Lesson 1 – Events, Pixels & More

If you plan on being a digital marketer or growth marketer, as you will have noticed during our previous lessons – almost everything is powered by “events” – which is a loosely used term to define basically anything someone does (or doesn’t!) do. These events are then used to categorize people into various audiences or to be served your ad across the web.

Typically events are categorized into two separate types – standard events and custom events.

Standard events are universal events that are commonplace across almost all businesses. Some examples of standard events would be things like view product, add to cart, complete registration, create an account, login/logout etc.

Using these standard events will power a ton of your communications and ad. For example, you’ll want to trigger an “abandon cart journey” when the “add to cart” action has been performed but no purchase has been made within a 4-hour window after the event. If a “view product” event occurs you’ll want to funnel them into a dynamic retargeting audience so next time they browse facebook or do a google search that the previously viewed product is front and centre.

Custom events are events and actions that are unique to your business, say if you running a graphic t-shirt business and people need to upload their design to your website, a custom event of “graphic uploaded” or “image submitted” might be relevant. Custom events don’t necessarily have built-in measurement protocols or reporting blocks – but that doesn’t mean they can’t be useful or still help drive data-driven marketing decisions.

All of these events are captured through “Pixels” or tracking scripts – which track users across websites, devices and platforms using unique hashed (encrypted) data. These pixels and tracking scripts are what push the event data to things like Facebook, Google, Pinterest etc.


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Key Takeaways