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.
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. You can find the instructions on how to place your pixel through GTM here.
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
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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.
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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.
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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?
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A: Yes! All you need to do is open a ticket with support@eltoro.com or through the Portal with the details.
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- Q: What type of reporting is available for retargeting campaigns?
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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.
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Need Help?
To request support, follow the steps in the article below or contact us at support@eltoro.com and we’ll be happy to help.
Support Requests and Knowledge Base – El Toro Support Center
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