About Pixel

Updated October 03, 2024 10:16

What is a pixel?

A tracking pixel (or pixel for short) is a small snippet of HTML that activates when a user visits a website or opens an email. It is useful for tracking user behavior and measuring ad conversions.

By using a tracking pixel, you can gather valuable data for online marketing, web analysis, or email marketing. This data can be further analyzed through log file analysis and other analytical tools, and can be used for purposes such as remarketing strategies.

How does the pixel work?

When a pixel is embedded into a website, an online ad, or a marketing email, it is automatically activated each time a user loads the site, ad, or email in their web browser.

These events trigger requests to the web server, which then logs the user's unique IP address. The pixel captures data about the user's interaction with your website/ad/email. This information is especially valuable for analyzing user behavior and optimizing your market strategy.

Why should I embed XPO pixel on to my website?

Embedding an XPO pixel on your website allows you to gain valuable insights into your audience. For example, you can:

Track Conversions: Record and measure the number of your campaign goal conversions (e.g. bookings, registrations, purchases, etc.).
Build an Audience Pool: Collect data from your website visitors to develop a deeper understanding of your audience that you can use later for lookalike audience creation and remarketing strategies.
Analyze User Behavior: Gather necessary audience behavior (with proper consent) for campaign optimization and analytical reporting, including detailed information such as User ID, Order ID, Destination, Room type, and more.

How do I track conversions on my mobile app?

Mobile apps require a different approach than websites for tracking conversions. For more information, see Mobile Measurement Platforms.

Types of XPO pixel and purposes

XPO offers two types of pixels for all campaigns:

1. Conversion pixel

Conversion pixels enable you to identify and track the number of customers who are converting (e.g. sales booking, sign up etc.) as well as those who are leaving your sales or conversion funnel. For more information on conversion pixels, check out the following articles:

2. Remarketing pixel

Remarketing pixels enable you to target or re-target website visitors based on their interests or behaviors. For more information on remarketing pixels, check out the following articles: