Afraid of Pixels? Why They're Not So Bad...
Pixels have been the talk of the town lately. And by “the town,” I mean the Ahalogy Partners Network. We’d like to break things down to make Ahalogy’s pixels easier to understand. Let’s start at the beginning!
What are pixels?
When we use the term “pixel,” we’re referring to tracking pixels. These may sound scary or invasive, but we’re here to put your mind at ease. We want to help you understand why we use tracking pixels, and how they’re beneficial to all parties involved in a sponsored content campaign.
A tracking pixel is a piece of code that “fires” or loads each time someone visits your web page. When the pixel fires, data is sent back to the server that hosts this pixel. This allows you and your partners to learn about the types of web users visiting that page and how they interact with the content.
A popular tracking pixel you’ve probably heard of is the Google Analytics snippet. This pixel allows you to see how many site visitors you’ve had, where they’re coming from, and how long they stayed on your page. Other pixels can gather additional information—like how far a visitor scrolled down the page, if they’re a human or a bot, and the other types of websites they visit.
Long story short, pixels are code implemented onto a webpage (a blog post in our case) that help gather information about who (or what!) is visiting the page.
Why does Ahalogy use pixels?
We use pixels in Ahalogy content for a few key reasons: to verify site traffic, to share content with the right people, and to cultivate stronger relationships between readers and brands.
Let’s start with verifying site traffic. This has been a pretty big deal within our industry lately, and Ahalogy is at the forefront of being true to brands by sharing quality site traffic metrics. Utilizing our third-party pixel, we can prove to clients that real people saw your blog post and not a bunch of bots. Our verification pixel identifies non-human traffic (web page impressions coming from suspicious activity like spiders, data centers, or fraudulent servers) and removes that traffic from the page view metrics. Not many companies in our industry are using third-party tracking to report only on verified metrics like we are. Knowing that real people viewed your content is important to our clients, and we’re proud to share honest metrics and highlight our authentic creators.
In addition to verifying that site visitors are real people, pixels enable partners to uncover anonymous, high-level insights on the types of content people interact with across the web. This information is helpful in a number of ways as it allows brands to better understand their consumers, as well as guide them to create meaningful content for that audience. By knowing that people who interacted with your sponsored pasta recipe also interact with seafood recipes, a brand can make an educated decision to share seafood pasta recipes with their consumers. Now our team knows to pull seafood pasta trends for their next campaign, providing you with relevant, trending topics. When we begin sharing that content with the brand’s specific audience, we know it’s content they’re already looking for and interacting with. The brand is happy, content creators are on-trend, and readers are finding what they’re looking for. Here at Ahalogy, we’re really into win-win-win situations.
Now that we’re providing readers with content they’re already seeking, we’d like to encourage them to interact with that content a few more times to build a stronger relationship. That’s where retargeting comes into play. Retargeting pixels allow us to show the same content to someone across different channels, reminding them to revisit your seafood pasta recipe and hopefully cultivating a relationship between them and the brand. This also brings new readers to your site, bringing them back again and again to engage with your awesome content—ultimately creating a loyal follower. One strong relationship with an engaged consumer or reader is much more valuable than 10 weak relationships.
Still looking to learn more about why we use pixels here at Ahalogy? Check out our FAQ page or reach out! We’d love to hear your thoughts.
About the Author | Rachel Fenner, Content Campaign Manager
Rachel manages Ahalogy’s sponsored content campaigns, working directly with both clients and content partners to help keep everyone on track, create meaningful content, and achieve campaign goals.