Written by Jason Zagami

Tracking Code or Pixel is software (usually Javascript) that records website visits, clicks, pages viewed, time on page, and more. It allows marketers to see how visitors move through a website, or if they Bounce.


Google Analytics

Everyone should be using Google's Analytics tracking code as standard. If it's not on your site, stop reading and do that now. It's the best system out there for information on your website, and it's free. 

How it works

Tracking Code is placed on a website usually between the <head> tags. It allows you to monitor traffic, goal conversions, geolocation info, and dozens of other metrics. Without this information we'd be lost. 

You can also see where there's a problem. If I look at goal conversion funnel and all of a sudden traffic falls off before they get to a next page, that tells me something is confusing visitors or possibly broken. 

Google Analytics

Facebook Pixel

The Facebook Pixel and Google Analytics allow for Retargeting. If you visit a website or product page, and then see ads for the thing you were looking at, that's retargeting. 

Research shows that people are more likely to purchase when they see it repeatedly, vs only once. So we can nurture towards a sale or decision by staying top of mind.

Lead Intelligence

HubSpot's CRM tracking code allow you to see if someone opened an email you sent, clicked a link, viewed your website, downloaded a document, and more. 

As a salesperson, this lead intelligence is critical to your success. It gives you a competitive advantage over your competition. 

Just by looking at what pages a lead has viewed, I know what they're interested in (service category). how close they are to making a purchase of decision (buyers intent) and when to contact them (lead notification).

Imagine getting and alert every time one of your leads opened your email or visited the site again. Research shows that 35%-50% of sales go to the vendor who responds first. You know they're interested. Call them right away and ask how you can help. 


A/B testing is a great way to improve the performance of a site. Using Google Optimize, HubSpot or Optimizely you can set up variations of a website to see which performs best. You can test button sizes and colors, images, layout, web copy, really anything. 

Come up with a hypothesis on what you think would increase conversions and then run a test. How long the test will take depends on how much traffic your site gets, but before long your test will reach statistical significance. Now you know which version performs best. 

Do more with tracking code and lead intelligence. 

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