F-A-Cute's (aka FAQs)

What are pixels?

Pixels are small snippets of code that allow businesses and marketers to track the effectiveness of their digital marketing campaigns. When a user visits a targeted page or completes a targeted action, this pixel communicates with an ad server and is recorded as a conversion. Pixels can also be used to build a retargeting pool.

​Why do I not see my ad when I google myself?

There are a lot of factors that go into how ads are displayed within Google search results. Although it may be tempting, it is not recommended that you try to find your own ads; this will actually negatively affect your ranking.

Why is my click-through rate (CTR) so low?

There are a lot of possible reasons why click-through rate (CTR) would be low: creative copy isn't appealing enough, there's a technical issue with the click-through URL embedded in the ad and so on. The truth is, in today's digital landscape, this is a dead metric and should not be focused on. Most users nowadays do not click on online ads, but rather see the ad and then visit the advertisers website later. In this case, CTR would seem stagnant but conversions from post-impression visit (i.e. after being served an ad) will increase. Focus on what matters most to your business - number of leads, cost per lead, etc. - and use that as a gauge of success.

What’s the most important tactic I should run?

This is a tough question because it really depends on what you are promoting and the audience you are trying to reach. Let's walk through your unique situation together and see what would be best for you personally!

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How come my media reporting doesn't match my Google Analytics?

Trying to compare Google Analytics data to data out of an ad server is like comparing dog treats and cat treats. Google Analytics, while a great tool, is not inherently capable of tracking post-impression data like an ad server would. That said, only when a user clicks on an ad (assuming UTM codes are properly in place), will data from marketing media render in Google Analytics. It's best practice to not compare the two data sets, but instead layer them on top of each other to get a more cohesive picture of your marketing efforts.