How do I set up tracking pixels on Google Analytics and Facebook?

Setting up tracking pixels on Google Analytics and Facebook — to use for your Eventbrite event — is simple and straightforward. How to set up a tracking pixel with Facebook It’s easy to add a Facebook pixel to your event to track attendee activity and record purchases. First, locate the pixel ID in your Facebook pixel settings. Go to “Tracking pixels” to add it. Get the step-by-step instructions in the Eventbrite Help Center. How to set up a tracking pixel with Google Universal Analytics To use Google Universal Analytics with Eventbrite, simply create a new property in your Analytics account and get the tracking ID. Go to “Tracking pixels” (under “Marketing”) and select “Add new pixel”. Enter in your tracking ID and save. Eventbrite automatically adds the rest of the tracking pixel code to your checkout.

How does pixel tracking work?

In simple terms, tracking pixels are embedded deep in the HTML code of a website, digital ad, or email. When a person loads these into their browser, the tracking pixels’ code gets processed, linking to the pixel server. The server counts the number of times a pixel is retrieved by sending a tap to the user’s unique IP address and logging it. It’s no mistake that tracking pixels are granular enough to be hidden in the background. Being virtually invisible, they’re not a part of the user experience and don’t cause a distraction from your website or email content.

How can you track pixel performance?

Ad platforms allow you to track and analyze the performance of your digital ad campaigns, which helps you analyze and determine the following: if they target the right audience segment — and help determine trends or patterns of user engagement and conversions if the budget allocation is accurate for each ad you run — and what changes you can make to maximize ROI With conversion pixels, you can see all purchase data reported in the dashboard of the ad platform you use, including post-click and post-view. Post-click refers to users who clicked your ads and made a purchase. It can be in the same session as the click or within a set period after the click. Post-view refers to users who viewed an ad, failed to click through, but then made a purchase later.

Can tracking pixels be used to track user behavior on other platforms in addition to Google Analytics and Facebook?

Yes. You can integrate tracking pixels with your event on the Twitter and AdRoll ad platforms. Twitter Eventbrite’s self-service tool for Twitter will help you track which ad campaigns are driving website traffic and ticket sales. If you’re setting up the Twitter tracking pixel for the first time, you’ll need to start with a Universal Website Tag. Follow these steps and you’ll be on your way! Log in to your Twitter Ads account Select “Tools” Click “Conversion Tracking” Click “Create a new conversion event” in the top right Select Universal Website Tag Save your Pixel ID After creating your event in Eventbrite, navigate to the “Manage Events” page: Click “Tracking Pixels” Copy and paste your Pixel ID Save AdRoll AdRoll 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. Use these pixels to track conversions and retarget people who didn’t make a purchase. Pro Tip on “all-in-one” tracking pixels: Facebook, Twitter, and AdRoll can do conversion and retargeting in a single pixel, so you don’t have to use two on different pages. For example, a pixel placed on your ticketing page will track viewers who bought tickets and those who didn’t. To get started, navigate to the “Campaigns” tab of your AdRoll account: AdRoll will scan the website for possible integrations and then show “Paste Our Pixel” Copy “adroll_adv_id” and “adroll_pix_id” (you’ll need both to make a tracking URL) Paste them into an empty text document Go to your “Manage” page in Eventbrite Go to “Tracking Pixels” Select the “AdRoll” tracking pixel button Apply the tracking pixel to “This Event” or “All Events” Choose your Conversion Event and paste your AdRoll tracking URL (These include “Event Listing,” “Event Register,” and “Event Order Confirmation”) Save your changes Verify your pixel is firing by making an order for the event and checking your dashboard AdRoll’s dashboard and reports will show you which ads are being viewed the most and who’s engaging with them. That way you can reallocate budget from ads that underperform and use the money on campaigns that drive attendance.

How do I create a retargeting campaign using tracking pixels?

You can create your ad retargeting campaign for your Eventbrite event in three easy steps. Pick a platform Retargeting is set up within your digital advertising manager. For advertising across the web, you might want to use Google AdWords; for social media advertising, Facebook Ad Manager is very powerful. You can set up retargeting on your own with Google or Facebook, or you can rely on a full-service retargeting partner like AdRoll or Criteo, where there are representatives to help you. Prepare your pixel A marketing pixel is a snippet of code or a 1×1 transparent image that lets you track your potential customer’s journey. A pixel placed on your ticketing page will track viewers who bought tickets, and those who didn’t, so you can retarget the latter group. As you prep your pixel, note that it can track different behaviors on different pages: Retargeting and conversion pixels: In addition to placing a retargeting pixel on your ticketing page, you could also place a pixel on your order confirmation page to track conversions. All-in-one pixels: Facebook, Twitter, and AdRoll can do conversion and retargeting in a single pixel. Place your pixel Pixels are usually generated in an ad manager’s “segments” or “audiences” section. In Facebook Business Manager, pixels are under “Tools.” Your ad manager will generate code for the pixel, which you will copy into the header of your web or ticketing page, depending on where you want to track viewers. A partner like Eventbrite makes it easy to place ticketing page pixels.

What are the potential downsides or “risks” of pixel tracking?

Pixel tracking is a precise process that needs to be used correctly. Because pixels gather information about a user without their knowledge, there could potentially be issues around data protection. Some people feel they violate user privacy and give spammers easier access to personal data. The key is to respect your users and always give them the option to opt-out of tracking. And remember, you only need to collect information that you’re actually going to use. As with most digital marketing tools, pixel tracking is affected by the evolving technologies in the online space. Digital ad platforms usually provide instructions for installation, but we suggest you check to ensure they’re suitable for your system. Issues like piggybacking, where a third party tags their tracking pixels onto yours, may affect website performance. Getting advice from an experienced website developer on which pixels to insert and how they can be added, removed, and audited can save you time and money.

Tracking Pixels for Better Event Marketing

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What is a tracking pixel?

A tracking pixel is a 1×1 image that’s placed into the code of a webpage, email, or banner ad. These invisible images (and associated code) generate valuable data — and actionable insights — illuminating the online behavior of your ticket buyers and event attendees.

How do tracking pixels work?

There are two main types of tracking pixels that can track different behaviors on different pages:

1. Retargeting pixels

Retargeting pixels focus exclusively on the behavior of your website visitors. They are usually used to retarget past visitors with ads on platforms like Facebook and Google.

2. Conversion pixels

Conversion pixels come into play after someone places an order. They are used to track sales from specific advertising campaigns, so you always know which ads are producing results.

The benefits of pixel tracking

With pixel tracking, you can maximize your ROI and refine your ads to get results.

Maximize ROI on ad spend

With tracking pixels, you’ll know when your audience takes an action because of an ad — this will allow you to compare channels to see which ads drive the most traffic, and maximize your ROI.

Make data-driven decisions

In real-time, you’ll be able to see how many impressions your ad made and how many sales were driven by your ads. This can help you make data-driven adjustments to your ads and retargeting campaigns to produce more effective results.

Supercharge your event marketing

With a number of valuable, data-driven insights into buyers’ behavior — such as click-throughs, conversions, audience segments – you can create laser-focused marketing campaigns and retargeting ads.

Tutorial

How to use tracking pixels

Watch our tutorial and discover how to use tracking pixels with Eventbrite.

How to set up a tracking pixel for your Eventbrite event

Tracking pixels need to be created in partner platforms, such as Facebook or Google, and then integrated into your Eventbrite event. Once you’ve done so, Eventbrite’s self-service tool will take care of the rest.

1. Find your pixel ID

To add your pixel to Eventbrite, you don't need the entire pixel code. Eventbrite will automatically add the code to your event. You just need to enter in your pixel ID.

2. Add the pixel to your event

For detailed step-by-step instructions to add a tracking pixel via Eventbrite’s partner platforms, visit one of the relevant Help Center articles linked below.

3. Set up Google Analytics

Track your event’s key metrics, such as online behavior and demographic information, in real time using Google Analytics.

What are the most common ad platforms using pixel tracking?

Web analytics

Google and Adobe Data Analytics reports provide information including, who’s visiting your site, where they live, the devices they use, which channels or platforms bring them to your site, and the action they’re taking.

Facebook Ads

Facebook Ads pixels help you target your adverts to specific people or groups based on pages they did or didn’t visit and when they visited them. They also measure the number of people who completed the desired action on your website.

Twitter

You can track users’ actions after they see or engage with your ads on Twitter. This lets you see conversions via the last link click of your Twitter ad and other types of ad engagements, such as retweets, likes, and impressions.

Email tracking

These tracking pixels, embedded in the header or footer of an email, are designed to understand how recipients behave. The codes help you identify which subscribers are more likely to take action. It’s a simple way to make your email marketing campaign more personalized.

I instantly fell in love with Eventbrite. The reporting is fantastic, and I find it really easy to use. I don’t need to become an advertising expert. I just need to grow and create great events. That’s what a simplified system like Eventbrite helps us do.Mateen Hepburn, Director, Busspepper Promotions

IN 2022

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Resources for event creators

3 Reasons to Use Tracking Pixels to Market Your Next Event

Your days of spending money on ineffective event marketing campaigns are over. Instead, use tracking pixels to discover which marketing messages perform best — so you can optimize your spend — and maximize ROI.

Gain a Deeper Understanding of Your Attendees

If you want to fully understand your ROI from your SEO campaign efforts, you’ll need to learn how to utilize Google Analytics, tracking pixels, Eventbrite tracking links and UTM tags. Here’s a guide to help you get started.

How To Use Retargeting Ads to Sell More Tickets

Retargeting is a way to target digital “window shoppers” — prospects who saw or visited your event webpage but didn’t buy tickets. If you set up your page with retargeting pixels, you can remind these window shoppers about the show they were considering.

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