googleblog.com/2013/10/an-easy-way-to-upgrade-to-universal_23.html}.

PRO TIP: If you have other live events in your Eventbrite account using the old Google Analytics integration, you must wait until those events are complete before adding the Tracking ID to “All Events.” Adding “All Events” will apply to any existing live events in that Eventbrite account, and if you have both the old Google Analytics integration and the new tracking pixels tool running on the same event, your data will be corrupted.

3. Improve your conversions from search with Google AdWords.

eblink{AdWords=>https://adwords.google.com/home/#?modal_active=none} allows you surface clickable ads in Google search results for specific terms. eblink{Eventbrite’s self-service tool for AdWords=>https://www.eventbrite.ie/support/articleredirect?anum=27022} supports conversion tracking, which will help you measure how effectively your ad clicks lead to ticket purchases and registrations.

4. Optimise your social media outreach with Facebook.

We highly recommend eblink{advertising on Facebook=>https://www.facebook.com/business/products/ads} as it’s one of the most common places attendees search for events. Our self-service tool for Facebook tracking pixels supports two types of tracking: • Facebook Pixel ID: Track website visits across all of your Eventbrite pages. • Standard Events: Track specific conversion events. eblink{Learn how to create a tracking pixel with Facebook=>https://www.eventbrite.ie/support/articleredirect?anum=27563}.

5. Get people talking about your event with Twitter.

Like Facebook, we strongly suggest eblink{advertising on Twitter=>https://business.twitter.com/en/twitter-ads.html} to target attendees that use social media as their main hub for finding events to attend. Eventbrite’s self-service tool for Twitter supports two types of tracking: "Universal Website Tags" (track website visits across all of your Eventbrite pages) and "Single Event Website Tags" (track specific conversions events). eblink{Learn how to create a tracking pixel with Twitter=>https://www.eventbrite.ie/support/articleredirect?anum=27021}.

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