When we create a website for a client, we have two goals: the first is to make a website that looks stunning and matches a client’s brand (we are in the wedding industry after all!). The second is to create a website that’s functional and provides valuable data to the client so they can make better business decisions. The main way we do this is through tracking codes.

1. Google Analytics

Google Analytics is one of the most popular tools for tracking your website’s performance. A properly set up GA account can show you how potential brides are finding your site, what they’re looking for, and how your content is performing. GA is also very handy if you’re planning on running Google Ads, as a connected account will allow you to further explore your ad campaigns’ performance, showing ROI and helping to optimize your marketing budget.

2. Meta Pixel

If you were to only install one code on your website, it would be a VERY close tie between a Meta Pixel and Google Analytics. Your Facebook Pixel is essentially a cookie for your website. Have you ever been shopping on Sephora, looking at moisturizer, and all of a sudden ALL of your Instagram ads are for moisturizer? That’s the power of the Meta Pixel. (Of course, you need to set up the ads and everything, but the Pixel is the first step!) Installing a Meta Pixel creates a link between your website visitors and their Facebook accounts (if they’re logged in), allowing you to target them in Facebook and Instagram ads and learn more about your audience.

3. Pinterest Pixel

If you run a product-based or digital service-based business, your website NEEDS a Pinterest Pixel. Just like the Meta Pixel, a Pinterest Pixel connects your website viewers to Pinterest accounts, giving you insight into your viewership on Pinterest and allowing you to run highly targeted ad campaigns.