Someone just subscribed to your network. That’s great — but do you know where they came from?

Understanding who your current audience is will help you target people like them in your advertising and messaging. One way to track where your customers are coming from is by using tracking pixels.

What are tracking pixels? How do they work?  

Have you ever visited a website, thought about buying something, but didn’t — only to receive an ad for that same item shortly after? It’s a prime example of tracking pixels in action.

Tracking pixels are literally that: a single pixel embedded on a website or email. They are so tiny, they might as well be invisible to the naked eye. These clever pixels are embedded into the code of your site, and contain a tag that tracks information about each visitor, such as pages they view, actions they took on the page, and purchases made. To keep track of all these actions, the tracking pixel ties them to the unique IP address of the visitor. Tracking pixels offer a super individualized snapshot of how visitors engage with your brand and what steps they took to convert to a paying subscriber.

It sounds super technical, but fortunately, we’ve made it easy for you to add pixels from several different platforms in your site settings on Vimeo OTT. Seriously, you don’t need to be a developer or even understand HTML! We’ve made it as simple as possible. Now let’s dig into what you can learn from pixels and why adding them is important.

Tracking purchases

Tracking pixels on Facebook and Twitter lets you see when someone clicks through to your site from those platforms and makes a purchase. How can this help you? On Facebook you can use this data to build lookalike audiences. So the next time you promote an ad or post on the platform, you can target people who have similar profiles and interests to your existing customers. You can do the same thing with Twitter using tailored audiences.

When you target your ads and posts to prospects who are similar to your existing audience, you’ll be reaching better qualified prospective customers (leads), and have a higher chance of converting more visitors into customers. Lookalike audiences allow you to target specific groups within your audience, including:

  • The people who spend the most time on your site,
  • People who watch at least 75% of a video you shared on social, and
  • People who have installed your branded app.    

If you’re investing in search ads, you can also set up GoogleAdwords pixels to track purchases . This way you can see which ads are giving you a solid return on investment and converting customers directly from Google searches.

When you have a presence on multiple platforms (and you should), you can use tracking pixels to see which platforms are converting the most customers for you. This will help you make more informed decisions about ad purchasing in the future.  

Page views and initiated check out

In addition to purchases, Facebook lets you see what traffic it sends to your site. This helps you determine if your organic and paid posts on Facebook are sending prospective customers to your site or not.

With Facebook’s tracking pixels, you can also see who made it to your checkout page before dropping off, which is handy for retargeting those specific visitors through future ad campaigns. Maybe you could lure them back with a tempting promo code?

Other tracking pixels and tracking measures

You may have additional tracking pixels beside Facebook, Twitter, and Google that you’d like to add to your subscription site. If you can’t set them up yourself in Vimeo OTT, our friendly support team can help.

Looking for more ways to better understand your audience? Vimeo OTT’s customers page allows you to see who your existing subscribers are, how to get in touch with them, where they’re watching your content, and more. You can also set up Google Analytics to your subscription site. This will help you track the success of any campaigns you’ve set up and get more insight to the demographics of your audience.  

Thinking about launching your own subscription channel? Head to Vimeo OTT to sign up and get started.