Consent Management for Proper Pixel Placement & Targeting
Unconsented targeting and pixel practices have come under increased scrutiny lately. Everything from GDPR to CPP, iOS changes and just general growing concern around digital privacy has forced marketers to reconsider pixels and tracking.
Let’s take a look at some ways that Corkboard Concepts helps businesses anonymize data and utilize consent based tag management in order to maintain relevant tracking, remarketing and more.
Let’s Start By Only Tracking What Matters
The best place to start is by only tracking what you need. There is no reason to load up your website or tag management solution with every pixel you can think of – instead, only place the ones you want to actively use. Keep in mind, most targeting options have an expiration so passive tracking loses its benefits anyways!
Analytics: This is probably the most often used pixel. This is one of the safest tracking methods and provides just as many benefits over time as it does in the moment, if not more.
Conversion Tracking: The best part about conversion tracking is that it can all be done from a tracking-stance in Analytics, however, if it is being used for optimization, that’s with the ad platform. Due to similarity for the latter, follow the remarketing stance below.
On-Site Events: Items like popups and other visible event-triggers that exist on a site are generally easy going because they’re first-party pixels. That being said, get rid of the tags that aren’t actively within use.
Remarketing: Remarketing pixels are also widely used, whether it is for Facebook, Google, Floodlight tags, or various others. These expire after periods of time, so when particular platforms are not actively being used – take them off your site.
Tip: You don’t have to remove tags each and every time if you’d using Google Tag Manager – just pause them!
Stay In Control Of Your Tracking
Tag Manager’s offer a great solution to placing and managing your pixels and the data that you track.
One tag management solution should manage and maintain everything across your site. Plain and simple.
Unfortunately, allowing multiple tag management systems or even lone vendor pixels can make for a convoluted tracking system. If you or your company does not have access to those tag managers, there are really an unlimited number of things that can be tracked without you knowing about or planning for.
The best way to handle this is to place individual pixels on your tag management system, or to provide users access to it to place their own, while you still have visibility!
Let’s Ask Before You Track
The best thing to do for consent is to ask before you track!
Make it known that you’re tracking a person’s activities – don’t try to hide it. One of the easiest ways to do this is to make it obvious and place tracking information where a person could really see it or know where to look for more information about it.
You can also easily let visitors know and provide consent through easy popups on your site.
So make sure that you have your cookie/tracking policy spelled out. This can easily be written out on a website and placed where people are looking for it – on the footer of the site.
With these notices, there are several options you can take based on responses:
- Not give an option (Just notifying people)
- Allowing a “Yes” and “No” option for tracking – no will not allow the user to visit the rest of the site.
- Allowing a “Yes” or “No” trigger on the site attached to each tag.
Google Tag Manager now allows for Consent Management straight from the tag stance! You can make the tag manager fire based on the response to tag prompts.
Lay Out What You’re Tracking For
Once it is easily laid out for a visitor, they have a better understanding of what is being given to the website every time they visit!