Digital Marketing Tracking

Digital marketing tracking is an important technique used to boost digital marketing campaigns. One of the benefits of having such campaigns is that it gives you insight into what’s working and what’s not. It also enables good conversions, helps you see the returns on paid ads, and helps you make necessary optimization or changes for future marketing purposes.

The two main methods for tracking digital marketing campaigns are UTM codes and Pixels.

UTM Codes

UTM codes are short or long tags attached to the end of URLs which allow you to track specific parameters such as the source of the campaign (Facebook, LinkedIn, Google); the medium of the campaign (Email, paid search, banner ad); the name of the campaign (BOGO coupon, Fall promotion); and the content/creative version.

  • A typical URL looks like this:

  • A URL with an attached UTM code looks like this: (note: this is only a sample)

UTM codes do not require any website code changes as they are an extension of URLs. Such codes enable you to track the effectiveness of your campaigns such that when a user clicks an ad that has a UTM code attached to its URL, Google Analytics will track the click and key metric reports associated with the ad.


Pixels (also known as floodlight tags) are bits of codes placed on websites to track user behavior when browsing between pages on a website. Pixels differ from UTM codes because they are used to track specific events or actions like online order, form completion, site visit etc., whereas, UTMs only allow you to track specific parameters. While using pixels, you will have to generate a new pixel for every activity or event that you track.

Pixels are of three common types:

  • Retargeting pixel, which is used to track site visitors who failed to complete a specific action and remarket the target products to them

  • Conversion pixel is used to validate an action (for example, an order confirmation on the “Thank You” page).

  • Site visit pixel, which is used to track ad campaign traffic or web page visits.

Marketers use pixels to capture and report on the actions of users or potential customers who visit the e-commerce site after clicking on an ad. With this, marketers can directly assign a sale or an action to a paid marketing campaign. This also enables them to track ROAS on marketing efforts and record actions based on a specific time or an “attribution window.” For example, if a potential customer or user clicks on your ad on Tuesday but doesn’t place an order or make a purchase until Friday, it is still going to be counted as part of the campaign as long as it still occurs within the pre-established attribution window. The activity will not be counted as part of a campaign if the conversion happens outside the attribution window.

The technique behind how pixels work is quite easy to understand such that an action is quickly completed once a user lands on a page with a pixel. For example, when an order is placed, the pixel tag will capture the data on the order and analyzes it.

Both UTM codes and pixels are effective digital marketing tracking methods; your decision to use either of them is solely based on your campaign goals. If you want to track overall traffic then UTM codes may be preferable for you. However, if you want to track specific actions or events then pixel is preferable.

For more information on marketing as well as services please do feel free to contact Parnda Hedima (239) 227-5768. Website management agency is a website design, marketing & Business development company founded in Naples Florida. Offices in Austin, Texas & Naples Florida. Services provided nationwide.

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