The more data the better, right? Not exactly. While using third-party data tracking on your website can be useful and crucial to determining performance, having too many tracking tags (known as tracking pixels) can affect your website’s performance. There is a slew of services that use tracking pixels including Google Analytics, Google AdWords, DoubleClick, ChannelAdvisor, and more, but being calculated in how many and which ones you use is critical.
Every tracking pixel you have on your site calls to a third-party service, which can slow your website load time down. The more tracking pixels you have on your site, the slower it gets. Every second added to your website’s load time is detrimental to user experience. In fact, according to Google, each additional second it takes for your website to load can mean up to a 20% drop in conversions.
In addition to slowing down your website, having too many tracking pixels collecting data can cause other issues.
- Loss in revenue. We already mentioned the risk for a drop in conversions, but that translates to real dollars. For example, if you’re an e-commerce business that generates around $1 million in revenue each year, each second slower your site could lead to as much as $200,000 in lost revenue per year.
- Vulnerability. As with anything else web-based, third-party services using tracking pixels are subject to hacking. The data collected from these services is valuable and as such, a sought-after commodity.
Further, tracking pixels collect the same data. Because having too many installed on your website can slow it down, it’s key to make sure that each one you’ve installed is doing something different. Choose the most robust service for your particular needs and cut the rest.
While collecting data and using tracking pixels on your website is important, make sure you’re doing it wisely. Remember to set up your site to load pixels after the page loads and all at once. In addition, use https to secure your site and the tracking pixels on it.
If you have any questions or need advice on which services to use and how to interpret data, we’re here.