Tracking URLs can help marketers to collect data on user behaviour.
Brands can use ad tracking tools to collect data on key performance indicators like clicks and impressions of their online ads. Tracking URLs with embedded UTM parameters can help advertisers measure visits and leads from users on their PPC campaigns and digital ads.
This piece says that tracking pixels can further help marketers collect data about how users interact with their ads and optimise it according to the user’s purchase journey. Cookies can further help marketers build user profiles based on their browsing activities and align their ads according to their interests.
Advertisers can use platforms like Google Marketing or Google Ads to access their ad tracking functions to effectively create and track marketing campaigns. Brands can further use Facebook’s ad tracking pixel to optimise and monitor their ads on the platform.
[9 minute read]