Tracking site visitors and what actions they’ve taken is key to effective segmentation and ultimately leveraging the true value of your traffic using the 3 Pillars Of Profitability – ultimately, it’s the key to making more money from your website traffic.
With so many platforms needing their own tracking systems installed on your site, it can get a bit unwieldy to manage the tracking pixels and tags, let alone have an impact on you website page speed and overall user experience if you’re not careful.
There are plenty of web developers and agencies out there that will state you need to have these scripts and tags installed by a developer. Hell, even Pinterest, Google and Facebook offer the option to “email these instructions to a developer” – I get it, but you don’t NEED to be a developer to do this stuff. There’s a clear difference between a website developer vs a website integrator which you can read about here. You don’t have to be the person working with the code – and WordPress with WooCommerce is supported by such a great array of software companies who have just the right plugins to pull off awesome magic on your site without you touching a single line of code.
Let’s get into it…
As with many plugins on WordPress and Extensions for WooCommerce, there are some that have more functionality than others and some that are highly specialised. It’s no different when it comes to pixel management plugins for WooCommerce.
Specialised WordPress and WooCommerce Plugins for Pixel Tracking
Pinterest Conversion Tracking Pixel Installation & Management Plugins
Here’s an example of a specialised plugin specifically for Pinterest with WooCommerce
It literally does what it says on the tin – goes very deep in the integration of Pinterest with WooCommerce, even offering some specific functionality around being able to pin from directly within WordPress (a bit overkill for my liking).
This plugin also offers the core functionality we’re talking about here; the handling of the Pinterest base code AND the conversion tracking events a standard eCommerce store would want.
Facebook Tracking Pixel for WordPress & WooCommerce Installation & Management Plugins
In this case, this is an official Facebook Plugin for Pixel Installation on WordPress with WooCommerce, allowing you to not only install the Facebook pixel but configure WooCommerce Conversion Tracking Events for Facebook, such as Checkout, Add to Cart, View Content and Purchase events.
Google Pixel Tracking for WordPress & WooCommerce Installation & Management Plugins
Google, with it’s extensive suite of tools including Google Analytics has multiple ways in which the page view tracking and conversion tracking can be implemented. There are still dedicated plugins in the WordPress plugin repository that are dedicated to WordPress and WooCommerce Google Ads Conversion Tracking.
If you opt for using Google Tag Manager, which ultimately helps to implement a bunch of product data in the data layer of your pages then there’s a plugin that can also simplify that process significantly called Google Tag Manager For WordPress. It massively simplifies the process of implementing the relevant containers, variables and attributes across your WordPress Website.
The key point here is that conversion tracking goes WAY beyond just “installing a pixel”.
With Facebook you still need to define “events” such as add to cart, abandoned checkout, successful checkout, page view etc.
With Google you once again need to define these website visitor actions.
Installing a “pixel” is just the start. Configuring your on-site events based on user navigation and behaviour is what allows you to unlock the power of the audience data being gathered for use in successful retargeting, remarketing, up selling, cross selling and other sales funnel related marketing of your offer.
General Plugins or “Plugin Bundles” for WordPress and WooCommerce Pixel Management
On the other hand, managing pixels is actually only part of the puzzle.
Why do you want to install the pixel? So you can do segmentation and serve specific ad campaigns to specific audiences – abandoned cart remarketing for example.
In reality however, if you’re running these campaigns with Google, Facebook or Pinterest – they’ll all need a catalogue feed too. This is how these platforms can match the traffic and segmentation data on your site, with the segmentation on their ads platforms. At the end of the day, if someone has abandoned cart with “Product A” you don’t want to just remarket any product to them, you want to get them back to purchase “Product A” as they were almost converted and may just need a nudge.
So, you also need a plugin to manage the communication of your product catalogue to these platforms (of course you can do things like uploading .CSV files and connecting Google Sheets to Google Merchant Centre but then you’ve got to manually manage updates on those channels. Not the end of the world. But we didn’t get into eCommerce to drive a spreadsheet all day long.
So a more complete solution would provide not only “Pixel Management” but also the product catalogue feed for each of the ads platforms you’re working with.
Pixel Your Site is an example of one of those “more general” plugins that covers off the whole problem-solution across the multi-channel marketing mix of your paid ads strategy.
What Do Pixel Management Plugins Do?
It’s also really useful to identify what pixel management plugins actually do.
Yes, they allow you to install the “base code” for these ad platforms easily – but to be honest, most WordPress Themes have a dedicated input box that literally says “tracking pixels”
This is where you can literally paste the base code for each of the ads platforms and you have the “basics” in place.
Adding conversions and tracking events is where these pixel management plugins for WooCommerce and WordPress come into their own.
Conversion events are where it gets a little more technical.
For example, how do you get the checkout script to run only when a checkout has been processed successfully AND get the tracking pixel to talk to the cart to pull through key information like the products that were purchased and what the overall cart value was?
That’s a bit of a heavy question!
But these plugins take this off your hands and allow you to manage some really complicated and technical stuff with the click of a few buttons.
So these plugins allow you to take your pixel tracking from “basic” tracking of visitors to your website, to advanced tracking of behaviours and actions and the capturing of key data that will allow you not only to segment you marketing campaigns for highest Return on Ad Spend (RoAS) but also allow you to track conversion VALUE so you can truly understand your RoAS at the individual customer level.
Some sites are already there, but this is the next level for most eCommerce entrepreneurs – as the opportunities for segmentation become literally ENDLESS and therefore the opportunity to drive RoAS up is huge.
If you’re still left wondering at the end of this; that’s great but I still don’t have enough traffic… You should checkout our extensive list of traffic sources for eCommerce websites and Amazon Listings.
Checkout this ultimate guide to conversion tracking by Kinsta for some in-depth stuff on conversion tracking for your WordPress site.