The first step to analysing and optimising your conversion funnel is creating and implementing the conversion pixels in your website.
Navigate to Conversion Pixels
We do the hard work for you when creating Conversion pixels, which means you only need to copy and paste the pixels into the chosen locations in your website.
Our conversion pixels can be found by first navigating to Brand Settings by selecting the small cogwheel next to your brand name in the top left corner on the application.
Once inside your brand settings, make your way to the Pixels tab.
Adding a new pixel
Now, that you are here you can create, Conversion Pixels.
1. Click "+ ADD PIXEL"
2. Input the name for your pixel, try to be as specific and concise as possible here to save time in the future. It's a good idea to include things like:
Which brand the pixel is created from
On which page or event the pixel is implemented
I will select the type "Conversion" and use the name "MyBrand_LoginConfirmation".
3. Select pixel type, if you build your creatives in Creative Studio use the default "Studio" type.
4. Select how user consent should be managed, read more about that here.
Once completed, you will now be presented with the code that you will copy and paste into your website.
Option 1:
Open the code for the page you want to track
Find your HEAD tag
Add this code snippet just before the end of the closing HEAD tag
Option 2: Google Tag Manager
You may have someone familiar with Google Tag Manager in your company. If so, they can implement the code as per usual.
👉 You can also use your pixels to base your auto-optimisation on CVR, read more here!
Deleting pixels
If your pixel is being used for auto-optimisation based on CVR in a campaign you will not be able to delete it from your brand settings. To delete a pixel, navigate to the campaign and open the settings. Then you either select a different pixel to base the auto-optimisation on or change to CTR instead. Don't forget to push changes! Note that this will restart the auto-optimisation for this particular campaign. You can of course also remove the auto-optimisation for your campaign altogether!
Best practices for Conversion Pixels:
Plan your funnel clearly. Ensure that each step of the journey is it's own page, or requires an action. A "Thank You" page after a purchase may not be necessary, but this makes it easier to know how many people have purchased, simply by knowing how many people have visited this page.
Be specific. Use specific pixels to represent a specific goal or even conversion source. Eg. If you have display ads leading to a certain landing page, and YouTube video ads leading to a separate landing page, you can implement different conversion pixels in order to easier see how much traffic each advertising channel is generating.
Measure all steps in the funnel. Knowing when and where customers are dropping off through your funnel will give the information needed to review and optimise each step. See clearly what is, and what isn't working, and iterate.
Test pixels. Ensure you pixels are showing conversions ONLY where designed. Wrongly implemented pixels could show very misleading information.
A/B Test: Use our Bannerflow Analytics tool to see how many conversions your pixels have measured. Compare conversions data in order to compare different A and B versions of landing pages, banners, or different funnels. Is it the design? Is it the CTA button placement, copy or colour? Let the user drive the way you design creatives in the future.
Almost no conversions? It will be hard to act if you only have a handful of conversions. You should of course double check the implementation and review your funnel first, but if you sell, let's say aeroplanes, it might be natural to not have that many conversions. In this case you need to find another page higher up in the funnel which more visitors reach. It may not be worth as much as a completed purchase but will give you more data to work with.
A conversion doesn't need to be a purchase. Use this feature to track any kind of action on your site, not only purchases or registrations.
Please don't hesitate to reach out to [email protected] if you have any questions!