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Retargeting

Patrick Glazier
  • Updated

Overview

This document will cover retargeting, how it works, how to place retargeting pixels, and best practices for retargeting.

 

How Retargeting Works

Retargeting is a cookie-based technology used to “retarget” people who navigate to a specific website with digital ads. To retarget with digital ads, you will need to place a pixel on a webpage to track individual users. From there, we are able to send digital advertisements to that user based on the cookie profile that we collected from the retargeting pixel placed on the website they visited.

 

Creating a Retargeting Pixel

Creating a retargeting pixel in the El Toro portal is an extremely simple process. Follow the steps below to create a retargeting pixel:

Step 1: Navigate to the audience creation screen in the El Toro portal and click on “Retargeting”.

Step 2: Enter a name for your retargeting pixel and hit Generate.

Step 3: After a few moments your pixel will be generated and will display on screen. Note that you do not have to wait for this process to finish before leaving this screen. Your pixel will be available in your audience library once it is ready.

 

How to Place a Retargeting Pixel on Your Site

There are two options for placing pixels: our recommended option, Google Tag Manager (GTM), and placing directly into the source code.

Placing the Retargeting Pixel with Google Tag Manager

Google Tag Manager (GTM) is a very common tool for installing third-party pixels or tags on websites. The instructions below demonstrate how to install the El Toro Retargeting Pixel on your website using GTM. There is no need to place the pixel code in the page source if it is being placed with GTM.

Step 1: First, you need to have a GTM account that is configured for your website.

Step 2: Sign in to your GTM account and click on "New Tag".

Step 3: Name your tag.

Step 4: Click on "Tag Configuration".

Step 5: Scroll down and select "Custom Image".

Step 6: Locate the pixel code in the El Toro portal in the audience preview by selecting the corresponding audience in your audience library.

Step 7: Copy the pixel code. Start at "//" and end on "2", as shown below.

Step 8: Paste the code into the "Image URL" box.

Step 9: Scroll down and click on "Triggering".

Step 10: Click on "All Pages".

Step 11: That will take you back to the tag setup page. Click on "Save".

Step 12: Once you're back on the GTM homepage, click on "Submit".

Step 13: "Version Name" and "Version Description" are optional. Once you're ready, click on "Publish". It may prompt you to add a "Version Name" and "Video Description" one more time, but, once again, those are optional.

Step 14: Finally, your tag is ready to start firing!

 

Placing a Retargeting Pixel into the Source Code

To place a pixel in your website’s source code, follow the steps provided here:

Step 1: Open the HTML script for the webpage the conversion pixel will be placed on. This could be a “thank you” page or a payment confirmation page, for example.

Step 2: Paste the conversion pixel provided by El Toro in between the opening and closing body tags (<body></body>).

Step 3: Save the changes to the webpage. The pixel will start firing and impressions can be served.

 

Best Practices

  • Place the script on a page within the website that receives an adequate number of visitors. If a website receives little traffic, we may not be able to serve the budgeted impressions daily.
  • Ensure that the pixel is placed in the header of your website. If it’s not, it will not properly record when someone visits the website.
  • Pair retargeting with other El Toro products. Retargeting is a great addition to continue to serve ads to prospects that have already shown interest. However, we cannot identify these users through a cookie profile and will not be able to provide a MatchBack Analysis for retargeting initiatives.

 

FAQs

  • Q: Can someone verify that my pixel is placed properly?
    • A: Yes! All you need to do is open a ticket with support@eltoro.com or through the Portal with the details.
  • Q: What type of reporting is available for retargeting campaigns?
    • A: The Report Menu options are available for retargeting campaigns. However, we are not able to perform MatchBack Analysis for this type of initiative since we’re not targeting at the IP level.
  • Q: Can I use a retargeting pixel on a political order line?
    • A: For information and assistance regarding Retargeting Pixels and political order lines, please reach out to support@eltoro.com.

Need Help?

Contact us at support@eltoro.com and we’ll be happy to help!

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