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Bundle advertising pixels
Websites often use multiple advertising pixels to run advertising campaigns. Most often at least the Facebook and Google Pixels are deployed to run ads. Engage let you setup and integrate a bundle of pixels with just a few clicks to give you full control, simple implementation and coherent data across all platforms.
Using Engage to bundle your advertising pixels works exactly like implementing each of the pixels you want to use manually. The up side with Engage is that the tracker is often implemented automatically for you on your e-commerce platform and the added pixels then simply use the same data as Engage already tracks and dispatches it to the pixels. The pixels are added to your website but enhanced with the data tracked by Engage.
Ad pixels work by sending granular data about your visitors to the advertising platform. The platform then use it to derive characteristics such as intent and interests that help the platform to serve relevant ads to their users. The pixel also sends a user identifier to the platform that is used to identify the visitor within that platform. This allow for example Facebook to show your retargeting ads to your visitor when he or she is logged into Facebook.
Pixels works very well and makes life easier for the marketer. Simply implement the pixel and get started with reasonably well performing ads. But, to get the most out of the pixels they should send detailed information on visitors and actions taken on the website. With Engage, you can send e-commerce specific events from day one, without any further setup required.
When you directly use a pixel it will capture and send granular customer data to the advertising platform without passing any data to you. This means you will miss out on collecting valuable first-party data to enhance your own customer profiles. Engage automatically captures and store the pixel data for you, and makes it available for you to send to any data warehouse you like.
While the client-side pixels works great, some merchants need to send additional data, or are just phasing out the client-side tracking due to growing privacy regulations and concerns. While the client-side pixels aren't breaking any rules they've become a bit less reliable due to shortened cookie expiry time and software that blocks tracking in apps or in browsers.
Whatever the reason for using server-side pixels Engage makes it just as easy to setup server-side pixels on the platform. All pixels are listed on the integrations page in Engage, just setup the ones you like to use.
Server-side pixels often doesn't completely remove the need of a client based pixel. Facebook and others recommend keeping the client-side pixel to ensure the tracked data is as complete as possible. Among other things, the client pixel can then manage the user id for the advertising platform.
Adding a new pixel to the bundle is very easy. Just go to Integrations, select the pixel you want to implement and click add integration. Then repeat this step for each pixel you like to install.