A pixel is a small, hidden image tag within a webpage or newsletter that runs code once it has been “viewed.”
For more details on the types of pixels LiveIntent uses, reference this article.
How does a pixel help optimization?
When in a pixel-friendly environment, each time a visitor from one of our newsletters lands on a page where a pixel is placed, it will inform LiveIntent’s platform.
LiveIntent will be able to then trace this back to the ad unit that produced the visitor, and from there our algorithm will read multiple variables like publishers, ad slot, creative, time, age, gender, and others. The algorithm will then serve to these variable placements again to predict where the next visitor to that page is likely to come from.
Where should the pixel be placed?
In general: the more pixel fires, the smarter prediction your campaign will have. At the start of a campaign your campaign will largely be buying blind, as there are no or little pixel fires.
We suggest placing a pixel on an earlier page. If the pixel is placed several pages deep, it will take a lot of impressions — potentially resulting in your campaign shutting down— to find a significant volume to start drawing patterns and habits for predictions.
Choosing an appropriate goal
If your goal is a conversion several pages deep you can set the pixel on an earlier page and set a lower goal. For instance, if you have a cost per purchase goal of $50, the visitor would likely have to first pass through a landing page, product page, shopping cart, and credit card page before placing the final order.
If you know that 10% of people that make it to the product page are likely to follow through to a final purchase, then you will see more success placing the pixel on the product page and setting a $5 cost per landing goal (10% of $50).