Maximizing Event Tracking for B2B Product Led Growth

Richard Makara, CEO at reconfigured

Exploring Options Beyond Google Analytics

In the world of product led growth, event tracking is crucial to understanding user behavior and making data-driven decisions. With the abundance of product analytics tools available in the market, it can be overwhelming to decide which one to use for your business. This article will explore the various options available for event tracking and why some tools may work better than others in the context of B2B product led growth.

Product Analytics Tools

One of the most common options for event tracking is product analytics tools such as Mixpanel, Amplitude, and PostHog. These tools collect events and allow you to analyze the data within the product. However, to do actionable Product Led Growth, it may be necessary to export the data to a data warehouse for further analysis. In this series, we will discuss selecting a system that can analyze the data within the analytics tool or export it to a data warehouse.

Traditional Event Streaming Tools

Another option for event tracking is the traditional event streaming tools such as Segment and RudderStack. These tools have evolved over time and now can send events directly into the data warehouse or even read data out of the warehouse and send it forward.

Event Slingers: Customer Data Platforms

In addition to product analytics and event streaming tools, customer data platforms receive events and "fling" them forward. These tools are often referred to as "event slingers." Examples of these tools include Segment and  RudderStack.

Ad Platform Pixels

Another form of event tracking is through ad platform pixels such as the Facebook tracking pixel, Twitter pixel, and LinkedIn Pixel. These pixels capture events and send them to the ad platform for analysis. However, it's important to note that these events are not typically exportable.

Online advertising is constantly evolving and becoming more sophisticated, and one of the latest innovations is the use of ad platform pixels. Ad platform pixels are tiny code snippets placed on websites, allowing advertisers to collect data and track conversions. In this article, we'll dive deep into the world of ad platform pixels, including what they are, how they work, and how they can benefit businesses.

Ad platform pixels are small code pieces placed on a website or landing page. They track user behavior on the site and send that information back to the advertiser. This information can include data on conversions, page views, and user actions on the site, such as making a purchase or filling out a form.

When a user visits a website with an ad platform pixel installed, the code sends a request to the advertiser's server for a small, invisible image file. This request includes information about the user's behavior on the site, such as the pages they visited and the actions they took. The advertiser's server then receives this information and stores it for later use.

Ad platform pixels offer a range of benefits to businesses, including:
  • Improved Targeting: One of the critical benefits of ad platform pixels is that they allow advertisers to collect data on their target audience. This data can then be used to create more targeted and effective ad campaigns, increasing the chances of conversions.
  • Better Measurement and Optimization: Ad platform pixels also allow advertisers to track and measure the performance of their campaigns in real time. This allows for quick optimization and improvement of campaigns, helping to maximize return on investment (ROI).
  • Increased Conversion Rates: By tracking user behavior and measuring the success of campaigns, ad platform pixels can lead to increased conversion rates. Advertisers can use the data collected to make informed decisions and adjust their campaigns accordingly, resulting in better performance and higher conversion rates.
How to Use Ad Platform Pixels

Implementing ad platform pixels is relatively simple, but it is essential to do it correctly to ensure the best results. Here are the steps to take:

  1. Choose an ad platform: Many ad platforms are available, each with its own strengths and weaknesses. Choose a platform that meets your needs and fits within your budget.
  2. Install the pixel: The ad platform will provide you with a code snippet that you need to place on your website. This can be done by adding the code to your website's header or by using a plugin if you're using a content management system (CMS) like WordPress.
  3. Set up events: You'll need to set up events that track specific actions on your site, such as form submissions or purchases. This will allow you to track the performance of your campaigns and make informed decisions.
  4. Start collecting data: Once you have the pixel installed and events set up, you can start collecting data on your target audience and their behavior on your site.

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