A pixel is a code snippet that you embed into a website to track activities on it and its visitors. You can track the number of times a certain page, buttons or links are being viewed or clicked based on the pixel that you have embedded into them. This is useful for sales conversion tracking, identifying pages/buttons that require further optimization and many other benefits. Thus, ensuring that the pixel is embedded properly and subsequently is able to fire/trigger correctly are very important.
Typically in many systems, pixel data is not available for viewing directly and will require technical knowledge for interpretation. Identifying and solving pixel related issues is hence a tedious and cumbersome task, often testing one's patience besides skill. Hence, to help you troubleshoot pixel firing related issues much easier and faster, we have introduced troubleshooting feature in XPO.
Understanding Pixel Troubleshooting
Pixel troubleshooting is available in both, Conversion and Remarketing dashboard.
1. Identify Pixel Status
You can check if a pixel is fired or not by looking at the status field. If it is working correctly, status will appear as Active or otherwise Inactive if it is not firing.
2. Identify Unique Users
Unique users tracks the number of times the pixel has been fired by capturing actual unique devices/users only. For instance, if a user visits the website 6 times and interacts with the pages in multiple different ways, XPO records this user as one unique user only.
This way you can track the actual number of visitors or devices visiting your website.
3. View Pixel Insight Details
XPO gives you an insight on whether the pixels are firing, what the errors might be and which are the top performing URLs.
To view these details, click Action and select Details.
Pixel Detail dashboard gives you the Remarketing or Conversion Pixel Activity Overview:
- The total number of events is the total number of times the selected pixel is fired during the specific time period entered. Events can also be referred to as Funnels or Page Type.
For example, a user visits the website 5 times and interacts with 20 different web pages. The total number of events will be 5 x 20 = 100 Events.
- Event activity graph shows the number of funnels and interactions, (page view, view content, checkout page, etc.) for each day, showing whether the pixels are collecting data or not.
4. View Pixel Event Performance
4.1. The List Of Funnel Events
This list provides you with an overview of the added funnel(s) created while creating the specific Remarketing or Conversion Pixel, thus helping you to understand which pages are working well and if any of them are not firing.
The Issues column refers to any errors associated with the pixels, causing it not to fire. XPO will show you the technical errors which should enable you to fix the errors.
You can view the performance of each funnel event by clicking on Details under the Action bar.
When you view each Funnel Detail, you will see the 3 options below:
(A) View Details:
This will show an Event Activity Overview graph with a step by step breakdown of the Event.
Event Time : The exact date and time when the event was fired
Device : On the kind of device the event occurred on
Referring URLs: The list of URLs the pixel was fired on
(B) Diagnostics (feature releasing soon; subscribe to our newsletter or watch this space)
(C) Manage Setup
You can download or copy the event script (the technical code of the pixel) here and use it for your website:
- After you rectify the errors or bugs that caused the pixel status to be inactive. See an example below to solve issues
- Your Account Manager may not send you the pixel code when he creates it. You can now copy and download it directly from XPO and use it on your website
4.2. URLs Tracked By The Pixel
Shows all the URLs which are fired by the pixel and their corresponding number of events (total number of times the pixel has fired on the specific URL).
This helps you analyze which pages from your website are firing most. You can learn what are the pages / contents that interest your visitors and how you can retarget them based on top performing URLs.
4.3. Devices Tracked By The Pixel
Shows the different devices fired by the pixel and their corresponding number of events (total number of times the pixel has fired on that device type).
With device lists you can target specific device types, operating systems or device models. Bid adjustments for each device type (desktop, tablet, mobile) also gives you control to effectively manage campaign performance and return on ad spend.