What does Tracking code mean in marketing terminology?

Tracking code

Tracking code is a unique code used to track the performance of a website, advertising campaign or other online marketing activity. It is typically embedded into a website or other digital medium to monitor user activity on the website and to assess the impact of the digital campaigns. It can also be used to convert customers from prospects to paying customers.

Tracking code may also be used to analyse the success of landing pages, lead form submissions, product purchases and online orders, downloads, email signups, blog visits, app downloads, and more. It also provides marketers with vital information about lead generation, ROI and other key metrics, enabling them to make informed decisions about the direction of their campaigns.

The most common types of tracking code are Google Analytics, Facebook Pixel and AdRoll.

Google Analytics

Google Analytics is one of the most popular types of tracking code, and is used by countless businesses around the world to track website performance and make informed decisions on their digital marketing initiatives. Google Analytics helps to measure the number of visitors to a website, the length of time they spend on the website, and the activities they perform, such as page views and downloads. It also provides key metrics such as conversion rates and user demographics, enabling marketing teams to make informed decisions on their digital marketing campaigns.

Facebook Pixel

The Facebook Pixel is a unique tracking code that enables marketers to measure the performance of Facebook Ads. It provides marketers with vital insights into the effectiveness of their campaigns, including the number of people engaged with an ad, the number of people who clicked on an ad, and the number of people who followed an ad link to the website. It also provides insights into the type of people who view and click on ads, enabling marketers to precisely target their campaigns and reach the most relevant audiences.


AdRoll is a tracking solution for both online-only and brick-and-mortar businesses. AdRoll enables marketers to create targeted campaigns based on website visitors’ browsing behaviour, target special segments of the audience, and measure the success of their campaigns. It also gives marketers insights into customer lifetime value, return on ad spend and other key metrics.

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Guidelines and Best Practices

In order to optimise tracking code performance, marketers should adhere to the following guidelines and best practices:

1. Utilise the different tracking codes available – Utilising multiple tracking codes enables marketers to track data on all their digital marketing campaigns, the success of their website, the impact of their social media campaigns and any other ongoing activities they may have.

2. Understand the data – Marketers should take the time to understand the data collected and use it to make informed decisions on their marketing initiatives.

3. Monitor performance constantly – It is important to monitor performance constantly in order to ensure campaigns remain effective and to adjust strategies when necessary.

4. Leverage segmentation – Leveraging segmentation enables marketers to tailor campaigns to specific customer groups and target the most relevant audiences.

5. Test and optimize – Testing and optimizing strategies are essential for ensuring campaigns are consistent and up-to-date.

6. Define success – Marketers should define the metrics they will use to measure success and adjust campaigns accordingly in order to ensure success.

7. Automate where possible – Automating processes wherever possible enables marketers to save time and focus on other important tasks.