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Pixel tracking on conversion page
Our website has a form to submit a demo. Upon form submit, you are redirected to the thank you page.
On the thank you page we have pixels for LinkedIn and Facebook.
My question is how does these two platforms derive the credit for the conversion? They both fire, but it is not possible for both Facebook and LinkedIn to always be the source of the conversion.
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2 Replies
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Generally the platforms track the users based on IPs, cookies, etc. Then when the conversion pixel fires, the platform will see if that person was ever shown an ad. If so, it will attribute. Different channels/platforms work a little differently but that’s generally how they work.
So you can have a scenario where a person converts but was never exposed to either ad. In that case the pixels fire but don’t attribute in the ad platform.
If someone saw an ad from FB, then converted, FB will attribute and LinkedIn won’t.
If someone saw an ad on FB, then went to LinkedIn and clicked the ad, then converted both will attribute. This scenario is what a lot of people concern themself with (especially with media mixed that have a ton of channels and spend going on) because each platform will be greedy and count the attribution for themselves. So marketers need to consider attribution models, attribution windows, goal funnel paths, etc to get a better understanding of which channel is ultimately driving the impact. Especially if you count things like view through conversions the data can get a bit hairy.
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I would recommend having a look at the conversion windows that you agreed on with both and see if they are similar. Also, have a look at the conversion paths. Generally, you must have your conversion points pixelled with any platform you use, but each will perform differently depending on the channel.
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