According to a recent survey, marketing and promotion is the biggest line item in most event creators’ budgets. But less than 20% of event creators said these promotional efforts were very effective.

Don’t spend money on ineffective marketing campaigns. Instead, use tracking pixels to discover which marketing messages perform best – so you can optimise your spend.

What are tracking pixels?

A tracking pixel is a 1×1 image that’s placed into the code of a webpage, email, or banner ad. Users can’t see it, but this code does a lot of work.

The tracking pixel can tell whenever a particular webpage is viewed after an ad or another marketing campaign. In other words, it can tell you which ads attendees viewed before registering for your event. Pixels also give you information about your users, such as their location or if they’re on their phones or computers.

With tracking pixels, you’ll know if more of your registrants are coming from Facebook, Twitter, or paid search on Google. And, you can break it down even further to see which time of the day provides the best return on investment, and/or which audiences are engaging the most.

Here are three ways to use tracking pixels to improve your marketing strategy.

1. Get the most bang for your marketing buck

The beauty of digital marketing, especially when using tracking pixels, is that you know when your audience takes action because of an ad. Then, you can compare channels to see which efforts are driving the most traffic.

More importantly, you can see which channels are driving the most purchases. Maybe Instagram is a great traffic driver, but hasn’t driven any ticket sales. With that information, you can make data-driven decisions to focus your budget on Facebook instead.

2. Experiment to get your content and messaging just right

Tracking pixels can also help you identify which marketing copy and images are resonating with potential attendees. Is an ad with a GIF working well? Do you need to improve your CTA? Are your headlines grabbing attention?

Use A/B testing to understand which ads perform best. Once you have the answers to these questions, you can optimise your online ad spend.

3. Stay in the know

Choosing a ticketing platform with detailed reporting about your tracking pixels means you can see marketing performance in real time and make quick adjustments.

In seconds, you can see:

• How many impressions a digital ad received
• How many purchases an email send drove
• If Facebook or Google is driving more sales

This type of data can also help you provide a more personalised experience for your users. It can also help power retargeting campaigns, since you can reach back out to users who visited your page but didn’t complete a conversion.

Now that you know more about the benefits of tracking pixels, it’s time to implement it into your online marketing initiatives. Learn how to use tracking pixels on your event ticketing or registration page in this short guide.