Roles of Tracking Codes on Websites

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If we want to use marketing automation, we need to install a given tool on our website. By installation, we mean uploading a certain code that will make the entire AI machinery (and more) start working.

There are also various tools that, for example, allow you to record users on websites and create heat maps to analyze and track traffic – Microsoft Clarit or Albacross, which recognizes which specific companies visit your site.

All of these tools require tracking codes to function properly, but that's not the type of code we're talking about today. So let's focus on the second type.

Pixels
Pixels are various types of tracking codes for advertising systems such as Google Ads, america rcs data LinkedIn or Facebook Ads.

What is worth emphasizing at the beginning, uploading such code to your website is an absolute must. Every marketing or sales campaign, every action on our website should start with checking whether everything is installed, and if it is not – do it and add the tracking code / script to your website.

And note, pixel is not quantum physics. How do I know? Because I have uploaded such codes more than once when I couldn't wait for the IT department in a given company to do it.

I often hear from marketers and salespeople whom I meet during consultations, trainings or workshops that they often cannot get the codes to be uploaded because it is supposedly incredibly difficult.

And although I realize that in exceptional situations it may be so, because such is the specificity of the construction of a given website, in most cases there is absolutely no problem with it. Especially on classic online store systems such as Shopify, Presta, or popular CMS (content management systems) such as WordPress.