The need of the hour
Data Science holds a vast application in today’s time. Its importance cannot be underestimated by mainly the class of people involved in business sector, where a number of business models are running successfully only due to the correct and targeted use of data. Good, especially targeted data is a boon rather than random and inaccurate one as the former helps in prioritizing the target customers, improving the interaction with them and soaring up the revenues generated to the zenith level. It can create a lifetime value audience and lower the costs per lead (CPL) and costs per scale (CPS). All of these can be achieved only by applying the apt concept of data science and this is the underlying principle of a tracking pixels. This article aims about them and mainly focuses its content on google tracking pixel.
What is a tracking pixel?
Also known as 1×1 pixel or pixel tag, a tracking pixel is a graphic that is loaded when a user visits or opens any website or a particular email and is used to track the activities of the users on that particular website or email. It aids the business corporates in gaining data regarding online marketing, email marketing and web analysis. Google Analytics, the freemium web service of Google is based on the google tracking pixel that tracks and reports the Google website traffic on regular intervals.
The working of a google tracking pixel starts with a HTML code snippet placed on the Google page which is delivered to the targeted users browser with the aim of acquiring the user’s identification and not just gain information that someone is visiting the page. The code then generates an image tag from a third party domain that connects to the user’s browser and on its request the browser shares the user’s domain-specific identity that is then transmitted to the website’s server and hence the identity of the person is gained. In addition to data transmission, it also sets a first party cookie on each visitor’s computer that stores anonymous information and adds tags to the database.
Focus on the two Ps
Google tracking pixel focuses on the two Ps that benefit the large populace. These P s are namely: –
- Popularity – Google Analytics is the most widely used website statistics service with about 50% of the top 1,000,000 websites using it to improve their page traffic and have an effective online marketing.
Just like two sides of a coin, google tracking pixel also has a side of limitations, namely: –
- Its mobile package allows the application of Google Analytics to mobile websites. However, these devices have ad filtering and blocking extensions that block the tracking code and hence prevents some users from getting detected. This causes creation of virtual holes in the collected data.
- The data accuracy gets affected adversely due to deletion of Google Analytics cookies, as a result of which data cannot be collected and a huge data loss is incurred. It also affects a majority of web analytics tools that use page tags to send data to the server.
- It uses a large number of sampling in generating its reports, as a result of which the servers and page slow down a lot and a huge margin of error is observed in even small segments of data.
- Due to its ubiquity, it raises a lot of questions on the customer privacy as it can tap easily into the users’ IP addresses to determine their geographic locations and can also anonymize them.
The targeted customer acquisition charges from the range of US $97 to 497 in forms of different packages, namely customer datasheet conversion, basic pixel installation, advanced pixel installation and complete pixel installation. Each package has its own sets of features that work towards overall improvement of the website traffic management, online marketing and email marketing.