What Is PixelPURL?

Never lose track

PixelPURL is a special proprietary Easypurl.com tracking technology that enables companies to use PURLs and monitor visitor behavior on third-party websites.

Earlier, we spoke about how a PURL Redirect lets PURL visitors be redirected back to a marketer’s website, rather than to an Easypurl.com hosted Landing Page. That was cool, right? The PixelPURL makes the PURLRedirect even cooler.

Normally, after each visitor is redirected to any place other than an Easypurl.com hosted Landing Page, we know we sent the visitor there, but we don’t know what happens afterwards. This leaves the question – how can we track visitor behavior on sites that are not hosted by us? Answer – PixelPURL.

PixelPURL especially useful in situations where the customer requires a campaign to use its (the company’s) own Landing Pages and not an Easypurl.com hosted Landing Page to capture their Web responses.

For example, many catalogers have their own e-commerce websites that are tightly integrated with order processing and fulfillment systems. As such, all their orders must take place on those sites.

Customers like these may still want to use PURLs to improve their marketing campaigns, but cannot not use externally hosted Landing Pages. Nevertheless, they want the ability to track beyond just PURL visits. They want to track how many of those PURL-visitors actually go on to make sales. This creates an problem, right? Wrong.

Usually, this requires a time-consuming, expensive and imprecise process called “matching back,” where the list of PURL-visitors is compared against a list of orders that takes place elsewhere. In general, most direct marketers have in fact created some kind of match back system to properly re-classify Web orders to their channel of origin, though this process is not very popular because it is both complicated and inexact.

Well, those days are finally over… So say good-bye to the dreaded match back, and hello to PixelPURL. With PixelPURL, Easypurl.com creates a special proprietary tracking pixel for the campaign that the customer places on the “thank-you” page (the final page that appears after an order is processed) of their e-commerce website. When this page loads, the pixel fires and alerts Easypurl.com not only that an order has taken place, but also by whom. As such, using the PixelPURL Easypurl.com tracks visitor behavior from the initial PURL-click, through to order completion. This information is reported back to Easypurl.com in real time, and displayed in the Reporting Dashboard along with PURL visitor data. Problem solved.

For something that accomplishes so much, it’s sinfully easy to implement.

img:Hank Ashby

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